Albertsons Pilots Shoppable Digital Circular Ads with Meta

Albertsons Cos. is evolving its circular strategy by piloting interactive digital circular ads on Facebook and Instagram through its retailer media network, Albertsons Media Collective.

In partnership with social media giant Meta and mobile-first advertising platform Kargo, Albertsons is working to replace traditional digital circular ads with dynamic ad campaigns across Meta’s Facebook and Instagram to "meet consumers where they are," according to a recent LinkedIn announcement from Albertsons Media Collective. The shoppable ads will reportedly feature general merchandise, health and beauty care products. 

[Also Read: The Circular Evolution]

The social media experience allows shoppers to connect to their local store to clip offers and add relevant products of interest to their shopping list. The retailer says it is merging product and promotional data to enable "advanced targeting, actionable content and measurable performance," per the announcement.

Albertsons also indicated future retail media plans to come, including a rollout to display and connected TV as well as dynamic localization and personalization “to better engage shoppers and drive sales.”

Digital and traditional circular ads are widely acknowledged as an effective way to drive traffic to stores and tap into deals, though there are still massive challenges in the space. Earlier this year, Ben Flaccus, managing director, retail & CPG commerce, Undertone, discussed the evolution of circulars, the current state of digital circulars and why many retailers still haven’t made the full transition to digital.