Albertsons Performance Media Exceeding Expectations

Albertsons Cos. is seeing strong first-year results of its Albertsons Performance Media (APM) program, which launched last January. Designed to provide brands with the opportunity to use proprietary shopper data to drive sales, APM, powered by Quotient, is delivering brand makers of consumer packaged goods (CPGs) up to two times more return on their ad spend compared to industry benchmarks set by Nielsen, according to the retailer.

“Albertsons Performance Media has quickly grown into a powerful way for brands to connect with their loyal shoppers on major campaigns that drive significant sales,” Karen Sales, VP of national and shopper marketing for Albertsons, said in a statement. “APM has executed 300 campaigns on behalf of 150 CPG companies. We’ve been able to target the right shoppers at the right time and in the right digital places. It has exceeded our expectations.”

Albertsons’ APM delivers targeted and relevant ad campaigns across the retailer’s full spectrum of digital platforms by driving product trial, attracting new customers and appealing to repeat buyers.

PepsiCo is among the companies that have seen strong APM results. Last summer, the company launched the "Pepsi Generations Summer Music" campaign, which highlighted the brand’s music history on limited-edition retro cans. Through APM, the company connected locally relevant Pepsi music assets with Albertsons shoppers across its 13 divisions and 20 banners, resulting in sales that outperformed the rest of the grocery channel during the five-week promotion.

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“Our Pepsi summer campaign was a huge success in reaching the right shoppers, driving sales and exceeding all of our engagement benchmarks,” said Stacey Nachtaler, shopper marketing director for PepsiCo, in a statement. “Albertsons Performance Media has been a seamless digital solution for Pepsi running smart, efficient campaigns that garner results. We’re already working with Albertsons and Quotient on additional campaigns.”

Quotient, Albertsons’ exclusive digital media platform partner, targets millions of shoppers through social media, the grocer’s digital properties and major third-party publishers. Quotient has strengthened its offering with new capabilities in social media and e-commerce through recent acquisitions, including that of influencer marketing firm Ahalogy in June 2018.

Since the acquisition, APM has delivered 21 influencer campaigns with 13 brands and four national campaigns, producing more than 200 million targeted, verified impressions; activated targeted social campaigns across Facebook, Instagram, Snapchat and Pinterest; and reached 270 million impressions, 3 million engagements and 700,000 clicks.

General Mills turned to Ahalogy and APM for a new product launch under its Oui by Yoplait brand, and saw a rise in engagement and exceeded the brand’s impression goal.

“With the help of Ahalogy's premium hand-selected influencer network, highly-relevant and impressive content, and a strategic targeted paid media plan, the campaign helped boost engagement and inspire new usage occasions,” said Ed Madden, sales director for General Mills, in a statement. “Our campaign exceeded our brand’s impression goal, and we had an impressive click-through rate to the Albertsons banner coupon page from our influencer content.”

Albertsons has been making strides toward its goal of enhancing the omnichannel customer experience. By harnessing Quotient’s capabilities, Albertsons is implementing sponsored search and product ad placements so brands can make sure their products appear high up on the digital shelf when shopping online.

“The past year has been a tremendous success for Quotient and Albertsons Cos. as we continued innovating CPG marketing by connecting shoppers to the most relevant media and offers,” said Quotient COO Chad Summe. “2019 looks to be an exciting year for CPGs wanting to grow their brands through Albertsons Performance Media.”