WHSmith is launching a retail media network at U.S. airports to leverage the captive audiences of approximately 2.3 million travelers daily. This initiative will integrate in-store and digital out-of-home media inventory along with audience data for off-site campaigns. Major brands like PepsiCo's Frito-Lay and Bose have already partnered with WHSmith, further indicating the network's potential value. The collaboration with industry partners, including the TSA and Meta, aims to provide advertisers with data to effectively target and engage airport passengers during their travel experience.
We've got this huge captive audience going through the airport. We know that they have dwell time. We know that they have a high propensity to spend.
Partnerships struck with the TSA, Meta and The Trade Desk would enable advertisers to access audience data that includes store and footfall in airport terminals.
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