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Albertsons Doubles Down on Retail Media | Fast Five Shorts · Omni Talk Retail

• 0:00
  Albertsons
• 0:00
  has
• 0:01
  introduced
• 0:01
  three
• 0:02
  new
• 0:02
  retail
• 0:03
  media
• 0:03
  channels.
• 0:03
  According
• 0:04
  to
• 0:04
  Chainstorage,
• 0:05
  the
• 0:05
  grocery
• 0:05
  conglomerates.
• 0:06
  Albertsons
• 0:06
  Media
• 0:07
  Collective
• 0:07
  retail
• 0:08
  media
• 0:08
  arm
• 0:08
  is
• 0:08
  offering
• 0:09
  free
• 0:09
  limited
• 0:10
  time
• 0:10
  curated
• 0:11
  packages
• 0:12
  to
• 0:12
  participating
• 0:13
  advertisers.
• 0:14
  These
• 0:14
  packages
• 0:14
  will
• 0:15
  include
• 0:15
  Albertsons
• 0:16
  matching
• 0:16
  CPG
• 0:17
  retail
• 0:17
  media
• 0:18
  investment
• 0:18
  with
• 0:19
  enterprise
• 0:19
  media
• 0:20
  dollars.
• 0:20
  And
• 0:21
  in
• 0:21
  addition,
• 0:21
  the
• 0:21
  grocer
• 0:22
  is
• 0:22
  introducing
• 0:23
  three
• 0:23
  dynamic
• 0:23
  channels
• 0:24
  for
• 0:24
  advertisers.
• 0:25
  They
• 0:25
  are
• 0:26
  organic
• 0:26
  influencers,
• 0:27
  premium
• 0:28
  in
• 0:28
  store
• 0:28
  screens
• 0:29
  and
• 0:29
  added
• 0:29
  on
• 0:30
  site
• 0:30
  placements.
• 0:31
  Chris,
• 0:31
  what
• 0:32
  stands
• 0:32
  out
• 0:32
  to
• 0:32
  you
• 0:32
  about
• 0:33
  the
• 0:33
  Albertsons
• 0:33
  Media
• 0:34
  Collective's
• 0:35
  new
• 0:35
  media
• 0:35
  approach
• 0:36
  and
• 0:36
  channels?
• 0:37
  Gosh.
• 0:38
  And
• 0:38
  you
• 0:38
  know
• 0:39
  that's
• 0:40
  a
• 0:40
  really
• 0:40
  good
• 0:40
  question.
• 0:40
  Like
• 0:41
  I
• 0:42
  don't
• 0:42
  know
• 0:42
  why,
• 0:42
  but
• 0:42
  for
• 0:42
  some
• 0:43
  reason
• 0:43
  I
• 0:43
  really
• 0:43
  like
• 0:43
  this,
• 0:44
  this
• 0:44
  headline.
• 0:45
  I
• 0:45
  really
• 0:45
  like
• 0:45
  this
• 0:45
  story
• 0:46
  and
• 0:46
  I
• 0:46
  think
• 0:46
  it
• 0:46
  comes
• 0:46
  down
• 0:47
  to
• 0:47
  a
• 0:47
  couple
• 0:47
  things
• 0:47
  for
• 0:47
  me.
• 0:47
  I'm
• 0:47
  curious
• 0:48
  what
• 0:48
  you
• 0:48
  think
• 0:48
  too.
• 0:49
  You
• 0:49
  know
• 0:49
  one,
• 0:49
  I
• 0:50
  just
• 0:50
  like
• 0:50
  that
• 0:50
  it's
• 0:50
  a
• 0:50
  very
• 0:51
  easy
• 0:51
  framework
• 0:51
  for
• 0:51
  me
• 0:52
  to
• 0:52
  understand.
