M E D I A K I T

Why Cartology?We create data led marketing solutions to connect brands with customers at moments that matter most.

Cartology gives you access to some of Australia’s most valuable and unique media assets. We position your brand where it needs to be on the customer’s path to purchase, including the critical final step of the shopping journey.

Our marketing solutions are built on rich and detailed customer data, giving you unprecedented insights into campaign effectiveness and bespoke solutions to meet your brand objectives.

Every campaign focuses on our three core principles:

• Customer personalisation• Data-led connections• Continuous results

Cartology is part of the Woolworths Group, and the exclusive provider of media for Woolworths Supermarkets.

94%of households

reached weekly

11.9+ million

50+ million4.9+ million

Rewards customers

online visits weeklypersonalised messages weekly

Fresh Magazine readership

Successfully targeting grocery buyers

woolworths.com.au

19.3+millionvisits weekly

1000+Woolworths

stores

Australia’sfood and grocery website

woolworths.com.au#1

5+ million

Want to drive awareness, consideration and purchase?

AWARENESS

PU

RC

HA

SE

C O N S I DE RA

TION

Fresh Magazine

Personalised email

Social

TV, Radio, Press, OOH

Catalogue

Woolworths Screen

Network

POS front of store

Digital display

homepage

Digital catalogue

In-store audio

Digital display category

Branded shop

POS in aisle

Cartology Promoted Products

POS at shelf

OUT OF STORE

FRONT OF STORE

IN AISLE

AT SHELF MEDIA

Our multi-channel media solutions enable brands to reach customers at every step along the path to purchase, providing unique opportunities to influence their purchase decision.

Cartology connects your brand to our customers, at the moments that matter most.

Out of store

Drive brand awareness and reach large scale audiences with content-rich

solutions that deliver impact.

50+ millionpersonalised messages weekly

11.9+ millionRewards customers

7+ millioncatalogues distributed weekly

Fresh MagazineAustralia’s most

read magazine with4.9+ million

readership

Drive brand awareness in Australia’s most-read magazine via high quality integrated advertorials, display ads or classifieds.

Our content-rich magazine is valued by an engaged audience that spends an average of 71 minutes reading each issue.

Fresh Magazine is available in print format as well as an interactive digital magazine and searchable recipe library available on woolworths.com.au or via the Fresh App.

Fresh Magazine

4.9+ million

readership

64%of readers purchase a food product they

have seen in Fresh Magazine

14kadditional online Fresh Magazine readers/month,

reading 1.1m pages

169kdownloads of the

Fresh App

#1 read magazine

in Australia

Source: Fresh Reader Survey 2017 & Emma 2019

Out of store

ISS

UE

160

Se

as

on

's g

ree

ting

s

woolworths.com.au

FREEISSUE 160

DECEMBER 2019

Picked for Christmas

MANGO & MALT CREAM TRIFLE, P105

YOUR FESTIVE HANDBOOKFROM STARTERS TO SHOWSTOPPERS+IDEASMENU

DE

CE

MB

ER

20

19

FRE1219p001 1 1/10/19 8:47 am

Drive awareness and trial of your brand with a direct 1:1 approach powered by Australia's largest customer personalisation engine.

Audiences are selected based on purchasing behaviour, ensuring campaigns are highly relevant and effective.

• 11.9+ million Rewards members• Over 40 trillion data points• Personalised retail messages deliver

5x better results than traditional methods

Personalised 1:1 eDM

45%open rates

19%activation

rates

4.5%redemption

rates

• Themed eDMs with multiple offers

Takeover eDM• Efficient, sophisticated

targeting

• Monitor repeat purchases for

true ROI

Sampling Always on

Right offerRight messageRight time

• Drive promotional strategy with ongoing product and brand awareness

Out of store

Source: Micro Strategy, Campaign Dashboards, 2019

Connect with the large scale audience of main grocery buyers to drive significant levels of awareness, reach and frequency.

Leverage Woolworths' brand platforms of ‘New’ and ‘Specials’ to drive immediate recognition of purchase location.

Cartology navigates the complex world of multi-platform offers across TV, radio, press and OOH to deliver complete through the line brand campaigns.

Audience extension

TV

Press

Radio

OOH

New

Out of store

Out of store

of Facebook and Instagram users

watch Stories daily

70%

of audience are responsible for

grocery shopping

66%

Engage with over 1.2 million

Australians across Facebook

& Instagram

Connect with the Woolworths social community to captivate, educate and inspire our customers.

