Retail media networks built on in-store infrastructure
Retail media networks built on in-store infrastructure
Retail media turns store traffic into a measurable advertising channel. The opportunity is simple: brands want to reach shoppers close to the point of purchase, and retailers already own the screens, locations and customer relationships that make that possible. The hard part is building the network well enough to sell, schedule and report campaigns with confidence.
onQ Digital Group provides the technology and operating model for retail media networks across Australia. We specify and install the screens, connect them to onQ CMS, support the network and help retailers run supplier-funded activity across physical stores.
What is a retail media network?
A retail media network is an advertising platform owned or operated by a retailer. It allows suppliers and brand partners to buy media across the retailer's assets, including websites, apps, loyalty channels, in-store screens and audio.
In-store retail media is different from standard out-of-home advertising because it sits inside a shopping context. A screen in a store can promote a product category, support a supplier launch, reinforce a catalogue campaign or drive attention at the shelf. When it is connected to a CMS with proof-of-play reporting, the retailer can show what played, where it played and when it played.
How in-store retail media works
A working retail media network needs three layers. First, it needs physical inventory: screens and audio in useful positions. Second, it needs software: scheduling, campaign rules, approvals and proof-of-play. Third, it needs operations: sales workflow, trafficking, reporting, support and content standards.
Screen and audio inventory
The physical network may include LCD displays, LED signage, shopfront screens, aisle screens, service-counter screens, endcap screens, transparent LED and in-store audio. Each asset needs a clear role. Placement should be commercial but not disruptive.
Campaign planning and supplier-funded activity
Supplier-funded campaigns need more control than a standard content playlist. Retailers need to manage campaign dates, product categories, store lists, share of voice, creative formats and reporting. onQ CMS provides these controls through a platform built for multi-site media networks.
Proof-of-play and performance reporting
Retail media depends on trust. Suppliers need evidence that their campaigns ran as booked. onQ CMS logs playback so media teams can report delivery by screen, site, time and campaign.
Worked example: Bunnings Hammer Media
Bunnings Hammer Media shows what happens when the screen network, software and operating model are planned together. The initial deployment of 300 screens across 150 warehouses created supplier-funded inventory across the full footprint within 90 days of go-live.
Programmatic vs direct sales in retail media
| Sales model | How it works | Best fit | What the retailer needs |
|---|---|---|---|
| Direct sales | The retailer or media sales partner sells packages to suppliers through planned campaigns. | Strategic suppliers, category moments, launches and trade activity. | Rate cards, campaign planning, trafficking, creative rules and proof-of-play. |
| Programmatic | Inventory connects to buying platforms so approved buyers can bid or book through automated workflows. | Incremental demand, private marketplaces and broader media buying. | Clean inventory structure, campaign controls, reporting and integration support. |
| Hybrid | Core supplier campaigns are sold directly while selected inventory is made available programmatically. | Retailers that want control and yield growth. | Clear rules for priority, pricing, brand safety and availability. |
onQ CMS retail media controls
| Capability | Retail media value |
|---|---|
| Campaign scheduling | Campaigns can be planned by date, daypart, screen group and location. |
| Share-of-voice controls | Supplier activity can be balanced across available inventory. |
| Proof-of-play logging | Delivery can be verified for reporting and billing. |
| Device monitoring | Screen health can be tracked so media value is protected. |
| Multi-site grouping | Inventory can be sold by region, format, store cluster or category zone. |
| Programmatic support | Selected inventory can be opened to automated buying models where appropriate. |
Building the retail media operating model
Retailers often start by thinking about screen hardware, but the operating model decides whether the network becomes sellable media. The team needs to define packages, pricing, campaign lead times, creative specifications, reporting cadence, make-good rules and internal responsibilities.
Measurement and proof for supplier confidence
Supplier trust is built through delivery and reporting. At a minimum, a retail media network should be able to show which content played, which screens carried it, when it played and whether any screens were offline. That data supports post-campaign reports and helps commercial teams renew campaigns.
Scaling from pilot to national network
Many retailers begin with a pilot group of stores or a limited number of zones. A pilot lets the team test screen placement, content formats, supplier appetite, reporting and operational workload. If the pilot proves the model, the network can scale with better standards and fewer surprises.
Frequently asked questions
What is retail media in Australia?
Retail media in Australia refers to advertising sold through retailer-owned channels, including digital store screens, websites, apps, loyalty platforms and in-store audio.
What makes in-store retail media different from digital out-of-home?
In-store retail media is tied to the retail environment and shopper context, with planning around categories, promotions, store clusters and supplier activity.
Does onQ provide the screens and the software for retail media?
Yes. onQ can specify and install the screens, connect them to onQ CMS, support the network and help with the operating model for campaign delivery.
Can a retailer sell both direct and programmatic campaigns?
Yes. Many networks use a hybrid model where supplier campaigns are sold directly and selected inventory is made available through programmatic channels.
What reporting do suppliers usually need?
Suppliers usually need proof that content played as booked, including where it played, when it played and how often it played. onQ CMS provides proof-of-play reporting for that purpose.
How quickly can a retail media network become commercial?
Bunnings Hammer Media shows that supplier-funded inventory can be created quickly when deployment, software and media operations are planned together.
