KT Technology Introduced to GS Convenience Store Displays... Targeted Advertising Enabled by Data Integration

'TopView' Deployed in 1,000 Stores in the Seoul Metropolitan Area
Analyzing Consumer Preferences and Behaviors to Boost Purchase Conversion Rates

KT announced on July 31 that it has completed the deployment of its in-store media advertising product 'TopView' in approximately 1,000 GS Retail stores in the Seoul metropolitan area, and has provided a digital advertising platform.

KT announced on the 31st that it will provide a digital advertising platform by installing the in-store media advertising product 'TopView' at about 1,000 major GS Retail stores in the metropolitan area. The photo shows a person experiencing the TopView advertisement installed by KT at a GS convenience store. Photo by KT

KT has installed TopView, a display-based advertising solution, in GS25 and GS The Fresh stores, offering advertisers a new channel. TopView enables sophisticated targeted advertising based on store location, foot traffic, customer purchasing behavior, and interests.

The core of this project lies in the implementation of precise targeted advertising by combining telecommunications big data with the retail company's purchase data.

KT has developed a technology infrastructure that allows its own big data?such as foot traffic, movement patterns, and interests?to be integrated with the retailer's purchase history and consumer profiles, enabling precise targeted advertising at the store level. Advertisers can use this data to analyze consumer tendencies and behaviors in detail and increase purchase conversion rates.

This project is based on the technology of KT's outdoor advertising platform 'KT Baro Advertising.' KT Baro Advertising is a one-stop service that supports everything from foot traffic analysis using telecommunications data to media selection, subscription, and management. Through an automated operation system for each store and customized exposure functions for each creative, it offers effective advertising combinations and allows for small-scale ad placements. This helps lower the entry barriers for local advertisers and small brands into the retail media advertising ecosystem.

Choi Kwangcheol, Head of the IPTV Business Division of KT's Media Division (Executive Director), stated, "KT will continue to expand synergies with GS Retail in various areas such as upgrading advertising products, data marketing, and omnichannel platform collaboration. We aim to lead innovation in the digital marketing ecosystem by building next-generation advertising platforms."