Digital out-of-home has enjoyed notable success in airports as a way to reach desirable and elusive business travellers. And now a new network is proposing to address that same group in a less hectic environment: their hotel rooms.
Acentic, a former arm of Granada Group which supplies TV and Internet connectivity to hotels, has launched a media division to further monetise its TV installations by selling advertising airtime.
It covers around 125,000 hotel rooms in 1100 hotels across the EMEA region, most of them four-star establishments, potentially reaching nearly 50m travellers a year; 39,000 of those rooms are in the UK. Hotel participants include Hilton, Hyatt, Marriott, and Sofitel as well as independents such as The Langham and The Cavendish in London.
Said the firm’s media director Karl Heasman: “Typically advertisers target business travellers on the move through more traditional media channels. However, we are giving brands the opportunity to connect with them in a totally new and uncluttered media environment where they are more relaxed and receptive to advertising. This will enable brand owners to fill a large, unplugged gap in the business traveller’s journey.”
The advertiser sectors that Acentic is hoping to sell to include luxury, travel, finance, automotive, drinks and technology. Category exclusivity will be available, as well as a range of targeting opportunities such as the ability to reach only business or leisure guests and to select hotels by star rating, as well as the more common options of brand and location.
Surveys by Nielsen and Zoomerang in 2008 and 2009 found that business travellers spend more than three hours a day watching hotel TV, and actually see more commercials in their hotel rooms than at home, according to Acentic.