Latest / Omni Talk Retail / Albertsons Media Collective’s SVP Shares Why In-Store Media Matters Now | FMI 2026

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Albertsons Media Collective’s SVP Shares Why In-Store Media Matters Now | FMI 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:01
  is
• 0:01
  Omnitalk
• 0:01
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton.
• 0:02
  And
• 0:02
  I'm
• 0:03
  Anne
• 0:03
  Mazinga.
• 0:03
  And
• 0:03
  we
• 0:03
  are
• 0:04
  coming
• 0:04
  to
• 0:04
  you
• 0:04
  live
• 0:04
  from
• 0:04
  the
• 0:05
  simbi
• 0:05
  booth
• 0:05
  at
• 0:05
  FMI
• 0:06
  in
• 0:06
  sunny
• 0:07
  San
• 0:07
  Diego.
• 0:08
  Booth
• 0:08
  number
• 0:08
  118.
• 0:09
  It's
• 0:09
  in
• 0:10
  the
• 0:10
  FMI
• 0:10
  tech
• 0:11
  section.
• 0:11
  If
• 0:11
  you're
• 0:11
  at
• 0:11
  the
• 0:11
  show,
• 0:12
  stop
• 0:12
  on
• 0:12
  by
• 0:12
  and
• 0:13
  say
• 0:13
  hello.
• 0:14
  And
• 0:14
  joining
• 0:15
  us
• 0:15
  today
• 0:15
  is
• 0:15
  Brian
• 0:16
  Moynihan,
• 0:16
  the
• 0:17
  SVP
• 0:17
  of
• 0:17
  Albertsons
• 0:18
  Media
• 0:18
  Collective.
• 0:19
  Brian,
• 0:19
  welcome
• 0:19
  to
• 0:19
  omnitalk.
• 0:20
  This
• 0:20
  is
• 0:20
  your
• 0:20
  first
• 0:20
  time
• 0:21
  with
• 0:21
  us.
• 0:21
  First
• 0:21
  time,
• 0:22
  yeah.
• 0:22
  Excited
• 0:22
  to
• 0:22
  be
• 0:22
  here.
• 0:22
  Thanks
• 0:23
  for
• 0:23
  having
• 0:23
  me,
• 0:23
  Chris.
• 0:23
  Well,
• 0:24
  as
• 0:24
  Chris
• 0:24
  said,
• 0:24
  it's
• 0:25
  your
• 0:25
  first
• 0:25
  time.
• 0:26
  Give
• 0:26
  us
• 0:26
  your
• 0:26
  background,
• 0:27
  tell
• 0:27
  us
• 0:27
  a
• 0:27
  little
• 0:27
  bit
• 0:28
  about
• 0:28
  you
• 0:28
  before
• 0:28
  we
• 0:28
  dive
• 0:28
  in
• 0:29
  and
• 0:29
  what
• 0:29
  you
• 0:29
  oversee
• 0:30
  at
• 0:30
  Albertsons.
• 0:30
  Yeah,
• 0:31
  for
• 0:31
  sure.
• 0:31
  So
• 0:31
  I
• 0:31
  look
• 0:32
  after
• 0:32
  the
• 0:32
  retail
• 0:33
  media
• 0:33
  business
• 0:33
  unit,
• 0:34
  the
• 0:34
  Albertsons
• 0:34
  Media
• 0:35
  Collective.
• 0:37
  I
• 0:37
  got
• 0:37
  my
• 0:37
  start
• 0:38
  in
• 0:38
  retail
• 0:38
  Media
• 0:39
  in
• 0:39
  2014
• 0:41
  when
• 0:41
  I
• 0:41
  was
• 0:41
  at
• 0:41
  Walmart.
• 0:42
  Oh,
• 0:42
  gee.
• 0:43
  Oh,
• 0:43
  gee.
• 0:44
  Before
• 0:44
  retail
• 0:45
  media
• 0:45
  was
• 0:46
  retail
• 0:46
  media,
• 0:46
  Correct?
• 0:47
  Yeah.
• 0:47
  And
• 0:48
  we
• 0:48
  had
• 0:48
  some
• 0:49
  guys
• 0:49
  at
• 0:50
  Walmart
• 0:50
  Labs
• 0:51
  who
• 0:51
  were
• 0:51
  able
• 0:51
  to
• 0:51
  link
• 0:52
  our
• 0:52
  traceable
• 0:52
  tender
• 0:54
  identity
• 0:54
  in
• 0:55
  stores
• 0:55
  to
• 0:55
  our
• 0:56
  E
• 0:56
  commerce
• 0:56
  identity.
• 0:57
  And
• 0:57
  we
• 0:57
  said,
• 0:57
  holy
• 0:57
  smokes,
• 0:58
  maybe
• 0:58
  we
• 0:58
  can
• 0:58
  actually
• 0:59
  chase
• 0:59
  audiences
• 0:59
  across
• 1:00
  the
• 1:00
  Internet
• 1:00
  now.
• 1:00
  And
• 1:01
  that's.
• 1:01
  Well,
• 1:01
  we
• 1:01
  went
• 1:01
  to
• 1:02
  market
• 1:02
  back
• 1:02
  then
• 1:02
  as
• 1:02
  WMX
• 1:03
  and
• 1:04
  went
• 1:04
  to
• 1:04
  the
• 1:05
  board
• 1:05
  of
• 1:05
  directors
• 1:05
  and
• 1:05
  said,
• 1:06
  this
• 1:06
  is
• 1:06
  going
• 1:06
  to
• 1:06
  be
• 1:06
  our
• 1:06
  next
• 1:06
  billion
• 1:07
  dollar
• 1:07
  business.
• 1:08
  And
• 1:08
  was
• 1:08
  totally
• 1:09
  wrong.
• 1:09
  They
• 1:09
  totally
• 1:10
  agreed.
• 1:10
  Right.
• 1:11
  Let
• 1:11
  me
• 1:11
  give
• 1:11
  you
• 1:12
  all
• 1:12
  the
• 1:12
  money
• 1:12
  and
• 1:12
  resources.
• 1:12
  Right,
• 1:13
  Exactly.
• 1:13
  Yeah.
• 1:13
  They're
• 1:13
  like,
• 1:14
  get
• 1:14
  out
• 1:14
  of
• 1:14
  here,
• 1:14
  kid.
• 1:14
  But
• 1:15
  that
• 1:15
  turned
• 1:15
  out
• 1:15
  to
• 1:15
  be
• 1:15
  a
• 1:16
  wrong
• 1:16
  projection
• 1:16
  because
• 1:17
  it's
• 1:17
  much
• 1:17
  bigger.
• 1:17
  Much
• 1:17
  bigger
• 1:18
  than
• 1:18
  that.
• 1:18
  Yeah.
• 1:18
  Much
• 1:19
  like
• 1:19
  exponentially
• 1:19
  bigger
• 1:20
  than
• 1:20
  that,
• 1:20
  Right?
• 1:20
  Yeah.
• 1:21
  Yeah.
• 1:21
  Who'd
• 1:21
  have
• 1:22
  thunk?
• 1:22
  Yeah.
• 1:22
  Anyway,
• 1:23
  after
• 1:24
  Walmart,
• 1:24
  I
• 1:24
  went
• 1:24
  to
• 1:25
  Pinterest
• 1:25
  and
• 1:26
  was
• 1:26
  leading
• 1:26
  the
• 1:26
  retail
• 1:27
  strategy
• 1:27
  at
• 1:28
  Pinterest
• 1:28
  at
• 1:28
  the
• 1:28
  platform.
• 1:29
  And
• 1:30
  before
• 1:30
  joining
• 1:30
  Albertsons
• 1:31
  this
• 1:31
  past
• 1:32
  summer,
• 1:32
  I
• 1:32
  was
• 1:32
  at
• 1:32
  Dentsu
• 1:33
  and
• 1:33
  I
• 1:33
  was
• 1:34
  looking
• 1:34
  after
• 1:34
  the
• 1:35
  global
• 1:35
  retail
• 1:36
  media
• 1:36
  practice
• 1:36
  there
• 1:36
  at
• 1:37
  the
• 1:37
  holding
• 1:37
  company.
• 1:37
  So
• 1:38
  you've
• 1:38
  kind
• 1:38
  of
• 1:38
  gotten
• 1:38
  it
• 1:38
  from
• 1:39
  all
• 1:39
  angles.
