)l-r) Neil Ackland, Aimee Dixon, Barry McGhee.
Australia Post is getting into retail media
The postal service, in partnership with reo, powered by oOh!media, will trial its first in-store screen retail media network across 60 Victorian sites.
Australia Post will use reo’s experienced sales team to assist with media sales.
“Australia Post’s network of retail outlets offer’s brands an innovative way to engage with consumers," said Aimee Dixon, general manager enterprise brand and retail marketing.
"By leveraging our physical footprint, we are excited to expand the value we deliver to businesses across Australia, starting with a rollout in 60 locations in Victoria.
"Our collaboration with reo is a key part of this strategy, allowing us to connect brands with customers through dynamic in-store media solutions.”
Neil Ackland, chief retail media officer at oOh!, said reo’s advanced infrastructure and extensive media expertise ensures Australia Post can unlock new revenue streams while maintaining focus on serving customers.
"Together, we’re setting a new benchmark for contextual, targeted advertising across Australia," said Ackland.
oOh!media last year announced an expansion of its emerging retail media division to capture a bigger share of the fast growing category. This includes sales representation of retailers' assets across stores, websites, apps and off-platform channels such as Meta, Google and oOh!media.
Australia Post joins the big local players in retail media, including Cartology at Woolworths, Coles 360 and Chemist Warehouse.
Wesfarmer's Bunnings, last month announced the expansion of its advertising offering with digital screens at the hardware retailer's warehouses.
Analysts at GroupM say retail media in Australia grew 26.5% in 2024, hitting $US1 billion in revenue for the first time. By 2029, the analysts forecast revenue will reach $US2.7 billion for the channel.
Morgan Stanley forecasts retail media spending in Australia on in-house/owned ad platforms to grow to $2.8 billion in 2027 from around $1 billion in 2022.
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