[Edaily Reporter Yun Junghoon ]KTCorporation(030200)is expanding its "Retail Media Network (RMN)" business by taking over digital signage advertising for the CU convenience store chain and leveraging its offline retail network.

KTCorporation announced on the 3rd that it has signed an RMN business contract with BGF Networks, the marketing subsidiary of the BGF Group, and will begin operating digital signage advertising at CU convenience stores nationwide.

Under this agreement, KTCorporation will manage the digital signage advertisements installed in approximately 3,000 CU stores nationwide through its integrated advertising platform, “Barogwanggo.”

“Baro Advertising” is KTCorporation’s core media platform that provides end-to-end support for the entire advertising process—from product discovery to booking, execution, and performance analysis. Through “Baro Advertising,” advertisers can intuitively view various retail media products available in convenience stores, select their desired media channels, and efficiently execute and manage their campaigns.

Through this integration, KTCorporation aims to maximize convenience for advertisers while significantly improving the efficiency of media operations. In particular, the company plans to solidify its position in the rapidly growing RMN (Retail Media Network) market by leveraging distribution channels closely tied to daily life, such as convenience stores.

Furthermore, KTCorporation will combine its accumulated expertise in the advertising business with its proprietary big data analytics capabilities to elevate retail digital media—which has traditionally been limited to simple exposure—to a “data-driven, targeted advertising medium.” The company also plans to continue expanding partnerships with major retail channels.

Kim Byung-jin, Senior Vice President and Head of KTCorporation’s Media Business Division, stated, “Through the operation of CU’s digital signage ads, we have taken KTCorporation’s retail media business to the next level,” adding, “We will continue to strengthen our competitiveness in the data-driven advertising business by leveraging KTCorporation’s big data capabilities and the BaroAd platform.”