Commonwealth Bank (CBA) has launched its owned media network called CommBank Connect, opening its physical and digital channels to partners and advertisers for the first time.
CommBank Connect will deliver relevant and compelling content to retail and business customers, designed to enrich their experience while providing a valuable platform for partners and advertisers to reach highly engaged audiences.
As part of the initiative, CBA will enhance its digital merchandising screens in its branches and owned media ecosystem to improve the customer experience with engaging content and enhanced communications channels.
This will establish CommBank Connect as one of the largest small-format networks in Australia, coveraging across metro and regional areas, and expanding through 2025 to include more than 2000 digital screens across the country’s largest branch network.
It is powered by CommBank IQ using CommBank’s de-identified transactional data set and CommBank’s custom segment insights to deliver customer relevance.
Jo Boundy, CommBank’s chief marketing officer, said: “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. 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.”
The roll out of CommBank Connect is the next evolution in CommBank’s owned media, channel and content strategy, which includes:
• The Brighter content ecosystem – launched in 2023 with Brighter magazine available in branches, digitally, on social media and video platforms. It expanded in 2024 with the Brighter Side TV series. Both the magazine and TV series offer content on money management, cost-of-living support and financial confidence, with tips and inspiring stories 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 delivers 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 leverages deep brand knowledge to produce world-class creative content.
Boundy said: “We’ve seen our partners successfully connect with potential customers in CommBank Yello, offering them exclusive benefits from some of Australia’s favourite brands. 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.”
Nick Smith, Medium Rare Content Agency’s managing director, said: “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. With CommBank Connect’s scale and intelligence, we’re set to drive deeper engagement for brand partners and create more meaningful connections for customers.”
Progressive marketing teams who understand the power of retail media networks through their own assets have been the first to come on board as foundation launch partners including Qantas, Myer, ConnectID® from Australian Payments Plus and Kit pocket money app.
Powered by CommBank iQ, CommBank Connect utilises CommBank’s de-identified payments data from approximately 7 million Australians. It connects partners and advertisers to the right customer segment, with actual and timely insight into the purchasing behaviour of Australians across over 100 segments.
CommBank Connect launches this month across in-branch screens, ATMs, and Brighter magazine and digital environments. It is now available for customer, partner and advertiser bookings.