Media networks have rapidly evolved from a retail-centric innovation to a cross-industry engine for growth. While retail giants like Amazon, Target, and Walmart pioneered the model, today’s most forward-thinking organizations in hospitality, financial services, and automotive are leveraging their first-party data and digital touchpoints to unlock new, high-margin revenue streams. Publicis Sapient stands at the forefront of this transformation, helping clients architect, launch, and operate media networks that deliver measurable business impact—no matter the sector.
At their core, media networks are 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. 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.
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.
Car manufacturers are building media networks that sell ads to both endemic companies (auto groups, accessories manufacturers) and non-endemic companies (insurers, financing companies). With access to data that website visitors provide with consent, advertisers can engage customers who are in-market for a vehicle or related services. As autonomous driving matures, making it safer for drivers to view infotainment displays, car manufacturers are poised to extend their media networks to include in-car advertising—creating new touchpoints for engagement and monetization.
Automotive brands face the challenge of integrating disparate data sources and ensuring that advertising enhances, rather than disrupts, the customer experience. The opportunity lies in leveraging first-party insights to deliver relevant, timely offers that drive both engagement and revenue.
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.
Publicis Sapient brings deep, cross-industry expertise to every stage of the media network journey. Our approach spans:
Our real-world impact includes:
The rise of media networks and first-party data monetization is transforming industries far beyond retail. Hospitality, financial services, automotive, and fuel 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.