• 1:39
  Consulting,
• 1:40
  social
• 1:41
  commerce,
• 1:41
  the
• 1:42
  retailer
• 1:42
  perspective,
• 1:43
  and
• 1:43
  now
• 1:44
  a
• 1:44
  retailer
• 1:44
  and
• 1:44
  grocery.
• 1:45
  Correct.
• 1:46
  Yeah.
• 1:46
  I
• 1:46
  love
• 1:46
  it.
• 1:47
  Yeah.
• 1:47
  All
• 1:47
  right,
• 1:47
  Bryce.
• 1:48
  So
• 1:48
  we
• 1:49
  thought,
• 1:49
  what
• 1:49
  question
• 1:49
  could
• 1:49
  we
• 1:50
  ask
• 1:50
  to
• 1:50
  start?
• 1:50
  So
• 1:51
  we
• 1:51
  want
• 1:51
  to
• 1:51
  put
• 1:51
  you
• 1:51
  on
• 1:51
  the
• 1:51
  spot
• 1:52
  right
• 1:52
  out
• 1:52
  of
• 1:52
  the
• 1:52
  gate,
• 1:53
  you
• 1:54
  know,
• 1:54
  depending
• 1:54
  on
• 1:54
  who
• 1:54
  we
• 1:55
  talk
• 1:55
  to.
• 1:55
  Retail
• 1:55
  media,
• 1:56
  it's
• 1:57
  either
• 1:57
  it's,
• 1:57
  it's.
• 1:58
  It's
• 1:58
  either
• 1:58
  the
• 1:58
  future
• 1:59
  of
• 1:59
  advertising
• 1:59
  or
• 2:00
  it's
• 2:00
  a
• 2:00
  bubble
• 2:00
  waiting
• 2:01
  to
• 2:01
  burst.
• 2:01
  So
• 2:01
  where
• 2:01
  do
• 2:01
  you
• 2:02
  come
• 2:02
  down
• 2:02
  on
• 2:02
  that
• 2:03
  argument
• 2:03
  and
• 2:03
  why?
• 2:04
  Yeah,
• 2:05
  it's
• 2:05
  a
• 2:05
  good
• 2:05
  question.
• 2:05
  I
• 2:06
  mean,
• 2:06
  listen,
• 2:06
  with
• 2:06
  85%
• 2:07
  of
• 2:07
  the
• 2:08
  spend
• 2:08
  in
• 2:08
  retail
• 2:08
  media
• 2:09
  going
• 2:09
  to
• 2:09
  Amazon,
• 2:10
  I
• 2:10
  think
• 2:10
  there
• 2:10
  is
• 2:10
  A
• 2:11
  bubble
• 2:11
  that's
• 2:11
  ready
• 2:11
  to
• 2:11
  burst
• 2:12
  there.
• 2:12
  Right.
• 2:12
  I
• 2:12
  think,
• 2:13
  you
• 2:13
  know,
• 2:13
  Amazon
• 2:14
  has
• 2:15
  misled
• 2:16
  or
• 2:16
  allowed
• 2:17
  the
• 2:17
  industry
• 2:17
  to
• 2:17
  equate
• 2:18
  shopping
• 2:19
  with
• 2:19
  transacting.
• 2:20
  Right.
• 2:21
  And
• 2:21
  so
• 2:21
  clearly
• 2:21
  we
• 2:22
  have
• 2:22
  work
• 2:22
  to
• 2:22
  do
• 2:22
  in
• 2:23
  the
• 2:23
  retail
• 2:23
  media
• 2:24
  space
• 2:24
  of
• 2:24
  making
• 2:24
  sure
• 2:24
  that
• 2:25
  our
• 2:25
  advertisers
• 2:25
  feel,
• 2:26
  feel
• 2:26
  the
• 2:26
  impact
• 2:27
  of
• 2:27
  the
• 2:27
  campaigns
• 2:28
  in
• 2:28
  their
• 2:28
  overall
• 2:28
  sales
• 2:29
  with
• 2:29
  the
• 2:29
  chain.
• 2:30
  So
• 2:30
  there's
• 2:31
  work
• 2:31
  to
• 2:31
  do
• 2:31
  there.
• 2:31
  But
• 2:32
  clearly
• 2:32
  I
• 2:33
  believe
• 2:33
  this
• 2:33
  is
• 2:35
  an
• 2:35
  awesome
• 2:35
  opportunity
• 2:36
  with
• 2:36
  retail
• 2:36
  media.
• 2:37
  It's
• 2:37
  the
• 2:37
  only
• 2:38
  media
• 2:39
  transaction
• 2:39
  where
• 2:39
  the
• 2:40
  objective
• 2:40
  of
• 2:40
  the
• 2:40
  buyer
• 2:40
  and
• 2:41
  the
• 2:41
  seller
• 2:41
  is
• 2:41
  the
• 2:41
  same.
• 2:43
  If
• 2:43
  we're
• 2:43
  only
• 2:44
  doing
• 2:44
  sponsored
• 2:45
  product
• 2:45
  ads
• 2:45
  and
• 2:45
  programmatic
• 2:46
  display,
• 2:47
  shame
• 2:47
  on
• 2:47
  us.
• 2:48
  We
• 2:48
  should
• 2:48
  be
• 2:48
  able
• 2:48
  to
• 2:49
  do
• 2:49
  way
• 2:49
  more
• 2:50
  creative
• 2:50
  business
• 2:51
  driving
• 2:51
  impactful
• 2:52
  work
• 2:52
  together
• 2:53
  with
• 2:53
  our
• 2:53
  suppliers.
• 2:54
  So.
• 2:54
  And
• 2:55
  we're
• 2:55
  just
• 2:55
  at
• 2:55
  the
• 2:55
  beginning.
• 2:56
  Yeah,
• 2:56
  well,
• 2:58
  you
• 2:58
  know,
• 2:58
  retail
• 2:59
  media
• 2:59
  really
• 2:59
  started
• 3:00
  as
• 3:00
  more
• 3:01
  of
• 3:01
  a
• 3:01
  margin
• 3:02
  play
• 3:02
  for
• 3:02
  retailers,
• 3:03
  but
• 3:03
  the
• 3:03
  real
• 3:03
  value
• 3:04
  right
• 3:05
  now
• 3:06
  is
• 3:06
  for
• 3:06
  that
• 3:07
  first
• 3:07
  party
• 3:08
  insight,
• 3:08
  that
• 3:08
  data.
• 3:10
  Talk
• 3:10
  to
• 3:10
  us
• 3:10
  a
• 3:11
  little
• 3:11
  bit
• 3:11
  about
• 3:11
  how
• 3:11
  you
• 3:12
  think
• 3:12
  about
• 3:12
  that
• 3:13
  and
• 3:13
  how
• 3:13
  Albertsons
• 3:14
  is
• 3:14
  structured
• 3:15
  to
• 3:15
  kind
• 3:15
  of
• 3:16
  use
• 3:16
  that
• 3:16
  as
• 3:17
  a
• 3:18
  revenue
• 3:18
  channel
• 3:19
  for
• 3:19
  the
• 3:19
  business
• 3:19
  to
• 3:19
  keep
• 3:19
  the
• 3:20
  business
• 3:20
  going.
• 3:20
  Yeah,
• 3:21
  great
• 3:21
  question,
• 3:21
  Anne.
• 3:22
  So,
• 3:22
  I
• 3:22
  mean,
• 3:22
  we're
• 3:23
  pretty
• 3:23
  clear
• 3:23
  eyed
• 3:24
  at
• 3:24
  Albertsons
• 3:25
  about
• 3:26
  the
• 3:26
  collective
• 3:26
  being
• 3:27
  a
• 3:27
  growth
• 3:27
  platform
• 3:28
  for
• 3:28
  brands
• 3:29
  that
• 3:29
  we
• 3:29
  carry
• 3:29
  in
• 3:29
  our
• 3:30
  2200
• 3:30
  stores
• 3:31
  across
• 3:31
  America,
• 3:31
  right?
• 3:32
  We're
• 3:32
  not
• 3:32
  like
• 3:32
  a
• 3:33
  grab
• 3:33
  bag
• 3:33
  of
• 3:34
  alt
• 3:34
  revenue
• 3:34
  streams
• 3:35
  like
• 3:35
  padding
• 3:36
  the
• 3:36
  P
• 3:36
  and
• 3:36
  L.
