The Rise of the Media Network
A media network mostly known for retail markets, allows a brand to give their partner brands or members access to customers, using the key assets and expertise: their first-party customer data and high traffic channels (including their website, visitor centers, convention centers, lobbies, attractions).
With the association’s first-party data, brands can reach in-market buyers at the point of purchase, across formats and owned channels. A successful media network is one that can effectively monetize all addressable channels in a brand-safe, privacy-compliant environment—all the way through to the end consumer.
The largest brands in the world are leveraging co-ops and new ways to generate revenue. Now travel and hospitality may have an even more unique opportunity to build easy-to-manage and leverage media channels and networks by leveraging their partnerships and available locations.
Here are the best channels to start your journey to omnichannel marketing through the creation of media networks, and some options to consider as you look to drive revenue and data value for your organization and stakeholders.
Connect your current or web strategy to new offline channels:
- Digital Signage – Awareness and Revenue
- Location is everything, airports, visitor centers, attractions, high-traffic areas, and lobbies.
- Unique opportunities for signing placement agreements in key high-traffic locations.
- Controlled environment leveraging existing ad networks or starting your own.
- Kiosk – Fulfill new ways to provide visitor information while providing engaging advertising and options to build awareness.
- Provide easy sharing from signage to mobile.
- Easy upgrade opportunities and special offers
- Utilize QR codes to engage with eCommerce driving from awareness to the transaction.
- Mobile utilizes existing options by connecting each part of your channel marketing, ensuring consistency and revenue strategies.
- Notifications from origination of experiences to point of sale.
- Social – Utilize the largest media channels on the planet and connect each online or offsite network by showing actual customers using your brand.
- Improve connection points, retargeting and personalize experiences.
- Leverage existing social Ads and ways to connect onsite.
Top Advertising options
- Traditional advertising connected and transformed too digital.
- Web and Mobile drive consistent engagement
- Digital signage promotes awareness and brand reinforcement.
- Interactive Kiosk visual driven with interactive options and data
Top Tools to conversion
- QR code to download.
- eCommerce to purchase.
- Notifications to send alerts.
- Coupons & Deals for engagement
- Spa, shopping, and other points of amenity sales, scheduling, and more
- Digital visitor guides and going digital through mobile.
Recommended Steps/Phases before Launching
PHASE 1: Thinking through your channels, advertising, and conversions.
- Internally assessing getting into the media network space – How are you currently activating your first-party customer data?
- What’s your marketing mix (internally and with partner advertising)? Consider your brand partners: How do they support your marketing efforts? Promos? In-store? On-site?
- What locations could have the most impact with signage, kiosk and how to connect them to mobile (offers, deals, tickets, and more)
- How do you measure the performance of offline and online sales? What are your goals, KPIs, and business needs? What are your roadblocks to success?
PHASE 2: Deciding on your partners and channels.
- Ask these questions to your potential vendors: What are your media sales, account management, and creative support capabilities? Do you need to partner for Ad sales?
- What do your measurement capabilities look like? Do you offer both on-site and off-site advertising capabilities? How does this data get back to your advertiser?
- What are your technological capabilities? Can you stand up a media network? How quickly?
- QUESTIONS FOR EACH PHASE IN YOUR JOURNEY Media network implementation can be a long process, so we’ve broken it out into three phases.
- No matter where you are in the maturity model, here are some questions you should ask to assess if you and your AdTech partners are capable of unlocking your full potential.
PHASE 3: Maximizing the value of your first-party assets.
- What’s your tech stack, how to integrate it? How are you handling your data today?
- Who are you partnering with for your on-site strategy? Can you integrate off-site advertising into your strategy?
- Does your current partner only offer on-site advertising? Can you connect to other parties to provide off-site advertising options without having to change systems?