Cartology has added 80 screens to eastern seaboard metro stores with 10 more to go live in the coming weeks.

The Woolworths-owned retailer media player is aiming to take a greater share of supplier budgets for convenience and essential goods while targeting overlap between its metro outlets and its larger stores.

“We know that six in 10 Metro shoppers are also shopping at Woolworths Supermarkets regularly or occasionally, giving brands multiple media solutions to inspire and influence customers, where and how they choose to shop,” per boss Mike Tyquin.

Cartology last July acquired some 2000 panels across 450 shopping centres after buying Shopper Media. The firm is aiming to go beyond FMCG suppliers and budgets while also managing and buying media beyond its own networks and channels.

Rival Coles is aiming to narrow Cartology's retailer media lead and has indicated it may take a partnership model on shopping centre and in-store screens. Coles 360 boss Paul Brooks is currently in the UK gleaning deeper insight on more mature retailer media models.