• 3:37
  We're
• 3:37
  trying
• 3:37
  to
• 3:38
  drive
• 3:38
  growth.
• 3:39
  But
• 3:39
  your
• 3:39
  point
• 3:39
  about
• 3:40
  Insights
• 3:41
  and
• 3:41
  consumer
• 3:41
  insights
• 3:42
  is
• 3:42
  really
• 3:42
  the
• 3:43
  secret
• 3:43
  weapon.
• 3:43
  So
• 3:44
  for
• 3:44
  example,
• 3:45
  like
• 3:45
  in
• 3:45
  our
• 3:46
  chain,
• 3:46
  right,
• 3:46
  so
• 3:46
  we
• 3:46
  have
• 3:47
  22
• 3:47
  different
• 3:48
  banners
• 3:48
  and
• 3:49
  22,
• 3:50
  2200
• 3:51
  stores
• 3:51
  across
• 3:51
  America.
• 3:52
  We're
• 3:53
  in
• 3:53
  13
• 3:53
  of
• 3:54
  the
• 3:54
  15
• 3:54
  largest
• 3:54
  DMAs,
• 3:55
  right.
• 3:55
  So
• 3:56
  we
• 3:56
  have
• 3:56
  a
• 3:56
  different
• 3:56
  real
• 3:56
  estate
• 3:57
  footprint
• 3:57
  than
• 3:58
  a
• 3:58
  lot
• 3:58
  of
• 3:58
  other
• 3:58
  grocers.
• 3:59
  So
• 3:59
  that
• 4:00
  means
• 4:00
  we
• 4:00
  see
• 4:00
  a
• 4:00
  different
• 4:01
  trip
• 4:01
  type.
• 4:02
  We
• 4:02
  see
• 4:02
  a
• 4:02
  broader
• 4:03
  portfolio
• 4:03
  of
• 4:04
  trips
• 4:04
  like
• 4:05
  why
• 4:05
  you
• 4:05
  go
• 4:06
  to
• 4:06
  the
• 4:06
  grocery
• 4:06
  store.
• 4:07
  And
• 4:07
  it's
• 4:07
  the
• 4:07
  classic
• 4:08
  stuff,
• 4:08
  right?
• 4:08
  It's
• 4:08
  the
• 4:08
  stock
• 4:09
  up,
• 4:09
  it's
• 4:09
  the
• 4:09
  nightly
• 4:10
  meal
• 4:10
  solution.
• 4:11
  But
• 4:11
  there's
• 4:11
  some
• 4:11
  interesting
• 4:12
  stuff
• 4:12
  in
• 4:12
  there,
• 4:12
  like
• 4:14
  you
• 4:14
  have
• 4:14
  a
• 4:14
  sick
• 4:15
  person
• 4:15
  in
• 4:15
  the
• 4:15
  household,
• 4:16
  like
• 4:16
  that
• 4:16
  stimulates
• 4:17
  a
• 4:17
  trip.
• 4:17
  Or
• 4:18
  you
• 4:18
  actually
• 4:18
  a
• 4:19
  pet
• 4:19
  need
• 4:20
  stimulates
• 4:20
  a
• 4:20
  trip.
• 4:21
  These
• 4:21
  are
• 4:22
  all
• 4:22
  insights
• 4:23
  that
• 4:23
  we're
• 4:23
  just
• 4:23
  starting
• 4:24
  to
• 4:24
  bring
• 4:24
  to
• 4:24
  bear
• 4:24
  of
• 4:24
  how
• 4:25
  you
• 4:25
  target
• 4:25
  and
• 4:25
  intersect
• 4:26
  that.
• 4:26
  So
• 4:26
  not
• 4:26
  who
• 4:27
  and
• 4:27
  what,
• 4:27
  but
• 4:27
  why
• 4:28
  to
• 4:28
  drive
• 4:29
  growth.
• 4:29
  So
• 4:29
  the
• 4:30
  insights
• 4:30
  and
• 4:30
  data
• 4:31
  underneath
• 4:31
  our
• 4:31
  customer
• 4:32
  relationships
• 4:33
  is
• 4:33
  the
• 4:33
  secret
• 4:33
  sauce.
• 4:34
  It's
• 4:34
  how
• 4:34
  we
• 4:34
  bring
• 4:35
  it
• 4:35
  forward
• 4:35
  to
• 4:35
  our
• 4:36
  partners.
• 4:36
  And
• 4:36
  from
• 4:37
  what
• 4:37
  I
• 4:37
  understand
• 4:37
  then
• 4:37
  because
• 4:38
  you
• 4:38
  have
• 4:38
  so
• 4:39
  many
• 4:39
  different
• 4:39
  formats
• 4:40
  across
• 4:40
  2200
• 4:41
  stores,
• 4:42
  you
• 4:42
  probably
• 4:43
  have
• 4:43
  a
• 4:43
  bigger,
• 4:44
  better
• 4:44
  picture
• 4:44
  for
• 4:45
  your
• 4:45
  brand
• 4:45
  partners
• 4:46
  then
• 4:46
  when
• 4:46
  it
• 4:46
  comes
• 4:46
  to
• 4:46
  the
• 4:47
  that
• 4:47
  data
• 4:47
  of
• 4:47
  the
• 4:47
  types
• 4:48
  of
• 4:48
  shoppers,
• 4:48
  the
• 4:48
  types
• 4:49
  of
• 4:49
  trips
• 4:49
  that
• 4:50
  really
• 4:51
  unlock
• 4:51
  the
• 4:51
  value
• 4:52
  for
• 4:52
  the
• 4:52
  Albertsons
• 4:53
  Media
• 4:54
  collective
• 4:54
  versus
• 4:55
  another.
• 4:55
  We
• 4:56
  think
• 4:56
  so.
• 4:56
  Right.
• 4:56
  So
• 4:57
  we
• 4:57
  have
• 4:57
  a
• 4:57
  big
• 4:57
  pharmacy
• 4:58
  business,
• 4:58
  we
• 4:58
  have
• 4:58
  a
• 4:58
  big
• 4:59
  adult
• 4:59
  beverage
• 4:59
  business.
• 5:01
  We've
• 5:01
  got
• 5:01
  a
• 5:01
  really
• 5:01
  popular
• 5:02
  loyalty
• 5:02
  program.
• 5:03
  90%
• 5:04
  of
• 5:04
  our
• 5:04
  sales
• 5:04
  are
• 5:04
  authenticated.
• 5:05
  So
• 5:06
  we
• 5:06
  are
• 5:06
  building
• 5:07
  a
• 5:07
  really
• 5:08
  holistic
• 5:08
  profile
• 5:09
  of,
• 5:10
  you
• 5:10
  know,
• 5:10
  there's
• 5:10
  174
• 5:11
  million
• 5:11
  Americans
• 5:12
  in
• 5:12
  our
• 5:12
  trading
• 5:12
  radius
• 5:13
  and
• 5:13
  we've
• 5:14
  got
• 5:14
  a
• 5:14
  really
• 5:14
  interesting
• 5:15
  profile
• 5:15
  on
• 5:15
  those
• 5:16
  households.
• 5:16
  Right?
• 5:16
  Yeah.
• 5:16
  You're
• 5:17
  a
• 5:17
  data
• 5:17
  company
• 5:17
  also,
• 5:18
  not
• 5:18
  just
• 5:19
  media
• 5:19
  seller.
• 5:19
  Yeah,
• 5:20
  data
• 5:20
  company.
• 5:20
  But
• 5:21
  we
• 5:21
  understand
• 5:21
  our
• 5:22
  mission
• 5:22
  to
• 5:22
  be
• 5:22
  drive
• 5:23
  growth
• 5:23
  through
• 5:24
  the
• 5:24
  Albertson
• 5:25
  stores.
• 5:25
  But
• 5:26
  that's
• 5:26
  an
• 5:26
  interesting
• 5:26
  leadership
• 5:27
  question
• 5:27
  too
• 5:27
  that
• 5:28
  Ann's
• 5:28
  inherently
• 5:28
  asking
• 5:29
  as
• 5:29
  well,
• 5:29
  which
• 5:29
  is
• 5:29
  like
• 5:29
  how
• 5:30
  do
• 5:30
  you
• 5:30
  evolve
• 5:31
  into
• 5:31
  a
• 5:31
  data
• 5:31
  and
• 5:32
  insights
• 5:32
  company?
