ANZ Retail Media Industry on the Verge of Maturity as Innovation Accelerates
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Mars United Commerce has unveiled the fourth edition of its ANZ Retail Media Report Card, offering a comprehensive benchmark analysis of the rapidly evolving retail media landscape in Australia and New Zealand. With the industry reaching a pivotal moment of growth, this latest edition highlights the emergence of new networks, powerful capabilities, and a market maturing into a sophisticated, brand-building channel for marketers.
A total of over 80 capabilities across these networks are benchmarked, offering brands and agencies an independent, detailed comparison of how these platforms are progressing.
The new report evaluates the technological advancements, innovative media solutions, measurement sophistication, and off-network integrations of key retail media networks across the region. This year, Mars United Commerce introduces assessments of exciting new players like Uber Advertising, Adore Beauty Media, and AVC Experience+, alongside updated evaluations of industry leaders such as Cartology, Amazon Ads, and Coles 360.
Featuring 17 newly added capabilities—including brand stores, audience-level targeting, and IAB Measurement Compliance—this edition continues Mars United Commerce’s commitment to guiding brands through the complexities of this fast-growing sector.
The speed of technological advancement in retail media is transforming how brands engage shoppers. This edition underscores the significant strides in data-driven targeting, automated solutions, and cross-channel integrations that are making retail media more precise and measurable than ever.
Launched in late 2023, the ANZ Retail Media Report Card has become a crucial tool for brands navigating the rapidly developing retail media landscape emerging across Australia and New Zealand. By providing clear, actionable insights into network capabilities and industry trends, it enables brands to optimise strategic planning and investment decisions across the region.
The report reveals that the retail media industry is moving beyond its foundational capabilities. Networks are now delivering advanced tools, transparent measurement, and enhanced performance tracking, addressing the growing demand from advertisers for greater clarity and effectiveness. New features such as self-service platforms, real-time analytics, and AI-powered targeting solutions are becoming the norm.
Retail media in ANZ is swiftly maturing beyond foundational performance-based capabilities, to now delivering targeted, brand-building opportunities and accurate and transparent measurement solutions. Our report provides insight into how networks are evolving, highlighting successes and identifying gaps to fully realise retail media’s potential.
Looking ahead in 2025, we can expect further innovation within the retail media space. As networks mature, new entrants will continue to shape the future of the sector, allowing for even more touchpoint opportunities and enhanced capabilities. The industry’s growth trajectory is clear: transitioning from adolescence into adulthood, and this will present brands with new opportunities to refine their strategies and connect with consumers in more meaningful ways.
In this edition of the ANZ Retail Media Report Card, we take a closer look at how these networks are shaping the future of marketing in the region, highlighting the key developments and prospects that lie ahead for brands and retailers alike.
Download the report to start demystifying retail media.
