Mohegan partners with LiveRamp to launch a casino media ad network targeting visitors across various platforms
Commerce media is booming, with all sorts of companies jumping in to sell ads on their platforms. Research shows that retail media spending in the U.S. is skyrocketing, hitting around $54.85 billion last year.
Mohegan shared with Business Insider that they’re launching what they call the “industry’s first casino media network.” This network will let advertisers target folks visiting their resorts in the U.S., Canada, and South Korea. They’ll be able to reach customers through kiosks, slot machines, and even their app.
They’ve got a lot of real estate to work with, including their Mohegan Sun arena and various hotels and restaurants, which could lead to about 200 million ad impressions each month.
While they’ve done some advertising before, this partnership with LiveRamp will help them get more specific about who they’re targeting. Rich Roberts, the president of Mohegan Digital, mentioned that their customers often have disposable income, making them attractive to high-end businesses.
Roberts also noted that their digital player base has grown significantly, with many spending a good amount of money. LiveRamp has experience working with other retail networks, so they’re in good hands.
Initially, Mohegan will focus on pitching this ad network to their current partners, like entertainment companies and local businesses. Later on, they plan to expand the data offering to reach audiences on other platforms too.
Vihan Sharma from LiveRamp pointed out that starting with their own inventory is key, but collaboration will help them grow. Marc Goldberg, a media consultant, emphasized that Mohegan needs to highlight what makes their audience special to attract advertisers. The potential for profit is there, but not every business has a unique enough audience to draw in the ad dollars.