• 0:53
  You
• 0:53
  know,
• 0:53
  I
• 0:53
  think
• 0:53
  Albertson's
• 0:54
  has
• 0:54
  done
• 0:54
  a
• 0:54
  great
• 0:55
  job
• 0:55
  of
• 0:55
  just
• 0:55
  saying
• 0:55
  like
• 0:56
  here's
• 0:56
  the
• 0:56
  three
• 0:56
  things
• 0:57
  we're
• 0:57
  going
• 0:57
  to
• 0:57
  stand
• 0:57
  behind
• 0:57
  in
• 0:58
  retail
• 0:58
  media
• 0:58
  and
• 0:59
  yeah,
• 0:59
  I
• 0:59
  like
• 0:59
  them,
• 1:00
  they
• 1:00
  make
• 1:00
  sense.
• 1:00
  Would
• 1:01
  I
• 1:01
  like
• 1:01
  to
• 1:01
  see
• 1:01
  in
• 1:01
  store
• 1:01
  audio
• 1:02
  in
• 1:02
  there
• 1:02
  too?
• 1:02
  Yes,
• 1:02
  selfishly
• 1:03
  I
• 1:03
  would.
• 1:04
  But
• 1:04
  you
• 1:04
  know,
• 1:04
  as
• 1:05
  a
• 1:05
  start,
• 1:05
  I
• 1:05
  like
• 1:05
  that.
• 1:06
  So
• 1:06
  kudos
• 1:06
  to
• 1:06
  the
• 1:06
  team
• 1:07
  there.
• 1:08
  Second,
• 1:09
  I
• 1:09
  like
• 1:09
  the
• 1:09
  idea
• 1:09
  of
• 1:09
  matching
• 1:10
  dollars
• 1:10
  too.
• 1:10
  I
• 1:11
  think,
• 1:11
  I
• 1:11
  think
• 1:11
  that's
• 1:11
  an
• 1:12
  interesting
• 1:12
  hook,
• 1:12
  you
• 1:13
  know,
• 1:13
  and
• 1:13
  hooks
• 1:13
  matter
• 1:14
  in
• 1:14
  marketing
• 1:14
  and
• 1:14
  hooks
• 1:15
  matter
• 1:15
  when
• 1:15
  you're
• 1:15
  competing
• 1:15
  for
• 1:15
  CPG
• 1:16
  dollars
• 1:16
  against
• 1:16
  the
• 1:17
  likes
• 1:17
  of,
• 1:17
  you
• 1:18
  know,
• 1:18
  very
• 1:18
  formidable
• 1:19
  retail
• 1:19
  media
• 1:20
  networks
• 1:20
  from
• 1:20
  the
• 1:20
  likes
• 1:20
  of
• 1:21
  Amazon
• 1:21
  and
• 1:21
  Walmart.
• 1:22
  So
• 1:22
  you
• 1:22
  know,
• 1:23
  are
• 1:23
  the
• 1:23
  programs
• 1:24
  really
• 1:24
  new
• 1:25
  as,
• 1:25
  as
• 1:25
  the
• 1:26
  headline
• 1:26
  is
• 1:26
  spinning
• 1:27
  them?
• 1:27
  Not
• 1:28
  really.
• 1:28
  That
• 1:28
  feels
• 1:29
  like
• 1:29
  PR
• 1:29
  spin
• 1:30
  that,
• 1:30
  you
• 1:30
  know,
• 1:30
  whatever
• 1:31
  journalist
• 1:31
  picked
• 1:31
  up
• 1:32
  this
• 1:32
  story
• 1:32
  went
• 1:32
  and
• 1:32
  ran
• 1:33
  with.
• 1:33
  But
• 1:33
  I
• 1:33
  do
• 1:34
  think
• 1:34
  the
• 1:34
  whole
• 1:34
  thing
• 1:34
  is
• 1:34
  moving
• 1:35
  retail
• 1:36
  media
• 1:36
  forward
• 1:36
  at
• 1:36
  Albertsons
• 1:37
  in
• 1:37
  a
• 1:38
  good
• 1:38
  direction.
