KT (030200.KS) will take over the operation of digital signage advertising at about 3,000 CU convenience stores across South Korea, linking its in-house advertising platform to offline retail outlets to strengthen its retail media network business.
KT said on the 3rd that it had signed a retail media network business contract with BGF Networks. Under the deal, digital signage advertising installed at roughly 3,000 CU stores nationwide will be operated in connection with Baro Advertising, KT's proprietary advertising platform.
Baro Advertising provides integrated support for the entire advertising process, from browsing ad products to subscription, placement and performance analysis. Advertisers can review a range of retail media products through the platform, select the media they want and manage their campaigns.
KT plans to expand its retail media network business around retail channels closely tied to daily life, such as convenience stores. Drawing on its experience in advertising operations and its data analytics capabilities, the company aims to upgrade digital media in retail stores into data-based advertising channels and broaden cooperation with major retail chains.
"By operating CU's digital signage advertising, we have expanded KT's retail media business to a new level," said Kim Byung-jin, head of KT's Media Business Division. "We will continue to strengthen our competitiveness in data-based advertising by using KT's big data capabilities and the Baro Advertising platform."
