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The fourth edition of the ANZ Retail Media Report Card by Publicis Groupe’s Mars United Commerce highlights an industry on the cusp of maturity, with retail-media networks now offering sophisticated tools and enhanced measurement solutions. This shift is driven by advertiser demands for clarity and effectiveness, leading to the adoption of advanced features like self-service platforms, real-time analytics, and rich content options.
Cameron Porter, commerce planning director ANZ, Mars United Commerce, says that one of the biggest changes in the retail media space in the past year has been the uplift in general awareness and education.
"Until the last year, we were still explaining what retail media could do," says Porter. "Now, brands know the opportunity exists—but with more networks and capabilities emerging so quickly, the new challenge is navigating the complexity and understanding where and how to invest.”
To maximise effectiveness in retail media, brands are advised to follow a strategic three-step evaluation process:
- Evaluate networks: Assess each retail media network individually to ensure alignment with brand objectives and broader retailer partnerships. This is crucial as retail media increasingly influences supplier-retailer dynamics and joint business planning.
- Benchmark & compare: Use clear performance metrics to benchmark and compare networks. Prioritise platforms offering advanced audience targeting, robust measurement, and proven results. Tools like the Retail Media Report Card can guide this process and refine media strategies.
- Identify opportunities: Look beyond immediate categories to discover innovative activations and collaborations that expand brand reach, boost consumer awareness, and deliver incremental value by attracting new customers.
The report also identifies key fundamentals for maximising marketing impact, known as "table stakes," which include:
- Robust audience targeting: Segmenting a retailer’s shopper base for precise targeting and stronger campaign performance.
- Confidence building measurement: Access to advanced tools tracking incremental sales impact and campaign effectiveness.
- Self-service & automation: Advertisers managing campaigns directly for greater flexibility and speed.
- Performance transparency: Prioritising data sharing and collaboration to build trust and optimise results.
- Reach & unique audience: Offering significant audience scale or exclusive access to valuable shopper segments.
- Offsite opportunities: Extending campaigns across external platforms using first-party data.
- Platform integration: Leveraging first-party data for programmatic campaigns.
- Creative commerce: Exploring new ways to deliver creative commerce campaigns across emerging touchpoints.
By focusing on these elements, brands can navigate the evolving retail media landscape effectively and capitalise on its growth potential.
As ANZ brands become increasingly aware of the capabilities of retail media, their expectations are evolving, prompting retail media networks to continuously refine and mature their offerings. This evolution is marked by the delivery of more media opportunities, streamlined reporting, self-service options, and off-network integrations. Increasingly, the rapid technological advancements in retail media are transforming how brands engage with shoppers.
"Retail media has evolved beyond just driving conversions. We’re seeing more brands use it to deliver full-funnel messaging—from building awareness to driving trial—because the tools and touchpoints are now in place to support it," says Kelly Wearmouth, managing director at Mars United Commerce ANZ. "Networks have expanded their off-platform capabilities, and with stronger audience signals and contextual targeting, brands are getting more confident treating retail media like a core media channel, not just a trade lever. It’s unlocking more sophisticated, multi-channel campaigns that connect message and moment—and crucially, link back to conversion."
From performance-based capabilities to brand-building opportunities
Retail media in ANZ is swiftly maturing beyond foundational performance-based capabilities to deliver targeted, brand-building opportunities. This shift is highlighted by two significant changes: the creative freedom offered by evolving media placements and the transformation of retail environments themselves. For instance, Australian supermarket Coles’ partnership with radio network Nova opens up opportunities for in-store and broadcast radio integrations, while networks like David Jones and AVC Experience Plus are creating experiential moments with premium audiences. Adore Beauty is also focusing on content-driven approaches, offering more contextual alignment and brand-building moments than traditional display placements.
L-R: Kelly Wearmouth and Cameron Porter
Measurement is retail media's biggest opportunity
However, despite significant progress, challenges remain. One key issue is the need for standardised measurement metrics, which would allow brands to confidently compare and optimise retail media within their broader marketing strategies.
"Putting in place standardised metrics would allow brands to confidently compare, optimise, or scale retail media alongside their broader marketing mix," Wearmouth emphasises. "But it’s not just a tech challenge—it’s also a mindset one. Brands need to move beyond seeing retail media as an extension of trade spend. That means treating it like a strategic media channel and planning it as part of integrated campaigns."
Looking ahead, both AI and the demand for standardised measurement and transparency are expected to have a significant impact on the retail media industry.
"AI is shaping up to be the next big shake-up—and we’re already seeing early signs," Wearmouth explains. "In the short term, it’s improving backend operations: faster analytics, smarter forecasting, more efficient reporting. But longer-term, the real unlock will be in live targeting, new shopper-centric search and planning tools, and creative optimisation—delivering hyper-personalised content in real time, based on signals from shoppers in the moment."
The adoption of standardised measurement frameworks will also be pivotal. As brands focus on proving incremental ROI, networks that can clearly demonstrate value will become preferred partners. "It’s not just about transparency; it’s about earning that next layer of investment," Porter notes. This shift towards more sophisticated measurement and AI-driven capabilities will continue to shape the future of retail media in ANZ.
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