Cartology, Australia's leader in retail media, has announced a strategic partnership with CommBank iQ to bolster its non-FMCG campaign targeting and measurement solution across retail out of home. The collaboration will enable clients to target high-value, non-FMCG audiences at scale across over 3,300 screens in Cartology’s Retail out of home network.

CommBank iQ, a joint venture between Commonwealth Bank and Quantium, utilises deidentified payment data from approximately seven million Australians to understand spending trends. This partnership will allow agencies to refine targeting at a category level across over 540 shopping centres nationally, while accurately measuring sales impact across non-FMCG categories.

"Marketers need advertising solutions that make their investment work smarter to reach the right customers. With the addition of CommBank iQ to our existing targeting and insights capabilities, we can meet marketers with a customer-led solution that drives greater effectiveness and minimal media wastage," said Steve Geelan, Cartology.

The partnership announcement follows Cartology's recent expansion of its Vicinity Network in late May, which added over 1,000 screens to its retail out of home portfolio. Cartology's portfolio spans Woolworths Supermarkets, Metro Supermarkets, BIG W, Retail Out of Home and off-network.

"The partnership with CommBankiQ enables our clients to deeply understand non-FMCG customer behaviour to inform media planning, buying and placement strategies alongside campaign effectiveness through measurement and reporting," Geelan added.

Liam Watts, CommBank iQ’s Head of Media, also expressed excitement about the partnership. "CommBank iQ is excited to partner with Cartology to better target and measure the impact of retail out of home. Through Quantium, we have been with Cartology since launch and we are excited to use our CommBank iQ insights to further expand their data offering beyond FMCG."