Drive interaction with your brand to grow customer engagement and shareability.

Create dynamic stop motion content for your brand to encourage interaction with Woolworths' engaged social community.

Social Media

Facebook in-stream video is an optimised ad placement that specialises in increasing your brand's visibility, message, awareness and reach.

In-stream advertising allows brands to deliver 15 second videos before, during or after video content. Over 70% of in-stream impressions are viewed to completion, most with sound on.

Stories are an immersive creative format that enable Facebook, Instagram and Messenger users to view and share everyday moments that once posted remain viewable for 24 hours.

Celebrate!

Berry pavlova

Send message ...

Dessert Alert!

new

Facebook In-Stream Video

Facebook & Instagram Stories

Brief usChoose

your product

Provide your

product

The process:

Dessert Alert!

new

Dessert Alert!

Isn’t enough!

New NewNew

One bite...

ingredientSecret

Send message ...

free range

Social Media

*Clickable Recipe Stop Motion is only available when booked with a Fresh Magazine Advertorial.

Out of store

New Product Stop Motion Introduce customers to your new product with this high impact execution.

Clickable Recipe Stop Motion* A compelling format that shows the versatility of your product.

Frame #2 Stop motion

of hero product disappearing as

if it is being eaten

Frame #1 Opening shot of product styled in foreground and

packaging styled in background

Frame #2 Frame #2

Hero product appears with 1 x key unique fact

about the product Hero super “Secret ingredient” appears

Total 5 sec

New Product

Stop Motion

Clickable Recipe

Stop Motion

Final Frame Shot of hero product

all consumed. Click through

from Facebook to Woolworths

website

Send message ...

Swipe up for recipe

... Send message ... Send message ...

New

Celebrate!

Berry pavlova

Send message ...Final Frame

Hero recipe shot with call to action to

“Swipe up to view the recipe”

Frame #1 Hero recipe shot

(no packshot included)

Frame #3 Stop motion

of hero product in action being used

eg: cracking an egg. No packshot Total 5 sec

Social Media

88% use social

media

of Australians

5Xper day social

media is checked on average

Extra creamy

Eye catching cinemagraph A thumb stopping cinemagraph to capture your product.

Star product serving suggestion Showcase your product as the hero of an entire meal or entertaining platter.

Out of store

Eye catching

cinemagraph

Star product serving

suggestion

Cinemagraph appears as a

sponsored post

Send message ...

Create this at homeTHE STAR OF

ANY PLATTER!

...

Fig & walnut paste

Send message Final Frame Inspiration shot

of product in use appears with packshot

and call to action to shop now Total 5 sec

Frame #1 Hero pack

shot appears with product name and headline

Total 5 sec

Front of store

When customers cross the threshold into store, they switch to shopping mode. Maximise awareness

and consideration of your brand at the most influential point on the path to purchase.

Australia’s #1food and grocery website

19.3+ million customer visits weekly

1000+ Woolworths stores

5+ million online visits weekly

Woolworths' digital catalogue is the second most visited location on the site, with over 1.5 million unique page visits weekly.

Digital catalogue readership has grown by 76% YOY, with supermarket catalogues being the most read across all industries.

Showcase your brand using high impact, full page ads with powerful ‘shop now’ functionality to maximise shopper response.

Source: Roy Morgan 2018 & Real Media Collective 2017

Digital catalogue

Front of store

Drive awareness and engagement for your brand on Australia’s #1 food and grocery website with visually rich and engaging placements, reaching both traditional in-store customers and online shoppers alike.

Secure the highest exposure on woolworths.com.au home page – a location that welcomes over 2 million customers weekly.

Digital display homepage

50%of customers

shop in-store within 4 days of visiting

Woolworths online

Digital drives in-store traffic &

engagement

Front of store

Source: Adobe Analytics & Transaction data, 2019

With over 19.3 million customers through Woolworths' doors every week, point of sale at the front of store delivers large audiences via the high traffic at these sought after locations.

These solutions all offer an excellent opportunity to drive brand awareness.

POSFront of store

Bollards Security gates

Checkouts

Baskets

Receipt rolls

Front of store

Woolworths Screen Network is Australia’s most impactful solution for building brands and driving awareness.

Prominently placed at store entry, the 65” digital screens provide rich, dynamic content and a strong call to action to deliver engaging brand and promotional messages to influence customer behaviour.

