{"id":49517,"date":"2025-03-17T19:05:06","date_gmt":"2025-03-17T19:05:06","guid":{"rendered":"http:\/\/trueomni.com\/?p=49517"},"modified":"2025-03-17T19:08:43","modified_gmt":"2025-03-17T19:08:43","slug":"introducing-the-omnichannel-travel-media-networks-otm","status":"publish","type":"post","link":"https:\/\/trueomni.com\/french\/blog\/introducing-the-omnichannel-travel-media-networks-otm\/","title":{"rendered":"Pr\u00e9sentation des r\u00e9seaux de m\u00e9dias de voyage omnicanaux (OTM)"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"49517\" class=\"elementor elementor-49517\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1eac14dc elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"1eac14dc\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-12420318\" data-id=\"12420318\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a843e2d elementor-widget elementor-widget-spacer\" data-id=\"a843e2d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10e0ecd2 elementor-widget__width-initial elementor-widget-laptop__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"10e0ecd2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"background-color: inherit; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 1rem;\">Vous connaissez les r\u00e9seaux de m\u00e9dias de d\u00e9tail\u00a0? D\u00e9couvrez leur nouvelle \u00e9volution\u00a0: les r\u00e9seaux de m\u00e9dias de voyage omnicanaux (OTM). Ce mod\u00e8le novateur permet aux entreprises du secteur du voyage de poss\u00e9der et de contr\u00f4ler leurs propres r\u00e9seaux de m\u00e9dias, en exploitant leurs donn\u00e9es propri\u00e9taires pour stimuler l\u2019engagement, les revenus et l\u2019influence de la marque. En interagissant avec les voyageurs sur leur destination, au bon moment, au bon endroit et sur tous les appareils, vous pouvez optimiser l\u2019impact de vos actions marketing comme jamais auparavant.<\/span><\/p>\n<p><span style=\"background-color: inherit; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 1rem;\">&nbsp;<\/span><\/p>\n<h4><b>What is a Retail Media Network?<\/b><\/h4>\n<p>A Retail Media Network (RMN) is an advertising platform owned or operated by a retailer that enables third-party brands to promote their products and services across the retailer\u2019s websites, apps, and digital properties. These networks thrive on first-party data, allowing advertisers to precisely target consumers while they browse and shop online.<\/p>\n<p><\/p>\n<h4><b>The Shift to Travel Media Networks<\/b><\/h4>\n<p>Historically, Travel Media Networks (TMNs) have been dominated by major players like Expedia, using their first-party data to drive bookings and revenue. However, the game is changing. Now, your travel organization can create and control its own media network, collecting and leveraging first-party data to enhance engagement and monetization.<\/p><p><br><\/p>\n<p>We call this the Omni Travel Network\u2014an ecosystem where travel, attraction, convention center, and transportation industries can build their own media networks, unlocking new revenue opportunities and customer touchpoints.<b><\/b><\/p>\n<p><\/p>\n<h4><b style=\"color: inherit; font-family: inherit; font-size: 1.5rem; background-color: inherit;\">Pourquoi maintenant ?<\/b><\/h4>\n<p>The Growth of Retail Media Networks are experiencing a boom. In 2024, one out of every five ad dollars\u2014totaling $61 billion globally\u2014was spent on RMNs. The driving forces behind this surge include:<\/p>\n<ul>\n<li aria-level=\"1\">The decline of third-party cookies, making first-party data more valuable than ever.<\/li>\n<li aria-level=\"1\">The rise of eCommerce, which is projected to reach $4.8 trillion this year.<\/li>\n<li aria-level=\"1\">The success of RMNs from industry giants like Amazon and Walmart Connect.<\/li>\n<\/ul>\n<div>&nbsp;<\/div>\n<div><span style=\"background-color: transparent; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\">Now, these benefits are extending into the travel sector, allowing organizations to:<\/span><\/div>\n<ul>\n<li>Precisely target travelers using first-party data, rather than relying on guesswork.<\/li>\n<li>Engage travelers at their \u201cmoment of truth\u201d\u2014when they\u2019re making real-time decisions in-destination.<\/li>\n<li>Provide personalized recommendations, ensuring advertisements are relevant and valuable rather than intrusive.<\/li>\n<\/ul>\n<div>&nbsp;<\/div>\n<h4><b>Why Haven&#8217;t RMNs (and now TMNs) Been More Popular Until Recently?