Western Union Launches Media Network to Help Brands Connect with Multicultural Audiences
Western Union has unveiled a new business venture aimed at providing companies with a unique way to connect and engage with a diverse, multicultural audience of millions worldwide. Leveraging its extensive first-party transactional data and deep insights into customer behavior, Western Union offers brands unparalleled reach and engagement across a range of digital channels.
“For over 150 years, people around the world have trusted Western Union for cross-border connections and money transfers,” stated Bob Rupczynski, Chief Marketing Officer at Western Union. “Our deep customer relationships and insights are the key differentiators powering our new Media Network. This platform allows us to deliver highly targeted messaging to multicultural consumers, driving stronger brand connections and affinity.”
A New Approach to Customer Engagement
The Western Union Media Network offers marketers access to valuable first-party, deterministic audience data, providing insights into unique buyer personas that other media networks might lack. By leveraging its trusted customer relationships, Western Union can build scalable, addressable audience segments and deliver tailored multicultural messaging that resonates with consumers, enhancing their connection with the brand and inspiring positive community impact.
“We are thrilled to extend this opportunity to brands looking to enhance their existing marketing strategies,” added Rupczynski. “It’s a powerful way to engage actively with consumers, boost brand affinity, and unlock new revenue streams. Additionally, our customers will benefit from relevant offers presented through trusted channels.”
Multichannel Engagement Across Digital Platforms
Western Union’s Media Network audiences are accessible across its various proprietary channels, including the company website, mobile app, and a network of digital out-of-home (DOOH) screens at select retail locations. Brands can also reach Western Union customers through audience extensions such as digital displays, online video (OLV), over-the-top (OTT), and connected TV (CTV) across their preferred platforms.
Enhancing Ad Efficiency with Advanced Targeting
By utilizing comprehensive data points collected throughout the customer journey, Western Union is able to refine targeting strategies that improve ad performance. This includes data from its extensive Agent network and insights into cultural ties, enabling the creation of addressable audience segments at scale.
Strengthening Community Partnerships
The DOOH screens of Western Union’s Media Network are strategically placed in high-traffic retail locations such as supermarkets, pharmacies, check-cashing services, convenience stores, banks, and financial services. These placements are at the heart of diverse, multicultural neighborhoods, making it possible for brands to connect with consumers during their daily routines and at moments when they are primed for commerce.
Comprehensive Omnichannel Solutions
Western Union currently offers a suite of omnichannel media solutions, including DOOH, on-site, and post-transaction engagement, as well as multi-platform audience extension options. This diverse range of solutions helps businesses reach and resonate with their target audiences effectively.
