Having launched its Digital out of Home media platform to the hotel trade in 2011 as a means to generate incremental revenue for them, Acentic is now opening the doors of its media division, Acentic Media, to advertisers.

It will provide them with a unique, targeted way to reach over 15 million affluent business and leisure travellers a year through hotel TVs in over 39,000 hotel rooms in the UK, and an additional 34 million guests in over 87,000 rooms across the rest of the EMEA region.

Acentic, previously part of the Granada Group, provides TV and internet services to the hotel industry, servicing over 1,100 predominantly four star hotels including Hilton, Marriott, Hyatt, Sofitel and InterContinental Hotels Group, along with numerous luxury independents such as The Langham and The Cavendish. 

With many of these now signed up to the media platform, Acentic Media is launching at this point in time as it has the critical mass needed to provide advertisers with both volume and depth for successful targeted advertising campaigns. 

Acentic Media’s hotel TV platform has particular relevance for brand owners in the luxury, travel, finance, automotive, drinks and technology sectors, providing them with unparalleled opportunities to cost effectively engage and entertain the elusive business traveller.

The technology behind Acentic Media’s platform and its central scheduling allow for high levels of flexibility, making it possible to change advertising messages whenever needed. 

It also allows for targeting by many criteria including hotel brand, hotel star rating, city, region and business vs. leisure guests. 

Advertisers can select a variety of different advertising options and bespoke bundle packages to appear on different pages on hotel TVs and can be given category exclusivity.

Karl Heasman, media director at Acentic Media, commented: “Typically advertisers target business travellers on the move through more traditional media channels. 

“However, we are giving brands the opportunity to connect with them in a totally new and uncluttered media environment where they are more relaxed and receptive to advertising. 

“This will enable brand owners to fill a large, unplugged gap in the business traveller’s journey.”