Cartology partners with YouTube to connect FMCG brands with consumers

Woolworths Group retail media business, Cartology and YouTube have partnered, in order to offer brands access to a potential daily audience of 6.5 million Australians, according to the media outfit.

Cartology said that this will provide a “highly efficient platform for FMCG brands to connect with customers throughout the shopping journey”, with access to audiences of increased relevance to brands.

As a part of the partnership, YouTube can now be integrated into omnichannel campaigns across Woolworth’s Group’s assets, and can also be used to run standalone campaigns via Cartology.

Cartology’s director of client partnerships and sales, Mark Mansour said that FMCG brands are increasingly looking to engage customers throughout their entire shopping journey, both on and off its network. 

“As we continue to grow our Off Network offering, our partnership with YouTube provides FMCG brands with the largest off-network addressable audience based on our first party data.

“Our deep understanding of customers and their needs guarantees qualified audiences, with which products are significantly more likely to resonate.” 

Google industry director for retail, Renee Gamble said that the tech company is proud of the partnership, and the innovation that Cartology is driving.

“YouTube’s unique reach across the Australian retail landscape will be a strong inclusion in the Cartology off network opportunity.” 

The service, managed by Cartology offers brands the opportunity to target grocery buyers, and “close the loop on campaign performance” with Cartology’s sales analytics, allowing these FMCG brands to advertise “with confidence their audience has been structures around real world customer insights” to minimise advertising wastage, according to the media outlet.

The deal is a part of Cartology’s off network offering that was launched in March, allowing clients to “activate against customer segments across social media, on-demand broadcast video and digital display outside of Woolworths Group assets”.

As a part of Woolworths Group’s financial year results in August, the group reported that weekly traffic to its digital assets were up 40.5% to 17.2 million driven by growth in apps, and Cartology’s advertising screens recent rollout across 1,218 Woolworths and Dan Murphy’s stores nationwide.

It’s e-commerce sector also posted a sales increase of 74.7% compared to FY 2020.

Cartology’s services also provide offerings for brands to engage with consumers during their interactions with Woolworths Group platforms through physical points of sale, its Everyday Rewards program, digital store screens, online and through its catalogues.

Earlier this year, Cartology expanded its offering with a number of new products, solutions and talent, which included expanding its media offering to integrate external media channels with its in-store and online media products.