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 ahead: RE/MAX’s media network is also in its infancy, and is currently targeting ads contextually rather than via first-party user data, which is the common appeal of retail media networks. The business is working with LiveRamp to build out these systems for data collection and targeting, Lee said. “The more we can get down to that level, the better it is for the potential advertisers and partners.”
Unique value: RE/MAX is targeting a kind of consumer—home-buyers—that other media networks don’t have the same direct access to. “Our agents are the most trusted. We want to use that opportunity to enhance the transaction a consumer has in this space,” Lee said.
By placing ads in search results, a place consumers are used to seeing ads, the media network is also avoiding inundating consumers with unexpected sponsored clutter.
But RE/MAX will have to determine how to access and use first-party data to improve its targeting capabilities, especially with high-consideration consumers who may not revisit its websites for many years after purchasing a home.
3. Planet Fitness’ multichannel media network
PF Media Network is the most mature of these burgeoning commerce media networks, having been announced in January 2024. The network offers in-club media on TVs within gyms and makes its data available for connected TV (CTV), programmatic, social media, and affiliate campaign advertising.
Looking ahead: PF Media Network may be a road map for how incoming commerce media networks may operate, taking advantage of exclusive inventory—either OOH or onsite—and leveraging its own data for off-site buys as well.
Unique value: Not only does PF Media Network have first-party data on its gym-goers, it also has a captive audience i who pays attention to ads its screens.
Finding the right partner
Commerce media platform LiveRamp has partnered with each of these burgeoning commerce media networks from their inception.
“It is a competitive landscape. Everyone is looking into [commerce media],” said Tara Franceschini, head of industry strategy, media, and entertainment at LiveRamp.“A lot of these industries cost a lot of money to operate. These are industries that could benefit from an additional revenue source."
Advertisers evaluating emerging commerce media networks should make sure the networks provide transparency into consumer behaviors and can heighten brand insights while being sensitive to privacy concerns, said Franceschini.
Media networks won’t stop here. Expect to see more from travel and sports businesses, said Francheschini.
This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.