Cartology的Mike Tyquin：购买OOH业务不仅仅是购买标志

Woolworths Group表示其零售媒体业务的实力，即7月的Cartology，并达成了一项协议数字户外商务购物者，售价1.5亿美元。

莫克·泰奎因（Mike Tyquin）在本周的孟加拉卡斯特（Mumbrellacast）讲话时谈到了该公司的快速崛起，零售媒体部门以及购物者购买如何适合他的业务计划。

“The first thing to say is we like the business and clearly incredibly respectful of the job that Ben and Ed have done over six or seven years in building our business from scratch, with a great team of people that they’ve now got, and have achieved some incredible success over that period of time.”

今年早些时候，他的亲密朋友和联合创始人通过后，前首席运营官和创始合伙人埃德·库奇（Ed Couche）搬到了购物者的首席执行官职位。本·沃克（Ben Walker）今年一月。

他继续说：“从中，为了说明这一点。”“是的，我们正在购买屏幕，我们正在购买图像，但是我们正在购买人和平台中随附的所有功能。I think a lot of people make the mistake buying out of home businesses that, they think that’s it’s buying an estate of signs, but we’ve certainly got the view that there’s more to this business than that, and there’s more to this opportunity than that.”

Tyquin在户外部门，前户外媒体协会主任以及首席执行官的首席执行官，还有悠久的历史。眼，被卖给了哦！在2012年，也Adshel的首席执行官，之前也卖给了哦！在2018年。

“对我们来说，与ACCC相处得很好，这是一个很好的机会，我们可以以一种非常同情的方式扩展我们的主张，这对客户，尤其是FMCG和日常需求客户都会有所帮助。我们将能够从对客户的看法方面部署某些方面，这也将非常有帮助。”

“So look, it’s still probably a little bit early to go much further than that, but we like the business, we like the team, we look forward to welcoming them to Cartology, all going well well with the ACCC, and we’ll see what plays out on that front and all going well, we can get the clearance and have more to say about our plans down the track.”

购物者更名从购物者媒体组到2021年的“购物者”并且是针对广告的市场领导者，目前在澳大利亚的400个购物中心拥有超过2,000个屏幕。在获得ACCC批准和习惯关闭条件的满意之外，该交易预计将在2022年底完成。

7月，普华永道媒体关于零售媒体的报告将该行业评估为约8.5亿美元，并补充说，在接下来的五年中，该数字可能会超过20亿美元的大关。

Tyquin说：“关于普华永道的数字，我要说的第一件事。”“我鼓励每个人只是在这些数字周围放置方括号。我认为关键主题是它很大，而且越来越大。”

“One of the interesting things that we all need to think about, and we are certainly on the front edge of this, being earlier in this market is – what’s the classification, the taxonomy, if you like, of retail media – how do we think about it?”

因此，例如，我们对购物者的收购仍然是一家户外业务？还是实际上是一家零售媒体业务？我们如何看待这件事？So I know we all like to in this industry to classify and categorise and put revenue in to buckets and things like that, and that’s helpful because I think it gives us all the sense of size and scale, but I think there are some interesting things we’ve all got to get our head around.”

Tyquin将繁荣与二十年前数字的出现进行了比较。“我们需要考虑这些事情，并且会随着时间的流逝而发展的规范和框架和标准。”

“我认为我们真的很早。So for me, the PwC piece is thought-provoking on that front, but I wouldn’t get everyone to get too carried about the specifics in their number, other than to say whatever you believe is in that square brackets number, it’s a pretty big number and it’s gonna get bigger and there’s plenty of opportunity.”

本周，所有者BWS和Dan Murphy的努力集团（Dan Murphy's）启动了零售媒体部门Mixin by努力之后与Woolworths Group分开去年。丹·穆普利（Dan Muphy）是以前通过数字屏幕进行了货物学的服务。

mumbrella介绍了零售媒体行业今年早些时候。

在本周的22:49 Mark中，在本周的Mumbrellacast上听了与Mike Tyquin的完整对话。