What's Happening?
Albertsons Media Collective (AMC), the retail media network of Albertsons, has launched a new in-store incrementality measurement tool. This tool is designed to accurately assess the impact of advertisements on sales by comparing test stores exposed to ads with control stores that have no media exposure. The approach aims to provide a statistically validated measure of true sales lift by estimating what sales would have occurred without advertising. Liz Roche, VP of Media and Measurement at AMC, emphasized that this method isolates causal lift at the store level, offering brands a clearer understanding of the actual impact of in-store media. The initiative follows the launch of Albertsons' in-store digital display network in June 2025, which
included a successful campaign with Mondelēz that resulted in a 14% sales lift for Sargento Cheese Bakes crackers.
Why It's Important?
The introduction of this measurement tool addresses a significant challenge in the retail industry: accurately measuring the impact of in-store media. Traditional methods often confuse correlation with causation, leading to unclear insights into the effectiveness of advertising. By providing a more precise measurement, AMC's tool allows brands to optimize their marketing strategies with greater confidence, potentially leading to increased sales and better allocation of advertising budgets. This development could influence how retailers and brands approach in-store advertising, emphasizing the importance of data-driven decision-making in marketing strategies.
What's Next?
AMC's new measurement tool is designed to scale nationally, potentially transforming how in-store media is evaluated across various store formats. As more brands adopt this approach, there may be increased demand for similar measurement solutions in the retail industry. The success of this tool could lead to further innovations in retail media, encouraging other retailers to develop or adopt advanced measurement techniques. Additionally, the tool's ability to work with both existing and new in-store screens, including deli and pharmacy placements, suggests a broad applicability that could enhance the effectiveness of in-store advertising across different product categories.
