The rise of retail media networks has spawned a new wave of commerce media platforms, with airlines and financial services firms now leveraging their first-party customer data to create advertising opportunities.
These emerging platforms are following the retail media playbook, building on the fundamental value of proprietary customer data to identify and target consumers throughout their purchase journey.
“While retail media started the rise in part, we’re now seeing that expand into other avenues where brands or companies have that valuable data, whether it be financial services firms or airlines, even, and creating travelers’ media networks,” said Colleen Hotchkiss, president of growth practices at Zenith, in this video interview with Beet.TV.
Data value varies by vertical
As the digital advertising industry prepares for the deprecation of third-party cookies, first-party data has become increasingly valuable for targeting capabilities.
However, Hotchkiss emphasized that the utility of different data sources depends heavily on the advertiser’s specific needs and category.
“Traveler data can be incredibly valuable when you’re thinking about fashion brands, when you’re thinking about leisure activities,” Hotchkiss said.
Captive audience opportunity
Some thin kairlines’ media networks offer a unique advantage through their ability to reach a truly engaged audience, particularly during longer flights where passengers have limited alternatives.
“What traveler media really provides is that opportunity to reach a captive audience in an unskippable format where you really just get to communicate what you’re looking to, and you have their captive attention,” Hotchkiss said.
These platforms could enable advertisers to deliver highly contextual messages when travelers are most receptive.
Commerce innovation potential
The integration of shoppable capabilities into airline media networks opens up new possibilities for both travelers and brands, according to Hotchkiss.
She envisions scenarios where passengers could purchase destination-specific experiences or products during their flight, with innovative delivery options.
“Maybe it is something else where you’re traveling to a particular country and you want to buy something from their brand there, and then it’s waiting for you at home versus having to stuff it in your suitcase on the way back,” Hotchkiss said.
