Bunnings, one of Australia’s most trusted brands, is expanding its advertising offering with digital screens at the hardware retailer's warehouses.
The Wesfarmers brand is adding screens to front entrances and trade desks at 150 stores across Australia and New Zealand.
“The popularity of the Bunnings magazine over many years has demonstrated the value our customers and suppliers place in retail media,” said Justine Mills, Bunnings general manager of marketing
“We’re now exploring ways to expand this into digital and in-store advertising channels in a customer-friendly way.
“Following a successful trial earlier this year, we’re installing 300 screens across 150 high-traffic stores that will promote key product lines through a new advertising pilot with suppliers.
“This will boost product visibility and deliver customers useful product information to help them complete their projects.”
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.
The big local players are Cartology at Woolworths, Coles 360 and Chemist Warehouse.
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