Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan’s casinos, RE/MAX’s real estate websites, and Planet Fitness’ gyms.
These commerce media networks don’t have retail media’s proximity to point of sale, but they do have engaged audiences, new inventory, and a valuable understanding of consumer behavior.
1. Mohegan’s casino media network
The most recent of these new retail media plays came from Mohegan, which launched what it calls the industry’s first casino media network. The ad network currently offers ads on its gambling apps and websites, with a focus on travel, restaurants within the casino, upcoming events, and nearby businesses, according to Rich Roberts, president of digital gaming at Mohegan.
Looking ahead: Mohegan hopes to show out-of-home (OOH) ads on slot machines and around casinos based on data attached to casino player cards, but the network is still determining what that will look like. “A lot of this we’re still working out,” Roberts said. “This is new and something different.”
Unique value: Brands gain legitimacy by being associated with the Mohegan brand, according to Roberts. “[If] Mohegan is partnered with this company, right away our customer is going ‘Oh, Mohegan is recommending it, we should pay attention.’”
Gaming apps and casinos are places where consumers already expect to see promotions and distractions, so new ads may not be totally unwelcome.
2. RE/MAX’s real estate media network
In another first, RE/MAX launched its real estate media network late last year, which will serve search ads for businesses related to home improvement, insurance, and safety. “We want brands that are really going to elevate us and partner with us, helping the home-buyer and seller in their journey,” said Abby Lee, executive vice president of marketing communications and events.
Looking…