Albertsons' new in-store retail media measurement helps Mondelez lift sales

""For too long, in-store media has been measured with tools that confuse correlation for impact," Liz Roche, vice president of media and measurement at Albertsons Media Collective, said in the press release. "Our matched market incrementality approach cuts through that noise. By isolating causal lift at the store level, we're showing brands the actual impact of in-store media activation - and giving them confidence that their investment is driving net-new sales.""

"CPG giant Mondelēz used the new framework to measure the impact of a campaign that looked to drive household penetration, category growth and incremental sales for its Sargento Cheese Bakes snack crackers. The integration of in-store screens led to a 14% in-store sales lift, and the campaign saw over 5.5 million impressions and a $2.41 incremental return on ad spend."

""In-store is one of the most influential moments in the path to purchase, but historically it's been difficult to measure with precision," Melissa Pitmon, customer director for omnichannel at Mondelēz, said in the press release. "Albertsons Media Collective's matched market measurement gave us clear, causal insight into how in-store media drove incremental sales, helping us optimize with confidence and validate the true impact of our investment.""

Albertsons Media Collective introduced a matched market in-store incrementality measurement to isolate causal lift at the store level and demonstrate true incremental impact of in-store media. The framework compares sales performance of stores with and without media exposure and controls for bias using nearly 60 variables to enable national scale. The approach seeks to prevent attributing sales that would have occurred absent media exposure. Mondelēz measured a campaign for Sargento Cheese Bakes and found a 14% in-store sales lift, over 5.5 million impressions, and a $2.41 incremental return on ad spend. The measurement aims to give brands confidence their in-store investment drives net-new sales.

Read at Grocery Dive