• 1:39
  So
• 1:39
  net
• 1:39
  net,
• 1:40
  I
• 1:40
  just
• 1:40
  find
• 1:40
  the
• 1:40
  story
• 1:41
  kind
• 1:41
  of
• 1:41
  nice
• 1:41
  and
• 1:42
  happy.
• 1:43
  Yeah,
• 1:43
  I
• 1:43
  mean
• 1:44
  regardless
• 1:44
  of
• 1:45
  PR
• 1:45
  spin
• 1:45
  or
• 1:45
  not,
• 1:45
  I
• 1:46
  feel
• 1:46
  like
• 1:46
  they
• 1:46
  are
• 1:47
  taking
• 1:47
  the
• 1:47
  approach
• 1:48
  of
• 1:48
  the,
• 1:49
  the
• 1:49
  evolve
• 1:49
  or
• 1:49
  die
• 1:50
  mentality
• 1:50
  and
• 1:51
  that's
• 1:51
  what
• 1:51
  I
• 1:51
  like.
• 1:51
  I
• 1:52
  love
• 1:52
  that
• 1:52
  here
• 1:52
  because
• 1:52
  it's
• 1:53
  not
• 1:53
  Albertsons
• 1:54
  just
• 1:54
  being
• 1:54
  like
• 1:55
  time
• 1:55
  after
• 1:55
  time,
• 1:56
  year
• 1:56
  after
• 1:56
  year.
• 1:56
  If
• 1:57
  you
• 1:57
  want
• 1:57
  this
• 1:57
  end
• 1:57
  cap,
• 1:58
  you
• 1:58
  must
• 1:58
  invest
• 1:59
  X
• 1:59
  number
• 1:59
  of
• 1:59
  dollars
• 2:00
  in
• 2:00
  our
• 2:00
  media
• 2:00
  network.
• 2:01
  They're
• 2:01
  really
• 2:02
  trying
• 2:02
  to
• 2:02
  go
• 2:02
  in
• 2:03
  and
• 2:03
  appeal
• 2:03
  to
• 2:03
  these
• 2:04
  advertisers.
• 2:05
  Like
• 2:05
  the
• 2:05
  influencer
• 2:06
  matching
• 2:07
  sounds
• 2:07
  like
• 2:07
  that's
• 2:07
  a
• 2:08
  major
• 2:08
  thing
• 2:08
  that
• 2:08
  their,
• 2:09
  their
• 2:09
  customers
• 2:10
  have
• 2:10
  been
• 2:10
  looking
• 2:10
  for
• 2:11
  and
• 2:11
  that
• 2:11
  benefits
• 2:12
  all
• 2:12
  parties
• 2:12
  here.
• 2:13
  I
• 2:13
  mean
• 2:13
  I
• 2:13
  think
• 2:13
  that
• 2:14
  that
• 2:14
  for
• 2:14
  me
• 2:14
  is
• 2:14
  actually
• 2:15
  one
• 2:15
  of
• 2:15
  the.
• 2:16
  That
• 2:16
  and
• 2:16
  the
• 2:16
  matching
• 2:17
  are
• 2:17
  kind
• 2:17
  of
• 2:17
  the
• 2:17
  top
• 2:17
  things
• 2:18
  here.
• 2:18
  That
• 2:18
  really
• 2:19
  stand
• 2:19
  out
• 2:19
  because
• 2:20
  the
• 2:20
  influencer
• 2:21
  matching
• 2:21
  will
• 2:21
  remove
• 2:22
  the
• 2:22
  strain
• 2:22
  on
• 2:22
  the
• 2:23
  CPG
• 2:23
  and
• 2:23
  marketing
• 2:24
  teams,
• 2:24
  which
• 2:24
  is
• 2:24
  a
• 2:24
  big
• 2:24
  help
• 2:25
  to
• 2:25
  them.
• 2:25
  We
• 2:25
  already
• 2:26
  know
• 2:26
  they're
• 2:26
  overloaded.
