Retail media unit Cartology has been outperforming its stablemates at Woolworths, lifting revenue 11% in the half year to January 1.
The jump was greater than the 4% rise in group sales to $33.2 billion over the six months for the supermarket company.
And well ahead of the 2.5% growth for Australian food sales.
Cartology has been a rising star in retail media. The business last month expanded its advertising ecosystem with a network of full-motion digital screens across Woolworths Metro stores.
And Cartology last year bought Shopper, giving it astrong position on two advertising market sweet spots -- retailer media and out-of-home.
The retailer media businesssaw off a raft of private equity firms with its $150 million bid for Shopper, the retail out-of-home business founded in 2019 by Ben Walker who died aged 47.
Woolworths, in its half year results announcement today, didn’t break out revenue numbers for Cartology.
However, Digital & Media (ConnectedX/ Cartology) and Rewards & Services (EverydayX) showed an 8% rise to $675 million.
Woolworths: “Despite a more challenging marketing investment environment, Cartology revenue increased by 11% compared to the prior year.”
For the first time, Woolworths included numbers for WooliesX, a group of businesses across ecommerce, digital and media (Cartology and Shopper) and rewards and services.WooliesX total sales in the half fell 4.4% to $3.031 billion driven by a 7.5% drop in ecommerce sales offset by growth of 8% in Digital & Media and Rewards & Services.
Woolworths: “While Cartology delivered solid profit growth reflecting higher sales growth, this was offset by increased investments in digital assets and digital traffic generation, and higher technology and support costs.
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