Retailers like Woolworths and Coles have built media businesses to charge suppliers for advertising. WPP’s chief executive says that should restructure marketing budgets.
The global boss of the world’s largest advertising group said brands could end up paying twice for the same exposure, as major retailers such as Coles and Woolworths battle for hundreds of millions of dollars in revenue from their suppliers by selling targeted ads.
Woolworths, through its Cartology division, and Coles, through Coles 360, are leading the market locally. Retailers use their loyalty schemes and internal shopping data to target ads to customers while they shop in-store or online.Traditionally, there was a difference between the advertising planned outside of stores and the placement of ads and promotions in-store. Mr Read said that division was breaking down.
“I think that gives us access to a whole growth opportunity ... we can really help them make sure that they’re not paying twice for something they used to pay for once. I think there’s opportunity for clients to get more value from their trade budgets because they can activate them better.” “We’re very good value,” Mr Read said when asked whether it means clients would pay their agencies more to work on retail media.
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