ANZ Retail Media Report Card returns as the market enters a new phase
Retail media in Australia and New Zealand continues to grow at pace. But this latest edition of the ANZ Retail Media Report Card reflects a shift in how the channel is being viewed. Growth is no longer the headline. The focus is now on what retail media actually delivers for brands.
Since its inception in late 2023, the ANZ Report Card has been indispensable for advertisers, offering clear, actionable insights into network strengths and identifying potential gaps.
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From growth to a more operational reality
The foundations for retail media in ANZ have now been laid.
What has until now been a period of rapid building defined by new network launches, expanding capabilities and early-stage experimentation, is shifting toward a more operational reality. While new players continue to enter the market, they are no longer building from scratch. The blueprint is established, supported by more advanced technology, more experienced teams, and a clearer understanding of what retail media is expected to deliver.
The challenge has evolved. It is no longer about what to build, but what results can be delivered.
Off the back of recent industry conversations, including the PowerUp: Retail Media event, there is growing acknowledgement that the market is moving into this next phase of maturity.
A more competitive, more complex landscape
Momentum across the landscape remains strong, but the way networks are competing is evolving.
Recent developments across networks show how quickly capability is shifting. Amazon Ads continues to evolve its AI-driven solutions, shaping how campaigns are planned and optimised. Cartology is expanding its in-store screen network across New Zealand, increasing the role of physical retail media. CommonBank Connect is building out more sophisticated content and commerce experiences, while Market Media has introduced onsite video solutions that bring richer formats closer to the point of purchase.
These developments signal a broader shift. Networks are no longer competing purely on access or scale, but on how effectively they can connect media, data, and commerce experiences.
At the same time, this creates greater complexity for brands.
Different approaches to capability, formats, and measurement continue to make it harder to compare, plan, and optimise across networks. Expectations are also increasing, particularly around what activity is actually delivering measurable commercial impact.
“Retail media in ANZ is entering a new phase where growth is expected, but proof is required. As brands invest more, the focus is shifting to understanding what is actually working and how retail media can deliver consistent, measurable outcomes.”
What’s new in this edition
The Report Card continues to evolve alongside the market.
The 6th edition of the ANZ Retail Media Report Card expands our review of the evolving landscape with four new capabilities. We’ve also introduced five additional networks: Briscoe Group Retail Media, CommBank Connect, DoorDash Ads, Priceline Pharmacy Retail Media, and THE ICONIC Media.
For this edition, the Capability Spotlight looks at the rise of creator-led commerce, as networks move beyond traditional brand messaging toward more human, contextual content that better aligns to how shoppers discover and evaluate products.
Our Technology Spotlight, in conversation with Criteo, explores the growing impact of AI across retail media and how it is influencing everything from planning and optimisation through to creative development and content execution.
“As capabilities continue to expand, particularly across self- service, measurement and data, the opportunity for brands is significant. The challenge now is navigating that complexity and understanding where value is truly being created.”
Measurement remains a high-stakes battleground within retail media. The IAB reports that 85% of retailers plan to enhance their measurement frameworks in the coming year.
“Australia and New Zealand are reaching a point where commerce media is ready to scale. As the last six months have shown this will not be without turbulence. That turbulence is about pressure testing the systems already in place, the partnerships at play and the technology in operation allowing the industry to move beyond its growing pains and focus more clearly on solving advertiser needs for the future.”
Looking to the horizon, key themes are surfacing. Porter notes, “We’ve seen big strides in the past six months, but two big challenges are now firmly on the horizon. Creative optimisation and AI. Retail media needs to apply the same rigour to creative effectiveness to meet its brand building promise, and AI will only accelerate that need, reshaping both creative optimisation and the shopper journey itself.”
Mars United Commerce is globally recognised for its leadership in retail media strategy, shopper marketing, experiential activation, ecommerce and analytics. With offices in markets including the U.S., UK, Australia, and New Zealand, the company delivers connected commerce solutions to propel its clients’ brands across all commerce environments. You can find more insights from Mars United here.
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