Personalized experiences powered by first-party data are commonplace among marketers aiming to deliver unique messaging as they seek to grow their customer bases.
With a fragmented ecosystem, connecting identities is becoming crucial. But, when your audiences are moving targets, how can you pin them down?
In this video interview with Beet.TV, Julie Clark, SVP of media and entertainment at TransUnion, discusses the challenges with the new breed of travel media network.
Traveler audiences require consistent identities
Last year, United Airlines launched its own such “travel media network”, including inventory in airplane seat-backs and its app.
“Traveler audiences, and audiences in general, especially for someone like United, looking for that omnichannel experience is really about connected and consistent identities,” Clark said.
She said such players are “making sure that we have the right targeting, right frequency, and making that journey for the customer really unique, but very targeted and connected across the entire omnichannel ecosystem”.
Normalising a person’s digital identity across different devices, environments and even time zones and countries becomes a challenge. Answering that challenge could enable the right targeting and frequency to create a unique media journey for each customer.
United’s Kinective Media Network Takes Flight with Personalized Traveler Experiences
Commerce media exciting for measurement, consumer behavior
Clark is enthused by the potential for commerce media, particularly when it comes to measurement and understanding consumer behavior.
“Commerce media is exciting right now, especially because we’re starting to talk even more about measurement and the application of commerce media from an audience perspective to understanding consumer behavior and performance,” she said.
“The measurement that you’re going to employ and the tools that you’re going to use is only as good as … what you’re starting out with as an objective,” Clark explained. TransUnion works with brands to identify the core outcomes they’re looking for, then uses planning and insights to feed audiences and measure conversion metrics.
You’re watching “Traveler Media Takes Off,” a Beet.TV Leadership Series presented by Kinective Media by United Airlines. For more videos from this series, please visit this page.
