Albertsons Media Collective, the retail media arm for Albertsons Companies Inc., has launched an onsite incrementality measurement, a new capability designed to help advertisers better understand the true impact of their retail media investments.
As brands increasingly prioritize incrementality as a key performance indicator, the solution provides insight into how onsite display media is driving new sales, the company said.
Addressing measurement gap
Recent research from Albertsons Media Collective, Ovative and Northwestern University Kellogg School of Management found that incremental return on ad spend, or iROAS, can vary by 6.5 times and flip results in 83 percent of campaigns based on methodology alone.
Onsite environments, where shopper behavior is closely tied to purchase, offer a strong foundation for observing these effects.
The new capability isolates the causal impact of media from purchases that may have occurred regardless, enabling advertisers to evaluate how campaigns influence business outcomes with greater precision.
By delivering more transparent and actionable measurement, brands can optimize media spend, refine creative strategy and improve audience targeting based on a clearer understanding of performance.
Tool for smarter investment
“As retail media continues to grow, advertisers are looking more closely at what’s actually driving performance,” said Liz Roche, VP of media and measurement at Albertsons Media Collective.
“Incrementality is a critical metric because it helps brands understand whether their media investment is creating new demand or simply capturing existing sales.
“With onsite incrementality, we’re giving advertisers clearer insight into how their campaigns influence sales so they can make more informed decisions about where and how to invest.”
The onsite incrementality measurement is designed to provide a transparent and consistent approach to evaluating performance. The methodology uses test and control frameworks to isolate the effect of media exposure, offering a clear view of incremental lift and enabling more standardized comparisons across campaigns.
Martinelli campaign proves concept
S. Martinelli & Co., makers of premium apple juice products for nearly 160 years, achieved its strongest campaign to date with Albertsons Media Collective through a multi-placement onsite strategy. The approach combined high-intent placements with visibility across the shopping trip.
By engaging consumers from discovery through conversion within a single environment, the campaign delivered a $7.45 iROAS, drove 65 percent new-to-brand buyers and generated a 33 percent lift in sales.
“The results were incredible – strong conversion rates, impressive iROAS and a meaningful uptick in new-to-brand buyers,” said Ashley Bair-Caruso, director of marketing at S. Martinelli & Co.
“This campaign set a new standard for how we approach seasonal shopper marketing and how we use data to deepen our connection with both loyal and new consumers.”
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