Albertsons is piloting an in-store digital display network in partnership with Stratacache, launching in 80 stores this summer. The program aims to include digital signage alongside connected TV, off-site, and social video ads. With over 2,200 stores, Albertsons holds significant validation potential for this advertising approach. However, the company has not finalized plans for scaling or measuring effectiveness. Liz Roche remarked on the exploratory nature of this initiative, emphasizing the absence of a tried-and-true playbook for digital screen networks in retail.
"We're taking this pilot as an amazing opportunity to learn. When it comes to in-store, digital screen networks, there really isn't a playbook," Roche said, referring to the fact that while there are many case studies about other formats like search ads, there hasn't yet been a widespread rollout of digital screens at U.S. retailers.
"It's not like we can say, 'OK, let's just rip the page out of the textbook. We'll rinse and repeat and we'll apply it.' ... We're really taking this pilot as an incredible opportunity to learn, to tweak, to optimize and to continue rapid expansion."
Albertsons announced the launch of an in-store digital display network that it will pilot in 80 stores this summer in partnership with digital signage software provider Stratacache.
Advertisers can run campaigns on the screens that also include connected TV ads, off-site display ads and social video campaigns.
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