Hi-Media picks up Thomas Cook online ad sales

Thomas Cook: Hi-Media picks up account
Thomas Cook: Hi-Media picks up account

Thomas Cook has appointed Hi-Media to sell advertising on its UK websites.

The holiday operator's own ad sales team will continue to sell ads to its partners and to allow trading platform Rubicon Project to represent a portion of its inventory.

Hi-Media will be able to represent bespoke advertising deals to advertisers and agencies, with the exception of travel brands.

Data owned by Thomas Cook that can be used in targeting ads includes the number of adults and children in a booking party, destinations they are interested in and their chosen departure airport.

Thomas Cook attracts in the region of seven million UK unique users in peak holiday booking months such as January and February, according to Stuart Adamson, head of media solutions, Europe, at Thomas Cook online.

He said: "We know this is a highly valuable audience, so partnering with Hi-Media helps us gain traction with major brands looking to reach purchase decision-makers.  We selected Hi-Media as a partner because of their understanding of quality brands and online consumer behavior."

Hi-Media UK represents a number of websites including Visit London, The Football League, DatingDirect and See Tickets.

Hi-Media UK offers more advanced audience targeting thanks to a partnership with Paris-based ad tech and data specialist Weborama.

The two companies entered into a joint venture in December.

Follow Daniel Farey-Jones on Twitter @danfareyjones

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