CommBank is making a bold move in the Australian banking sector with the launch of its own media network, CommBank Connect. This initiative is a first of its kind in the industry, opening up CommBank's physical and digital channels to partners and advertisers.

The network aims to deliver relevant and compelling content to retail and business customers, thereby enhancing their experience and providing a platform for partners and advertisers to reach engaged audiences.

CommBank Connect is set to become one of the largest small-format networks in Australia, with coverage across metro and regional areas. The network plans to expand through 2025 to include more than 2000 digital screens across the country's largest branch network. The initiative is powered by CommBank IQ, utilising CommBank's de-identified transactional data set and custom segment insights to deliver customer relevance.

As part of this initiative, CommBank will enhance its digital merchandising screens in its branches and owned media ecosystem. CommBank Connect is the next evolution in CommBank’s owned media, channel and content strategy, which includes the Brighter content ecosystem and CommBank Yello.

Medium Rare Content Agency has been named the sales and content partner for CommBank's owned media network, CommBank Connect. Andrew Robertson has been appointed as the Head of Sales for CommBank Connect, bringing over 15 years of experience across media and retail networks to the role.

CommBank Connect utilises CommBank's de-identified payments data from approximately 7 million Australians, connecting partners and advertisers to the right customer segment. The network launches this month across in-branch screens, ATMs, Brighter magazine and digital environments, and is now available for customer, partner and advertiser bookings.

CommBank’s Chief Marketing Officer, Jo Boundy, said, "The launch of CommBank Connect is a significant step for CommBank, as we improve our customers’ experience and deepen the connection between content and commerce. We know leading global brands are growing their owned media channels to deliver more dynamic, relevant, and valuable experiences. We’re excited to be enhancing our digital and physical channels to better support our partners and advertisers in reaching our customers, who can then connect more effectively with the brands they love."

Medium Rare Content Agency’s Managing Director, Nick Smith, added, "Our strong partnership with CommBank has been key to building the Brighter financial well-being content ecosystem across TV, print and digital channels, now extended to the physical branch network. As the advertising sales and content partner for CommBank Connect, we’re excited to use our experience in creating sustained, engaged audiences for Australia’s most iconic brands. With CommBank Connect’s scale and intelligence, we’re set to drive deeper engagement for brand partners and create more meaningful connections for customers."

Andrew Robertson, Head of Sales for CommBank Connect, commented, "Through CommBank Connect, the converging worlds of physical in-branch communications and advanced digital experiences, unlock a cohesive canvas for engaging our customers at scale. Underpinned by our industry-leading targeting and measurement capabilities and Medium Rare’s expertise in content creation and activation, we’re ensuring our partner brands show up with more relevance, fit for our customers, in an environment they trust."