Mars United Commerce, part of Publicis Groupe, has released the fourth edition of the ANZ Retail Media Report Card, revealing the new capabilities that highlight evolving expectations of brands in retail media.
The report aims to help brands build a clear understanding of the market dynamics influencing retail media.
Cameron Porter, commerce planning director at Mars United Commerce ANZ, told Mediaweek the report card reflects a category that is “maturing fast”.
He noted that with the 17 additional capabilities (now a total of 80), including self-service, IAB Measurement Compliance, and audience-level targeting, there is a sense of momentum.
“Brands are pushing the boundaries with test-and-learns, new formats like digital and delivery sampling, and bespoke off-toolkit opportunities. Even where execution still has room to grow, the ambition is clear — there’s a growing confidence in retail media’s potential.
“Ultimately, the Report Card reflects a category that’s maturing fast. The goal is clear: connect the path to purchase through smarter, shopper-led media placements and creative commerce, and prove that it delivers results.”
New capabilities and additional entrants
The bi-annual report provides brands and agencies with insights into the 17 new capabilities, including targeting, innovation, measurement, media opportunities, and partnerships.
It also evaluates new entrants such as Uber Advertising, Adore Beauty Media and AVC Experience Plus, alongside established networks such as Cartology, Market Media, Amazon Ads and Coles 360.
Porter said each of the new players brings a different proposition to reshaping the ANZ retail media landscape, making them interesting as they expand the definition and competitive dynamics of retail media in the region and accelerate innovation.
“With every new launch, the definition of retail media shifts, and so does the value proposition. That’s only going to accelerate innovation.”
Kelly Wearmouth and Cameron Porter
‘There’s still plenty of room for innovation’
While there are more and more retail media networks launching, Kelly Wearmouth, managing director of Mars United Commerce ANZ, told Mediaweek there is plenty of room for innovation.
“If anything, the increasing competition is accelerating it.”
“New networks are opening the door for smaller or emerging brands to explore retail media in ways that were previously out of reach. It’s helping democratise access.”
“Yes, some networks may struggle if they don’t evolve to meet expectations, but that pressure is pushing the entire ecosystem to deliver faster, smarter, and more data-informed solutions.”
Wearmouth pointed out that not every brand has the same needs.
“For example, when a new product launches exclusively at one retailer, brands need a way to connect directly with that retailer’s shoppers. Saturation looks very different depending on the lens you’re using.”
‘Relevant placements are what makes the platform so powerful’
The State of ANZ Retail Media report highlighted the rise of non-endemic brands in high-purchase-intent environments.
Porter noted that non-endemic brands were “seeing real results” from leaning into contextual targeting and themed audiences.
Wearmouth pointed to Amazon as an example and said it came down to signal strength.
“Take the growth of Prime Video – it’s being significantly fuelled by non-endemic brands and it’s because of retail media’s ability to provide relevant signals, whether on platform or not, that provides a ripe opportunity. Their ability to match intent data with relevant placements is what makes the platform so powerful.”
Porter added that there is also momentum through experience-led environments such as David Jones and AVC Experience Plus.
“Both offer access to premium, lifestyle-focused audiences in high-dwell settings, creating opportunities for non-endemic brands to align with occasions and environments their shoppers already love.
“Whether it’s through curated retail displays integrating the much-loved David Jones brand or contextually relevant venues at AVC, these formats allow brands to build meaningful associations with targeted customers, even when the product isn’t on the shelf.”
Top image: Kelly Wearmouth and Cameron Porter
