Retail media business Cartology has partnered with out-of-home (OOH) ad tech leader Broadsign, enabling it to reach more audiences on both the path to and at the point of purchase with omnichannel messaging
The collaboration is said to make it easy for Cartology to schedule, manage, and deliver compelling content and advertisements across retail media displays located in over 1,400 Woolworths food and everyday needs stores throughout Australia and New Zealand.
Cartology, powered by Woolworths Group, has already begun on-boarding screens to the Broadsign Platform, including front of store digital totems, behind-the-counter displays, and other screen types.
Stacey Lawson, Head of Campaign Operations and Delivery at Cartology, says it holds a deep understanding of customer attitudes and behaviours and that’s invaluable to brands.
“As our business and the sector continues to evolve, partnering with Broadsign to leverage their content scheduling and management tools across our network provides media buyers with greater flexibility and enhances our internal operations here at Cartology. This ensures we can focus on creating the best in-store experience for Woolworths shoppers and drive sales overnight and customers over time for our valued clients,” says Ms Lawson.
Maarten Dollevoet, Chief Revenue Officer, Broadsign says retail media networks are gaining traction with brands, and Cartology is leading the way in Australia.
“It’s established a powerful group of targeted omnichannel advertising solutions, and we’re thrilled to partner with them. Together, our partnership will help showcase the power of in-store advertising, strengthen the in-store experience for customers, and unlock opportunities for advertisers as part of the growth of retail media,” says Mr Dollevoet.
Broadsign powers over 200,000 digital signs along roadways and in airports, shopping malls, health clinics, transit systems and more. It has helped brands like Pepsi, Turkish Airlines, The UFC, Unilever, Volkswagen, John Lewis, Samsung, and more, run successful programmatic DOOH campaigns.
