The supermarket ad circular is an age-old marketing tool, albeit one that frequently ends up in the recycling bin. To combat this, along with the rising costs of printing, grocers are increasingly taking their circulars digital, placing them on their websites and apps. Now Albertsons is taking that a step further, with plans to turn its digital circulars into “dynamic ad campaigns” on Facebook and Instagram.
Albertsons Media Collective announced on LinkedIn that it has teamed up with digital advertising solution Kargo Commerce (formerly StitcherAds) and Meta to bring those same weekly ads and promotions to consumers on Meta’s social media platforms. Shoppers will be able to connect to their local store through the social ads to clip offers and add products that they’re interested in to their shopping list.
“Digital circular ads are one of the best ways to drive traffic to stores and tap into deals, but are they getting enough attention?” said the company in the LinkedIn Post. “Our pilot is replacing traditional digital circular ads with dynamic ad campaigns across Facebook and Instagram to meet more consumers where they are. We are merging product and promotional data to enable advanced targeting, actionable content and measurable performance.”
And Albertsons doesn’t plan to stop with Facebook and Instagram; it plans to roll out the digital ads across display and connected TV in the future, as well as incorporate “dynamic localization and personalization” capabilities to “better engage shoppers and drive sales.”
These new dynamic social ad circulars are yet another evolution of the advertising capabilities that retailers are building in the burgeoning retail media sector, dubbed by Insider Intelligence as the “third wave of digital advertising” (search and social were the first two). In the U.S. alone, Insider Intelligence projects that retail media spending will reach $45 billion this year.