• by Laurie Sullivan , Staff Writer, Yesterday

Primo Water worked with Perion and Albertsons Media Collective, linking a DOOH campaign to in-store sales to increase brand awareness.

Primo Water sells and delivers bottled water and related products like dispensers and filtration systems to homes and businesses. 

Albertsons Media Collective, the retail media arm of Albertsons Companies, is based in the United States and Canada. 

To increase brand awareness, a digital out-of-home (DOOH) campaign supported by Perion, an AI-powered technology and data company, ran across a mix of screens such as transit hubs, gyms, and offices. This was supported by real-time optimization focused on Albertsons’ highest-performing stores.

The companies linked the DOOH campaign to in-store sales through an upper-funnel awareness campaign that generated a 5.5% incremental sales lift and 5.5 million impressions.

Now the company is considering adding dynamic pricing and time-sensitive promotions to drive action into stores.

The results were achieved through a recent partnership between Perion and Albertsons Media Collective, the companies told MediaPost. It combined purchase-based audience targeting, personalized creative, and closed-loop measurement to drive attributable sales and improve on what the companies call “Joint Business Planning (JBP) credit.”

The exclusive partnership gives advertisers the ability to activate against Albertsons’ purchase-based, first-party audiences across Perion’s display and DOOH formats like the one used for the Primo Water campaign.

Advertisers through the can reach more than 100 million verified shoppers, including those near but not in the stores — more than 2,200 locations. 

The partnership created a strategy that uses dynamic creative, localized offers and measurement tools to support omnichannel strategies.

The companies are working with other major CPGs, retailers, and financial brands. Many leverage Albertsons’ first-party data across Perion’s ad formats.

The push to expand Albertsons Companies’ ad media network began in July with the hire of Brian Monahan to lead the Albertsons Media Collective. It marked a leadership change to advance its retail media business.

Monahan, a former Dentsu executive, said he likes to “shake things up.”

“Media has become unplannable,” he recently told The Drum. “It’s just so fragmented. Instead, what we’ve got is high-frequency trading, not media planning.”

Albertsons Media Collective has recently made strides by expanding advertiser partnerships, enhancing closed-loop capabilities and earning industry recognition, even outside, using purchase-based insights that reach specific consumers.