LAS VEGAS — Is connected TV advertising for the top or the bottom of the marketing funnel? Liz Roche thinks it excels across the gamut.
Albertsons Media Collective announced its CTV product, Collective TV, at Cannes Lions, and Roche, VP of media and measurement, believes the channel can account for significant top-of-funnel activity while also being measurable and allowing for data activation.
“We’re feeling really confident in that solution and think there’s going to be even more demand for it this coming year,” said Roche in this video interview with Beet.TV.
Bringing data to the open web
While “walled garden” ad platforms have an advantage in precision targeting and seamless attribution, Albertsons believes it can bring its data to the open web.
The company is also pushing for more capability in longitudinal measurement to understand how it’s moving the needle beyond individual campaigns.
“We want to make sure that we have those capabilities in open web to understand how we’re moving the needle, not just campaign to campaign, but year to year, season to season, as our shoppers grow,” Roche said.
Rethinking measurement for the long term
Albertsons Media Collective is the advertising branch of Albertsons Companies, one of the largest food and drug retailers in the United States. It provides marketing solutions for brands looking to engage with customers across Albertsons’ network of stores.
Measurement continues to be a complex and fragmented space for many in the industry. To tackle that, Albertsons recently announced a partnership with Neutar and provided clients with an API for accessing campaign-level data.
“We want to make sure that we’re making that data available to them and that they can do measurement on their terms and make sure that their media is as effective as possible,” Roche explained.
The unit is also considering long-term vision and how to change shopper behavior over time. With some shoppers visiting stores multiple times a week, the company recognizes the need for more holistic solutions to understand the full impact of media.
“LTV (long-term value) seems like pie in the sky, but we have to understand that when our shoppers are shopping with us, it’s not in a promo cycle. They’re shopping day in and day out,” Roche noted.
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