US grocer network Albertsons Companies is launching a a new digital media capability that will see proprietary shopper data reach tens of millions of brands
The new platform – named Albertsons Performance Media - will give brands the opportunity to use proprietary shopper data to drive sales across Albertsons Companies’ network of more than 2,300 stores in 35 states.
Albertsons is teaming up with Quotient Technology
for the programme which is built on three key pillars: shopper audience targeting using purchasing data; creative ad units to deliver brand equity ads and experiences across mobile, social and web, integrated with a call to action to drive sales, such as a digital coupon, in-store special, or add-to-cart for online purchase; and media measurement, which uses advanced analytics to measure performance by linking ad views to a shopper’s verified purchase.
“The launch of Albertsons Performance Media, powered by Quotient, is a significant milestone in our journey to being more tightly integrated in the digital grocery ecosystem,” said Narayan Iyengar, SVP of digital and ecommerce at Albertsons Companies. “With this capability, we aspire to deepen our digital relationships with our CPG vendor partners while also being more relevant to our digitally savvy customers. We have had a long-standing relationship with Quotient and have been impressed with their capabilities and leadership.”
Using Albertsons Performance Media, Consumer Packaged Goods (CPGs) brands can deliver targeted and relevant ad campaigns across the full spectrum of platforms such as Albertsons Companies’ digital properties, Quotient’s digital properties and third-party properties, including all major digital publishers.