Mondelez lifts sales as Albertsons tackles in-store retail media measurement

"For too long, in-store media has been measured with tools that confuse correlation for impact,"

"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."

"In-store is one of the most influential moments in the path to purchase, but historically it's been difficult to measure with precision,"

"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 launched a matched-market in-store incrementality measurement that isolates causal sales lift by comparing store-level performance with and without media exposure. The framework employs nearly 60 variables to reduce bias, scales nationally across store formats, and focuses on net-new sales rather than correlated purchases. Mondelēz applied the approach for Sargento Cheese Bakes, integrating in-store screens to produce a 14% in-store sales lift, over 5.5 million impressions, and a $2.41 incremental return on ad spend. The solution provides causal insight to optimize campaigns and validate the true impact of in-store media investments.

Read at Marketing Dive