Virgin Australia has over 35 owned assets, but we weren’t valuing them accurately and consistently. Sonder were able to change that, allowing us to approach potential commercial partners with absolute confidence in the value of our owned media assets.
We reframed Virgin’s go-to-market media offer to be data-led and grew the number of advertisers & revenues as a result. We evolved their sell from one of pure reach to “we have your customers and we can connect you with them through our owned media channels”.
Virgin already had an extensive selection of 35 owned media touch-points that could be utilised by partner brands for advertising. But advertisers can “buy reach” anywhere and weren’t particularly interested.
Virgin’s DMP (Data Management Platform) had first, second & third-party data sources enabling us to create targetable audience segments through Adobe Audience Manager. Meaning advertisers could define & connect with their target audience as they defined them (versus demographic generics like ‘All people’).
The impact was material. Previously disengaged commercial partners were suddenly very interested!
To find out how to unlock your data asset click here
By changing the way you view an asset, significant value can be driven for your business