Albertsons is offering a way for brands to quickly end up in ecommerce shopping carts.
The grocer is rolling out a beta program for a new offsite ad format called “Add-It” that lets consumers add the products promoted to a shopping cart. The ad copy reads “save to cart,” and clicking on the unit drops the product into an online shopping cart from an Albertsons-owned store, including Safeway, Albertsons Market, and ACME Market.
The ads do not redirect consumers to those websites, so as not to disrupt the offsite experience, Evan Hovorka, vp of product innovation at Albertsons Media Collective, told ADWEEK.
