Albertsons Media Collective Introduces Onsite Incrementality Measurement
Albertsons Media Collective’s onsite incrementality measurement is designed to provide a transparent and consistent approach to evaluating performance.
Topics
Albertsons Media Collective, the retail media arm for Albertsons Companies, Inc., has announced the launch of onsite incrementality measurement, a new capability designed to help advertisers better understand the true impact of their retail media investments.
As brands increasingly prioritise incrementality as a key performance indicator, this solution provides clear insight into how onsite display media is driving new sales.
Recent research from Albertsons Media Collective, Ovative and Northwestern University Kellogg School of Management found iROAS can vary by 6.5x and flip results in 83% of campaigns based on methodology alone, underscoring the need for more transparent, consistent measurement.
On-site environments, where shopper behaviour is closely tied to purchase, offer a strong foundation for observing these effects.
This new capability isolates the causal impact of media from purchases that may have occurred regardless, enabling advertisers to evaluate how campaigns influence business outcomes with greater precision.
ALSO READ: The Invisible Spend Problem in Performance Advertising
By delivering more transparent and actionable measurements, brands can optimise media spend, refine creative strategy, and improve audience targeting based on a clearer understanding of performance.
“As retail media continues to grow, advertisers are looking more closely at what’s actually driving performance,” said Liz Roche, Vice President of Media and Measurement at Albertsons Media Collective.
“Incrementality is a critical metric because it helps brands understand whether their media investment is creating new demand or simply capturing existing sales. With onsite incrementality, we’re giving advertisers clearer insight into how their campaigns influence sales so they can make more informed decisions about where and how to invest.”
Albertsons Media Collective’s onsite incrementality measurement is designed to provide a transparent and consistent approach to evaluating performance.
The methodology uses test and control frameworks to isolate the effect of media exposure, offering a clear view of incremental lift and enabling more standardised comparisons across campaigns.
- Martinelli & Co, makers of premium quality apple juice products for nearly 160 years, achieved its strongest campaign to date with Albertsons Media Collective, through a multi-placement onsite strategy that combined high-intent placements with visibility across the shopper journey.
ALSO READ: Marquee Awards: How to Submit an Application
By engaging consumers from discovery through conversion within a single environment, the campaign delivered a $7.45 iROAS, drove 65% new-to-brand buyers, and generated a 33% lift in sales – demonstrating the effectiveness of onsite media in driving both performance and incremental growth.
“The results were incredible – strong conversion rates, impressive iROAS, and a meaningful uptick in new‑to‑brand buyers,” said Ashley Bair-Caruso, Director of Marketing, S. Martinelli & Co.
“This campaign set a new standard for how we approach seasonal shopper marketing and how we use data to deepen our connection with both loyal and new consumers.”
The introduction of onsite incrementality measurement signals Albertsons Media Collective’s push to bring greater transparency and rigour to retail media performance. As the space matures, the company continues to invest in tools that help advertisers distinguish true impact from baseline demand and make more confident investment decisions.
