Cartology partners up with YouTube on addressable video

Woolworths retail media arm strikes deal with social media giant

Woolworths retail media arm, Cartology, has partnered up with YouTube to connect the video platform with its advertising offering for FMCG customers.

The deal allows Cartology to integrate YouTube addressable video advertising into omnichannel campaigns across the Woolworths Group ecosystem, bringing in another potential 6.5 million Australians to the targeting mix. These can also be integrated with other third-party external partner channels available via Cartology. In addition, FMCG customers will be able to run YouTube campaigns via Cartology as standalone campaigns.

Cartology said the YouTube audience will be segmented using its first-party retail insights to help with campaign targeting.

The deal sits under Cartology’s Off Network offering, launched in March this year as a mechanism allowing customers to activate against customer segments outside the Woolworths Group and across social media, on-demand broadcast video and digital display.

Cartology director of client partnerships and sales, Mark Mansour, said the name of the game is addressing qualified audiences.

“Increasingly, FMCG brands are looking to engage customers throughout their entire shopping journey, both on and off our network. As we continue to grow our Off Network offering, our partnership with YouTube provides FMCG brands with the largest off-network addressable audience based on our first-party data,” he said.

Google industry director for retail, Renee Gamble, described the partnership and Cartology’s approach as an innovative one. The company noted as Australians increase their time watching YouTube content, Kantar and Eye Square and Google 2020 data showed engagement is mirrored in the platform’s share of eyes on screen for ads, at 64 per cent.

“YouTube's unique reach across the Australian retail landscape will be a strong inclusion in the Cartology Off Network opportunity,” she said.

Cartology debuted in mid-2019 as a retail media business selling advertising opportunities for brands across the Woolworths network. Its launch was followed several months later by the rollout of a national digital screen network across Woolworths Supermarkets and new performance tracking modelling.

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