PALM SPRINGS, Calif. — TV used to be a mass-reach medium whose stock in trade was top-of-funnel brand awareness. But CTV has changed all that.
“Personalized, scalable CTV is absolutely paramount to drive performance,” Liz Roche, SVP of media and measurement at Albertsons Media Collective, said in this video interview with Beet.TV.
Albertsons Media Collective is the retail media unit of the Albertsons grocery chain. All of the company’s offerings are built on the underpinnings of its loyalty data. Roche’s team also offers location-based personalization, with signals like local sports or weather.
Flexibility is key
Albertsons Media Collective has a self-serve offering powered by The Trade desk and a premium managed service offer.
“We want our brand partners to do what brands do best, which is bring brand content to life with us,” Roche said.
But Roche knows transparency and performance measurement are crucial in CTV advertising. Albertsons Media aims to provide measurement and brand attribution.
“We’re focused on closing the loop, and we have that as part of our offering, both brand and SKU-level attribution,” Roche said.
”We’re incorporating shoppability into our CTV offering and really making sure that we’re able to see that impact all the way throughout the flywheel,” she added.
You’re watching “Connected Commerce: Reimagining CTV and Driving Ad Innovation, a Beet.TV Leadership Series at IAB ALM, presented by Albertsons Media Collective” For more videos from this series, please visit this page.
