Albertsons integrates retail media with connected tv advertising

The news: Albertsons Media Collective launched Collective TV, a platform that combines retail media and connected TV (CTV) advertising capabilities.

• The offering aims to simplify CTV campaign execution by integrating various ad-serving capabilities, measurement solutions, and Albertsons' shopper data into a single platform.
• Collective TV offers three service channels: Premium Offering, DIY CTV, and Collective Syndication, all catering to different advertiser and publisher needs.
• Advertisers can also create shoppable YouTube video ads through Collective TV's integration with Google's Display & Video 360 platform. The introduction of shoppable ads on YouTube demonstrates a push toward more interactive and conversion-minded advertising experiences.

Zoom out: Our forecast calls for US retail media CTV ad spending to increase 86.6% in 2024, with annual growth of over 25% through 2028. By 2027, one in 5 CTV ad dollars will be allocated to retail media​​​​.

• Retail media networks are expanding their ad formats to include CTV, integrating upper-funnel branding efforts with lower-funnel performance campaigns. This shift allows marketers to reach audiences across different stages of the purchasing journey, enhancing brand awareness and direct sales​​​​.
• Significant partnerships, acquisitions (think Walmart-Vizio), and Amazon Prime Video’s introduction of ads are contributing to the rapid growth and integration of retail media within the CTV ecosystem.

Why it matters: This move positions Albertsons as a significant player in the rapidly growing US CTV ad market, which we forecast to reach $28.75 billion this year (and $44.32 billion by 2028).

• Partnerships with major ad-tech companies like Google, The Trade Desk, and LiveRamp strengthen Albertsons' offering and expand its reach in advertising.
• By combining retail media with CTV advertising, Albertsons is creating fresh opportunities for brands to reach consumers across multiple touchpoints and harness valuable first-party data.

Our take: The deprecation of third-party cookies is driving CTV platforms to rely heavily on retail media's first-party data for effective ad targeting and measurement. Retail media data enables CTV advertisers to achieve closed-loop measurement by tracking consumer actions post-ad exposure​​​​.

Albertsons' emphasis on measurement, optimization, and closed-loop reporting addresses advertisers' growing demand for more accountable and data-driven marketing solutions.