• 5:33
  Right.
• 5:33
  Like
• 5:33
  that's
• 5:34
  not
• 5:34
  a
• 5:34
  muscle
• 5:34
  that
• 5:34
  you
• 5:35
  necessarily
• 5:35
  had
• 5:35
  that
• 5:35
  existed
• 5:36
  before.
• 5:36
  So
• 5:37
  what
• 5:37
  have
• 5:37
  you
• 5:37
  had
• 5:37
  to
• 5:37
  do
• 5:37
  as
• 5:38
  an
• 5:38
  organization
• 5:39
  to
• 5:39
  lean
• 5:40
  forward
• 5:40
  more
• 5:40
  on,
• 5:41
  understand
• 5:41
  the
• 5:41
  data,
• 5:42
  the
• 5:42
  insights
• 5:42
  and
• 5:42
  taking
• 5:43
  action
• 5:43
  on
• 5:43
  them
• 5:44
  vis
• 5:44
  a
• 5:45
  vis
• 5:45
  the
• 5:45
  retail
• 5:45
  media
• 5:45
  network.
• 5:46
  Follow
• 5:46
  the
• 5:47
  performance,
• 5:48
  follow
• 5:49
  what
• 5:49
  drives
• 5:50
  results
• 5:53
  in
• 5:53
  our
• 5:53
  campaigns
• 5:54
  that
• 5:54
  we're
• 5:54
  deploying
• 5:55
  and
• 5:55
  look
• 5:55
  for
• 5:55
  clues
• 5:56
  both
• 5:57
  with
• 5:57
  messaging
• 5:57
  and
• 5:58
  targeting
• 5:58
  and
• 5:59
  placement
• 5:59
  so
• 6:00
  that
• 6:00
  we
• 6:00
  can
• 6:00
  get
• 6:01
  smarter
• 6:01
  about
• 6:01
  how
• 6:01
  it
• 6:02
  all
• 6:02
  works.
• 6:02
  Got
• 6:02
  it.
• 6:03
  So
• 6:03
  what's
• 6:03
  the
• 6:03
  hardest
• 6:04
  part
• 6:04
  of
• 6:04
  running
• 6:04
  a
• 6:04
  retail
• 6:05
  media
• 6:05
  organization
• 6:06
  inside
• 6:06
  of
• 6:06
  a
• 6:06
  company
• 6:06
  like
• 6:07
  Albertsons?
• 6:07
  Is
• 6:07
  it
• 6:08
  dealing
• 6:08
  with
• 6:08
  the
• 6:08
  CPGs
• 6:09
  constantly
• 6:10
  battling
• 6:10
  for
• 6:10
  the
• 6:10
  dollars
• 6:11
  against
• 6:11
  Walmart
• 6:12
  and
• 6:12
  Amazon?
• 6:12
  Is
• 6:13
  it
• 6:13
  hiring
• 6:13
  the
• 6:13
  talent
• 6:14
  to
• 6:14
  do
• 6:14
  the
• 6:14
  data
• 6:14
  and
• 6:15
  insight
• 6:15
  work?
• 6:15
  Like
• 6:15
  we
• 6:15
  just
• 6:16
  talk
• 6:16
  about
• 6:17
  what's
• 6:17
  the
• 6:17
  hardest
• 6:17
  thing
• 6:17
  for
• 6:17
  you,
• 6:18
  Brian?
• 6:18
  Yeah,
• 6:18
  I
• 6:18
  mean
• 6:20
  it's
• 6:20
  a
• 6:20
  fiercely
• 6:21
  competitive
• 6:21
  space
• 6:22
  and
• 6:22
  we
• 6:22
  are
• 6:23
  a
• 6:23
  challenger
• 6:24
  rmn.
• 6:25
  So
• 6:25
  going
• 6:25
  up
• 6:26
  against
• 6:26
  the
• 6:26
  likes
• 6:26
  of
• 6:26
  Walmart
• 6:27
  and
• 6:27
  Amazon
• 6:27
  is
• 6:28
  no
• 6:28
  joke.
• 6:30
  And
• 6:30
  so
• 6:30
  we're
• 6:30
  frankly
• 6:31
  trying
• 6:31
  to
• 6:31
  be
• 6:31
  the
• 6:31
  anti
• 6:32
  Walmart
• 6:33
  Amazon
• 6:34
  Retail
• 6:34
  Media.
• 6:34
  We
• 6:35
  are
• 6:35
  trying
• 6:35
  to
• 6:35
  live
• 6:35
  up
• 6:35
  to
• 6:36
  our
• 6:36
  name.
• 6:36
  Right.
• 6:37
  Albertsons
• 6:37
  Media
• 6:38
  Collective.
• 6:38
  Like
• 6:39
  we
• 6:39
  are
• 6:39
  here
• 6:39
  to
• 6:40
  drive
• 6:40
  collective
• 6:41
  growth
• 6:41
  for
• 6:41
  our
• 6:42
  our
• 6:42
  suppliers,
• 6:43
  our
• 6:43
  merchant
• 6:44
  colleagues
• 6:44
  and
• 6:44
  our
• 6:44
  shared
• 6:45
  customer.
• 6:45
  We're
• 6:46
  not
• 6:46
  trying
• 6:46
  to
• 6:46
  shake
• 6:47
  down
• 6:47
  suppliers
• 6:48
  to
• 6:48
  line
• 6:49
  our
• 6:49
  profit.
• 6:50
  We're
• 6:50
  not
• 6:50
  trying
• 6:50
  to
• 6:50
  capture
• 6:51
  a
• 6:51
  disproportionate
• 6:52
  share
• 6:52
  of
• 6:52
  their
• 6:52
  brand
• 6:52
  budgets.
• 6:53
  We
• 6:53
  are
• 6:54
  just
• 6:54
  trying
• 6:54
  to
• 6:54
  really
• 6:55
  drive
• 6:55
  collective
• 6:55
  growth.
• 6:56
  And
• 6:56
  then
• 6:56
  we're
• 6:57
  trying
• 6:57
  to
• 6:57
  walk
• 6:57
  that
• 6:57
  talk.
• 6:58
  Right?
• 6:58
  So
• 6:58
  last
• 6:59
  year
• 6:59
  we
• 6:59
  announced
• 7:00
  this
• 7:00
  BOGO
• 7:01
  initiative
• 7:01
  where
• 7:01
  anyone
• 7:02
  who
• 7:02
  buys
• 7:03
  an
• 7:03
  impression
• 7:03
  for
• 7:03
  us,
• 7:04
  last
• 7:04
  fall
• 7:04
  we
• 7:04
  matched
• 7:05
  it
• 7:05
  with
• 7:05
  one
• 7:05
  of
• 7:05
  our
• 7:05
  enterprise
• 7:07
  we
• 7:08
  just
• 7:08
  announced
• 7:08
  and
• 7:08
  last
• 7:09
  night
• 7:09
  we
• 7:09
  had
• 7:09
  a
• 7:09
  great
• 7:09
  awards
• 7:10
  dinner
• 7:10
  for
• 7:10
  our
• 7:10
  ALBI
• 7:11
  Award
• 7:12
  advertising
• 7:12
  partners.
• 7:13
  So
• 7:13
  these
• 7:13
  were
• 7:13
  the
• 7:13
  top
• 7:13
  performers,
• 7:14
  advertisers
• 7:15
  in
• 7:15
  each
• 7:15
  of
• 7:15
  their
• 7:15
  categories
• 7:16
  guaranteeing
• 7:17
  roas
• 7:17
  for
• 7:18
  them
• 7:18
  going
• 7:18
  forward.
• 7:18
  Because
• 7:19
  they've
• 7:19
  proven
• 7:19
  to
• 7:19
  us
• 7:20
  they
• 7:20
  know
• 7:20
  how
• 7:20
  to
• 7:21
  use
• 7:21
  our
• 7:21
  platform
• 7:22
  and
• 7:22
  the
• 7:22
  way
• 7:23
  that
• 7:23
  we're
• 7:23
  doing
• 7:23
  our
• 7:24
  sort
• 7:24
  of
• 7:24
  upfront
• 7:24
  contract,
• 7:25
  so
• 7:25
  we
• 7:25
  give
• 7:25
  people
• 7:26
  benefits
• 7:26
  from
• 7:26
  $1.
