Tourism board Visit Britain is the first brand to test the targeting capabilities offered by a partnership between Amnet and Adara that will let the Dentsu Aegis unit’s clients hone their campaigns.
The data tie-up will see Amnet – the media investment arm, or trading desk, of Dentsu – use insights gleaned from consumers’ travel patterns, etc., to better hone the delivery of its clients’ media campaigns using Adara’s Magellan.
Clients on the Amnet roster include brands such as Burberry, Microsoft and iRobot, all of which will be able to target particular audience types based on the transactional data of over 90 of the world’s largest travel companies.
The traditional reliance on widely available third party data has diluted the power of data-driven marketing, according to Adara. Its pitch to advertisers is that it can help them conduct campaigns based on actionable audience insights such as: ‘how far in advance to people book flights for their holidays?’, etc.
Curtis Nishijima, chief operating officer at Amnet Global said: “Platforms which enable us to leverage high-quality data are vital to our developing eco-system and help to maximise the potential of programmatic buying solutions for our clients.”
He added: “This is incredibly valuable not only for travel clients but it also unlocks new potential for non-endemic categories such as Tech, Luxury, Retail, FMCG and Financial Services thanks to its ability to indicate consumer demographics, spending habits and behaviours.”
Elizabeth Harz, president of media at Adara, added: “Our alliance delivers powerful data, technology and analytics capabilities for Amnet to drive meaningful business outcomes for both their travel and non-travel brands.”