Albertsons’ retail media arm, Albertsons Media Collective, right now launched a brand new in-store incrementality measurement in an effort to resolve for considered one of retail media’s most persistent challenges, per a press launch. The grocery store’s matched market framework seems to be to show the true incremental influence of in-store media, slightly than attributing gross sales for purchases that may have occurred no matter media publicity.
“For too lengthy, in-store media has been measured with instruments that confuse correlation for influence,” mentioned Liz Roche, vp of media and measurement at Albertsons Media Collective, within the press launch. “Our matched market incrementality strategy cuts via that noise. By isolating causal elevate on the retailer stage, we’re displaying manufacturers the precise influence of in-store media activation — and giving them confidence that their funding is driving net-new gross sales.”
CPG large Mondelēz used the brand new framework to measure the influence of a marketing campaign that regarded to drive family penetration, class development and incremental gross sales for its Sargento Cheese Bakes snack crackers. The mixing of in-store screens led to a 14% in-store gross sales elevate, and the marketing campaign noticed over 5.5 million impressions and a $2.41 incremental return on advert spend.
“In-store is without doubt one of the most influential moments within the path to buy, however traditionally it’s been tough to measure with precision,” mentioned Melissa Pitmon, buyer director for omnichannel at Mondelēz, within the press launch. “Albertsons Media Collective’s matched market measurement gave us clear, causal perception into how in-store media drove incremental gross sales, serving to us optimize with confidence and validate the true influence of our funding.”
The brand new resolution operates on the retailer stage, evaluating gross sales efficiency of retailer with and with out media publicity, using almost 60 variables in an effort to cut back bias, scale nationally throughout retailer codecs and work with new and current in-store screens. Albertsons launched an in-store digital show community in June 2025, and greater than 50 advertisers are utilizing the answer. Mondelēz was a launch companion.
In-store retail media is forecast to surpass $1 billion in advert spend by 2029, per eMarketer, which describes the channel as a “sleeping large” within the bigger retail media market. Nonetheless, challenges round shopping for, managing and measuring in-store media have persevered and hampered development.
The brand new providing comes as Albertsons Media Collective works to develop different options within the retail media house, together with ones on the convergence of different rising channels, like linked TV. The retail media arm is working with NBCUniversal to offer closed-loop measurement that bridges linked TV publicity and retail outcomes, an providing that helped Chobani see robust lifts within the return on advert spend throughout onsite and offsite media.
“We sit up for advancing the measurement capabilities we provide sooner or later with closed-loop measurement, whereas remaining compliant with and carefully aligning our measurement roadmap with IAB present and future requirements for in-store media,” Roche mentioned within the launch.
Albertsons Media Collective plans to broaden its in-store digital show community in 2026. The in-store fleet is predicted to incorporate about 800 extra shops, providing scale and continuity throughout 10 divisions.
