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.

 Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page




Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Canva's mission is to empower people with the ability to design anything they want. To do this, They've had to balance experimentation an...

Digital Davaoena

xx - CMO Australia

Read more

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.


15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in