Cartology’s media portfolio expands with Dan Murphy’s screen network

Woolworths’ media business, Cartology, is rolling out a new network of 228 digital screens in the entrance of Dan Murphy’s stores across the country.

The screens will aim to “engage with shoppers at a valuable moment to inspire purchase decisions”, and add to the business’ already extensive screen network, with 975 screens installed in the entrances of Woolworths stores last September.

Tyquin with one of the Dan Murphy screens

Managing director Mike Tyquin said the new Dan Murphy’s network of 228 screens provides the opportunity to reach 9.3m customers.

“It’s an exciting opportunity to give drinks brands a direct path to inform and impact our highly engaged Dan Murphy’s customers, at a moment when they’re looking for inspiration,” Tyquin added.

“We’re looking to replicate the successful model we’ve established across Woolworths stores to achieve significant campaign results for our drinks partners, as we have already for many of our supermarket brands.”

One of the first advertising partners to use the screens to promote their products, Diageo, added: “We are excited to be one of the first advertising partners across the digital screen network and work with Cartology to drive shopper impact across our brand portfolio.”

The roll out will occur over the coming months, and will be completed in Victoria once COVID-19 restrictions lift.

Last week, the supermarket brought its media, creative, and digital arms under one roof in an ‘innovation hub’, including Cartology; digital arm WooliesX; the creative agency powered by M&C Saatchi, Greenhouse; and the newly-created digital and data arm of Big W, BIGWX.

Cartology was introduced to the market last year, and next month will launch an agency team, already making a number of hires for the unit. The business made an additional four senior hires in May, including Jessica Hunter as head of agency partnerships, who will lead the offering.

The move will give media agencies and their clients access to data, digital, and e-commerce assets across the digital screens, in store point-of-sale, promoted products, and Woolworths’ Fresh magazine.

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