Albertsons Bullish on CTV for Full-Funnel Effectiveness Beet.TV [Video]

LAS VEGAS — Is connected TV advertising for the top or the bottom of the marketing funnel? Liz Roche thinks it excels across the gamut.

Albertsons Media Collective announced its CTV product, Collective TV, at Cannes Lions, and Roche, VP of media and measurement, believes the channel can account for significant top-of-funnel activity while also being measurable and allowing for data activation.

“We’re feeling really confident in that solution and think there’s going to be even more demand for it this coming year,” said Roche in this video interview with Beet.TV.

While “walled garden” ad platforms have an advantage in precision targeting and seamless attribution, Albertsons believes it can bring its data to the open web.

The company is also pushing for more capability in longitudinal measurement to understand how it’s moving the needle beyond individual campaigns.

“We want to make sure that we have those capabilities in open web to understand how we’re moving the needle, not …