• 7:27
  So
• 7:27
  we
• 7:28
  really
• 7:28
  are
• 7:28
  trying
• 7:28
  to
• 7:29
  be
• 7:29
  this.
• 7:29
  The
• 7:30
  anti
• 7:30
  RMN
• 7:31
  that's
• 7:31
  truly
• 7:32
  living
• 7:32
  up
• 7:32
  to
• 7:33
  this
• 7:33
  promise
• 7:33
  of
• 7:34
  collective
• 7:34
  growth
• 7:34
  and
• 7:34
  putting
• 7:35
  real
• 7:35
  skin
• 7:36
  in
• 7:36
  the
• 7:36
  game.
• 7:37
  The
• 7:37
  Albies.
• 7:37
  Huh?
• 7:38
  The
• 7:38
  Albies.
• 7:38
  Yeah.
• 7:39
  Is
• 7:39
  that
• 7:39
  something
• 7:39
  new?
• 7:39
  Did
• 7:40
  you
• 7:40
  bring
• 7:40
  that
• 7:40
  in?
• 7:40
  Get
• 7:40
  that?
• 7:41
  Yeah,
• 7:41
  yeah,
• 7:41
  yeah.
• 7:42
  How
• 7:42
  long
• 7:42
  has
• 7:42
  that
• 7:42
  been
• 7:42
  in
• 7:43
  action?
• 7:43
  First
• 7:44
  annual.
• 7:44
  First
• 7:44
  annual
• 7:45
  Alby
• 7:45
  Award.
• 7:45
  All
• 7:46
  right.
• 7:46
  Awesome,
• 7:47
  awesome.
• 7:47
  So,
• 7:47
  Brian,
• 7:48
  I
• 7:48
  have
• 7:48
  to
• 7:49
  go
• 7:49
  back
• 7:49
  to
• 7:50
  something
• 7:50
  I
• 7:50
  was
• 7:50
  asking
• 7:51
  you
• 7:51
  just
• 7:51
  a
• 7:51
  little
• 7:51
  bit
• 7:51
  earlier.
• 7:52
  I
• 7:52
  mean,
• 7:52
  Albertsons
• 7:53
  has
• 7:53
  tons
• 7:53
  of
• 7:54
  banners
• 7:54
  that
• 7:54
  people
• 7:54
  will
• 7:54
  be
• 7:55
  familiar
• 7:55
  with.
• 7:55
  Safeway,
• 7:56
  Vons,
• 7:57
  Jule
• 7:57
  Osco,
• 7:58
  Shaws.
• 7:59
  But
• 8:00
  those
• 8:00
  are
• 8:00
  different
• 8:01
  geographies,
• 8:02
  different
• 8:02
  demographics
• 8:03
  in
• 8:03
  terms
• 8:03
  of
• 8:04
  customers.
• 8:05
  How
• 8:06
  do
• 8:06
  you.
• 8:07
  1.
• 8:07
  How
• 8:07
  do
• 8:08
  you
• 8:08
  manage
• 8:08
  the
• 8:09
  complexity
• 8:10
  that's
• 8:10
  involved
• 8:10
  with
• 8:11
  a
• 8:11
  retail
• 8:12
  media
• 8:12
  network
• 8:12
  or
• 8:13
  a
• 8:13
  collective
• 8:14
  across
• 8:14
  all
• 8:14
  those
• 8:15
  banners?
• 8:15
  And
• 8:16
  then
• 8:16
  what
• 8:17
  is
• 8:17
  kind
• 8:17
  of
• 8:17
  the.
• 8:18
  How
• 8:19
  do
• 8:19
  you
• 8:19
  not
• 8:19
  let
• 8:19
  that
• 8:20
  impede,
• 8:20
  like,
• 8:20
  your
• 8:21
  unique
• 8:22
  anti
• 8:22
  Walmart
• 8:23
  or
• 8:23
  strategic
• 8:23
  position
• 8:24
  there?
• 8:24
  Like,
• 8:25
  how
• 8:25
  do
• 8:25
  you
• 8:25
  balance
• 8:26
  all
• 8:26
  of
• 8:26
  that
• 8:27
  on
• 8:27
  your
• 8:27
  team?
• 8:28
  Yeah.
• 8:28
  I
• 8:29
  mean,
• 8:29
  as
• 8:29
  a
• 8:29
  challenger,
• 8:30
  Ironman,
• 8:30
  we
• 8:30
  have
• 8:31
  to
• 8:31
  be
• 8:31
  easy
• 8:31
  to
• 8:31
  work
• 8:31
  with,
• 8:32
  right?
• 8:32
  So
• 8:33
  we
• 8:33
  have
• 8:33
  to
• 8:34
  abstract
• 8:34
  any
• 8:34
  complexity
• 8:35
  around
• 8:35
  DCO
• 8:36
  or
• 8:36
  whatever
• 8:36
  from
• 8:37
  our
• 8:37
  advertising
• 8:37
  partners.
• 8:38
  And
• 8:38
  we're
• 8:38
  trying
• 8:38
  to
• 8:38
  do
• 8:39
  a
• 8:39
  lot
• 8:39
  with
• 8:39
  technology
• 8:40
  to
• 8:40
  help
• 8:41
  automate
• 8:41
  that.
• 8:42
  We
• 8:42
  think
• 8:43
  of
• 8:43
  the
• 8:43
  fact
• 8:43
  that
• 8:43
  we
• 8:44
  have
• 8:44
  all
• 8:44
  these
• 8:44
  local
• 8:44
  banners,
• 8:45
  right?
• 8:45
  We
• 8:45
  talk
• 8:45
  about
• 8:45
  being
• 8:45
  locally
• 8:46
  great,
• 8:46
  nationally
• 8:46
  strong
• 8:47
  at
• 8:47
  Albertsons
• 8:48
  is
• 8:48
  a
• 8:48
  real
• 8:49
  differentiator.
• 8:50
  It's
• 8:50
  an
• 8:50
  advantage.
• 8:51
  Yeah.
• 8:51
  I
• 8:51
  mean,
• 8:52
  Listen,
• 8:52
  we're
• 8:52
  in
• 8:52
  SoCal
• 8:53
  right
• 8:53
  now,
• 8:53
  right?
• 8:53
  This
• 8:53
  is
• 8:53
  Vons
• 8:54
  territory,
• 8:55
  right?
• 8:55
  So
• 8:55
  like,
• 8:56
  Vons,
• 8:56
  So
• 8:57
  we
• 8:57
  have
• 8:57
  10
• 8:57
  banners
• 8:58
  in
• 8:58
  our
• 8:58
  chain
• 8:59
  that
• 8:59
  are
• 8:59
  over
• 8:59
  100
• 9:00
  years
• 9:00
  old,
• 9:00
  right?
• 9:00
  Vons
• 9:01
  was
• 9:01
  founded
• 9:01
  in
• 9:02
  1906,
• 9:02
  right.
• 9:03
  In
• 9:03
  Los
• 9:03
  Angeles.
• 9:04
  It
• 9:04
  grew
• 9:05
  as
• 9:05
  Southern
• 9:05
  California
• 9:06
  grew,
• 9:06
  was
• 9:06
  the
• 9:06
  first
• 9:07
  grocer
• 9:07
  that
• 9:07
  sold
• 9:08
  prepackaged
• 9:08
  deli
• 9:09
  meat,
• 9:09
  right?
• 9:10
  So,
• 9:10
  like,
• 9:10
  we
• 9:11
  have
• 9:11
  literally
• 9:11
  fed
• 9:12
  Southern
• 9:12
  Californian
• 9:13
  families
• 9:13
  for
• 9:14
  generations,
• 9:15
  right?
• 9:15
  And
• 9:15
  so
• 9:15
  there's
• 9:15
  a
• 9:16
  brand
• 9:16
  equity
• 9:16
  there.
• 9:17
  There's
• 9:17
  a
• 9:17
  tribal
• 9:18
  nature
• 9:18
  there
• 9:19
  that
• 9:20
  doesn't
• 9:20
  exist
• 9:20
  with
• 9:21
  other
• 9:21
  national
• 9:21
  branded
• 9:22
  grocery
• 9:22
  stores
• 9:23
  and
• 9:23
  food,
• 9:23
  such
• 9:23
  an
• 9:24
  intimate
• 9:24
  part
• 9:24
  of
• 9:24
  their
• 9:24
  household.
