LAS
VEGAS, Jan. 6, 2023 /PRNewswire/ -- Omnicom
Media Group (OMG), the media services division of Omnicom Group
Inc. (NYSE: OMC) and Albertsons Media Collective, the retail media
arm for the Albertsons Companies, are partnering on a
first-to-market solution that will enable marketers to better
target and measure based on ROI in Connected TV (CTV)
environments.
Under the terms of the agreement, OMG will be able to combine
audience data from Omnicom's Omni marketing orchestration system
with Albertsons Media Collective data - including near-real time
data from more than 30 million consumers who shop at Albertsons
every week - to buy CTV advertising directly within The Trade
Desk platform.
Announced during the Consumer Electronics Show (CES) event in
Las Vegas, the partnership bridges
the gap in audience data that has been a barrier to brands
optimizing CTV at scale. "Connected TV is the fastest growing
advertising channel, but as OMG said when we published our CTV
Standards Call-to Action in 2021, targeting and measurement
deficits in the space are a significant barrier to investment,"
says Megan Pagliuca, Chief
Activation Officer, Omnicom Media Group North America. "Combining
Omni audiences with Albertson's shopper data within the Trade Desk,
our clients will be able to tailor CTV messaging and spend directly
to Albertson's shoppers and measure the impact of their media
dollars where it matters most - at the cash register."
Adds Kristi Argyilan, SVP, Retail
Media for the Albertsons Companies, "Showing performance based on
meaningful business outcomes versus simple impressions delivered is
really what this partnership is all about; and it exemplifies what
retail media will be bringing to the marketplace in the longer
term."
The alliance with Albertsons Media Collective is the first
retail media network (RMN) partnership to be announced by OMG
in 2023, following 2022 deals with Walmart, Instacart and Kroger
Precision Marketing that helped OMG earn the highest possible
scores for retail and commerce media in a recent analysis of global
media agency groups from research and advisory firm Forrester.
While the initial focus of the OMG/Albertson's agreement will be
CTV investment, the partnership is expected to subsequently expand
to include activations across two other OMG first-to-market
initiatives - the Supply Chain IQ Score and the
programmatic private marketplace for point-of-purchase screens.
Summing up the takeaway for Omnicom clients from the
OMG/Albertson's partnership, Omnicom's CEO, eCommerce
Frank Kochenash says, "This
partnership demonstrates our continued commitment and leadership in
the retail media and connected commerce space, combining expert
talent, bespoke technology, and distinctive partnerships with
leaders like Albertsons, to deliver outcomes for our clients."
About Omnicom Media
Group
Omnicom Media Group (OMG) is the media services division
of Omnicom Group Inc. (NYSE: OMC), a leading global
marketing and corporate communications company, providing services
to more than 5,000 clients in more than 70 countries. Omnicom Media
Group includes full- service media
agencies OMD, PHD and Hearts &
Science as well as the Annalect data and analytics
division that develops and manages Omni, the open
operating system that orchestrates better outcomes for clients
across all Omnicom agencies.
About Albertsons Media
Collective
Albertsons Media Collective is a next-generation retail media
network rooted in connections, technology and innovation. As the
retail media arm for Albertsons Companies, the second-largest
grocery chain in the United
States, we connect with consumers in more than 2,278
locations across 35 states. We partner with leading brands to help
them engage shoppers when and where it matters most, through the
power of sophisticated first-party data. From innovative delivery
platforms to highly targeted marketing solutions, we offer our
clients a variety of programs designed to drive retail sales and
maximize brand impact to best serve our customers.
About Albertsons
Companies
Albertsons Companies is a leading food and drug retailer in
the United States. As of
February 26, 2022, the Company
operated 2,276 retail stores with 1,722 pharmacies, 402 associated
fuel centers, 22 dedicated distribution centers and 20
manufacturing facilities. The Company operates stores across 34
states and the District of
Columbia with 24 banners including Albertsons, Safeway,
Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United
Supermarkets, Pavilions, Star
Market, Haggen, Carrs, Kings Food Markets and Balducci's
Food Lovers Market. The Company is committed to helping people
across the country live better lives by making a meaningful
difference, neighborhood by neighborhood. In 2021, along with the
Albertsons Companies Foundation, the Company contributed nearly
$200 million in food and financial
support, including approximately $40
million through our Nourishing Neighbors Program to ensure
those living in our communities have enough to eat.
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SOURCE Omnicom Media Group