Australia's online pet food and supplies market is booming, with the industry estimated to reach $1.2 billion in 2026. But with consumers shopping across grocery, specialist pet retailers, Amazon and quick commerce platforms, the retail landscape is becoming increasingly fragmented.
So how do FMCG brands build an effective retail media strategy across multiple channels, and how do they measure success when they don't own the final transaction? In this episode of Unpacking the Digital Shelf: The APAC Edition, Teresa Sperti sits down with Ben Oliver, Media & ICP Lead at Mars Petcare, to unpack how the business is navigating this increasingly complex landscape.
Together, they explore the evolving role of retail media in driving both brand building and sales performance, why ROAS doesn't always tell the full story, and how brands can better understand the true effectiveness and incrementality of their investments.
They also dive into the growing role of first-party data, MarTech and AdTech, and what FMCG brands need to consider as they look to build more connected and effective retail media strategies.
