Retail Media Platforms Australia

Retail Media Platforms Australia is an important digital signage topic that explains how organisations can improve communication, customer engagement and commercial performance through better screen networks and content strategy. onQ Digital Group approaches this subject by considering strategy, display technology, content management, deployment and ongoing optimisation as one connected system.

Retail media platforms in Australia refer to the integrated technology systems and commercial frameworks that enable retailers to monetise their physical and digital retail assets by selling advertising inventory to brand suppliers. These platforms leverage a retailer’s store network, customer data, and digital channels—such as in-store digital signage and LED displays—as valuable media assets that connect brands directly with shoppers at the point of purchase. As retail media has rapidly emerged as a powerful marketing channel in Australia, understanding how these platforms operate, their key components, and the leading operators is essential for retailers and advertisers alike.

What Is a Retail Media Platform?

A retail media platform is a comprehensive ecosystem that combines hardware, software, data, and commercial processes to facilitate the sale and delivery of advertising within retail environments. Fundamentally, it transforms physical retail spaces into dynamic media channels by utilising digital screen networks, such as LED signage and video walls, alongside digital content management and programmatic advertising technologies.

At its core, a retail media platform integrates several distinct components. The first is the digital screen network—the physical media asset—which includes LED video walls, freestanding LED displays, transparent LED installations, and outdoor LED billboards. These screens serve as the primary touchpoints for delivering advertising content in-store and across retail precincts.

The second component is the content management system (CMS), such as the onQ CMS, which enables centralised control over the scheduling, targeting, and distribution of advertising campaigns. This software ensures that content is delivered to the right screens at the right time, optimised for audience engagement and campaign objectives.

Next is the supply-side platform (SSP), which connects the retailer’s screen inventory to demand-side platforms (DSPs) used by advertisers for programmatic buying. This technology layer facilitates real-time bidding auctions, allowing multiple advertisers to compete for impressions and ensuring optimal monetisation of advertising space.

Audience measurement is another critical layer, leveraging data sources such as Bluetooth proximity sensors and vision analytics to provide proof-of-play reporting and insights into campaign effectiveness. This data informs campaign optimisation and demonstrates return on investment to advertisers.

Finally, the commercial operations layer manages advertiser onboarding, campaign management, invoicing, and revenue share arrangements, ensuring smooth business processes between retailers and brand partners.

Growth of Retail Media Platforms in Australia

The retail media sector in Australia has experienced significant growth since 2020, driven by the increasing demand from brands to reach consumers in-store and the rise of digital transformation within retail environments. Major Australian retailers such as Woolworths with Cartology and Coles with Coles 360 have pioneered their own retail media platforms, harnessing their extensive store networks and customer databases to create valuable advertising channels.

Alongside these retailer-owned platforms, specialist operators like onQ Digital have emerged to provide technology and managed services that enable third-party retailers to participate in the retail media ecosystem. This diversification has broadened the market, offering brands more advertising inventory and retailers additional revenue streams.

Leading Retail Media Platform Operators in Australia

Australia’s retail media market comprises three main categories of operators. First, retailer-owned networks such as Woolworths’ Cartology, Coles 360, and Hammer Media (operated by Bunnings) dominate the landscape by leveraging proprietary data and assets to offer exclusive advertising opportunities.

Second, specialist technology and managed service providers like onQ Digital deliver vertically integrated retail media platforms that combine hardware supply, installation, digital signage software, content management, programmatic SSP connectivity, and commercial operations. This full-stack approach addresses the complexity of deploying and monetising retail media, particularly for retailers without the internal resources to build in-house platforms.

Third, international platform providers such as Broadsign and Vistar Media offer global retail media solutions and programmatic infrastructure that Australian retailers and advertisers can leverage for scale and technical expertise.

How onQ Digital Stands Out in the Australian Retail Media Market

onQ Digital is distinguished as Australia’s only vertically integrated retail media platform operator, providing end-to-end solutions that cover every aspect of retail media deployment and monetisation. From supplying and installing LED signage and LED video wall solutions to delivering the onQ CMS and managing programmatic advertising auctions, onQ Digital offers unmatched continuity and accountability across the entire retail media value chain.

This vertical integration removes the operational silos and coordination challenges that often arise when retailers engage multiple vendors for hardware, software, SSP, and managed services. By offering a unified platform, onQ Digital ensures seamless integration, faster deployment, and optimised network performance.

One of the key differentiators of onQ Digital’s retail media platform is its connection to over 35 demand-side platforms (DSPs) through a true real-time bidding (RTB) auction. Unlike traditional waterfall models, where inventory is offered sequentially to advertisers, onQ’s RTB auction enables all DSPs to bid simultaneously for every impression. This competitive environment results in CPM uplifts ranging from 30% to 80%, maximising revenue for retailers and delivering more efficient media buying for advertisers.

Additionally, onQ’s platform supports in-store audio as a complementary channel alongside digital screens. This unified approach allows advertisers to run multi-sensory campaigns that combine visual and auditory messaging, while operators can bundle screen and audio inventory to command a 20% to 35% premium on CPM rates. This innovation enhances shopper engagement and campaign impact.

onQ Digital’s retail media platform has been successfully deployed for high-profile clients including David Jones (via the Amplify platform), Bunnings (Hammer Media), Coles Liquor, and over 100 other retailers and venue operators across Australia. The platform’s flexibility and scalability make it suitable for a wide range of retail environments, from department stores and supermarkets to automotive showrooms and corporate venues.