• 2:27
  It
• 2:27
  provides
• 2:28
  more
• 2:28
  relevant
• 2:28
  content
• 2:29
  potentially
• 2:29
  then
• 2:30
  for
• 2:30
  Albertsons
• 2:30
  consumers
• 2:31
  and
• 2:31
  for
• 2:31
  the
• 2:32
  brand's
• 2:32
  consumers.
• 2:32
  And
• 2:33
  I
• 2:33
  think
• 2:33
  it,
• 2:33
  it
• 2:34
  helps
• 2:34
  Albertsons
• 2:35
  ultimately
• 2:35
  create
• 2:36
  more
• 2:36
  content
• 2:36
  overall
• 2:37
  which
• 2:37
  will
• 2:37
  help
• 2:38
  them
• 2:38
  showing
• 2:38
  up
• 2:39
  in
• 2:39
  searches
• 2:39
  and
• 2:40
  showing
• 2:40
  up
• 2:40
  on
• 2:40
  relevant
• 2:41
  platforms,
• 2:41
  whether
• 2:42
  that's
• 2:42
  know
• 2:43
  on
• 2:43
  Google
• 2:43
  or
• 2:44
  in
• 2:44
  social
• 2:45
  content.
• 2:45
  So
• 2:46
  I
• 2:46
  love
• 2:46
  that
• 2:46
  part
• 2:47
  of
• 2:47
  it.
• 2:48
  And
• 2:48
  I
• 2:48
  don't
• 2:48
  know
• 2:49
  Chris,
• 2:49
  like
• 2:49
  if
• 2:50
  this,
• 2:50
  this
• 2:51
  doubling
• 2:51
  the
• 2:51
  investment,
• 2:51
  like,
• 2:52
  my
• 2:52
  guess
• 2:52
  is
• 2:53
  that
• 2:53
  some
• 2:53
  of
• 2:54
  this
• 2:54
  is
• 2:54
  already
• 2:54
  happening,
• 2:55
  it's
• 2:55
  just
• 2:55
  not
• 2:55
  as
• 2:56
  talked
• 2:56
  about
• 2:56
  or
• 2:56
  there's
• 2:57
  like
• 2:57
  investments
• 2:58
  where,
• 2:58
  like
• 2:58
  if
• 2:59
  you
• 2:59
  invest
• 2:59
  this
• 2:59
  much
• 3:00
  money
• 3:00
  will
• 3:01
  match
• 3:01
  so
• 3:01
  much
• 3:01
  of
• 3:02
  it
• 3:02
  for
• 3:02
  this
• 3:02
  period
• 3:02
  of
• 3:03
  time.
• 3:03
  I
• 3:03
  imagine
• 3:03
  there's,
• 3:04
  there's
• 3:04
  that
• 3:05
  kind
• 3:05
  of
• 3:05
  already
• 3:05
  happening
• 3:06
  in
• 3:06
  the
• 3:06
  negotiations.
• 3:07
  But
• 3:07
  to
• 3:07
  come
• 3:07
  out
• 3:07
  as
• 3:08
  Albertsons
• 3:08
  and
• 3:08
  make
• 3:08
  a
• 3:09
  stand
• 3:09
  that
• 3:09
  you
• 3:09
  are
• 3:10
  going
• 3:10
  to
• 3:10
  do
• 3:10
  this
• 3:10
  with
• 3:11
  your
• 3:11
  best
• 3:11
  seat
• 3:11
  CBG
• 3:12
  partners,
• 3:12
  that
• 3:12
  seems
• 3:13
  like
• 3:13
  a
• 3:13
  partner
• 3:13
  I'd
• 3:13
  want
• 3:13
  to
• 3:14
  do
• 3:14
  business
• 3:14
  with.
• 3:14
  So
• 3:15
  I,
• 3:15
  I
• 3:15
  think
• 3:15
  this
• 3:15
  is
• 3:15
  really
• 3:16
  smart.
• 3:16
  They're
• 3:17
  not
• 3:17
  just
• 3:18
  resting
• 3:18
  on
• 3:18
  their
• 3:18
  laurels
• 3:19
  here.
