ANZ retail media sector ‘coming of age’ as new networks, capabilities surge: Mars United report

Australia and New Zealand’s fast-growing retail media market is showing clear signs of maturity, according to the latest ANZ Retail Media Report Card from Mars United Commerce.

The fourth edition of the report tracks the rapid expansion of retail media networks in the region and reveals significant strides in innovation, measurement and capability development. The report assesses 14 retail media networks across Australia and New Zealand, covering more than 80 capabilities across five key performance areas: targeting, measurement, media opportunities, innovation, and partnerships.

The report found the local retail media market is on track to almost double in size, projected to grow from $1.6 billion in 2023 to $2.8 billion by 2027. New entrants and expanded offerings are reshaping the landscape, with networks such as Uber Advertising, Adore Beauty Media, and AVC Experience Plus joining established players like Coles 360, Woolworths Cartology, Amazon Ads, and Chemist Warehouse.

Kelly Wearmouth, managing director ANZ at Mars United Commerce, said the market is maturing quickly, with greater expectations now being placed on networks to deliver robust, transparent solutions.

"The speed of technological advancement in retail media is transforming how brands engage shoppers,” Wearmouth said. “This edition underscores the significant strides in data-driven targeting, automated solutions, and cross-channel integrations. We acknowledge that the measurement journey is still ongoing to make retail media more precise and accountable.”

The report shows brands are increasingly incorporating retail media into their broader marketing strategies, with IAB Australia data revealing that 67% of brands now use retail media regularly - up 15% year-on-year.

However, challenges remain. The report highlights continued brand frustration with fragmented measurement and reporting standards, with nearly half of brands citing measurement concerns as a key barrier to further investment.

In response, several networks have enhanced their capabilities. This edition includes 17 new criteria such as IAB measurement compliance, self-service reporting, generative AI search, and expanded media touchpoints like in-store demos, sampling, and digital signage. Emerging networks like Adore Beauty Media and AVC Experience Plus are helping broaden the sector beyond supermarkets and pharmacy chains.

Cameron Porter, Planning Director ANZ at Mars United Commerce, said the sector is now moving beyond foundational capabilities to deliver brand-building opportunities.

“Retail media in ANZ is swiftly maturing beyond its performance-based origins,” Porter said. "Our report tracks this evolution - highlighting very tangible reporting progress while identifying opportunities for networks to strengthen ROI transparency and alignment with IAB measurement principles to better meet advertiser expectations."

The report also points to consolidation ahead, as the growing number of networks increases complexity for advertisers. Many brands are grappling with dispersed responsibility for retail media within their organisations and a lack of specialised talent.

Mars United Commerce, part of Publicis Groupe, said the report is intended to serve as a universal evaluation tool to help brands benchmark network capabilities, navigate the fragmented market, and inform strategic investment decisions.