ADUSA Video Ads
Client
Role
Ahold Delhaize USA
Sr. Manager, Experience Design
As part of an Ahold Delhaize USA organizational goal to increase Retail Media revenue to $8B by 2028, the Retail Media team was looking for opportunities to expand their product offerings for sponsored content across the onsite experience. The product and design team in partnership with retail media identified an opportunity to expand the use of dynamic video content in the existing native display banners to provide brands with a highly engaging storytelling format that increases customer engagement and product discovery.
TQL Stadium 3D Rendering
The existing native display banners across the site only featured static imagery, which were not taking advantage of dynamic rich media and content that customers expect from their ad experience. Also, with social and onsite platforms fully embracing videos, video content had become a table stakes offering across retail media networks.
Through a Diary Study we ran in 2025, we found that customers are attracted to ads that include mixed media such as video and respond positively to visually engaging content. Also, CPGs had already requested dynamic content from the Retail Media sales teams.
With that info, we wanted to handle our discovery with the ideas that. Since video has become a common practice with most grocery brands. The discovery process included a competitor audit, best practices audit to set of baseline standards that we could use to help inform our requirements.
In the concepting phase, wanted to create ads that were dynamic and compelling to customers while not pushing customers away from the core experience of being able to browse and explore products.
Camera Insights and Camera Angles
to test the viability of the new product, we validated the concepts in two ways.. One was a usability test with customers to understand how easy it was for them to interact with the component, and whether it kept them from completing standard ecommerce tasks.
The other was during the Product Advisory board, a bi-annual gathering with our Retail Media leads and CPG partners to give a sneak peak of the new product. This meeting worked to show off the new product and features to get CPGs feedback, and gauging their interested ahead of the product launching. This validation proved valuable to our Retail Media sales team to understand what level of interest and investment CPG partners wanted to make in the new product.
Video of Usability Prototype Walkthrough
As part of the final release, we included a full spec guide that was meant to do two things. Once was that it was a guide for our product, design, and development teams to document all the technical specs for the product. However we also included a set of rules and regulations for how the videos are executed for our creative services and retail media sales teams to make sure the videos are following specific creative and accessibility standards.
Image of Spec Guide
After the initial release of the Signage 360, the product has continued to evolve with quality of life improvements, including bringing in a more advanced 3D model that creates a more realistic stadium view.
Image of desktop version
With the quality of live updates, a new feature that was added was Seat Exposure, which brought in insights for the in stadium experience. In Seat Exposure heatmaps would show brand managers which seats were able to optimally view different ads depending on where fans were sitting.
As the product continues to evolve, it takes on it’s next stage, being built as a fully gamified experience in Unreal Engine, allowing for even more flexibility to create a realistic stadium experience.
Work created in partnership with:
Quentin Cotillard - CCO
Bethany Anderson - VP UI/UX
LJ Sickman - Senior Product Designer
Joe Gamalinda - Senior Product Designer
Jimi Thorin - Senior Software Engineer