Cartology to buy YouTube ads for FMCG brands

News 9 Sep 2021 - 2 min read

Cartology to buy YouTube ads for FMCG brands

By Sam Buckingham-Jones - Senior Writer

Youtube and Cartology partner for FMCG brands

“Our deep understanding of customers and their needs guarantees qualified audiences," Cartology's Mark Mansour says.

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: Cartology Woolworths retailer media The rise of retailer media

Woolworths can now plan, buy and analyse YouTube using shopper segment data for FMCG brands that choose to buy media plans through its retailer media unit, Cartology. The firm plans to add more off-network channels.

What you need to know:

Cartology, Woolworths’ retailer media business, is now buying YouTube ads for FMCG brands.
That means it can run end to end campaigns instore and on Google’s video platform with end-to-end campaign performance analytics.
Cartology plans to add buying capability across further channels in a bid to access more marketer budgets.

Woolworths Group’s retailer media unit, Cartology, has struck a deal with YouTube. It can now buy ads for FMCG brands to target customers on the platform.

With retailer media growing – and vying for marketing budgets on top of trade dollars, retailers are increasingly moving to offer visibility from ad to purchase and not just across their own media and store assets. Mi3 has published a report on the emerging retailer media market – forecast to take $1billion-plus in marketing and trade budgets by 2025 – outlining implications for the wider advertising industry.

Cartology said YouTube can now be integrated into campaigns across Woolworths’ ecosystem, or run through Cartology as a standalone push.

The firms said it has a potential audience of 6.5 million Australian adults, segmented using retail shopping insights, which means advertisers can place video inventory to target grocery buyers and see campaign performance through the company’s sales analytics.

Mark Mansour, Cartology’s Director of Client Partnerships and Sales, claimed the partnership "provides FMCG brands with the largest off-network addressable audience based on our first party data”.

Interested in retailer media? Download Mi3's 28-page report below.