Unlocking Retail Media's superpower in Retail Out of Home

Key Takeaways from Cartology's Recent Events

Cartology, together with Media Tonic, have done the rounds in Adelaide and Perth, offering agencies a refreshing deep dive into Retail Out of Home’s evolution with the smarts of Retail Media. 

Attendees walked away with a clear understanding of the strategic advantages offered by insight-led retail media, the power of compelling creative, and the undeniable impact of mindset-aligned placements. For any brand looking to elevate its Retail Out of Home presence and drive measurable results, the key takeaways from this session offer an exciting glimpse into the future of effective advertising.

Data-Led Planning: The New Frontier of Audience Engagement

One of the most impactful messages from the events underscored the transformative power of data-led planning. Reach is a number, but targeted reach is a customer.  Uniquely positioned in Retail Out of Home with first party customer insight, Cartology empowers brands to move beyond generic campaign targeting and planning to truly maximise the benefits of Retail Media. 

This precision allows for granular targeting through Everyday Rewards and CommBank IQ to ensure your campaigns are working harder against a target audience or segment. This focus on data-driven targeting means brands can confidently identify high-value audiences and deliver messages that genuinely resonate.

Creative That Captivates: Standing Out in the Digital Age

The creative canvas of Out of Home is one of its superpowers and shouldn’t be underestimated in its ability to capture the attention of shoppers. In the increasingly digital Retail Out of Home (ROOH) landscape, creative is your biggest lever for ROI. Global studies reveal 41% of OOH effectiveness is driven by creative alone. Pair this with Retail Media’s data smarts and brands are sitting on immense potential to connect contextually through full-motion, 3D, and location-personalized content. 

Mindset & Media Alignment: Converting Receptivity into Action

84% of shoppers are highly receptive to advertising within retail environments. This inherent openness presents a unique opportunity for brands. What's truly compelling is that this receptivity translates into action; 64% of those surveyed took action after seeing Retail Out of Home advertising, and 70% continued their journey online. This demonstrates the power of Retail Out of Home to connect and prompt tangible responses. When the media aligns with the shopper's mindset, the path to purchase becomes clear and effective.

In essence, Retail Out of Home at its best is led by first part insight, embraces innovative creative, and strategically aligns messaging with shopper mindset. 

With this, brands can achieve a winning formula that cuts through the noise and drives genuine engagement.