The explosive growth of media networks has redefined how organizations monetize their digital and physical assets. While retail giants have pioneered this model, the power of first-party data and media networks is rapidly expanding into new sectors—most notably hospitality, fuel retail, and financial services. These industries, with their rich customer data and frequent digital touchpoints, are now unlocking high-margin advertising revenue streams and transforming the way they engage both consumers and advertisers. Publicis Sapient stands at the forefront of this cross-industry transformation, helping organizations architect, launch, and operate media networks that deliver measurable business impact.
Media networks are fundamentally about connections—linking businesses, advertisers, and consumers through data-driven, targeted advertising. Any organization with a direct relationship to end consumers, guests, or members can build a media network that turns data into a strategic asset and a new revenue engine. By 2028, media networks are projected to account for over 15% of global ad revenue, surpassing television. The opportunity is clear: industries beyond retail are primed to capture a share of this booming market.
Leading hotel chains are pioneering media networks that allow advertisers—such as tour providers, theme parks, and attractions—to reach loyalty program members based on their interests and historical behaviors. Ads are delivered across the hotel’s website, mobile app, and marketing communications, with plans to expand to in-room TVs and digital lobby screens. The value for advertisers is clear: real-time, closed-loop measurement and the ability to fine-tune campaigns based on guest engagement and booking behavior.
For hospitality brands, media networks not only generate incremental revenue but also enhance the guest experience with relevant, personalized offers. This approach deepens loyalty and creates a virtuous cycle of data enrichment and monetization. The challenge lies in balancing guest privacy with personalization, ensuring data usage is transparent and value-driven.
As electric vehicles and clean energy disrupt traditional fuel sales, fuel retailers are turning to media networks to fill the gap. With robust loyalty programs and a network of physical locations, fuel retailers can deliver targeted advertising at the pump, in-store, and through mobile apps. For example, a customer recognized by their loyalty number or payment card can receive a personalized offer for an energy drink or snack while refueling—driving impulse purchases and increasing store traffic.
Fuel retailers face unique challenges, such as fragmented technology and organizational structures, especially in franchise models. Success requires modernizing data infrastructure, integrating digital touchpoints, and establishing clear governance for media operations. When executed well, media networks can deliver up to $1 billion in new revenue, transform the customer experience, and fund store modernization initiatives.
A real-world example: A major convenience store chain partnered with Publicis Sapient to launch a media network that delivers personalized offers via website, app, and in-store screens, generating new revenue from both endemic and non-endemic advertisers.
Financial institutions are uniquely positioned to leverage transaction-level data for media network monetization. With deep insights into customer spending patterns, banks and fintechs can offer advertisers the ability to target high-intent audiences—such as pet owners, gym members, or frequent travelers—across digital banking platforms and loyalty apps.
A key differentiator for financial services is the ability to provide closed-loop measurement, connecting ad impressions to actual purchases. Some leading banks are innovating further by charging advertisers only for performance, not impressions, maximizing ROI and attracting a broader range of partners. The result is a dual revenue stream: fees from advertisers and transaction commissions from merchants.
Sector-specific challenges include navigating stringent privacy regulations and building trust through clear consent and robust data governance. Success hinges on modern, composable technology stacks that unify data and enable real-time targeting, as well as transparent reporting to prove value to advertisers.
While the opportunity is vast, each sector faces distinct challenges:
Across all sectors, success hinges on:
Publicis Sapient has helped organizations across these industries realize tangible business impact:
The rise of media networks and first-party data monetization is transforming industries far beyond retail. Hospitality, fuel, and financial services organizations that act now can capture new revenue streams, deepen customer engagement, and future-proof their business models. Publicis Sapient’s end-to-end expertise—spanning strategy, technology, data, and operations—empowers clients to build, scale, and optimize media networks tailored to their unique needs.
Ready to explore how a media network strategy can drive growth for your business? Connect with Publicis Sapient to start your journey and unlock the full potential of your first-party data.