• 3:19
  They're
• 3:19
  really
• 3:19
  going
• 3:20
  to
• 3:20
  push
• 3:20
  it
• 3:20
  and
• 3:20
  make
• 3:20
  sure
• 3:20
  that
• 3:21
  they
• 3:21
  get
• 3:21
  the
• 3:21
  right
• 3:21
  people
• 3:22
  on
• 3:22
  their
• 3:22
  platform
• 3:23
  and
• 3:23
  they're
• 3:23
  serving
• 3:23
  them
• 3:24
  as
• 3:24
  best
• 3:24
  they
• 3:24
  can.
• 3:25
  Yeah,
• 3:26
  the
• 3:26
  one
• 3:26
  I
• 3:26
  had
• 3:26
  two
• 3:27
  questions
• 3:27
  about
• 3:27
  the
• 3:27
  headline
• 3:28
  too.
• 3:28
  Like
• 3:28
  just
• 3:28
  for,
• 3:29
  for
• 3:29
  maybe
• 3:29
  for
• 3:29
  Albertsons,
• 3:30
  if
• 3:30
  they're
• 3:30
  listening
• 3:30
  too.
• 3:31
  And
• 3:31
  I
• 3:31
  know
• 3:31
  we're
• 3:31
  gonna
• 3:32
  try
• 3:32
  to
• 3:32
  interview
• 3:32
  some
• 3:32
  of
• 3:33
  them
• 3:33
  at
• 3:33
  grocery
• 3:33
  shop
• 3:33
  as
• 3:34
  well.
• 3:35
  You
• 3:35
  know,
• 3:35
  one
• 3:36
  is
• 3:36
  like,
• 3:36
  how
• 3:36
  are
• 3:36
  you
• 3:37
  monitoring
• 3:37
  that?
• 3:37
  Like,
• 3:37
  you
• 3:38
  know,
• 3:38
  like
• 3:38
  how
• 3:38
  do
• 3:38
  you
• 3:38
  keep
• 3:39
  control
• 3:39
  of
• 3:39
  the
• 3:39
  spend?
• 3:39
  Like
• 3:40
  if
• 3:40
  you're
• 3:40
  gonna
• 3:40
  match
• 3:40
  every
• 3:41
  spend,
• 3:41
  like,
• 3:41
  whoa,
• 3:41
  okay,
• 3:42
  that
• 3:42
  could
• 3:42
  get
• 3:42
  pretty
• 3:42
  expensive
• 3:43
  pre.
• 3:43
  So
• 3:43
  I'm
• 3:43
  curious
• 3:44
  about
• 3:44
  that.
• 3:44
  And
• 3:44
  then
• 3:44
  the
• 3:45
  other
• 3:45
  thing
• 3:45
  too,
• 3:45
  I
• 3:45
  was,
• 3:46
  you
• 3:46
  know,
• 3:46
  they
• 3:46
  mentioned
• 3:46
  the
• 3:46
  social
• 3:47
  media
• 3:47
  impact
• 3:47
  and
• 3:48
  they
• 3:48
  measured
• 3:48
  it
• 3:48
  through
• 3:49
  impressions
• 3:50
  and,
• 3:50
  and,
• 3:50
  and
• 3:51
  views
• 3:51
  and
• 3:51
  I
• 3:51
  was
• 3:51
  like,
• 3:51
  okay,
• 3:52
  but
• 3:52
  that's
• 3:52
  not
• 3:52
  dollars
• 3:53
  too.
• 3:53
  So
• 3:53
  I
• 3:53
  want
• 3:53
  to
• 3:53
  understand
• 3:54
  the
• 3:54
  hard
• 3:54
  facts
• 3:55
  here
• 3:55
  in
• 3:55
  terms
• 3:55
  of
• 3:55
  how
• 3:55
  this
• 3:56
  is
• 3:56
  working,
• 3:56
  but.