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Despite their potential, some advertisers have struggled to measure the ROI of their RMN investments. As budgets grow, solving this challenge has become a priority.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At True Omni, we are implementing tools that enhance measurement, including:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>People counting and demographic recognition<\/b><span style=\"font-weight: 400;\"> to better understand traveler behavior.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Surveys and location-based marketing <\/b><span style=\"font-weight: 400;\">to capture real-time engagement data.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\">CRM integrations<\/b><span style=\"font-weight: 400;\"> to ensure seamless data management and tracking.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div>&nbsp;<\/div>\n<p><span style=\"font-weight: 400;\">For instance, imagine a traveler sees an ad for a river tour at an interactive kiosk but doesn\u2019t book immediately. Hours or days later, they search for the tour on their phone and complete the booking. Traditionally, tracking that conversion would be difficult\u2014but with OTM, travel organizations can leverage advanced data routing and event tracking to capture these insights.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h4><b>The Future of Omnichannel Travel Networks<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Standardizing data collection and performance measurement will be key to the success of TMNs. Currently, 58% of businesses rely on third-party tools to assess their RMN performance. As TMNs evolve, travel organizations will need to prioritize:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Consistent data tracking across networks<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Real-time event reporting for actionable insights<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Integration with CRM and analytics platforms to maximize value<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The future is bright for travel organizations that embrace the power of partnerships and first-party data. At True Omni, we help organizations unlock these opportunities\u2014connecting brands, destinations, and travelers through cutting-edge media network solutions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h4><b>Get Started Today<\/b><\/h4>\n<p><span style=\"background-color: inherit; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 1rem;\">Are you ready to take control of your own Travel Media Network? Reach out to True Omni to learn more about how you can build, manage, and monetize your OTM. Let\u2019s redefine travel marketing together. Call us at 833-300-6664 or email us at <\/span><a style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 1rem;\" href=\"mailto:info@trueomni.com\">info@trueomni.com<\/a><span style=\"background-color: inherit; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 1rem;\">.&nbsp;<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Vous connaissez les r\u00e9seaux de m\u00e9dias de d\u00e9tail\u00a0? D\u00e9couvrez leur nouvelle \u00e9volution\u00a0: les r\u00e9seaux de m\u00e9dias de voyage omnicanaux (OTM). Ce mod\u00e8le novateur permet aux entreprises du secteur du voyage de poss\u00e9der et de contr\u00f4ler leurs propres r\u00e9seaux de m\u00e9dias, en exploitant leurs donn\u00e9es propri\u00e9taires pour stimuler l\u2019engagement, les revenus et l\u2019influence de la marque. En interagissant avec les voyageurs sur leur destination, au bon moment, au bon endroit et sur tous les appareils, vous pouvez optimiser l\u2019impact de vos actions marketing comme jamais auparavant.<\/p>","protected":false},"author":4,"featured_media":49531,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"footnotes":""},"categories":[12],"tags":[173,172,170,167,166,171,174,164,163,176,177,169,165,168,175],"class_list":["post-49517","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-advertising-technology","tag-customer-engagement","tag-destination-marketing","tag-digital-marketing","tag-first-party-data","tag-interactive-advertising","tag-media-networks","tag-omnichannel-travel-media","tag-retail-media-network","tag-revenue-generation","tag-smart-travel-marketing","tag-tourism-marketing","tag-travel-advertising","tag-travel-industry-trends","tag-travel-partnerships"],"acf":[],"yoast_head":"<!-- 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