Technology

New advertising network offers better targeting for travel companies

Independent digital media agency Switch Digital has created a new advertising buying network targeting connected TV and broadcast video on demand (BVOD) audiences across all streaming digital channels and YouTube.

With the travel industry currently faced with state and regional travel bans, EngageTV enables companies to target prospective holidaymakers right down to a postcode level.

The platform also enables targeting for specific household compositions such as young families and affluent professionals. Audiences with a general interest in travel are also targetable via Engage TV.

Switch Digital CEO Lee Stephens said EngageTV is an important innovation for the travel industry.

“The platform leverages the power of TV and drives significant cost efficiencies by targeting only those willing and able to plan a trip this Christmas.

“Television viewership continues to fragment with more channels and more ways to view TV. EngageTV captures that fragmentation in TV audiences and counters wastage.”

Advertisers who use the platform are only charged for completed views, with campaign performance reported daily and no lock-in contracts. Furthermore, campaigns can be optimised, adjusted or paused at any time.

EngageTV also has a number of custom audience capabilities. Through the platform, advertisers can build segments based on their own first-party data, and multiple layers of third-party data can be definable by interest, past purchases or by household type.


Featured image source: iStock/thamerpic

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