• 9:25
  So
• 9:25
  anyway,
• 9:25
  so
• 9:25
  there's
• 9:26
  equity
• 9:26
  in
• 9:26
  there
• 9:27
  that
• 9:27
  we
• 9:27
  need
• 9:27
  that
• 9:28
  we
• 9:28
  have
• 9:29
  to
• 9:29
  bring
• 9:29
  forward
• 9:29
  to
• 9:30
  our
• 9:30
  advertising
• 9:30
  partners,
• 9:31
  like
• 9:31
  right
• 9:31
  now,
• 9:31
  our
• 9:32
  creative.
• 9:32
  You
• 9:32
  know,
• 9:32
  we're
• 9:32
  just
• 9:32
  like,
• 9:33
  tagging,
• 9:33
  like,
• 9:33
  available
• 9:34
  at.
• 9:34
  But,
• 9:34
  like,
• 9:35
  there's
• 9:35
  so
• 9:35
  much
• 9:35
  more
• 9:36
  can
• 9:36
  do
• 9:36
  to
• 9:36
  bring
• 9:37
  that
• 9:37
  brand
• 9:37
  equity
• 9:38
  with
• 9:38
  the
• 9:38
  retail
• 9:39
  banner.
• 9:39
  And
• 9:40
  that's
• 9:41
  also
• 9:41
  why
• 9:41
  we're
• 9:41
  excited
• 9:41
  about
• 9:42
  technology
• 9:42
  and
• 9:42
  how
• 9:43
  generative
• 9:43
  AI
• 9:43
  can
• 9:43
  help
• 9:44
  with
• 9:44
  that.
• 9:44
  Well,
• 9:44
  yeah,
• 9:44
  I
• 9:44
  was
• 9:45
  going
• 9:45
  to
• 9:45
  say,
• 9:45
  how
• 9:45
  do
• 9:45
  you
• 9:45
  operationalize
• 9:46
  that
• 9:47
  then?
• 9:47
  I
• 9:47
  mean,
• 9:47
  you
• 9:47
  have
• 9:47
  to
• 9:48
  start,
• 9:48
  I
• 9:48
  would
• 9:48
  think,
• 9:48
  with
• 9:48
  like
• 9:49
  the
• 9:49
  lowest
• 9:49
  common
• 9:49
  denominator,
• 9:50
  the
• 9:50
  most
• 9:50
  complex
• 9:51
  legacy
• 9:52
  systems,
• 9:52
  like,
• 9:53
  how
• 9:53
  do
• 9:53
  you
• 9:53
  build
• 9:54
  that
• 9:54
  up
• 9:55
  so
• 9:55
  that
• 9:55
  it
• 9:55
  can
• 9:55
  scale
• 9:55
  across
• 9:56
  all
• 9:56
  of
• 9:56
  those
• 9:56
  banners?
• 9:57
  It's
• 9:57
  a
• 9:57
  lot
• 9:57
  of
• 9:57
  work.
• 9:58
  And
• 9:58
  it
• 9:59
  starts
• 9:59
  with
• 9:59
  the
• 9:59
  item
• 10:00
  file,
• 10:00
  you
• 10:00
  know,
• 10:00
  item
• 10:01
  availability
• 10:01
  and
• 10:01
  price
• 10:02
  point.
• 10:02
  And
• 10:02
  so
• 10:02
  then
• 10:03
  you
• 10:03
  can
• 10:03
  sort
• 10:03
  of
• 10:03
  layer
• 10:04
  on
• 10:04
  from
• 10:04
  there.
• 10:04
  Okay,
• 10:05
  got
• 10:05
  it.
• 10:05
  Who
• 10:06
  knew
• 10:06
  we
• 10:06
  were
• 10:06
  going
• 10:06
  to
• 10:06
  get
• 10:06
  a
• 10:06
  grocery
• 10:07
  history
• 10:07
  lesson
• 10:07
  today,
• 10:08
  too?
• 10:08
  This
• 10:08
  is
• 10:08
  fantastic.
• 10:09
  You're
• 10:09
  like
• 10:09
  a
• 10:10
  grocery
• 10:10
  historian
• 10:10
  for
• 10:11
  us.
• 10:11
  All
• 10:11
  right,
• 10:11
  well,
• 10:11
  let's
• 10:12
  get
• 10:12
  you
• 10:12
  out
• 10:12
  here
• 10:12
  on
• 10:12
  this.
• 10:12
  You
• 10:13
  know,
• 10:13
  if
• 10:14
  we.
• 10:14
  We
• 10:14
  always
• 10:14
  like
• 10:15
  to
• 10:15
  put
• 10:15
  our
• 10:15
  prediction
• 10:16
  hats
• 10:16
  on
• 10:16
  whenever
• 10:16
  we
• 10:16
  can
• 10:16
  with
• 10:17
  our
• 10:17
  guests
• 10:17
  as
• 10:17
  our
• 10:17
  last
• 10:17
  question.
• 10:18
  So
• 10:18
  I'm
• 10:18
  curious,
• 10:18
  as
• 10:18
  you
• 10:18
  look
• 10:19
  five
• 10:19
  years
• 10:19
  out
• 10:19
  from
• 10:20
  now,
• 10:21
  what
• 10:21
  will
• 10:21
  you,
• 10:21
  what
• 10:22
  do
• 10:22
  you
• 10:22
  think
• 10:22
  people
• 10:22
  will
• 10:23
  say
• 10:23
  was
• 10:23
  the
• 10:23
  defining
• 10:24
  moment
• 10:25
  for
• 10:25
  retail
• 10:25
  media
• 10:25
  when
• 10:26
  they
• 10:26
  look
• 10:26
  back
• 10:26
  at
• 10:26
  the
• 10:26
  years
• 10:27
  20,
• 10:27
  20,
• 10:28
  25,
• 10:28
  2026,
• 10:28
  what
• 10:29
  do
• 10:29
  you
• 10:29
  think
• 10:29
  it's
• 10:29
  going
• 10:29
  to
• 10:29
  be?
• 10:31
  It's
• 10:31
  the
• 10:31
  emergence
• 10:31
  of
• 10:31
  in
• 10:32
  store
• 10:32
  media.
• 10:33
  In
• 10:33
  store.
• 10:33
  Yeah,
• 10:33
  it's
• 10:34
  the
• 10:34
  third
• 10:34
  leg
• 10:34
  of
• 10:34
  the
• 10:34
  stool.
• 10:34
  Right.
• 10:35
  Off
• 10:35
  site,
• 10:35
  on
• 10:35
  site
• 10:36
  and
• 10:36
  in
• 10:36
  store.
• 10:37
  And
• 10:38
  you
• 10:38
  know,
• 10:39
  there's
• 10:39
  a
• 10:39
  lot
• 10:39
  of
• 10:40
  retail
• 10:40
  media
• 10:40
  networks
• 10:41
  out
• 10:41
  there.
• 10:42
  It's
• 10:42
  one
• 10:42
  thing
• 10:42
  to
• 10:42
  have
• 10:43
  a
• 10:43
  CDP
• 10:43
  and
• 10:44
  some
• 10:44
  search
• 10:44
  ads
• 10:44
  and
• 10:45
  a
• 10:45
  couple
• 10:45
  audience
• 10:46
  extension
• 10:46
  partners.
• 10:47
  It's
• 10:47
  another
• 10:47
  thing
• 10:47
  to
• 10:48
  spend
• 10:48
  hundreds
• 10:48
  of
• 10:48
  millions
• 10:49
  of
• 10:49
  dollars
• 10:49
  putting
• 10:49
  advanced
• 10:50
  hardware
• 10:50
  and
• 10:50
  software
• 10:51
  in
• 10:51
  thousands
• 10:52
  of
• 10:52
  stores
• 10:52
  across
• 10:52
  America.
• 10:53
  Right.
• 10:54
  That's
• 10:54
  not
• 10:54
  for
• 10:54
  the
• 10:54
  faint
• 10:55
  of
• 10:55
  heart.
