Marketing
Albertsons retail media collective embraces video to power shopper-centric journey
Albertsons Media Collective is seeing robust results from Criteo’s Onsite Video solution for retail media from a big jump in clicks and a 460% sales lift.
September 30, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Everywhere a shopper is shopping, videos are somewhere in the retail customer experience frame.
There's the video on the fuel pump, the video on the kiosk in the grocery aisle, the video playing on displays as consumers browse the jeans department at an apparel retailer.
Video is gaining deeper traction in the retail media e-commerce space for more than a few reasons — consumers' love for anything video is a big one and, on the brand's side of the equation, it provides an engaging retail customer experience channel that can drive loyalty as well as revenue.
Today that video experience channel is delivering big rewards for a major grocer.
Jumping on the retail media video wave
Albertsons' Media Collective, the grocer's retail media channel launched in early 2022 for Albertsons Cos., is attaining big wins from a beta program involving Criteo's Onsite Video which aims to bridge storytelling with online sales. Criteo is a commerce media company.
The technology delivers shoppable video ads directly into retailers' online stores.
Albertsons' test campaign, where shoppers were exposed to Onsite Video and Criteo' Sponsored Products solution, delivered a 280% boost in click-through rates and a 460% life in sales — reflecting deeper engagement with shoppers as well as the ability to connect brands with new audiences.
The test campaign is all about reducing friction and adding value across the shopper journey as well as meeting customers where they are.
With the introduction of Onsite Video, Criteo now offers a full-funnel onsite advertising suite, combining video, display and sponsored product ad formats in one platform.
Albertsons is just one retailer of several using the Onsite Video solution. Costco and Walmart Mexico are also deploying the technology.
A partnership focused on shopper-centric retail media
The test campaign is the latest chapter in Albertsons' ongoing partnership with Criteo.
Albertsons Media Collective began its partnership with Criteo in 2023, selecting them as the technology provider for onsite product ads, according to Liz Roche, VP of media and measurement at Albertsons Media Collective.
"Since then, we've collaborated with Criteo to run both self-service programmatic and managed service campaigns," Roche said in an email interview. "Our decision to deepen this partnership and work on the beta for auction-based pricing capabilities was based on some of what we've been hearing from CPG brands, about their desire for flexibility and speed to value. We are actively testing these capabilities and look forward to rolling them out soon."
The allure of video in retail media
A recent Coresight Research report revealed onsite retail media can generate up to 70% in gross margins.
Video is finding a home in retail media given it's a highly engaging format that can help a brand connect with shoppers through storytelling and dynamic visual — at the point of purchase.
"One of the most effective ways to use video onsite is to showcase real-life product usage to both capture attention and inspire action," said Roche. "Videos that provide helpful tips — like cleaning or personal care hacks — or that tie into timely, seasonal themes help keep products top of mind."
When combined with display and sponsored products ads, Criteo's Onsite Video has shown a 5.6x lift in new-to-brand customers. That statistic is drawn from an analysis of 18 brands for four retailer partners.
"The videos are created by brands or their agencies. Criteo's role is to power the technology behind the experience with high relevancy and low latency," Stephen Howard-Sarin, managing director of retail media, Americas at Criteo, said in an email interview.
"Our Onsite Video solution allows these brand-created videos to be seamlessly integrated into retailers' digital storefronts, so shoppers encounter rich, engaging content exactly when they're making purchase decisions.
As Onsite Video is delivered through a standardized, scalable platform, advertisers can run campaigns across multiple retailers with ease, while shoppers can click to purchase directly within the video experience, said Howard-Sarin.
Criteo developed Onsite Video to meet rising demand from retailers and advertisers for richer storytelling tools that drive measurable results.
"Retailers were looking for new ways to monetize onsite inventory with premium, customer-friendly formats. The trick is that retailers worry about customer experience first, so Criteo had to ensure the video ads would load quickly and never degrade digital journey," said Howard-Sarin.
A big allure with video is its ability to drive emotion.
"Unlike static banners or sponsored product ads, video can show a product in action, inspire new use cases, and create a deeper emotional connection," said Howard-Sarin.
"This makes it especially effective during the consideration phase of the shopper journey, when a brand needs to communicate features and benefits," he said, adding the box shot used for sponsored products can't do that job alone.
"When paired with other ad formats, video not only lifts brand awareness and engagement but also drives stronger click-through rates and conversions. The video educates the customer, and the search ad ensures visibility and mental availability. For retailers, video is a high-margin ad format that delivers incremental revenue through either premium placements or in-grid relevance."
A needed alignment
For Albertsons video is a critical component of a comprehensive retail media strategy, according to Roche.
"It enables brands to connect with consumers in a visually rich and emotionally compelling way — driving awareness, inspiration and ultimately, conversion. In the context of Albertsons' e-commerce platforms, video ads play a powerful role in the shopping journey as they're highly visible and contextually relevant, spurring trial and purchase," Roche said.
Due to the test campaign results Albertsons is looking forward to ability to offer more flexible ad buys to its clients.
"It's still early in the process, but one thing we're seeing is the importance of close cross-functional collaboration — aligning media and merchandising," said Roche.
"Most grocery purchases are still happening in-store. So, if more brands are running their ad campaigns programmatically, that means we need to be sure that what's reflected in the ads holds true when the client comes into the store. That makes breaking down this silo critical."
About Judy Mottl
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