Western Union bundles ad space from its own and external platforms in its new retail media network. It leverages customer data to create buyer profiles for cross-channel advertising – including DooH.
Western Union is launching its own retail media network: Under the Western Union Media Network, the money transfer provider combines all advertising space from its offline and online channels – including the website, the mobile app and its own DooH network. The latter comprises screens in supermarkets, pharmacies, banks and other retail locations, especially in multicultural neighborhoods. The media network also extends digital and online videos on OTT and CTV platforms via audience extension.
Western Union’s first-party data enables advertisers to reach their target audiences across these various channels. The company uses its customer data to identify things like buyer personalities and cultural ties and then uses these profiles to develop target group segments.
Cross-channel retail media networks are retailers’ response to the post-cookie era. First-party data, like that held by Western Union, is becoming increasingly valuable for advertisers. These networks are no longer limited to retailers; banks, telecom providers, and other businesses are now offering them, leading to the broader term “commerce media.” For instance, T-Mobile in the USA has established a commerce media network similar to Western Union’s.
