Cartology, the retail media business of Woolworths Group, has launched a new feature that combines brand video with shoppable advertising on the Woolworths website.

Dubbed Brand Video, the new format gives brands an opportunity to engage with customers directly, from a premium position on the homepage. Woolworths food and everyday digital platforms have a collective average of 19.3 million in weekly traffic.

Brands are given full creative freedom with this new feature, which includes a direct add to cart function, allowing customers to interact with the brand and its products in a seamless shopping experience.

Nivea is one of the first global brands to trial the product. The skincare giant's customers exposed to Nivea’s Brand Video ad showed a 35% increase in add to carts and spent over 14% more on the advertised product, compared to the control group.

Nivea’s General Manager Marketing & eCommerce, Kate Hensley, said: "The opportunity to bring our brand to life in the retail environment was a huge opportunity that we were excited to trial with Cartology. Carrying our brand messaging from other platforms onto an eCommerce environment enabled us to connect with customers with rich brand content and storytelling at a key moment of discovery."

Cartology’s General Manager - Product, Steve Geelan, said: "We are seeing our customers across the ecosystem exhibiting strong digital behaviour while brands are looking for more opportunity to express themselves in the retail environment. The new Brand Video brings the power of authentic brand storytelling to active customers in a seamless, shoppable experience, to drive the best results for brands."

The Brand Video solution will be live in a matter of weeks, offering a high impact brand canvas along with point of purchase conversion. Cartology’s end to end media solutions are available both online and in-store.