Woolworths ScreenNetwork

Prominent store entry

location

Dynamic content 19.3+million

customer visits weekly

1 in 6 share of voice

@ 10” slot length

100% on target reach against

grocery buyers

Front of store

In aisle

Signpost your range to generate consideration of your brand – disrupting

and informing customers as they browse and are open to being influenced.

67% of visitors

to an online aisle will make a purchase

60% of customers

visit 3 aisles or more in a physical store

On average 280 people

walk past your product before one purchases it

Source: Quantium, GTM Customer Behaviour Insights, 2019

Australia’s #1 food and grocery website attracts an audience of over 5 million customers weekly.

Build your brand and drive sales with visually rich and engaging advertising solutions, including:

Content cards – a dedicated brand space, reaching customers early in their consideration phase.

Banners – provide space for brand messaging in the category, and are ideal for cross-selling in a complementary category.

Recipes – engaging, popular and interactive content pieces that ensure long-term brand awareness.

Digital display

Content cards

Branded product list

page

In aisle

Create a highly branded and customised online destination to showcase your brand and product range.

Leverage the visitation to woolworths.com.au to bring your brand to life and educate shoppers with more detailed information, including videos on how to use and consume products.

Branded shops offer a great opportunity to point multiple media channels to one information hub, and can be exclusive or collaborations with multiple complementary brands.

Branded shop

In aisle

Full page shown

Drive consideration for your brand utilising impactful POS solutions as customers scan the shelves. With 30,000 SKUs in-store, POS will direct customers to your category and inspire them to choose your brand.

We know that customers want signposted offers*, so our communication pillars provide optimised customer engagement and our templates give the ability to bring brand messages to life.* Source: Step changing the in-store experience, House of Brand, 2015

Aisle fins

Fin takesFloor

Counter cards

POS in aisle

In aisle

Connect with and inspire customers through the new and improved in-store audio network that has been designed to provide an enhanced in-store ambience and shopping experience for customers.

Tell your brand story, communicate a promotional message or direct customers to your product on a national or state based level.

New and improved in-store audio launches from February 2020 onwards.

In-store audio

Newand

improved

In aisle

At shelf

The final step of the path to purchase, the shelf is the customer’s ultimate decision point –

your last chance to influence the purchase decision and have your brand chosen.

Customers are highly engaged

and want to take an item

Aid navigation so customers caneasily find and

purchase your product

Combat brand switching

away from your brand at the last moment

60+ million searches on Woolworths

online per month

There are over 60 million product searches on woolworths.com.au each month. 92% of the top 200 site searches are performed using generic terms at a product or category level. 90% of all customers only visit the first page of the search results.

Our advanced marketing platform places your brand on the first page of search results for keywords related to your product, increasing ‘on-shelf’ visibility in the online shopping environment.

Cartology Promoted Products delivered an average return on ad spend of over 400% and an online conversion rate of over 50%*.  

Cartology Promoted Products

Increased digital on-shelf

visibility

Real time keyword bidding and dashboard

reporting

Performance advertising

solution

*Source: Adobe Analytics & Woolworths first party data calculated over the period 26 Jun to 26 Sep 2019

At shelf

Drive selection and purchase of your brand at the ultimate decision point. Highlight specific products at the shelf edge – driving navigation to your brand at the final moment that matters.Highlight ‘New’ ranges or ‘Special’ offers to create a point of difference.

Bus stopsFridge,

freezer & deli decals

Recipe cards

POS at shelf

At shelf

Major Marketing Activations and

Seasonal Campaigns

Woolworths Major Marketing Activations give you access to unique brand properties

and exclusive partnerships that our customers love.

Major Marketing Activations and Seasonal Campaigns

Our campaigns include:

Woolworths brand campaigns are a key part of our customer calendar, providing brands an opportunity to be a part of our distinctive owned properties and partnerships.

These campaigns deliver unique, insight-driven and innovative programs that engage customers and deliver proven sales results which your brands can leverage.

These events also open up exclusive media options that are not accessible as stand alone bookings.

Big Night In

Easter

Earn and Learn Christmas

Tokyo 2020

Mother’s Day

Spring Clean

Collectables

Winter and Summer

FY20 overviewJanuary February March April May June

Campaigns

Sponsorship

WANT TO KNOW MORE?

Get in touch to discuss how to better connect your brands with our customers

at moments that matter most.

www.cartology.com.au

Figures quoted in this kit are accurate as at the time of publication and are subject to change.

Please note that the results of case studies quoted in this kit may not be indicative of future results.

Results depend on a variety of factors unique to each client.