Albertsons Media Collective teams up with Meta, Kargo to pilot digital circular ads
Albertsons Media Collective has teamed up with Meta and Kargo, an omni-channel advertising platform specializing in high impact creative, to pilot interactive digital circular ads across Facebook and Instagram.
Albertsons is the first grocery retailer to activate the weekly ad in a dynamic, shoppable digital format. The pilot will feature General Merchandise, Health and Beauty Care brands and products. It will allow shoppers to connect to their local store to clip offers and add products to their shopping list—enabling savings on print ads, while also expanding shopper awareness of weekly deals, Albertsons Media Collective said. "By merging product and promotional data, Albertsons Media Collective enables advanced targeting, actionable content and measurable performance."
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“Our pilot is replacing traditional digital circular ads with dynamic ad campaigns across Facebook and Instagram to meet more consumers where they are. The interactive digital experience allows shoppers to connect to their local store to clip offers and add products—that they are interested in—to their shopping list. We are merging product and promotional data to enable advanced targeting, actionable content and measurable performance. Our future plans include a rollout to display and connected TV as well as dynamic localization and personalization to better engage shoppers and drive sales,” the company said.
[Read more: Albertsons named Drug Store News Pharmacy Innovator of the Year 2022]