ReachTV has… reached (!) a deal with Orange142, a marketing and media-planning agency, and will be the company’s partner for media planning, buying, and campaign management.
ReachTV has a unique value proposition as an ad-supported CTV network distributed across 3,500 airport gates and venues and half a million hotel rooms across the U.S. and Canada. In effect, it is essentially an omnichannel travel media network, letting brands reach consumers throughout their travel journey — whether they’re at the airport, on the go, or in a hotel room.
Under the new partnership, Orange142 will serve as ReachTV’s media strategy arm, while Orange142 clients will get access to ReachTV’s inventory and data. The goal is to create a unified model and one-stop shop for brands looking to reach travel and tourism audiences.
There’s also some interesting tech at play. Last month, ReachTV launched Travel Sync 365, a platform that maps together ReachTV’s airport-based first-party data with content data and in-airport retail purchase data from over 20 million geo-fenced locations. The partnership with Orange142 will lean on this technology, giving Orange142 a 360-view of traveler behavior and preferences to support its media planning and buying work.
Why This Matters:
The deal underscores the rising value of travel media networks as a way for brands to reach high-intent audiences in real-world, high-attention environments. With travelers spending serious time in airports and hotels — and with CTV now extending into these spaces — networks like ReachTV are de-siloing DOOH, retail media, and connected TV.
The travel media category, by the way, is growing fast, with ad spend expected to hit roughly $3 billion next year. This is also being driven by the range of options, as companies across the travel space, from airlines to online travel agencies, are launching media networks powered by their first-party data.
The ReachTV–Orange142 partnership taps into that momentum — and it’s a good example of just how hot this space is, and will continue to be.
Experts React:
In the announcement press release, Maria Lowrey, President of Orange 142, said that the partnership “is about unlocking the full value of the travel ecosystem.”
Similarly, Lynnwood Bibbens, ReachTV Founder and CEO, says that by “combining ReachTV’s scale and content with Orange 142’s precision media expertise, we’re creating a seamless experience that connects brands with travelers wherever they are.”
Our Take:
It’s interesting to think about how ad-supported CTV channels can carve out niches in specific verticals and evolve into full-fledged media networks. There’s a big difference between being just another app on a streaming platform and being a destination with a defined audience and identity. Just a thought!
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. Direct Digital Holdings, which owns Orange 142, is a Mod Op client.
