Western Union has launched a new media network offering marketers a new way to connect and engage with a diverse, multicultural audience of millions of global consumers.
The media network will give marketers access to valuable first party deterministic audiences and insights, offering a unique look into buyer personas that other media networks cannot provide.
Western Union’s relationship with its customer base gives it the advantage to build addressable audience segments at scale and deliver multicultural brand messaging that effectively engages consumers, showcases value and provides inspiration to improve individual lives and their communities.
Bob Rupczynski, chief marketing officer, Western Union said: “For more than a century and a half, people around the world have trusted Western Union as their means to connect across borders through the power of money movement,”
“Our intimate knowledge and long-tenured relationships with our customers are unique differentiators and a driving force behind our new Media Network business.”
Western Union audiences are available and accessible across company-owned channels including its website, mobile app and digital out-of-home (DOOH) screen network at select retail locations.
Brands can also engage Western Union customers through audience extension including digital displays, online video (OLV), over-the-top (OTT), and connected tv (CTV) via the platform of their choice.
By collecting and analysing validated data points across the customer journey, Western Union can develop key targeting strategies to improve ad efficiency.
This includes customized data pulled from its extensive agent network, and data that informs of cultural ties which helps to build addressable audience segments at scale.
The Western Union Media Network DOOH screens are embedded across thousands of neighbourhoods and communities, found inside supermarkets, pharmacies, check cashing services, convenience stores, banks, financial services and more.
These retail locations are in the heart of diverse, multicultural neighbourhoods and communities, enabling connections with customers during their daily routines and when they are in a commerce mindset.
Rupczynski added: “We are excited to offer this opportunity to brands as an extension to their existing marketing efforts, providing a new way to actively engage with consumers, enhance brand affinity, and unlock revenue.
“And for our customers, I am proud that we are able to provide compelling offers from relevant brands in channels they trust.”.
Western Union is offering a set of omnichannel media solutions including DOOH, on-site and post-transaction, as well as multi-platform audience extension.
For more information, visit corporate.westernunion.com/medianetwork.