Bunnings’ long anticipated foray into the booming Australian retail media market with the launch of Hammer Media has sparked fresh conversations about competition, innovation, and the potential reshaping of marketing budgets.

Retail media, forecast to reach approximately $2.8bn in Australia by 2027, is seeing explosive growth, beyond legacy players Woolworths’ Cartology and Coles’ 360, underscored by several recent launches including Priceline Pharmacy, Petbarn, and Australia Post.

The big question the Australian sector now faces is: how many retail media networks can the market sustainably support?

Bunnings’ entry with Hammer Media aims to capture supplier advertising budgets by leveraging its substantial presence across in-store radio, emails, social media, website, and new in-store screens.

With access to over 14 million monthly website visitors and extensive in-store traffic, Hammer Media offers suppliers highly targeted campaigns using coveted first party data,........

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