Have retail and commerce media networks jumped the shark?
That was an easy conclusion to draw after last week’s announcement that Chuck E. Cheese is launching its own media network. But honestly? The move makes sense and is simply part of a broader pattern we’re seeing in market.
This is essentially a DOOH (digital out-of-home) network that capitalizes on Chuck E. Cheese’s nationwide footprint. And yes—there are still a lot of them, even in a “post-COVID” world, which is surprising. Here’s how the company frames the value:
“The CEC Media Network spans more than 3,000 digital screens across 500+ venues, reaching families in all 210 Nielsen-rated DMAs — offering unprecedented scale and engagement in the retail entertainment space. With over 40 million guests annually, each spending 1.5 to 2 hours per visit, this captive environment delivered over 2 billion impressions in 2024—offering a volume of quality impressions few FECs or retail environments can match. With screens strategically located in high traffic areas throughout the fun centers.”
Not bad! Compelling even. The company is partnering with Panasonic ClearConnect to serve dynamic ads across its in-venue screens, and it’s also planning a rollout of CTV apps for kids, according to the release.
Why This Matters:
So, what do we make of this? There are two ways to look at it.
From a consumer protection standpoint, it could feel like a funky development. Ads are now being embedded in more spaces, this time in environments that are, in part, designed for children. While the company says there’s no kid-connected data collection and that ads will feature “safe, entertaining content for kids with parent-targeted messaging,” the concept of launching a media network inside what is essentially a play center will be criticized by some.
But from a business perspective? It’s a logical evolution. Chuck E. Cheese needs to find new revenue streams, especially in a more challenging macroeconomic environment. And if the infrastructure—brick-and-mortar venues and screens—is already in place, spinning up a media network seems pretty sensible.
Experts React:
I mean, the jokes kind of right themselves…
But still, this is very likely a smart, sound business decision. As Eric Seufert puts it: “Everything is an ad network.” As seen here, indeed.
Our Take:
If a business has brick-and-mortar locations at scale, it’s going to become a DOOH-infused media network. That much is clear. Chuck E. Cheese? Dave & Buster’s? Supercuts? Western Union? It all makes sense.
For adtech, this presents a major opportunity. Companies like Criteo, T-Mobile, Perion, and The Trade Desk have a clear path to partner with these brands and power in-store advertising.
By the way, EMARKETER predicts in-store retail media spend will surpass $1 billion but account for less than 1% of total omnichannel retail media spending. Honestly, that feels low, no? Based on what we’re seeing, that number is likely to grow, and fast.
