Chobani drives CTV ad outcomes via Albertsons, NBCU data collaboration [Yahoo! Finance]
Albertsons Companies, Inc. Class A (ACI)
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Source: Yahoo! Finance
Albertsons Media Collective and NBCUniversal are working to provide closed-loop measurement that bridges connected TV exposure and retail outcomes, per details shared with Marketing Dive. The partnership between the grocer's retail media network and the media conglomerate attempts to address persistent advertiser concerns about the lack of measurement across an increasingly fragmented CTV landscape. “Advertisers have been asking for clearer proof that their CTV investments are driving real results, and together with NBCUniversal, we're answering that call,” said Evan Hovorka, vice president of product innovation at Albertsons Media Collective, in a statement. Chobani piloted the closed-loop measurement capability provided by Albertsons and NBCU to promote the launch of its protein yogurt drinks at stores under the Albertsons umbrella. The effort brought together CTV ads with social, offsite and onsite activations and drove results for the yogurt marketer. Running from March to
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