Commonwealth Bank of Australia (CBA) has launched CommBank Connect, an innovative owned media network that will deliver customized content to customers while opening doors for partners and advertisers to reach highly engaged audiences. This new venture marks the first of its kind in Australian banking, leveraging CBA’s physical and digital channels to enrich the customer experience through dynamic, relevant media.
Enhancing customer experience and brand connection
CommBank Connect uses digital merchandising screens across CBA’s extensive branch network, with plans to reach over 2,000 screens nationwide by 2025. This system allows for a seamless blend of retail and business customer engagement with targeted, high-value content. Powered by CommBank IQ, the platform draws on de-identified transactional data, giving advertisers precision in targeting audiences based on unique purchasing behaviors and customer segments.
Chief Marketing Officer Jo Boundy explains, “CommBank Connect is a pivotal advancement in enhancing customer experience while providing a powerful platform for our partners. By integrating content with commerce, we help brands connect with our customers through channels they already trust.”
Expanding the CommBank content ecosystem
CommBank Connect builds on the bank’s existing media strategies, such as the Brighter content ecosystem, which includes Brighter magazine and The Brighter Side TV series, offering money management advice and inspiring stories. The initiative also expands CommBank Yello, a recognition program that delivers cashback and exclusive offers to customers, further cementing CommBank’s commitment to customer-centric innovation.
Strategic partnerships and launch
CommBank Connect has already secured major launch partners like Qantas and Myer, who will use the platform’s deep insights to engage potential customers effectively. Launching across in-branch screens, ATMs, Brighter magazine, and digital channels, CommBank Connect aims to foster trusted, impactful connections for Australians and brand partners alike.
