Mars United unveils ANZ Retail Media Report Card 2023

Mars United Commerce has released the fourth edition of the ANZ Retail Media Report Card, showcasing the evolving capabilities in the retail media landscape across Australia and New Zealand.

The report evaluates both new and established retail media networks, bringing to light a growing sophistication within this market segment. Newly evaluated entrants such as Uber Advertising, Adore Beauty Media, and AVC Experience Plus are examined alongside established players like Cartology, Market Media, Amazon Ads, and Coles 360. Comprehensive in scope, the report outlines over 80 capabilities that offer brands and agencies insights into targeting, innovation, measurement, and media opportunities.

According to Mars United Commerce, the report, released biennially since late 2023, has become an essential tool for navigating the dynamic retail media landscape, providing strategic insights to support planning and investment decisions. This edition introduces 17 new capabilities, including brand stores, audience-level targeting, and compliance with the Interactive Advertising Bureau (IAB) measurement standards.

"The speed of technological advancement in retail media is transforming how brands engage shoppers," said Kelly Wearmouth, Managing Director ANZ at Mars United Commerce. "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 indicates an industry approaching maturity with networks providing sophisticated tools for measurement and performance tracking. There is an observed shift driven by advertiser demand towards features such as self-service platforms, real-time analytics, and rich content options—all pointing towards increased clarity and efficacy.

Cameron Porter, Mars United Commerce Planning Director ANZ and an IAB Retail Media Council member, noted, "Retail media in ANZ is swiftly maturing beyond foundational performance-based capabilities, to now delivering targeted, brand-building opportunities. 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."

Wearmouth added, "This public report card offers a glimpse into the depth of work we undertake with clients. Benchmarking is still evolving in ANZ, so our report helps brands start building a clearer understanding of the market dynamics shaping retail media today."

Mars United Commerce is acknowledged globally for its expertise in retail media strategy, shopper marketing, and experiential activations, operating across major markets including the US, UK, Australia, and New Zealand. Their strategic focus is on providing connected commerce solutions that bolster clients' brand visibility and performance in a diverse array of commerce environments.