• 10:56
  We've
• 10:56
  got
• 10:56
  like,
• 10:56
  you
• 10:56
  know,
• 10:57
  we've
• 10:57
  been
• 10:57
  installing
• 10:57
  them
• 10:58
  and
• 10:58
  you
• 10:58
  get
• 10:58
  the,
• 10:59
  the
• 11:00
  contractor
• 11:01
  who,
• 11:01
  like
• 11:01
  breaks
• 11:02
  off
• 11:02
  the
• 11:02
  sprinkler
• 11:02
  system,
• 11:03
  and
• 11:03
  then
• 11:03
  you
• 11:03
  flood
• 11:03
  out
• 11:03
  the
• 11:04
  whole
• 11:04
  front
• 11:04
  of
• 11:04
  the
• 11:04
  store.
• 11:05
  It's
• 11:05
  real.
• 11:05
  Yeah.
• 11:05
  So
• 11:06
  there's
• 11:06
  a
• 11:06
  lot
• 11:06
  that
• 11:06
  goes
• 11:06
  into
• 11:07
  the
• 11:07
  capital
• 11:08
  expense
• 11:08
  and
• 11:09
  building
• 11:09
  out
• 11:09
  this
• 11:09
  third
• 11:10
  leg
• 11:10
  of
• 11:10
  the
• 11:10
  stool.
• 11:11
  But
• 11:11
  we're
• 11:12
  committed
• 11:12
  to
• 11:12
  it
• 11:13
  because
• 11:13
  we
• 11:14
  have
• 11:14
  seen
• 11:14
  in
• 11:15
  the
• 11:15
  initial
• 11:15
  data
• 11:15
  that
• 11:16
  one
• 11:16
  plus
• 11:16
  one
• 11:16
  plus
• 11:17
  one
• 11:17
  equals
• 11:17
  four.
• 11:18
  So
• 11:18
  reaching
• 11:19
  a
• 11:19
  shopper
• 11:20
  from
• 11:20
  couch
• 11:20
  to
• 11:21
  checkout.
• 11:21
  So
• 11:21
  while
• 11:22
  they're
• 11:22
  watching
• 11:22
  Peacock
• 11:23
  and
• 11:24
  they're
• 11:24
  in
• 11:24
  streaming
• 11:25
  connected
• 11:25
  tv
• 11:26
  where
• 11:26
  we
• 11:26
  can
• 11:26
  reach
• 11:26
  a
• 11:27
  known
• 11:27
  customer
• 11:27
  and
• 11:27
  track
• 11:28
  sales
• 11:28
  them.
• 11:29
  She's
• 11:29
  on
• 11:30
  Facebook,
• 11:30
  she's
• 11:30
  driving
• 11:31
  in
• 11:31
  the
• 11:31
  store.
• 11:31
  Digital
• 11:31
  out
• 11:32
  of
• 11:32
  home
• 11:32
  in
• 11:32
  our
• 11:32
  apps,
• 11:33
  walking
• 11:33
  into
• 11:33
  the
• 11:34
  store,
• 11:34
  throughout
• 11:35
  the
• 11:35
  store
• 11:35
  at
• 11:35
  checkout,
• 11:36
  all
• 11:36
  of
• 11:37
  that
• 11:37
  targeted
• 11:39
  addressability
• 11:40
  and
• 11:40
  measurement,
• 11:41
  we
• 11:41
  think
• 11:41
  is
• 11:41
  a
• 11:42
  real
• 11:42
  accelerator.
• 11:42
  And
• 11:42
  I
• 11:43
  think
• 11:43
  that's
• 11:43
  what
• 11:43
  people
• 11:43
  are
• 11:43
  going
• 11:43
  to
• 11:44
  talk
• 11:44
  about
• 11:44
  at
• 11:44
  this
• 11:45
  time.
• 11:45
  It's
• 11:45
  like,
• 11:45
  wow,
• 11:45
  this
• 11:46
  is
• 11:46
  when
• 11:46
  in
• 11:46
  store
• 11:47
  media,
• 11:47
  I
• 11:48
  mean,
• 11:48
  signs
• 11:48
  and
• 11:49
  like
• 11:49
  in
• 11:49
  store
• 11:50
  radio.
• 11:50
  Not
• 11:50
  new.
• 11:51
  But
• 11:51
  what's
• 11:51
  new
• 11:51
  is
• 11:52
  like
• 11:52
  the
• 11:52
  content
• 11:53
  management
• 11:53
  System,
• 11:54
  the
• 11:54
  ad
• 11:54
  serving,
• 11:55
  the
• 11:55
  beacon
• 11:56
  technology.
• 11:56
  So
• 11:57
  we
• 11:57
  can
• 11:57
  do.
• 11:57
  What
• 11:57
  has
• 11:58
  led
• 11:58
  to
• 11:58
  retail
• 11:58
  media's
• 11:59
  explosion,
• 11:59
  Right.
• 11:59
  Is
• 12:00
  targeting
• 12:00
  and
• 12:01
  measurement
• 12:01
  and
• 12:01
  bringing
• 12:02
  that
• 12:02
  in
• 12:02
  store.
• 12:02
  Yeah.
• 12:03
  Even
• 12:03
  just
• 12:03
  in
• 12:03
  store
• 12:04
  audio,
• 12:04
  like
• 12:04
  radio,
• 12:05
  like,
• 12:05
  there's
• 12:05
  so
• 12:05
  much
• 12:05
  you
• 12:05
  can
• 12:05
  do
• 12:06
  now
• 12:06
  with
• 12:06
  the
• 12:06
  different
• 12:06
  tools
• 12:07
  and
• 12:07
  tips.
• 12:07
  And
• 12:07
  tricks,
• 12:07
  like
• 12:08
  sync
• 12:08
  it
• 12:08
  with
• 12:08
  like
• 12:09
  the
• 12:09
  visual
• 12:09
  stimuli.
• 12:10
  Like,
• 12:10
  totally.
• 12:10
  Yeah.
• 12:11
  And
• 12:11
  with
• 12:11
  AI,
• 12:12
  you
• 12:12
  can
• 12:12
  just
• 12:12
  create
• 12:12
  so
• 12:13
  much
• 12:13
  more
• 12:13
  content
• 12:13
  to
• 12:14
  push
• 12:14
  through
• 12:14
  there
• 12:14
  too.
• 12:15
  All
• 12:15
  right,
• 12:15
  so
• 12:15
  then,
• 12:16
  if
• 12:16
  in
• 12:16
  store
• 12:16
  media
• 12:17
  is
• 12:17
  the
• 12:17
  defining
• 12:18
  moment,
• 12:18
  what
• 12:19
  mile
• 12:19
  of
• 12:19
  the
• 12:19
  marathon
• 12:20
  are
• 12:20
  we
• 12:20
  in
• 12:20
  on
• 12:21
  unlocking
• 12:21
  the
• 12:21
  in
• 12:22
  store
• 12:22
  media
• 12:22
  journey,
• 12:23
  would
• 12:23
  you
• 12:23
  say?
• 12:25
  I
• 12:26
  would
• 12:26
  say
• 12:26
  early
• 12:27
  just
• 12:27
  because
• 12:27
  it's,
• 12:29
  you
• 12:29
  know,
• 12:29
  it
• 12:30
  takes
• 12:30
  a
• 12:30
  lot
• 12:30
  of
• 12:30
  work.
• 12:30
  So,
• 12:31
  you
• 12:31
  know,
• 12:31
  we,
• 12:32
  we
• 12:32
  rolled
• 12:33
  out
• 12:33
  some
• 12:33
  next
• 12:33
  generation
• 12:34
  sign
• 12:35
  technology
• 12:35
  last
• 12:36
  year.
• 12:36
  We
• 12:36
  put
• 12:36
  it
• 12:36
  in
• 12:37
  80
• 12:37
  stores.
• 12:38
  We're
• 12:38
  going
• 12:39
  to
• 12:39
  expand
• 12:39
  it
• 12:39
  this
• 12:39
  year.
• 12:40
  You
• 12:40
  know,
• 12:40
  our
• 12:40
  intention
• 12:41
  is
• 12:41
  to
• 12:41
  get
• 12:41
  to
• 12:41
  about
• 12:41
  a
• 12:42
  thousand
• 12:42
  by
• 12:42
  the
• 12:42
  end
• 12:42
  of
• 12:43
  the
• 12:43
  year.
