Cartology extends reach for clients to external media channels

Woolworths Group’s retail media business Cartology is expanding again, adding new products, solutions and talent.

Following the creation of its own activation team, Cartology has expanded its media offering, integrating external media channels with its established in-store and online media products, as flagged by managing director Mike Tyquin in late 2020.

The new targeting and integration products extend to media channels outside Woolworths’ own ecosystem. The new offering builds on existing opportunities to activate against customer segments on Woolworth Group platforms that include in-store and digital assets, to further incorporate broader social media, on-demand broadcast video and digital display.

Cartology clients can now launch targeted campaigns across both Woolworths’ digital assets as well as external channels through a single account manager. The integration of external channels within a single Cartology campaign enhances advertisers’ ability to reach customers holistically.

Cartology’s head of activation, Willem Paling who joined from IAG late last year, said Cartology is in an “incredible position” to drive further innovation with its actionable customer understanding built from 12.9 million one-to-one relationships.

“We are building media products to deliver buyer targeting in connected TV, digital display and video, social and search, that enables a precision of measurement never before possible for FMCG in Australia.”

New recruits at Cartology: Paul Bertell, Natalie Bosnich, Rebecca Penn and Willem Paling.

To facilitate the new offering, Paling who was previously IAG’s head of customer growth and analytics, has recently added Rebecca Penn as senior activation sales manager, and Natalie Bosnich and Paul Bertelle as activation sales managers.

Penn comes to Cartology from independent agency Lionize where she was head of digital, responsible for building the digital team and delivering market-leading digital strategy across social programmatic, technical and digital and data.

Bosnich was previously in a senior consultancy sales role at Quantium, working closely with major FMCG brands to activate data within media environments, interpreting data to identify trends and marketing opportunities, and measuring campaign performance.

Woolworths Group and Quantium signed a revised partnership in late 2020, which provided for Cartology’s audience activation services to use Quantium’s analysis platform and insights from across the Woolworths Group to provide brands with a highly informed view of their audiences to build more meaningful connections with customers.

Bertelle joins Cartology from Gumtree, where he led its private marketplace business.

The team will guide Cartology clients through the expanded opportunities and to execute more  FMCG audience activation campaigns.

Paling concluded: “We’re excited to have joined the fastest growing media business in the country, with a wonderful set of clients to partner with, and further opportunities to grow and innovate in this space.”


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