Edward Couche and Peter Zavecz
Edward Couche and Peter Zavecz have launched Works Media Group, a retail media business targeting Australian farmers and tradespeople through a national digital out-of-home network.
The first screens went live in partnership with Elders across 250 stores nationwide from April 17.
Couche is the founder of Shopper Media, which expanded to more than 450 locations before being acquired by Woolworths.
Zavecz is the former managing director of News Corp Victoria and Tasmania and CEO of Pacific Magazines.
Works Media Group will operate across three divisions.
Agworks Media, focused on agricultural retail locations. Tradeworks Media, a DOOH transaction point, targeting tradespeople, and Repworks Media, a consultancy and representation service.
Signed partners for the Agworks Media arm include Ford, RB Sellars, McGregor, IMAR Insurance, NuFarm, Bayer, ADAMA, Virbac and Pioneer Seeds.
"Retail media is a very mature space, with Coles, Woolworths, David Jones, JB Hi-Fi, CommBank and Chemist Warehouse all well established," said Couche.
"We wanted to focus on audiences that are high value but often overlooked."
Couche said farmers were a particularly hard-to-reach segment with significant spending power.
"Farmers have low uptake of social media and are difficult to target efficiently through traditional channels," said Couche.
"But when they transact, they're making high-value purchases in trusted environments, often spending tens of thousands of dollars at a time."
The network will use programmatic and dynamic advertising technology.
"We can enable highly localised campaigns very quickly - brands can supply creative and be live within an hour," said Couche.
The company will provide advertisers with transaction-level insights, including transaction volumes and average spend, while maintaining customer anonymity. Advertising on the network ranges from $5,000 to $500,000, with flexible buying options including single-panel and single-day placements.
Works Media Group offered Rural Aid free access to its network in response to mounting economic pressure on rural communities.
"Support from businesses like Works Media Group is critical in helping Rural Aid reach the farmers who need us most," said Katrina Garvin, chief growth officer at Rural Aid.
"Many farmers don't realise the breadth of services available or how to access them. Through the Works Media Group network, we're able to amplify our message and ensure farmers know support is available, when and where they need it."
Couche said Works Media Group would operate independently of any single retailer.
"We're not tied to one retailer. We're building a broader network. Elders is simply our first major partner," said Couche.
Works Media Group aims to reach 1,000 panels across its agriculture and trade networks within 12 months.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.