Retail media is no longer a niche line item in the media plan — it has become one of the most strategically significant advertising channels in Australia and New Zealand. Powered by rich transaction data and closed-loop measurement, retail media networks are giving brands something that was previously out of reach: proof that advertising actually moves product off shelves. In 2026, understanding how retail media networks operate in ANZ — and how they connect to programmatic DOOH — is essential knowledge for any brand marketer or media planner serious about performance.
The Retail Media Explosion: By the Numbers
Globally, retail media advertising spend is projected to surpass USD $160 billion by the end of 2026, according to GroupM's most recent forecast — making it the fastest-growing segment in advertising for the third consecutive year. In Australia, the picture is equally compelling. IAB Australia's Retail Media Working Group — launched to establish measurement standards and taxonomy — has documented year-on-year growth exceeding 35% in domestic retail media spend, driven by the maturation of the major grocery networks and the entry of specialty retailers.
The key driver? First-party transaction data. Unlike cookie-dependent digital channels, retail media networks are built on verified purchase behaviour — what consumers actually bought, when, where, and how often. This data asset is extraordinarily valuable in a post-third-party-cookie world, and Australian retailers have been quick to monetise it.
Who Are the Major Retail Media Networks in ANZ?
Australia's retail media landscape is dominated by two grocery giants, but expanding rapidly beyond them.
Cartology (Woolworths Group) — Australia's largest retail media network, offering on-site search and display, off-site programmatic, in-store digital screens, and closed-loop sales measurement via Everyday Rewards data.
Coles 360 — Coles's retail media offering built on CitrusAd technology, with access to FlyBuys loyalty data and in-store screen inventory across more than 800 stores nationally.
Chemist Warehouse Media — a fast-growing health and wellness retail media network tapping into pharmacy purchase behaviour.
Bunnings, The Iconic, Myer, and JB Hi-Fi — specialty retailers who have launched or are actively building media network capabilities.
Z Energy (New Zealand) — one of the first fuel retailer media networks in ANZ, blending fuel transaction data with in-forecourt screen inventory.
The common thread across all of these networks is data — specifically the combination of verified shopper intent, loyalty programme signals, and purchase outcomes. For FMCG brands in particular, this represents an opportunity to connect media investment directly to sales lift in a way that traditional OOH or digital channels have historically struggled to demonstrate.
Transaction Data vs. Audience Data: What Drives Better DOOH Performance?
The intersection of retail media and programmatic DOOH is where things get genuinely exciting. Traditionally, DOOH has been planned on audience data — foot traffic, demographic profiles, and location signals. Retail media adds a new layer: transactional intent data that tells you not just who is near a screen, but what they're likely to buy.
Consider a practical example. A grocery network's loyalty data shows that a specific postcode has indexed above average for premium pet food purchases over the past 90 days. A pet food brand can use this intelligence to activate programmatic DOOH inventory near high-purchase postcodes, at times of day when shoppers are most likely to be in-market. Post-campaign, the same loyalty data can be used to measure whether exposed households increased their purchase frequency — creating a genuine closed-loop attribution model for out-of-home.
"The combination of retail transaction data and programmatic DOOH is a genuine step-change for FMCG advertisers. For the first time, we can build audience segments from actual purchase behaviour, activate them across digital screens in the real world, and measure sales impact — not just impressions. That's a fundamentally different value proposition." — Eric Fan, CEO, Lumos
The In-Store DOOH Opportunity: Screens at the Point of Decision
One of the fastest-growing segments of retail media in ANZ is in-store digital signage — screens at aisle end caps, checkout queues, deli counters, and petrol forecourts. These screens function as DOOH inventory, but with a crucial advantage: they operate at the point of purchase decision, where shopper intent is at its peak.
Woolworths and Coles have been rapidly expanding their in-store screen networks, with Cartology now managing more than 5,000 digital screens across the Woolworths Group estate. For programmatic buyers, this inventory is increasingly accessible through DSP integrations, meaning brands can plan and activate in-store DOOH alongside traditional out-of-home within a unified campaign workflow. The implications for impulse-driven categories — snacks, beverages, health, beauty — are significant.
Measurement: The Retail Media Advantage
Perhaps the most compelling argument for retail media — and its integration with programmatic DOOH — is measurement. Australian retailers with loyalty programmes can offer brands something rare: genuine closed-loop attribution. When a shopper who was exposed to a DOOH or on-site ad subsequently purchases the advertised product, that connection can be made through loyalty data matching.
IAB Australia's Retail Media Standards — published in late 2024 and updated for 2025 — provide a framework for consistent measurement across networks, covering definitions for on-site, off-site, and in-store retail media. This standardisation is critical for brands comparing performance across multiple retail partners and ensuring apples-to-apples reporting. For media planners, it means retail media is maturing from a 'nice to have' to a measurable, accountable channel that can sit alongside digital, TV, and OOH in a unified measurement framework.
What Should Brands Do Right Now?
For brands who haven't yet invested meaningfully in retail media, 2026 is the year to move from experimentation to strategy. Here's where to start:
Audit your data partnerships: Understand which retail networks hold first-party data relevant to your category. Grocery, pharmacy, specialty retail, and fuel all have distinct audiences.
Connect retail media to your DOOH strategy: Work with a programmatic DOOH partner (like Lumos) to activate retail audience segments in the real world — near stores, near competitors, or in high-purchase postcodes.
Establish measurement benchmarks early: Use IAB Australia's retail media taxonomy to define KPIs upfront, so you can compare performance across networks and over time.
Think full-funnel: Retail media is often treated as a lower-funnel conversion tool, but in-store screens and programmatic DOOH can drive awareness and consideration just as effectively. Plan across the funnel.
Test closed-loop attribution now: If your retail partner offers purchase-linked reporting, prioritise campaigns where you can measure sales lift — the learnings will reshape how you allocate budget across channels.
Retail media in ANZ is still in its high-growth phase, which means competitive advantage goes to brands that build expertise now rather than waiting for the channel to fully commoditise. The combination of first-party data, in-store screens, and programmatic DOOH creates a media model that is measurable, targeted, and deeply connected to consumer behaviour at the moment it matters most.
To explore how Lumos can help you activate retail audience data through programmatic DOOH, visit spotlumos.com or get in touch with our team.
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