Cartology, the retail media business of Woolworths, has partnered with YouTube to provide a platform for FMCG brands to connect with customers.
Brands can access 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.
Cartology’s director of client partnerships and Sales, Mark Mansour: “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 percent
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 Australia's largest retailer, Cartology also provides opportunities for brands to engage and influence customers during their shopping journey through Woolworths Group platforms, including point of sale, 1:1 email through Everyday Rewards, digital front of store screens, woolworths.com.au and catalogue
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