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BizReport : Blogs & Content archives : November 15, 2011

New traveler-focused media platform released

One of the hottest areas on the Internet? The travel sector. Whether planning for actual vacations, scheduling business trips or just dreaming of warmer climates, consumers are hitting travel sites hard these days. The new Sojern Media platform may change how we view online travel, though.

by Kristina Knight

Through the platform marketers can target consumers based on proprietary data and unique tools to help them engage high-value audience members at scale. By making each impression 'count', the platform hopes to add value to marketers they can't find elsewhere.

"Sojern Media Platform delivers targeted partner data that is quite frankly not available anywhere else. That's because no one else enjoys the close partnerships with major airlines and key travel organizations that Sojern does," said Mark Rabe, Sojern President and CEO. "Our goal is to make every impression count. To do that, the Sojern Media Platform combines what matters most to marketers: access to great audiences, unique tools to reach those audiences and actionable insights to optimize campaign performance. Together, our data, technology and insights make the Sojern Media Platform one of the most accurate and efficient ways for marketers to reach travel audiences at scale."

Thus far, the platform has partnered with major US airlines including Continental, Delta, United, Hawaiian, US Airways and Alaska Airlines as well as travel hubs including Kayak and Travelport.

The platform offers:

• Access to anonymous audience data
• Display ad targeting based on its proprietary data segments
• Premium inventory sources, exclusive media channels
• Real-time insights

For the week ending November 5, Experian/Hitwise reports the top five travel websites were Google Maps (15% share), Mapquest (6.83% share), Southwest Airlines (2.69% share), Expedia (2.68% share) and Priceline (2.09% share).

Tags: Experian/Hitwise, online travel, Sojern, travel advertising, travel content

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