KT said on Wednesday it has signed a retail media network (RMN) business contract with BGF Networks and will operate digital signage advertising installed at about 3,000 CU stores nationwide by linking it to its in-house advertising platform, Baro Advertising.

Baro Advertising is KT’s advertising platform that supports everything from searching for ad products to subscription, execution and performance analysis. Advertisers can use Baro Advertising to check various retail media products and run and manage advertising on the media they want.

KT plans to improve advertiser convenience and strengthen the efficiency of ad execution and media operations based on Baro Advertising. It also plans to expand its retail media network business, focusing on everyday distribution channels such as convenience stores.

It also plans to use its experience in operating advertising businesses and its data analysis capabilities to upgrade digital media in retail stores into data-driven advertising media and expand cooperation with major retail channels.

Kim Byung-jin (김병진), an executive director and head of KT’s Media Business Division, said, "Operating CU digital signage advertising has expanded KT’s retail media business to the next level." He said, "We will continue to strengthen competitiveness in data-driven advertising by using KT’s big data capabilities and the Baro Advertising platform."