Albertsons Bolsters Onsite Retail Media With Shoppable Video
Commerce media company Criteo has hard launched its on-site video solution for retail media after beta testing the offering with select retailer partners, including Albertsons Cos., Costco and Walmart Mexico.
Designed to enhance full-funnel marketing efforts, this solution integrates shoppable video ad formats directly into the digital storefronts of Criteo's retailer partners. The video ads also pair with traditional sponsored products and display placements, to help brands and advertisers “bridge storytelling and sales” with more dynamic content near the point of purchase, according to a media release.
Early Adopter: Albertsons Media Collective
As a beta partner, Albertsons Media Collective (AMC), the retail media arm for Albertsons Cos., has been leveraging on-site video as part of holistic campaigns and reported strong performance during testing.
A test campaign that exposed shoppers to both on-site video and sponsored products delivered a 280% increase in click-through rates, according to the release. When paired with sponsored product ads, on-site video also drove a 460% lift in sales.
Also Read: How Albertsons Media Collective Is Working to Close the Loop
"Expanding our collaboration with Criteo to include on-site video enhances our ability to deliver a shopper-centric retail media offering with high-impact ad experiences that drive measurable results," Liz Roche, vice president of media and measurement at AMC, said in the release. "We're committed to identifying ways to reduce friction and add value across the shopper journey. That translates to an omnichannel approach, and also to a varied approach for each channel."
About Criteo’s On-site Video
With this latest launch, Criteo rounds out its on-site advertising suite, combining video, display and sponsored product ad formats in one unified platform.
With on-site video, Criteo said it now offers a full-funnel on-site advertising suite that combines video, display and sponsored products into a single platform. The addition is aimed at helping brands connect with shoppers during key decision-making moments, while giving retailers another opportunity to drive incremental revenue through premium ad formats.
Bernie Che, senior director, retail acceleration at Flywheel said: "From the agency side, the ability to activate and measure on-site video alongside sponsored products and display in a single platform represents an exciting opportunity for our clients. As this capability develops, we'll be able to tie multiple formats together and better understand how they work collectively to drive meaningful outcomes — including discovery, consideration and customer acquisition."
"Video has always been a powerful storytelling tool but rarely a direct driver of commerce — until now," added Stephen Howard-Sarin, managing director, retail media, Americas at Criteo. "It's an incredibly exciting time for retail media."
As retail media networks evolve, solutions like on-site video reflect growing interest among brands and retailers in immersive, omnichannel marketing experiences that blend storytelling with commerce.
