JB Hi-Fi has entered its second phase in retail media, partnering with Criteo to launch what is being positioned as Australia’s first dedicated consumer electronics retail media network.
The consumer electronics giant first announced its exclusive alliance with Retail MediaWorks back in February, opening up the enormous omnichannel footprint to advertisers.
The move expands premium onsite advertising access for brands and agencies and signals further diversification of the local retail media market beyond its grocery and FMCG stronghold.
Under the agreement, JB Hi-Fi’s onsite Sponsored Products will be powered by Criteo’s retail media technology and activated through its Commerce Max platform. Advertisers will be able to reach high-intent shoppers across JB Hi-Fi’s owned-and-operated digital environments, including Product Listing Pages and Product Detail Pages.
Expanding retail media beyond grocery
JB Hi-Fi’s Director of Marketing and eCommerce, Gary Siewert, said retail media is increasingly central to how brands engage customers.
Advertiser-managed retail media is increasingly important in how brands engage customers during moments of active consideration. Partnering with Criteo allows us to deliver a high-quality, onsite advertising experience that is relevant for shoppers and valuable for brand partners, supported by proven technology and demand expertise,” he said.
The initial rollout will focus on Sponsored Products placements, with additional formats such as display advertising under consideration for future phases.
Guillaume du Pont
Why electronics and why now?
For Criteo, the partnership extends its Australian footprint beyond traditional CPG categories and further embeds its strategy of working with large enterprise retailers.
Guillaume du Pont, Head of Monetisation, Retail Media at Criteo, told Mediaweek that the deal reflects a broader shift in the local market.
“The partnership is a continuation of the momentum we’ve built in Australia over the past three to four years. More retailers are recognising the opportunity to launch retail media networks, connect brands to consumers at the point of purchase, and enhance the shopping experience,” he said.
However, he added that conditions have shifted.
“Once retail media arrives in the category, it becomes a major opportunity. JB Hi-Fi is one of the most visited consumer electronics retailers in Australia, so for brands it presents a powerful way to drive cost efficiency across digital and overall marketing investments.”
Du Pont also pointed to evolving shopper behaviour due to AI adoption and frequent device updates.
“AI capabilities require more advanced hardware, making this a prime moment for consumer electronics brands to capitalise on retail media,” he said.
‘Data is foundational’
As with other retail media networks, data and measurement sit at the centre of advertising opportunities.
“Data is the underlying foundation of any advertising opportunity,” du Pont said. “We’re here to really make the retailer’s data shine and work in different ways.”
He explained that the goal is twofold: “One, to enhance the shopper experience. Two, to allow brands and agencies to really drive outcomes.”
In a high-consideration category such as electronics, visibility during research and comparison is critical. “There’s a high level of research that goes into purchasing consumer electronics devices,” Du Pont said.
“If you’re not positioned in the first two or three rows, then you miss that opportunity to be represented to the consumer in their path to purchase.”
“Through our measurement capabilities, we’re able to tie ad interactions back to a transaction and ensure the marketing investment goes back to a return on ad spend or ROI,” he said.
Top Image: AI-generated