The Commonwealth Bank, Australia's largest retail bank, is launching an owned media network called CommBank Connect, opening up its physical and digital channels to advertisers.
The bank will enhance its digital merchandising screens in its branches and owned media ecosystem, creating one of the largest small-format networks with coverage across metro and regional areas.
The network will expand through 2025 to include more than 2000 digital screens.
“The launch of CommBank Connect is a significant step for CommBank, as we improve our customers’ experience and deepen the connection between content and commerce," said the bank's CMO, Jo Boundy.
"We know leading global brands are growing their owned media channels to deliver more dynamic, relevant, and valuable experiences.
"We’re excited to be enhancing our digital and physical channels to better support our partners and advertisers in reaching our customers, who can then connect more effectively with the brands they love.”
The roll out of CommBank Connect is the next evolution in the banks owned media, channel and content strategy.
This includes the Brighter content ecosystem launched in 2023 with a magazine available in branches, digitally, on social media and video platforms.
It expanded in 2024 with the Brighter Side TV series. Both the magazine and TV series offer content on money management, cost-of-living support and financial confidence.
CommBank Yello, launched in 2023 , is one of Australia’s largest customer recognition programs with benefits such as cashback, partner offers and exclusive access to events.
CommBank’s in-house creative agency, launched this year, it leverages deep brand knowledge to produce creative content.
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