Vince Molinari, had the pleasure of welcoming Lynnwood Bibbens, Chairman & CEO at ReachTV, the largest airport television network and ad-free, ad-supported streaming TV network targeting travelers. With an impressive reach of over 50 million viewers monthly across more than 2,400 gates in over 90 commercial airports, 2,500 venues, and 500,000 hotel rooms in North America, ReachTV is making significant strides in the travel media landscape.
The conversation begins by reflecting on ReachTV and FINTECH.TV’s partnership and the impact of the collaborative efforts in enhancing the travel experience for millions. Lynnwood shared insights into ReachTV’s strategic focus over the past 18 to 24 months, emphasizing the importance of investment and innovation to prepare for the next five years. A key highlight was the announcement of their “Unblocked” initiative, which aims to transition ReachTV from being classified in the out-of-home advertising bucket to a more lucrative digital video space. This shift has opened up a staggering $180 billion market for ReachTV, compared to the previous $3 billion pool.
Lynnwood elaborated on the collaboration with Nielsen and Trade Desk, which has allowed ReachTV to enhance visibility and accessibility for advertisers. By integrating their inventory with Trade Desk, ReachTV is now able to transact programmatically with major brands that previously could not see their offerings. This strategic move is set to revolutionize how advertisers engage with ReachTV’s audience.
The pair also delved into the significance of first-party data in understanding and serving their audience better. Lynnwood explained how ReachTV has collected data from over 500 million opted-in devices and matched it with TransUnion identifiers to gain deeper insights into their viewers. This data-driven approach enables ReachTV to tailor content and advertising strategies to specific demographics, enhancing the overall viewer experience.
As we looked to the future, Lynnwood shared his predictions for the travel and advertising landscape. He highlighted the resurgence of corporate travel, anticipating a significant increase in airport traffic as businesses return to in-person meetings. He also noted the continued dominance of live sports in driving viewership, with ReachTV’s exclusive rights to broadcast NFL games for the next five years.