Woolworths Group’s retail media business, Cartology, has expanded the way brands can connect with consumers delivering an unprecedented precision of measurement for FMCG in Australia.

Cartology has launched new targeting and integration products underpinned by a new inhouse activation capability that extends to media channels outside Woolworths’ own ecosystem.

Following the creation of its own activation team, Cartology has expanded its media offering, integrating new external media channels with its established in-store and online media products.

The new offering builds on existing opportunities for brands to activate against customer segments on Woolworth Group platforms that include in-store and digital assets, to further incorporate broader social media, on-demand broadcast video and digital display.

For the first time, Cartology clients are now able to drive relevant, targeted campaigns across both Woolworths’ digital assets as well as external channels in a streamlined process through a single account manager. The integration of external channels within a single Cartology campaign enhances advertisers’ ability to effectively reach their customers while driving efficiency in brand spend.

Cartology’s Head of Activation, Willem Paling said: “The media industry is going through some massive changes in digital and Cartology is in an incredible position – with our actionable customer understanding built from 12.9 million one-to-one relationships – to drive further innovation in this new era of media.

“We are building media products to deliver buyer targeting in connected TV, digital display and video, social and search, that enables a precision of measurement never before possible for FMCG in Australia.

“As part of Woolworths Group, everything we do starts with the customer first, and that underpins the creation of meaningful connections via the Cartology offering between brands and customers.”

To support the growth of Cartology’s brand activation offering, the team led by Paling, has appointed Rebecca Penn as Senior Activation Sales Manager, Natalie Bosnich and Paul Bertelle as Activation Sales Managers.

Penn comes to Cartology from independent agency Lionize where she was Head of Digital, responsible for building the digital team and delivering market-leading digital strategy across social programmatic, technical and digital and data.

Bosnich was previously in a senior consultancy sales role at Quantium, working closely with major FMCG brands to activate data within media environments, interpreting data to identify trends and marketing opportunities, and measuring campaign performance. 

Bertelle has a wealth of experience across media companies where he focused on ad tech, e-commerce, data, programmatic display and video advertising. He joins Cartology from Gumtree, where he led its private marketplace business.

The team will guide Cartology clients through the expanded opportunities and help them execute more efficient, relevant FMCG audience activation.

Paling concluded: “It’s an amazing time to be building the Cartology activation business with such a strong team. We’re excited to have joined the fastest growing media business in the country, with a wonderful set of clients to partner with, and further opportunities to grow and innovate in this space.”

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