Advertisers' pay-for-performance
models and attention metrics are based on measurable outcomes that increasingly attract them to retail media. But when Cannes Lions festival comes around, an onslaught of announcements from the
biggest companies fuels big dreams on how creative experiences can supplement advertising.
This week, Albertsons Media Collective, the retail media arm of Albertsons Companies, unveiled a
branded entertainment model it co-developed with Procter & Gamble (P&G). The scripted dramas are a little reminiscent of Walmart in-store televisions.
Episodic, scripted branded
entertainment built on Albertsons Companies’ shopper insights are debuting with Rico's Tacos to help CPGs move products through a short-form video series.
The scripted comedy-drama
series is about a taco stand run by a widowed father, his teenage daughter and her grandmother.
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Through this partnership, Albertsons Media Collective and P&G will explore ways to curate
and place content, allowing brands to present a creative idea to Albertsons Media Collective, and P&G will help to create the work under this model.
Albertsons Cos. co-created and filmed
the Minivela drama with P&G and its production partner Brilla Media at Albertsons Cos. Stores. The film features real in-store associates. The retailer, in collaboration with Albertsons Media
Collective, is further investing in promoting Rico’s Tacos across its owned and social media channels.
Albertsons Cos. relied on its shopper intelligence, retail media network and
in-store production, whereas P&G contributed its consumer knowledge and entertainment expertise to build the offering.
The series launches June 23 on Albertsons Cos.’ YouTube,
social, and in-store platforms, with new episodes debuting weekly through the end of August. An episode will also premiere at the Cannes Lions International Festival of Creativity.
What makes
this announcement interesting is new research from Ipsos that reveals creative quality is the missing link that unlocks the power of the retail media ecosystem. The data will debut next
week at Cannes Lions International Festival of Creativity.
Kroger Precision Marketing (KPM) today introduced an advertising collaboration with TikTok
that lets advertisers reach Kroger shoppers in the TikTok advertising platform.
The collaboration taps into what TikTok calls its "creator economy" that continues to change how consumers
discover products. From nano-influencers to celebrities, creator-driven content fuels product discovery and influences purchase decisions across categories.
For consumer packaged goods (CPG)
brands, for example, influencer media has become an increasingly important way to earn trust, as brand trust erodes in artificial intelligence-based engines.
In a recent KPM analysis of store
sales, Kroger households that report engagement with social content have 2x higher in-store basket spending than the average Kroger shopper.
A new survey of Kroger shoppers demonstrates
the importance and impact that people attribute to social media influencers, with 68% of Kroger shoppers surveyed reporting purchases at least one grocery, household, or personal care product they
directly attributed to social media in the past 6 months.
Some 46% of Kroger shoppers surveyed reported that products discovered through influencers or social media sometimes become part of
their regular shopping routine.
KPM’s audience segments used to target the ads rely on millions of daily in-store and online purchases. Powered by Kroger’s loyalty accounts,
shopping behaviors uncover opportunities for brands to reach new and existing consumers. Advertisers will now be able to reach relevant audiences using TikToK’s self-service advertising
platform.
Target Corp. is testing a collaboration between its proprietary in-house retail media network and a satellite-and-streaming media provider.
The pilot, which uses
first-party customer data, is a premium video partnership that enables brands participating in Roundel, the retail media network, to reach shoppers via DirecTV advertising platforms.
The data helps advertisers serve up in the most relevant video environments across DirectTV, including home-screen placements, commercials during live programming and video ads on
planes and in hotels.
The partnership marks the first time a retail media network has bought into DirecTV Remote’s out-of-home network using Target’s first-party shopper data to
place brand messaging when DirecTV’s audiences already are.
Home screen takeovers, commercial slots during live sports broadcasts and video ads that reach viewers in their airplane
cabins or hotel rooms are all on the table for this offering to close the gap between views and actual purchases, with brands now able to track whether someone who saw their ad later bought the
product at Target.
The pilot also grants access to marquee programming from major sports leagues like MLB, WNBA and the PGA as well as a “Pause Ads” feature that surfaces when a
viewer pauses their screen, according to one report.