FRANCE. Travel retail marketing technology company E23 and Huawei’s mobile ads platform Petal Ads have revealed their partnership at the recent TFWA World Exhibition & Conference in Cannes.
This collaboration focuses on enhancing travel retail media coverage to engage high-value Chinese travellers.
Using first-party data – such as purchasing behaviours – from Huawei’s Data Management System, Petal Ads helps brands develop effective advertising campaigns with relevant content. This strategy attracts high-spending customers across all channels, increasing customer engagement and influencing their purchasing decisions while travelling.
The company claims to have modernised travel retail media with its Demand-Side Platform (DSP), tailored for major consumer brands and media agencies globally. The platform uses advanced travel data to deliver highly targeted marketing solutions in the duty-free environment.
Aside from Huawei Petal Ads, E23 collaborates with advertising leaders such as Hivestack, JCDecaux and ExteriorPlus, and technology partners such as Safran and AERQ within the inflight entertainment and connectivity sector to deliver programmatic travel retail media solutions.
As reported, the company also announced its partnership with Quividi at the Innovation Lab during the Cannes show.
Quividi is the pioneer in AI and Computer-Vision-based platforms for real-time audience measurement and shopper engagement for Digital Out of Home and in-store retail media.
E23 describes its partnership with Quividi as a major advancement in unlocking the potential of travel retail media advertising, offering brands and duty-free operators a powerful tool to elevate their marketing strategies and drive growth.
The company noted worldwide retail media spend is expected to reach US$140 billion this year, adding that travel retail is poised to capitalise on this emerging advertising frontier. ✈
