S. Martinelli Engages New-to-Brand Buyers With Albertsons Retail Media Partnership
S. Martinelli & Co., a Watsonville, Calif.-based maker of premium apple juice products, ran a high-performing retail media campaign using a multi-placement onsite strategy that combines high-intent placements with visibility across the shopper journey.
The company partnered with Albertsons Media Collective, the retail media arm for Albertsons Cos., for the effort. Engaging consumers from discovery via conversion within a single environment, the campaign delivered a $7.45 iROAS, drove 65% new-to-brand buyers and generated a 33% sales increase, proving the effectiveness of onsite media in spurring both performance and incremental growth.
Through the technology, S. Martinelli expects to better determine the true impact of its retail media investments, using incrementality as a key performance indicator to identify how onsite display media drives new sales.
According to recent research from Albertsons Media Collective, Ovative and Northwestern University Kellogg School of Management, incremental return on ad spend (iROAS) can vary by 6.5x and reverse results in 83% of campaigns based on methodology alone — pointing to the need for more transparent, consistent measurement.
On-site environments, where shopper behavior is closely linked with purchase, offer a strong foundation for observing these effects. The new solution isolates the causal impact of media from purchases that may have occurred anyway, enabling advertisers to evaluate more precisely how campaigns shape business outcomes.
With more transparent and actionable measurement, brands can optimize media spend, hone creative strategy and enhance audience targeting based on a clearer understanding of performance.
A version of this article first appeared on the site of sister publication Progressive Grocer.
