Chobani Boosts Sales via Albertsons, NBCU CTV Data

Albertsons Media Collective and NBCUniversal have partnered to introduce a groundbreaking closed-loop measurement solution designed to bridge the gap between Connected TV (CTV) ad exposure and tangible retail outcomes. This collaboration aims to provide advertisers with clearer insights into the effectiveness of their CTV investments, a long-standing challenge in an increasingly fragmented media landscape.

Evan Hovorka, Vice President of Product Innovation at Albertsons Media Collective, emphasized the significance of this initiative.

"Advertisers have been asking for clearer proof that their CTV investments are driving real results, and together with NBCUniversal, we're answering that call,"

Chobani Pilots New Measurement Capability with Strong Results

Yogurt brand Chobani was among the first to pilot this innovative closed-loop measurement system. The campaign, which ran from March to June, focused on promoting the launch of Chobani's protein yogurt drinks across stores under the Albertsons umbrella. The initiative seamlessly integrated CTV ads with social, offsite, and onsite activations, yielding impressive results for the brand.

The Chobani campaign successfully generated a 1.9 times lift in new-to-brand social engagement and achieved a notable $4.22 return on ad spend (ROAS) on premium CTV. Furthermore, the campaign significantly boosted ROAS by over 69% for onsite activities and more than 43% for offsite engagements, when compared to a previous campaign that did not incorporate premium CTV advertising.

Christen Spencer, Director of Shopper Marketing for Chobani, highlighted the impact of the strategy.

"Premium CTV helped us turn awareness into action, and the strong ROAS lifts across onsite and offsite proved just how powerful a connected, full-funnel approach can be,"

Data Collaboration Fuels CTV and Retail Media Convergence

The foundation of this new measurement capability lies in a sophisticated data collaboration. It meticulously combines both Albertsons' and NBCUniversal's first-party data within a secure clean room environment. This process allows for the deterministic matching of NBCU’s premium CTV ad exposures with Albertsons’ comprehensive in-store and digital transaction data, providing an unprecedented view of ad performance.

Hovorka reiterated the benefits of this secure data exchange:

"By securely connecting ad exposure to sales through clean room technology, we're bringing more accountability and transparency to premium video content – giving brands the confidence they need to invest in CTV as a full-funnel performance channel."

This partnership builds upon an existing agreement that previously opened NBCU’s premium video inventory to users of Albertsons Media Collective’s managed service, further solidifying their strategic alliance.

Alison Levin, President of Advertising and Partnerships at NBCUniversal, underscored the company's commitment to empowering marketers.

"At NBCUniversal, we're focused on making our premium content more accessible and actionable for marketers of all sizes,"

"Through strategic partnerships that simplify how brands work with us – including Albertsons Media Collective – we're giving them the flexibility and clarity to see TV as a true business-driving platform."

The collaboration between Albertsons and NBCUniversal is a prime example of the accelerating convergence between CTV and retail media. This trend is gaining momentum across the industry, with major players like Amazon demonstrating how streaming TV and full-funnel offerings can drive measurable outcomes. Other agencies, ad-tech companies, and trade bodies are also actively working to refine and standardize the performance aspects of CTV advertising.