Albertsons Media Collective’s in-store incrementality measurement addresses one of the industry’s most persistent challenges: accurately measuring in-store media. Explicitly designed to alleviate this complexity, our matched market framework delivers true incrementality by attributing sales, orders, and unit lift solely to media exposure rather than correlation.
In a recent campaign, Mondelēz unlocked powerful proof of performance for its omni-channel program, including in-store media.
“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, helping us optimize with confidence and validate the true impact of our investment.”
Objective: Drive Incremental Sales Across All Channels
The brand wanted to promote Sargento® Cheese Bakes, the premium snack cracker from Mondelēz, to drive household penetration, category growth, and incremental sales throughout the customer journey—from online to in-store.
Strategy: Amplify Online Media with In-Store Awareness
Mondelēz leveraged offsite display media to drive 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.
Results: Matched Market Incrementality Shows Incremental ROAS
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. The solution leverages nearly 60 variables for advanced store-level matching to reduce bias and noise, scales nationally across diverse store formats, and works across both existing and new in-store screens, including deli and pharmacy placements.
The Mondelēz campaign delivered impressive performance for our first in-store Matched Market campaign.
- $2.41 incremental return on as spend
- +1.5% conversion rate
- +5.5M impressions
- 14% sales lift in-store
Ready to reach Albertsons shoppers in-store? Let’s get started today!