Albertsons introduces three new retail media channels
Brand partners of Albertsons Companies have new ways to engage customers and access to limited-time curated advertising packages.
The grocery conglomerate’s Albertsons Media Collective retail media arm is offering free, limited-time, curated packages to participating advertisers. The packages are designed to boost the effectiveness of their efforts to reach Albertsons shoppers, particularly during high-traffic retail moments such as Thanksgiving, the December holidays, New Year’s, Valentine’s Day and the Super Bowl.
[READ MORE: Albertsons delivers branded ad content to shoppers]
These packages will include Albertsons matching CPG retail media investment with enterprise media dollars. In addition, the grocer is introducing three dynamic channels for advertisers:
- Organic influencers: According to Albertsons, many of its brand partners have asked for access to social influencers, and now this is part of its omnichannel retail media toolkit. For example, the grocer says a recent organic influencer campaign generated 1.3 million impressions and 33,000 video views.
- Premium in-store screens: The new Albertsons in-store media network lets brands connect with 37 million weekly shoppers across 22 banners. With exclusive access to premium screen placements, advertisers can reach customers at the moment before purchase.
- Added onsite placements: To maximize brand exposure at every touchpoint, advertisers can now have access to more onsite and on-app ad placements as part of the new limited-time program.
"At the Collective, we have great confidence in the power of our performance, and we are committed to driving shared growth with our advertising partners," said Brian Monahan, senior VP of retail media for Albertsons Media Collective. "So, for the first time in the industry, we will match CPG retail media investment with enterprise media dollars this fall."
Other initiatives Albertsons intends to launch to enhance its retail media network in 2025 include bringing together the insights that Albertsons Media Collective has in order to create automation around its main media planning process, as well as bringing more transparency to measurement.
"Matching Collective investment with enterprise media is a meaningful way to help CPGs accelerate their resonance with shoppers during a key retail timeframe," said Usman Humayun, general VP of marketing for Albertsons Cos. "This partnership is an example of our customer-centric approach— helping our CPG partners deliver the right message to the right audience at the right time to unlock meaningful growth."
Headquartered in Boise, Idaho, Albertsons Companies operates more than 2,200 stores across 34 states and the District of Columbia under more than 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.
