Retail media content is becoming more complex, with major brands making big investments in videos made specifically to reach shoppers on screens in grocery stores or while shopping on an app.
It came in the form of “Rico’s Tacos,” a “micro drama” series of 22 episodes under three minutes each that, over the course of the series, follows a multigenerational Southern California family as they build a taco business at a taco stand outside of an Albertsons store near Venice Beach in California.
The series was built for retail media audiences watching from screens in stores, on the Albertsons e-commerce platform or on social media. It was inspired by shopper insights from Albertsons and Procter & Gamble and was produced by Minivela, which specializes in short-form content for U.S. Hispanic audiences. Minivela has produced similar content for clients such as Verizon and Warner Bros. Pictures.
Several retail media executives told Modern Retail that the series represents confidence from major brands like Procter & Gamble in retail media as a distribution channel for custom content.
“Retail media is growing up and commanding the space it occupies,” said Brian Monahan, svp of retail media at Albertsons Media Collective. “It’s a demonstration that, in retail media, [using] this canvas that we’ve got, with customer data, targeting, measurement and reach, we can do more than item-and-price advertising. And you can start to do more of this full-funnel [marketing] that brings people to the category to begin with.”