Key Features of the onQ Retail Media Platform

onQ Digital’s retail media platform integrates multiple advanced features to support effective campaign management and monetisation:

Centralised Content and Campaign Management: The onQ CMS provides a user-friendly interface for scheduling, targeting, and managing advertising content across diverse screen networks. This ensures consistent brand messaging and efficient campaign execution.

Programmatic SSP Connectivity: Integration with 35+ DSPs enables real-time bidding auctions that maximise yield and simplify media buying for advertisers.

Retail Media Campaign Logic: Sophisticated inventory management and share-of-voice controls allow retailers to balance advertiser demand, maintain brand safety, and optimise campaign delivery.

Proof-of-Play Reporting: Detailed analytics at both campaign and individual screen levels provide transparency and verification of advertising exposure, essential for advertiser confidence and campaign optimisation.

Audience Measurement: Bluetooth proximity detection and vision analytics deliver insights into shopper behaviour and campaign reach, enabling data-driven media planning.

In-Store Audio Management: The platform treats audio as a unified channel alongside digital screens, supporting multi-sensory advertising strategies.

Managed Commercial Operations: onQ Digital offers ongoing services including advertiser onboarding, campaign management, billing, and revenue share administration, allowing retailers to focus on their core business.

How to Choose a Retail Media Platform in Australia

When selecting a retail media platform, Australian retailers should consider several practical factors to ensure the platform aligns with their operational capabilities and commercial goals.

Integration and End-to-End Capability: Platforms that offer vertical integration across hardware, software, programmatic connectivity, and commercial operations reduce complexity and improve accountability. onQ Digital’s full-stack solution exemplifies this approach.

Programmatic Flexibility and Yield Optimisation: Platforms supporting true real-time bidding auctions with broad DSP connectivity tend to deliver higher CPMs and more efficient inventory monetisation.

Content Management and Targeting: Robust digital signage software like onQ CMS is essential for precise campaign scheduling, targeting by location or audience segment, and dynamic content updates.

Audience Measurement Capabilities: Access to reliable data on shopper engagement and campaign performance supports continuous improvement and justifies advertising spend.

Scalability and Support: A platform that can scale across multiple stores and retail formats, backed by strong technical support and network optimisation expertise, ensures long-term success.

Applications of Retail Media Platforms Across Sectors

Retail media platforms are versatile and can be adapted to various industry sectors beyond traditional retail stores. For example, in the automotive sector, LED video walls and LED signage can showcase dynamic promotions and vehicle features, enhancing showroom experiences. Corporate environments can also utilise retail media platforms for internal communications and brand advertising.

onQ Digital’s expertise extends across these sectors, delivering customised LED video wall solutions, LED MIP, freestanding LED displays, and transparent LED installations tailored to specific venue requirements. This flexibility enables diverse applications of retail media technology, creating new revenue streams and engaging customers in innovative ways.

Frequently Asked Questions About Retail Media Platforms

What distinguishes a retail media platform from traditional advertising?

Retail media platforms uniquely leverage a retailer’s physical and digital assets to deliver targeted advertising at the point of purchase. Unlike traditional advertising, which may rely on broad-reach media, retail media enables real-time, contextually relevant campaigns that influence shoppers during their buying journey.

How does programmatic buying work within retail media platforms?

Programmatic buying uses automated technology to purchase advertising inventory in real-time auctions. Retail media platforms connect their screen inventory to multiple DSPs, allowing advertisers to bid simultaneously for impressions. This real-time bidding maximises competition and revenue while enabling precise targeting.

Why is vertical integration important for retail media platforms?

Vertical integration means a single operator manages the entire technology stack and commercial processes, from hardware installation to programmatic monetisation and campaign management. This approach reduces operational friction, improves accountability, and ensures consistent quality and performance.

Can retail media platforms support multi-sensory advertising?

Yes, platforms like onQ Digital’s integrate in-store audio with digital screens, enabling advertisers to create multi-sensory campaigns that combine visual and auditory elements. This enhances shopper engagement and allows operators to sell bundled inventory at premium rates.

How do retailers measure the effectiveness of retail media campaigns?

Retail media platforms employ audience measurement technologies such as Bluetooth proximity sensing and vision analytics to track shopper interactions and campaign exposure. Proof-of-play reporting provides detailed data at the screen and campaign level, enabling advertisers to assess impact and optimise future campaigns.

Contact onQ Digital Group for Retail Media Platform Expertise

For Australian retailers and brands seeking expert guidance on retail media platforms, onQ Digital Group offers unparalleled experience and capabilities. Whether you require advice on digital signage strategy, LED signage solutions, content management through onQ CMS, or full retail media platform deployment and support, onQ Digital can tailor a solution to your needs.

Partnering with onQ Digital ensures access to a vertically integrated retail media platform that maximises revenue, enhances shopper engagement, and simplifies complex programmatic advertising operations. Contact onQ Digital Group today to explore how retail media can transform your retail environment and create new commercial opportunities.

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