Metcash, the operator of supermarket group IGA, has closed its 2026 financial year with revenue of $20.5 million from its fledgling advertising business.
This is small compared to group revenue of $19.6 billion for the year to the end of April.
However, its retail media play is growing fast, according to its latest results lodged with the ASX.
The company ran 630 plus advertising campaigns over the year and there’s more to come.
Metcash reports a “strong and growing” pipeline of supplier bookings and a rapid expansion of media inventory.
The company has been leveraging its national media network across supermarkets, liquor, hardware and tools stores, with a multiple channel media offering (in-store screens, digital, mobile).
The big retail media players in Australia are Woolworths' Cartology, Amazon Ads, Coles 360 and Petbarn, according to estimates by Macquarie.
Analysts forecast the retail media market at $5 billion by 2030 compared to $1.9 billion today. Cartology and Coles360 could be $1m billion plus businesses.
WPP Media forecasts retail media to hit $2.3 billion in 2026, up 19.5% to be the fastest growing channel in the market.
In 2028, retail media is expected to overtake total TV ad revenue with an 8.4% market share ($3.07 billion).
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