""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."
"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. In addition, it boosted ROAS onsite by over 69% and offsite by over 43% compared to a previous campaign that didn't include premium CTV advertising."
""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."
Albertsons Media Collective and NBCUniversal developed a closed-loop measurement capability that links premium CTV ad exposures to in-store and digital retail transactions. The capability deterministically matches both parties' first-party data inside a clean room environment to connect NBCU's CTV impressions with Albertsons' transaction data. Chobani piloted the solution for its protein yogurt drinks, combining CTV with social, offsite and onsite activations. The March–June 2025 campaign produced a 1.9x lift in new-to-brand social engagement, a $4.22 ROAS on premium CTV, and ROAS uplifts of over 69% onsite and over 43% offsite versus a comparable campaign without premium CTV.
Read at Marketing Dive
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