Ben Shepherd's Signal - oOh! goes retail media with The Warehouse

By AdNews | 16 October 2023
Ben Shepherd.

Ben Shepherd, in his newsletter Signal, looks at OML going retail media with The Warehouse Group, NBL hitting record crowds, and ESPN entering betting app market.

What’s new: Ooh Media has launched a new retail media physical offering and it signed its first partner in NZ’s The Warehouse Group.

Why it matters: The Warehouse Group is basically like a hybrid of Kmart and Big W and is a huge retailer in NZ. This gives both parties a turnkey physical retail media network in store, with Warehouse’s partnership with Zitcha providing it with on-site functionality. It’s a good example of a large retail using partnerships to scale in both digital and physical quickly.

Client implication: Out of home providers have a leg up on other channels when it comes to being a retail media physical partner. A physical network involves more or less the same assets an out of home company specialises in, and being a JV partner (or even just logistics and representation partner) for retailers makes sense for those who don’t want to be in the business of the selling. It also provides outdoor providers with some coverage on both incoming tenders for small format/street furniture tenders at the council level as well as general lethargy in the street furniture space.

Read Ben Shepherd's full Signal newsletter HERE

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