Western Union, a global leader in cross-border money movement and payments, has introduced its new Media Network. This initiative aims to help brands engage with diverse, multicultural audiences by leveraging Western Union’s broad customer base and data insights.
“For more than a century and a half, people around the world have trusted Western Union as a means to connect across borders through the power of money movement,” said Bob Rupczynski, Chief Marketing Officer at Western Union. “This new business builds on our existing connections, allowing brands to engage with our customers in relevant ways that support both the customer experience and brand growth.”
Data-Driven Personalized Engagement
The Media Network offers brands access to Western Union’s first-party data, providing valuable insights into consumer behavior. This data allows companies to develop highly personalized campaigns targeted at specific audience segments. By utilizing deterministic data, marketers can better understand their audiences and craft messages that resonate.
Expansive Multichannel Advertising Options
Western Union’s Media Network supports a range of advertising formats, including:
- Company-Owned Channels: Brands can advertise on Western Union’s website, mobile app, and Digital Out-of-Home (DOOH) screens located in select retail locations.
- Audience Extension: Advertisers can expand their reach through digital display ads, online video (OLV), over-the-top (OTT), and connected TV (CTV) platforms.
These options enable brands to interact with consumers across multiple digital touchpoints, enhancing visibility and engagement.
Targeted Advertising Embedded in Local Communities
Western Union’s extensive network provides data-driven targeting capabilities. By analyzing customer data, including insights from its global agent network, the company helps brands deliver culturally relevant messages. This advanced targeting approach boosts advertising efficiency and return on investment (ROI).
The Media Network’s DOOH screens are strategically positioned in high-traffic locations such as supermarkets, pharmacies, banks, and check-cashing services. Many of these locations are within multicultural neighborhoods, allowing brands to connect with consumers as they go about their daily routines.
Flexible Omnichannel Solutions
Beyond DOOH placements, Western Union’s Media Network provides a variety of advertising solutions, including on-site promotions, post-transaction messaging, and audience extension across digital platforms. This comprehensive offering gives brands the flexibility to tailor their campaigns and effectively reach a broad spectrum of audiences.
For more information about the Western Union Media Network, visit corporate.westernunion.com/medianetwork.
