US-based grocer, Albertsons’ retail media arm, Albertsons Media Collective recently announced the results of its Matched Market framework which attributes sales solely to media exposure rather than correlation.
In a recent campaign, Mondelēz wanted to measure the impact of its campaign for Sargento® Cheese Bakes, which aimed to drive household penetration, category growth, and incremental sales throughout the customer journey—from online to in-store.
Offsite display media drove awareness and engagement. Then, it layered in high-impact onsite placements and in-store digital screens to connect with and convert shoppers closest to the point of sale, online and in-store.
The addition of in-store screens across 116 Albertsons banner stores contributed to a significant sales lift, as measured by The Collective’s Matched Market Incrementality (iROAS) methodology.
Unlike traditional attribution models that assign credit to purchases that may have occurred anyway, The Collective’s matched market framework measures the actual incremental impact of in-store media, isolating the effect of advertising as the sole driver of lift. The incrementality solution operates at the store level, comparing sales performance in test stores exposed to ads against a rigorously selected set of control stores with no media exposure, leveraging nearly 60 variables for advanced store-level matching to reduce bias and noise.
The first Matched Market campaign delivered
- $2.41 incremental return on ad spend
- +1.5% conversion rate
- +5.5M impressions
- 14% sales lift in-store
“In-store is one of the most influential moments in the path to purchase, but historically it’s been difficult to measure with precision,” said Melissa Pitmon, Customer Director, Omni-Channel at Mondelēz. “Albertsons Media Collective’s matched market measurement gave us clear, causal insight into how in-store media drove incremental sales.”
