MarketMedia & oOh!media partner to transform retail advertising

MarketMedia, the retail media arm of The Warehouse Group, and oOh!media, Australia, and New Zealand's largest Out of Home advertising company, have teamed up to roll out hundreds of digital screens in The Warehouse and Noel Leeming stores. This partnership is aimed at providing suppliers and advertisers the opportunity to directly engage with New Zealand's largest integrated retail audience.

The digital screen network is state-of-the-art, with 120 screens set to go live in time for the Black Friday and Christmas trading seasons. The plan is to have more than 330 freestanding and window screens installed across all stores by mid-2024, alongside integrating existing screens into the new proposition.

Jonathan Waecker, The Warehouse Group Chief Customer and Sales Officer commented, "We're thrilled to partner with Australasia's leading large-format advertising company to extend MarketMedia into digital screens across all of The Warehouse and Noel Leeming stores."

According to Waecker, advertisers and suppliers will be able to book these in-store digital screens alongside other MarketMedia retail media advertising placements. These include ads across ecommerce sites, Pinterest, Google, YouTube, Facebook, Instagram, and The Trade Desk, giving marketers access to over 70 additional platforms. He noted: "Today's shoppers crave immersive, experiential interactions both in-store and online, and expect advertising to seamlessly connect them with beloved brands in format that resonates with them."

He further highlighted the benefit to brand partners, stating they will be able to reach shoppers in-store with high-quality digital executions. Google, Lego, Meadowfresh, Bose, One NZ and Microsoft have already been announced as launch partners. Waecker added: "The opportunity MarketMedia presents to our suppliers is massive and we're keen to hear from anyone who wants to reach New Zealand's largest integrated retail audience."

This new advertising service can be purchased through the MarketMedia sales team or through the MarketMedia self-service portal. This portal provides advertisers with complete control over their campaigns and closed-loop reporting, allowing them to adjust their strategies and reach audiences in real-time.

Neil Ackland, oOh!media's Chief Content, Marketing & Creative Officer, stated that The Warehouse Group has become the foundation client for reooh, oOh!media's retail media arm, in Australia and New Zealand. "This partnership presents an incredible opportunity for reooh to collaborate with New Zealand's largest retailer and one of the most innovative players in the ANZ retail media landscape," Ackland said.

Alex Lawson, MarketMedia Head of Strategy and Media, echoed these sentiments, describing the partnership as "a match made in heaven". "Working with reooh, with their level of scale and expertise in Australia and New Zealand, was an easy choice for us, and the partnership is one that will bear fruit for many years," Lawson stated. He added that the new rollout emphasises MarketMedia's commitment to delivering engaging customer experiences while driving business growth and strengthening brand connections.