""Advertisers have been asking for clearer proof that their CTV investments are driving real results, and together with NBCUniversal, we're answering that call," said Evan Hovorka, vice president of product innovation at Albertsons Media Collective, in a statement."
""Premium CTV helped us turn awareness into action, and the strong ROAS lifts across onsite and offsite proved just how powerful a connected, full-funnel approach can be," said Christen Spencer, director of shopper marketing for Chobani, in a statement."
"Running from March to June 2025, the Chobani campaign generated a 1.9 times lift in new-to-brand social engagement and a $4.22 return on ad spend on premium CTV."
Albertsons Media Collective and NBCUniversal created a closed-loop measurement solution that deterministically matches NBCU premium CTV ad exposures to Albertsons' in-store and digital transaction data inside a clean room. The capability links first-party data to connect CTV exposure with retail outcomes, addressing advertiser demand for proof of CTV effectiveness. Chobani piloted the solution for a launch campaign combining CTV, social, offsite and onsite activations. From March to June 2025 the campaign produced a 1.9x lift in new-to-brand social engagement, a $4.22 ROAS on premium CTV, and onsite and offsite ROAS increases of over 69% and 43%, respectively.
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