Cartology, a retail media business based in Australia, powered by Woolworths Group, and out-of-home ad tech producer Broadsign have partnered to enhance Cartology's retail media network, according to a company press release.
Through the collaboration, Cartology can schedule, manage and deliver content and advertisements across retail media displays in more than 1,400 Woolworths grocery stores throughout Australia and New Zealand.
Retail media is expected to exceed $50 billion by 2023 and account for nearly 20% of digital ad spend, with the in-store experience a key factor.
"Cartology holds a deep understanding of customer attitudes and behaviors and that's invaluable to brands," Stacey Lawson, head of campaign operations and delivery, Cartology, said in the release. "As our business and the sector continues to evolve, partnering with Broadsign to leverage their content scheduling and management tools across our network provides media buyers with greater flexibility and enhances our internal operations here at Cartology. This ensures we can focus on creating the best in-store experience for Woolworths shoppers and drive sales overnight and customers over time for our valued clients."
With Broadsign leading its in-store display network, Cartology can create more engaging in-store shopping experiences and attract brands looking to reach audiences with omnichannel messaging. Cartology has started on-boarding screens to the Broadsign Platform, including front-of-store digital totems, behind-the-counter displays, and other screen types.
"RMNs are gaining traction with brands, and Cartology is leading the way in Australia. It's established a powerful group of targeted omnichannel advertising solutions, and we're thrilled to partner with them," Maarten Dollevoet, CRO, Broadsign, said in the release. "Together, our partnership will help showcase the power of in-store advertising, strengthen the in-store experience for customers and unlock opportunities for advertisers as part of the growth of retail media."
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