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.