CommBank launches owned media network
Commonwealth Bank has launched an owned media network, opening up its physical and digital channels to advertisers in an Australian-banking first.
Designed to deliver relevant and compelling content to retail and business customers, CommBank Connect will provide a valuable platform for partners and advertisers to reach highly engaged audiences.
“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 Jo Boundy, chief marketing officer at CommBank.
“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.”
As part of the initiative, the bank will enhance its digital merchandising screens in its branches and owned media ecosystem to improve the customer experience.
CommsBank Connect covers metro and regional areas, and in 2025 will expand to more than 2,000 digital screens across its largest branch network. It is powered by CommBank IQ, using the bank’s de-identified transactional data set and its custom segment insights to deliver customer relevance.
It is the latest “evolution” for CommBank’s owned media, channel, and content strategy, which already includes:
- The Brighter content ecosystem: Launched in 2023 with Brighter magazine available, the Brighter content ecosystem expanded in 2024 with the Brighter Side TV series. Both offer content on money management, cost-of-living support and financial confidence, in an effort to help Australians better manage their finances and plan for a brighter future.
- CommBank Yello: Launched in 2023 as one of Australia’s largest customer recognition programs. It is described to deliver value for customers with benefits such as cashback, partner offers and exclusive access to events.
- CommBank’s in-house creative agency: Launched in 2024, it aims to leverage deep brand knowledge to produce world-class creative content.
“We’ve seen our partners successfully connect with potential customers in CommBank Yello, offering them exclusive benefits from some of Australia’s favourite brands,” Boundy continued.
“Now, alongside our Brighter content, CommBank Connect will extend this ecosystem.
“We want to build deep, trusted relationships with our customers, and we’re well positioned to enrich their experience through owned media channels and by leveraging our scale and broad reaching customer communication infrastructure.”
CommBank has tapped News Corp’s Medium Rare Content Agency to build the offering.
“Our strong partnership with CommBank has been key to building the Brighter financial well-being content ecosystem across TV, print and digital channels, now extended to the physical branch network. As the advertising sales and content partner for CommBank Connect, we’re excited to use our experience in creating sustained, engaged audiences for Australia’s most iconic brands,” said Nick Smith, managing director at Medium Rare.
“With CommBank Connect’s scale and intelligence, we’re set to drive deeper engagement for brand partners and create more meaningful connections for customers.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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“We’re set to drive deeper engagement for brand partners and create more meaningful connections for customers”.
From what I can tell [and apologies if i’m wrong here] we’re talking screens in banks.
Just as we’ve started to see some of the key tenets of marketing theory come into question in recent weeks, i’m convinced the value of these channels will eventually be challenged. But maybe i’m wrong. Maybe I should open my mind to building more meaningful connections whilst i’m enjoying that bank queue.
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Gees, I wish that CBA would concentrate on being a Bank looking after its customers and not yet another attempt to find additional sources of money.
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My rate just went up!? Is this why? Thieves, some might say!?
It better not get in the way of my netbank abilities, which is clunky af compared to Google.
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