Coles 360 bolsters OOH and in-store radio channels ahead of 2024

Coles 360 has partnered with out-of-home ad tech provider Broadsign to enhance its front of store digital screens, at the same time renewing its Coles Radio agreement with NOVA Entertainment.

Paul Brooks, general manager of the Coles Group retail media business said: “We’re determined to provide unique, impactful, and measurable omni-channel media solutions and these partnerships allow us to do just that.”

Ben Allman, head of sales, Broadsign ANZ and Paul Brooks, general manager, Coles 360

The new OOH partnership will see the migration of approximately 600 panels to the Broadsign Platform, enabling Coles to schedule, manage, and deliver content and advertisements across its network of retail media displays.

“The Broadsign Platform provides the ideal solution to power our future network. It currently services more than 300,000 screens worldwide and has been a leader in this space for two decades, making it an obvious partner,” said Brooks.

“Over the last two years, we have learned a lot about their potential, what suppliers and their agencies want to see on them, and strategies to leverage their prime positioning for maximum impact. We now have a solid understanding of what it will take to deliver on the next phase of screens, and a key component of that is driven by the technology that powers them.”

Ben Allman, Broadsign head of sales, ANZ added: “With over 75% of supermarket shoppers buying in-store, retailers are increasingly focused on the digitisation of their physical worlds. Adopting best-in-class solutions, such as the Broadsign platform, has allowed Coles 360 to build a comprehensive and highly compelling retail media offering in a relatively short time span. We’re very excited and extremely proud to be partnering with one of Australia’s most iconic and trusted brands.”

Coles said that the Broadsign platform would help Coles 360 to “dramatically advance” its in-store media capabilities across locations. The partnership will enable scheduling on a per-store basis, allow for desired time and day-parting, and support dynamic content.

In addition, Coles has renewed its partnership with NOVA Entertainment with a new Coles Radio agreement that will oversee key changes to capabilities. The will include store level ad targeting and full time and day parting, allowing s Coles 360 to set the play strategy of ads to suit the requirement of client’s campaigns.

Under the new agreement Coles 360 will be able provide supplier partners with access to NOVA Entertainment talent, consumer promotions and marketing opportunities across the NOVA portfolio.

Brooks said: “We can talk about cereal at breakfast time, and convenience meals in the pre-dinner rush for example. It’s an exciting evolution of Coles Radio. It will mean we can provide customers with a better experience in store, as it will be more tailored and relevant than ever before.”

“This new capability will unlock enhanced partnership opportunities for our supplier partners to further strengthen the power of Coles Radio as part of their omnichannel packages.”

NOVA Entertainment chief commercial officer, Nicole Bence commented: “The extension of NOVA’s partnership with Coles is a testament to our successful collaboration on an industry leading retail audio product. Coles Radio is the perfect example of NOVA’s all-of-audio approach; seamlessly connecting with customers and creating an audio experience unique to your brand.”

Coles Group general manager of brand, digital and media, Kate Bailey, added: “Both NOVA and Broadsign have strong track records in their ability to deliver relevance in message. By combining these strong foundations with our first-party data, market-leading creative capabilities, and market intelligence, we will deliver the hardest-working assets in retail media.”

The new partnerships follow two new additions to the Coles 360 team in September, with REA Group’s Elle Hassett taking on the newly created role of head of product and platforms, and Meta’s Andy Ford heading up the business’ data intelligence and measurement function.

The Coles Group retail media business was first launched in 2022 as Coles Media, rebranding last October as Coles 360 after partnering with media specialists Redworks to scale up its practice.


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