RaceTrac Launches Media Network Built Around 6 Million Members

RaceTrac has launched Trac Media Group, but its first advertising campaigns will not begin until Q1 2027. The launch will span digital, in-store screens and physical signage at nearly 640 locations. RaceTrac says the offer includes selective outdoor signage and at least three digital screens per store.

What does Trac Media Group sell?

Trac Media Group is RaceTrac’s advertising business, built around the chain’s own digital channels, store screens, physical signage and loyalty relationship. RaceTrac says the network will leverage its 6 million-member loyalty program to power the retail media offering for brands.

Jamie Miller, vp of marketing for convenience at RaceTrac, told ADWEEK that Trac Media Group would leverage the loyalty base. “We had a little bit of work to do to get up to speed on that in order to lay the foundation for us to be able to move forward with a retail media network,” Miller said.

Why did RaceTrac build the network now?

RaceTrac’s two-year investment in its loyalty program came before the media launch. Miller said that work made now the time to invest in advertising.

Miller’s account establishes a sequence: strengthen the loyalty program first, then use that base to support a retail media network. The mechanism is direct: the 6 million-member loyalty program supplies a customer relationship, while Trac Media Group packages RaceTrac’s digital, screen and signage inventory for brands.

That approach gives the network a defined starting point, according to Miller’s account. The offer combines inventory from RaceTrac’s own chain with access to its 6 million-member customer base. ADWEEK’s report does not describe how campaigns will be priced or which brands will participate.

What is in the launch inventory?

ADWEEK described RaceTrac as a chain of gas stations and convenience stores largely located in the Southeast. RaceTrac’s launch plan uses that largely Southeast-based footprint to distribute advertising across three formats at nearly 640 locations when the first campaigns begin in Q1 2027.

RaceTrac lists three parts to the offering:

• Digital campaigns across RaceTrac’s digital channels.
• In-store digital screens, with at least three per store.
• Physical signage, including selective outdoor placements.

RaceTrac’s mix places messages at stores through outdoor signage and in-store screens. RaceTrac’s digital campaigns add a separate channel for the same retail media network. At launch, RaceTrac says the first campaigns will use these formats across nearly 640 locations.

What will determine the model’s early performance?

ADWEEK’s report does not disclose campaign pricing, participating brands or category priorities. The report also does not specify how campaigns will be distributed within the nearly 640-location footprint.

The Q1 2027 launch will provide the first evidence of brand demand across the three formats. RaceTrac’s 6 million-member loyalty base provides the audience foundation, but advertiser commitments and campaign delivery will determine whether Trac Media Group gains traction across nearly 640 locations.