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.
Customer Data from In-Store Touchpoints
“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.
Applying Mobile Learnings to CTV and DOOH
In the year ahead, McGurn wants to apply learnings from T-Mobile’s mobile business to connected television (CTV) and DOOH.
“Our customer base is about 118 million, and then we have all of the handsets that are out there that give us data on a privacy compliant basis that we can use as signals to target people,” McGurn says.
He says CTV and DOOH are spaces that have lacked addressability, and T-Mobile wants to ride over and above the fragmentation to give advertisers a standard way to address and target their audience, with both brand impressions and performance outcomes.
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