CANNES — T-Mobile is aiming to capture a slice of retail media spending by leveraging its own mobile network and customer base.
The company has acquired a business that places screens in the back of rideshare vehicles and is also installing screens in its own 12,000 stores across the US.
By connecting these screens to a central location, T-Mobile can manage content and advertising opportunities in an authentic way, says Kevin McGurn, VP, Head of Sales, Marketing & Distribution at T-Mobile, in this video interview with Beet.TV.
“Where all of these companies are going into retail media from a digital perspective, we took a little bit of a different approach,” McGurn says.
T-Mobile’s stores see 30 million customers each month.
By capturing consumer activity in its stores, T-Mobile can allow marketers to talk to their customers about the products and services they’re selling.
In the year ahead, McGurn wants to apply learnings from T-Mobile’s mobile business to connected …