Supermarket giant helps brands track impact of online ads
Albertsons Companies unveiled a new service designed to help consumer brands figure out whether their digital ads are working.
The supermarket giant launched Albertsons Performance Media, a digital media capability designed to improve the digital advertising performance of its CPG brand partners. The technology, powered by Quotient, uses proprietary shopper data to drive more targeted sales across Albertsons’ network of more than 2,300 stores in 35 states.
The technology will create more targeted and relevant ad campaigns that will be shared across mobile, social and web channels. These could be digital coupons, in-store specials, and “add-to-cart” incentives for online purchases. Brands that use the service will deliver campaigns across Albertsons’ digital properties, as well as Quotient’s and third-party properties that serve digital ads — including all major digital publishers.
The solution also uses advanced analytics to measure performance by linking ad views to a shopper’s verified purchase — and Albertsons already has more than 30 million verified buyers, according to the company.
These more targeted ads are expected to grow sales by driving product trial, winning new customers, and appealing to repeat buyers, Albertsons said.
“The launch of Albertsons Performance Media is a significant milestone in our journey to being more tightly integrated in the digital grocery ecosystem,” said Narayan Iyengar, senior VP of digital and e-commerce at Albertsons Companies. “With this capability, we aspire to deepen our digital relationships with our CPG vendor partners while also being more relevant to our digitally savvy customers.”
Albertsons, which has been piloting the efforts with major brands, said return on the investment so far has proven three times the average of similar efforts. It has also signed up more than 60 consumer companies for the program, according to CNBC.
This is not Albertsons’ first try at gaining traction across the digital and e-commerce landscape. The company recently joined forces with delivery service Instacart, a move to offer same-day delivery of online orders to customers in as little as an hour. The grocer plans to make the service available in more than 1,800 of Albertsons’ banners across the country by mid-2018.
Albertsons was also the first national grocery retailer to acquire a prepared-meals company. The supermarket chain acquired online meal company Plated last fall.