Campbell Soup Company Enters Connected TV Marketing Channel
Campbell's Snacks, a division of the Campbell Soup Company, recently entered into the connected TV marketing space to support its recent brand partnership with Major League Soccer (MLS) as the official snack sponsor.
The campaign, supported by Albertsons Media Collective's launch of Collective TV, and integrations with Clinch’s omnichannel ad server, helped drive sales across participating Albertsons stores, including Albertsons, Safeway, Vons, Jewel-Osco, ACME Markets, and Shaw's Supermarkets.
The platform allows advertisers to target, measure, and optimize campaigns across streaming, digital video, and, soon, linear TV, providing a customized CTV ad experience, similar to display and online video campaign customization.
Albertsons Media Collective promotes to consumers in over 2,200 locations across 24 states and the District of Columbia, using first-party data to engage with shoppers.
Other manufacturers have found unique ways to connect with consumers through TV and streaming content over the past few months.
Unilever collaborated with a retailer and media network on a pilot program targeting football fans during live-streamed events with personalized advertisements, encouraging in-the-moment purchasing from the consumer.
Mattel also leveraged streaming TV by creating exclusive streaming channels on Samsung TV Plus. These channels featured content inspired by its brands, such as American Girl, Barbie, Hot Wheels, Fischer-Price, Masters of the Universe, Matchbox, Monster High, Thomas & Friends, and more, helping to deepen relationships with consumers and connect their products with new audiences.
