Acentic targets hoteliers with new in-room TV ad platform

In-room entertainment system provider to the hospitality industry Acentic has launched a new media division offering targeted advertising to hotel guests.

In-room entertainment system provider to the hospitality industry Acentic has launched a new media division offering targeted advertising to hotel guests.

Acentic Media claims to offer advertisers access to 15 million affluent business and leisure travellers a year in hotels using the Acentic system including Hilton, Marriott, Hyatt and Sofitel.

Previously part of the Granada Group, Acentic provides TV and internet services to over 1,100 predominantly 4 star properties in Europe, Middle East and Asia.

Acentic says it has now achieved critical mass to enable it to launch its media arm for potential advertisers.

The system is adaptable, allowing hoteliers to choose from a range of advertising options and to target campaigns according to hotel brand, star rating, region, city and business or leisure guest.

It includes a sophisticated tracking mechanism enabling advertisers to assess return on investment and to test different options to maximise the impact of their campaigns.

Karl Heasman, media director at Acentic Media, said: “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.”

Acentic claims studies have shown business travellers watch more commercials on hotel televisions than at home and spend three hours a day on average watching hotel TV.

Heasman added: “With a significant boost in visitors to the UK expected as a result of the Olympics, our advertising platform offers the perfect way to reach this captive audience of both leisure and business travellers as they relax in their rooms watching one of the biggest TV events in UK history. “