• 12:44
  So
• 12:44
  I
• 12:44
  think
• 12:44
  we're
• 12:45
  still
• 12:45
  kind
• 12:45
  of
• 12:45
  pretty
• 12:45
  early
• 12:46
  in
• 12:46
  just
• 12:46
  getting
• 12:46
  like
• 12:47
  the
• 12:47
  hardware
• 12:48
  in
• 12:48
  place.
• 12:49
  And
• 12:49
  then
• 12:49
  there's
• 12:49
  like
• 12:50
  so
• 12:50
  much
• 12:50
  we
• 12:50
  can
• 12:50
  do
• 12:50
  with
• 12:50
  the
• 12:51
  craft
• 12:51
  of
• 12:52
  like,
• 12:52
  how
• 12:52
  you
• 12:52
  bring
• 12:53
  that
• 12:53
  to
• 12:53
  bear
• 12:53
  with
• 12:54
  connecting
• 12:54
  with
• 12:55
  consumers.
• 12:55
  So
• 12:56
  I
• 12:56
  think
• 12:56
  we're
• 12:56
  still
• 12:56
  pretty
• 12:57
  early
• 12:57
  in
• 12:57
  the
• 12:57
  marathon.
• 12:57
  Awesome.
• 12:58
  Brian,
• 12:58
  what
• 12:59
  do
• 12:59
  you
• 12:59
  think
• 12:59
  people
• 12:59
  are
• 12:59
  getting
• 13:00
  wrong
• 13:00
  about
• 13:01
  in
• 13:01
  store
• 13:01
  media?
• 13:02
  Like
• 13:02
  when,
• 13:02
  when
• 13:03
  they
• 13:03
  are
• 13:03
  thinking
• 13:03
  about
• 13:04
  it
• 13:04
  and
• 13:04
  they're
• 13:04
  like,
• 13:04
  well,
• 13:04
  I
• 13:05
  don't
• 13:05
  know
• 13:05
  if
• 13:06
  it's
• 13:06
  worth
• 13:07
  the
• 13:07
  expense.
• 13:08
  There's
• 13:08
  screens
• 13:08
  in
• 13:09
  stores
• 13:09
  that
• 13:09
  I
• 13:09
  have
• 13:09
  to
• 13:09
  manage.
• 13:09
  Like,
• 13:10
  what
• 13:10
  do
• 13:10
  you
• 13:10
  think
• 13:11
  it
• 13:11
  is
• 13:11
  that
• 13:11
  people
• 13:11
  aren't
• 13:12
  thinking
• 13:12
  about
• 13:12
  that
• 13:12
  they
• 13:13
  should
• 13:13
  be
• 13:13
  thinking
• 13:13
  about?
• 13:13
  When
• 13:14
  they're
• 13:14
  kind
• 13:14
  of
• 13:14
  evaluating
• 13:15
  that
• 13:15
  for.
• 13:15
  Their
• 13:15
  own
• 13:16
  stores,
• 13:16
  they
• 13:16
  think
• 13:17
  of
• 13:17
  it
• 13:17
  as
• 13:17
  pure
• 13:18
  lower
• 13:18
  funnel.
• 13:19
  A
• 13:19
  pure
• 13:20
  lower
• 13:20
  funnel
• 13:20
  impression,
• 13:22
  not
• 13:22
  the
• 13:22
  connected
• 13:23
  journey.
• 13:23
  And
• 13:23
  also
• 13:23
  like,
• 13:24
  you
• 13:24
  know,
• 13:24
  so
• 13:25
  we
• 13:25
  don't
• 13:25
  have
• 13:25
  scan
• 13:26
  and
• 13:26
  go.
• 13:26
  Right.
• 13:27
  Because
• 13:27
  we
• 13:27
  don't
• 13:28
  want
• 13:28
  people
• 13:28
  like
• 13:28
  staring
• 13:29
  at
• 13:29
  their
• 13:29
  phones.
• 13:29
  We
• 13:29
  want
• 13:29
  them
• 13:30
  like
• 13:30
  looking
• 13:30
  around
• 13:30
  the
• 13:31
  store
• 13:31
  and
• 13:31
  discovering.
• 13:32
  Right.
• 13:33
  And
• 13:33
  like
• 13:33
  here
• 13:34
  at
• 13:34
  this
• 13:34
  show,
• 13:34
  gosh,
• 13:35
  you
• 13:35
  see
• 13:35
  so
• 13:35
  much
• 13:35
  great
• 13:35
  product
• 13:36
  innovation.
• 13:37
  Like,
• 13:37
  so
• 13:37
  that
• 13:38
  discovery
• 13:39
  moment,
• 13:39
  that
• 13:39
  upper
• 13:40
  funnel
• 13:41
  awareness
• 13:42
  and
• 13:42
  preference,
• 13:43
  like
• 13:44
  that
• 13:44
  happens
• 13:44
  in
• 13:45
  the
• 13:45
  store,
• 13:45
  right?
• 13:45
  And
• 13:46
  it's
• 13:46
  like
• 13:46
  collapsing
• 13:47
  the
• 13:47
  funnel
• 13:47
  from
• 13:47
  like,
• 13:47
  oh,
• 13:48
  I
• 13:48
  had
• 13:48
  no
• 13:48
  idea
• 13:48
  there
• 13:48
  was
• 13:48
  this
• 13:49
  product
• 13:49
  available
• 13:49
  and
• 13:49
  now
• 13:50
  I
• 13:50
  can
• 13:50
  go
• 13:50
  get
• 13:50
  it.
• 13:50
  So
• 13:51
  I
• 13:51
  think
• 13:51
  the
• 13:52
  thing
• 13:52
  people
• 13:52
  are
• 13:52
  getting
• 13:52
  wrong
• 13:53
  is
• 13:53
  they're
• 13:53
  just
• 13:53
  thinking
• 13:54
  of
• 13:54
  the
• 13:54
  in
• 13:54
  store
• 13:54
  screens
• 13:55
  as
• 13:55
  like
• 13:55
  pure
• 13:55
  lower
• 13:56
  funnel.
• 13:56
  And
• 13:56
  it's
• 13:56
  a
• 13:56
  great
• 13:57
  way
• 13:57
  to
• 13:57
  introduce
• 13:58
  and
• 13:58
  build
• 13:58
  some
• 13:59
  awareness
• 13:59
  of
• 13:59
  products
• 14:00
  as
• 14:00
  well.
• 14:01
  That's
• 14:01
  really
• 14:01
  great.
• 14:02
  That's
• 14:02
  really
• 14:03
  good
• 14:03
  stuff.
• 14:03
  Wow.
• 14:04
  Yeah.
• 14:04
  Well,
• 14:04
  Brian,
• 14:05
  thank
• 14:05
  you
• 14:06
  so
• 14:06
  much
• 14:06
  for
• 14:06
  taking
• 14:06
  the
• 14:07
  time
• 14:07
  with
• 14:07
  us.
• 14:07
  We'll
• 14:07
  be
• 14:08
  following
• 14:08
  your
• 14:08
  journey
• 14:09
  with
• 14:09
  Elberton's
• 14:09
  media
• 14:10
  collective.
• 14:10
  I
• 14:10
  have
• 14:11
  no
• 14:11
  doubt.
• 14:12
  Thank
• 14:12
  you
• 14:12
  so
• 14:12
  much
• 14:13
  again
• 14:13
  to
• 14:13
  Simbi
• 14:13
  for
• 14:14
  helping
• 14:14
  us
• 14:14
  bring
• 14:14
  you
• 14:14
  all
• 14:15
  of
• 14:15
  our
• 14:15
  coverage
• 14:15
  here
• 14:15
  from
• 14:16
  FMI.
• 14:17
  Stop
• 14:17
  by
• 14:17
  and
• 14:17
  see
• 14:18
  us.
• 14:18
  We're
• 14:18
  in
• 14:18
  booth
• 14:19
  118
• 14:19
  all
• 14:19
  day
• 14:20
  today.
• 14:20
  We've
• 14:20
  got
• 14:20
  tons
• 14:20
  of
• 14:21
  interviews
• 14:22
  coming
• 14:22
  at
• 14:22
  you,
• 14:22
  and
• 14:23
  until
• 14:23
  next
• 14:24
  time,
• 14:24
  be
• 14:25
  careful
• 14:25
  out
• 14:25
  there.