Marriott International has introduced the hospitality industry's first international omnichannel cross-platform advertising solution with the launch of the Marriott Media Network in collaboration with Yahoo, enabling curated experiences and offerings to millions of travellers.
The Marriott Media Network will offer brand advertisers exposure to travellers across the United States and Canada and has plans to expand to travellers globally, including approximately 164 million members in the company's award-winning hotel loyalty program, Marriott Bonvoy. When fully deployed, the network is set to showcase premium inventory spanning its owned channels, including display, mobile, video, email, and digital out-of-home (in-room television and digital screens).
For brand advertisers, the Marriott Media Network will provide a hybrid of scale and personalised media to deliver curated experiences to an audience of in-demand, high-intent travellers.
Bespoke brand experiences will promote smarter purchase decisions and more fulfilled travel experiences for travellers. The network will offer consumers relevant products and services throughout their travel journey, from purchase to pre-arrival and during their stay. These offerings will be aligned with the intent of Marriott's audience.
"We are thrilled to launch the Marriott Media Network, which will enable advertisers to create curated content that aligns with the 30 brands in our portfolio," said Chris Norton, Senior Vice President of Marketing Channels & Optimisation, Marriott International. "The Marriott Media Network will foster connections through our owned channels with guests, creating a broader and more rewarding travel experience."
Marriott's partnership with Yahoo traverses supply and demand, with Yahoo SSP operating as the exclusive access point for activating the Marriott Media Network supply. In addition, the global Yahoo ad sales team will take the helm of demand generation and sales across Marriott's paid media and the Marriott Media Network, leveraging Yahoo's extended Demand Side Platform.
"We are excited to work with Marriott International in driving meaningful growth via industry innovation," said Iván Markman, Chief Business Officer, Yahoo. "As media networks become increasingly important, we are well-positioned to collaborate with Marriott to power the hospitality industry's first media network with an end-to-end demand and supply solution for the cookieless world."
Yahoo's strategic full-stack collaboration with Marriott highlights the industry-leading unified stack advertising platform's ability to support advertisers and publishers in tapping into the full value of their content, audiences, and marketing. Powered by Yahoo, the Marriott Media Network will help create innovative opportunities to connect and personalise ad experiences across paid and owned media channels.