Returning to track the evolving capabilities of retail media networks in Australia and New Zealand, Mars United Commerce explores the quickly maturing capabilities of 11 networks and the implications for marketers and sales teams.
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Mars UnitedSM Commerce is pleased to introduce the 3rd edition of our ANZ Retail Media Report Card, an effective resource for evaluating the capabilities of leading platforms in the region across the key criteria needed to optimally plan, execute and measure effective retail media programs.
The report evaluates the capabilities of 11 leading networks across the grocery, pharmacy, liquor and ecommerce sectors in Australia and New Zealand. The report examines a total of 65 capabilities across five key performance areas: Targeting, Measurement & Reporting, Media Opportunities, Innovation, and Partnership. It also identifies the “table stakes” capabilities that all effective networks should possess.
First released in fall 2023, the ANZ Retail Media Report Card has helped brands navigate the rapidly evolving retail media landscape by providing a cross-network analysis of the leading platforms in Australia and New Zealand. The guide has assisted brands in optimising their strategic planning and investment decisions by giving them a clearer understanding of the opportunities available across the region.
“As retail media’s role within the marketing landscape continues to grow, brands increasingly need help understanding the breadth of options that are available and the most effective ways to use them,” explains Sally Tobin, Managing Director-APAC at Mars United. “We’re happy to share some of our expertise to help the industry at large make sense of all the complexity in this sector.”
The commerce media experts at Mars United update each Report Card with the latest information so brands can track the progress of existing networks such as Coles 360, Cartology, and Amazon Ads, along with the emergence of new players like David Jones Amplify.
The Report Card also tracks overall industry trends to assess how well each network is keeping pace with the demands of both brand partners and shoppers. This edition explores a marketplace that is quickly “growing up” as networks develop the sophisticated tools and services needed to meet advertiser demand and stay ahead of the competition.
Among these tools are audience targeting precision, advanced first-party data capabilities, stronger and more extensive measurement resources, and media opportunities that go well beyond the retailer’s own digital properties to reach shoppers wherever they may be.
“Platforms are innovating their offerings, striving to match the dynamic, more advanced mediascape found in the US and Europe,” says Dani Carlo, Mars United’s ANZ Commerce Media & Measurement Director. “It’s thrilling to see how new competition is driving the market forward, challenging established players to elevate their game as the sector navigates through growing pains.”
Mars United is a recognised global leader in retail media strategy and activation. Their deep library of thought leadership — which also includes Retail Media Report Cards for the US, Europe and Canada — has helped establish guidelines for innovation and best practices around the world.
“This public Report Card represents a small portion of the work we do with clients to help them identify opportunities and optimise the full potential of retail media,” explains Tobin. “But withbenchmarking still elusive in the local market, we think it can help brands get started in gaining a clearer picture of what’s happening in the marketplace.”
