Albertsons' In-Store Ads Deliver 14% Sales Lift: Mondelēz Case Study

The Situation

Albertsons Media Collective, the retail media arm of Albertsons Companies, launched an in-store digital display network in June 2025, partnering with STRATACACHE for advanced screens in high-traffic areas like store entries and produce sections.[2][3] Mondelēz International served as a launch partner, promoting Sargento Cheese Bakes across 116 stores by integrating in-store screens with onsite and offsite media to boost household penetration and category growth.[1][3][4] Recently, Albertsons introduced a matched market incrementality framework to prove true causal sales impact, avoiding attribution of baseline sales.[3][5]

The Breakdown

The Mondelēz campaign generated over 5.5 million impressions, a 1.5% conversion rate, and a 14% in-store sales lift.[3][4][5] It achieved a $2.41 incremental return on ad spend (iROAS) using store-level comparisons with nearly 60 variables to minimize bias.[1][3] Albertsons now has over 50 advertising partners, with plans to expand the network to 800 more stores across 10 divisions in 2026.[3][4] This addresses retail media challenges, as in-store ad spend is projected to exceed $1 billion by 2029.[3] Quotes from executives highlight precision: Albertsons' Liz Roche noted it "cuts through noise" for causal lift, while Mondelēz's Melissa Pitmon praised clear insights for optimization.[3][5]

Why This Matters

For business owners and marketers, this validates in-store media as a high-ROI channel in an omnichannel world, proving incremental value beyond correlation.[3] CPG brands gain confidence in physical retail's role amid digital dominance, especially as US grocers lag European counterparts in screen networks and measurement.[4] Entrepreneurs can leverage similar tactics for precise attribution, scaling ad investments with data-backed proof, and tapping the "sleeping giant" of in-store retail media.[3]

Action Plan

• Audit your omnichannel mix: Integrate in-store activations with digital media, targeting high-traffic moments like shelf decisions.[1][2]
• Demand incrementality metrics: Partner with retailers offering matched-market testing to isolate true sales lift from baseline purchases.[3]
• Pilot small-scale campaigns: Test in 100+ stores with clear KPIs like iROAS and impressions, mirroring Mondelēz's 116-store approach.[4]
• Scale with expansion roadmaps: Prioritize retailers like Albertsons planning 2026 growth for national reach across divisions.[3][7]
• Track 60+ variables: Use advanced frameworks to reduce bias and build advertiser confidence in causal impact.[3]

Toolkit Recommendation

Stop guessing which niches or products drive retail sales. Use Micro Niche Finder AI to validate profitable markets in seconds, identifying high-potential CPG categories for in-store media dominance like Sargento Cheese Bakes.

Sources

• [1] https://massmarketretailers.com/albertsons-media-collective-intros-incrementality-measurement/
• [2] https://www.albertsonsmediacollective.com/pr-details/2025/Albertsons-Media-Collective-Launches-In-Store-Digital-Display-Network/default.aspx
• [3] https://www.marketingdive.com/news/mondelez-lifts-sales-albertsons-tackles-in-store-retail-media-measurement/808842/
• [4] https://invidis.com/news/2026/01/ces-2026-albertsons-wants-to-prove-what-in-store-retail-media-really-delivers/
• [5] https://www.retailtouchpoints.com/features/news-briefs/albertsons-media-collective-launches-store-level-measurement-to-gauge-ads-true-impact
• [6] https://www.albertsonscompanies.com/newsroom/press-releases/news-details/2026/Albertsons-Media-Collective-Launches-Incrementality-Measurement-to-Prove-True-Media-Impact-of-In-Store-Campaigns-and-Plans-Expansion/default.aspx
• [7] https://www.winsightgrocerybusiness.com/grocery-technology/albertsons-now-offers-in-store-ad-measurement-system
• [8] https://progressivegrocer.com/albertsons-media-collective-rolls-out-store-incrementality-measurement

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This article was assisted by Smart Hustler AI research technologies.