Cartology, the retail media business of Woolworths Group, has partnered with YouTube to provide “a highly efficient” platform for FMCG brands to connect with customers throughout the shopper journey.
“Cartology will now offer brands access to a potential audience of 6.5 million Australian adults daily, segmented using retail insights to offer a high degree of relevance.”
YouTube can now be integrated into omnichannel campaigns across the Woolworths Group’s ecosystem and other external partner channels, or run via Cartology as a standalone campaign.
The Cartology-managed service enables brands to target grocery buyers and close the loop on campaign performance with Cartology’s sales analytics.
“With the support of Cartology, FMCG brands looking to advertise through addressable video can do so with the confidence their audience has been structured around real world customer insights to minimise advertising wastage.”
Cartology’s Director of Client Partnerships and Sales, Mark Mansour said: “Increasingly FMCG brands are looking to engage customers throughout their entire shopping journey, both on and off our network.
“As we continue to grow our Off Network offering, our partnership with YouTube provides FMCG brands with the largest off-network addressable audience based on our first party data.
“Our deep understanding of customers and their needs guarantees qualified audiences, with which products are significantly more likely to resonate.”
Google Industry Director for Retail, Renee Gamble said: “We are proud of our partnership with Woolworths Group and the innovation driven from Cartology.
“YouTube’s unique reach across the Australian retail landscape will be a strong inclusion in the Cartology off network opportunity.”
As Australians increase their time watching YouTube content, with a high degree of active viewing, that engagement is mirrored in the platform’s share of eyes on screen for ads, at 64% (Kantar, Eye Square & Google, 2020).
The new partnership forms part of Cartology’s Off Network offering, launched in March to allow clients to activate against customer segments across social media, on-demand broadcast video and digital display outside of Woolworths Group assets.
As the media business of the Woolworths Group, Cartology also provides opportunities for brands to engage and influence customers during their shopping journey through the Group’s platforms, including point of sale, 1:1 email through Everyday Rewards, digital front of store screens, woolworths.com.au and catalogue.