Albertsons Media Collective Launches On-Site Incrementality Measurement
Albertsons Media Collective, the retail media arm for Albertsons Cos., has introduced on-site incrementality measurement, a new tool designed to give brand advertisers a clearer understanding of the true impact of their retail media investments.
According to research from Albertsons Media Collective, the Ovative Group and Northwestern University Kellogg School of Management, iROAS can vary by as much as 6.5x and flip results in 83% of campaigns based on methodology alone, demonstrating a need for greater transparency and consistent measurement.
The tool works by isolating the causal effect of media from purchases that would have happened anyway, letting advertisers evaluate how campaigns influence business outcomes with greater precision. The tool is designed to provide transparency and consistency in evaluating campaign performance. Test and control frameworks isolate the effect of media exposure, offering a clear look at incremental lift and enabling more standardized comparisons across campaigns.This aligns with AMC's push to bring more transparency and rigor to retail media performance as the space matures.
By delivering more transparent and actionable measurement, brands can maximize their media spend, refine their creative strategy and improve audience targeting via a clearer grasp of performance.
For example, S. Martinelli & Co. had its strongest campaign to date with AMC, through a multi-placement on-site strategy that blended high-intent placements with visibility across the shopper journey, to draw attention to and generate sales of its apple juice products.
The campaign engaged shoppers from discovery through conversion within a single environment. The results show how effective on-site media was in driving performance and incremental growth, specifically delivering:
a 33% sales lift
65% new-to-brand buyers
$7.45 in iROAS
"As retail media continues to grow, advertisers are looking more closely at what’s actually driving performance," Liz Roche, vice president of media and measurement at Albertsons Media Collective, said in a news release. "Incrementality is a critical metric because it helps brands understand whether their media investment is creating new demand or simply capturing existing sales. With on-site incrementality, we’re giving advertisers clearer insight into how their campaigns influence sales so they can make more informed decisions about where and how to invest."
