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Advertisers Now Have Direct Access to Luxury Hotel and Resort Guests Worldwide
NEW YORK, Oct. 29, 2013 /PRNewswire/ -- As advertising continues to shift its focus from print to digital media, Incentient unveils SmartTouch, the industry's most advanced digital media platform. With SmartTouch, advertisers can now display contextual ads to QUALIFIED guests based on specific guest actions.
"SmartTouch advanced digital media offers advertisers the unique opportunity to advertise to the specific audience they are seeking, in their exact target demographic, at the exact moment they are about to make a purchase decision," said Incentient CEO Patrick Martucci. He added, "Migrating advertising dollars from print to digital, but still applying print metrics and strategies, does nothing more than create an electronic version of the same inefficiency. In a perfect world, advertisers would spend 100 percent of their resources on 100 percent of their target audience. Until today, this was not possible, forcing advertisers to inefficiently pay pennies per thousand (CPM) viewers, across a wide audience spectrum, with the hopes of 'netting' the desired audience, i.e., the click-through rate."
Premier hotels and resorts throughout the world are replacing all of the printed collateral in their guest rooms with special-purpose iPads running Incentient's award winning and proprietary guest experience software. Incentient provisioned iPads are used exclusively as a dedicated 2-way interactive system by which guests access, request and receive confirmation for all hotel services, and amenities, including room service, valet, concierge, local shopping venues, and resort activities. As the guest interacts with the system, beautifully designed and category specific brand-sponsored images appear based on the guests actions and interest.
While all industries have their target demographic, there has long been consensus among brand owners that some of the most coveted consumers are those guests staying in a luxury resort, on vacation, with access to nearby shopping. Advertisers now have the ability to laser-focus brand images to specific guests, at specific resorts, when those guests are taking specific actions.
At the Jerome hotel in Aspen, with a touch of a finger, guests access the on-property ski valet requesting the preparation of their skis. As guests use the iPad for this service, beautifully designed images of Ralph Lauren RLX ski apparel are displayed. Raising the focus bar even higher, the advertisement messaging that skier will see is based on their room rate. After all, the ski enthusiast paying $2500 per night is a different consumer than the ski enthusiast paying $300 per night, yet they both may be Ralph Lauren customers.
"Today, a luxury ski equipment brand can tell us to display their brand image only in ski resorts, and only in room rates over $800 per night, and only when the guest is taking actions relating to skiing," said Jennifer Martucci, co-founder and senior vice president, marketing. She added, "The days of splashing banner ads to unknown viewers, with the hopes of hitting your target audience, are ending. We know who is viewing, when they are viewing, what they are doing while viewing and their income demographic data."
Images are only the beginning. Incentient sponsored ads can include full video, as well as on-the-fly direct and exclusive linking to sponsor websites. Additionally, Incentient offers a variety of "opt-in" features where the guest can do everything from confirm an exclusive invitation to a local trunk show, request additional information about a product, or even schedule a private shopping appointment. Ads rotate by time period, number of viewers, or a virtually unlimited combination of parameters.
Advertisers receive full custom analytic reporting that includes number of ad views, time of ad views, as well as other user-defined filters, including room type, day of week, ad type, etc.
As ad agencies strive to drive client messaging through the ever-growing digital clutter, Incentient's hospitality-based digital media platform delivers the most focused, measured and efficient return on advertising investment. Currently installed worldwide, Incentient is available for immediate media placement.
Incentient provides guest-facing software for restaurants, hotels, resorts, and sports entertainment arenas. Incentient's proprietary and patent-pending systems are marketed around the world, and currently installed in 18 countries with clients including Auberge Resorts, Wynn Encore Resorts, MGM Resorts International, Caesars Entertainment resorts, Relais and Chateaux, Leading Hotels of the World, Four Seasons, and Starwood, including Westin, Sheraton, Luxury Collection and many more. For further information about Incentient, visit www.Incentient.com.
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