An advertising sales professional in the aviation arena, Chris Salem (CS) understands the airline-industry advertising environment as well as anyone. Last year he became an investor in JETERA and since then has closely monitored the company’s progress positioning itself within the merger-and-acquisition-hotbed of the online advertising segment. I (TL) connected with him on my most recent trip to Danbury, Connecticut, the location of both Chris’s office and JETERA’s current headquarters.
TL: Chris, you see the steady migration of advertisers and agency media buys to online channels every day. How do you see this trend affecting JETERA?
CS: I see JETERA as ahead of the curve in this trend and well-positioned with its unique approach to 1to1 segmentation and ROI-driven pricing. Advertisers in the B2C (Business-to-Consumer) space are constantly seeking channels, as many as possible that can be used in concert, that will help them generate the optimal mix and most cost-effective response levels from the recipients of their messages. By cost effective I mean that the ratio of new customers or sales, to the cost of acquiring them, constantly improves. I believe response is likely to be better with the JETERA option than with any other segmentation and delivery choice.
TL: So it’s all about advertising efficiency?
CS: In part, yes. But it’s about other things, too. Along with improving ROI, advertisers also want to increase brand awareness and intensify customer loyalty. Those are different metrics and may be more critical in the long run than efficiency measured just by itself at a single point in time. While CPA is still important, advertisers are now interested in identifying channels that can deliver the content most relevant to the individuals in their target groups—and do it with a very personalized touch. These are factors that can really impact brand awareness and loyalty.
TL: You’re convinced JETERA will be able to do this better than others in this space?
CS: I’m betting on it. I’m excited about what I see coming in the online advertising industry. I see consumers taking much greater control over the information they receive and who they receive it from. JETERA has the opportunity to build trust with consumers that will help advertisers improve relationships with their best customers and prospects. JETERA has the ability to protect consumers in the B2C and B2B segments from receiving information they really don’t want or are unlikely to want. In this way, JETERA gains an identity as part of the team that acts as a huge spam filter for people, so they are not overwhelmed with unwanted ads, while insuring that the information that is important to them gets through. Advertisers who sign on with JETERA will no longer need to use a mass marketing, shot-gun approach of the same message to a diverse population. It will become part of the trend that is ushering in much greater precision and message relevance. As part of this trend, JETERA will help set the new standards and expectations for this type of advertising.
TL: How will JETERA do all this?
CS: It’s all in the quality of the segmentation and the ability to digitize information and get it to the right place at the right time. The trend of advertising in this direction, online, mobile, and in the airline-industry space is awesome. Everything is converging on a global system that can deliver digital information via multiple channels. Just look at what companies such as Google, Enpocket, Mobile and Jiwire, all the activity in revolutionizing in-flight entertainment, Wi-Fi networks and an avalanche of emerging Web 2.0 services, are doing. Although advertising will never totally migrate away from traditional print, point-of-purchase and broadcast channels, the growth potential for digital distribution is where all the growth will be. I believe consumers, who now see plenty of ads they don’t care about, will be grateful to see many fewer ads, but ones that are really on target with their interests. When consumers understand the control they have, they’ll be adapters of this new approach.
TL: What kind of operating environment does this digital world create for advertisers and agencies?
CS: Both groups now have an opportunity to upgrade the effectiveness of the content that will resonate with their core audience segments. They’ll be able to craft ads in a more personalized way. Using 1to1 thinking across multiple channels, rolled out correctly, which is to say not overused, can create a closer relationship and more brand loyalty between the advertisers and their customers. This is the world JETERA is moving into and bringing with it some unique capabilities.
TL: What kind of new relationships are likely to develop among advertisers, media and other players?
CS: We are already seeing many companies emerge that give advertisers a fresh way to reach well-defined segments through specialized channels. The action is actually furious, as these barely born companies are snapped up or merge and get aggregated into bigger companies who are looking for unique ways to crash into this new marketplace. For example, companies such as Google, Yahoo, and Microsoft are buying companies that specialize in certain channels either through their marketing or technological expertise, or for their unique capabilities or patents.
TL: Is it all about advertising?
CS: I think it is. Advertising revenue driven by new-found effectiveness is the big prize. Advertisers everywhere will be looking to exploit media companies that offer access to or improved use of a portfolio of channels that can deliver highly targeted content of great relevancy to their audience. Again, JETERA has unique properties to its capabilities that can make it a potent partner for players in the digital distribution arena.
TL: What is the mix of players that will provide a good fit with JETERA’s capabilities?
CS: All the travel companies, such as airlines, hotels, time shares, car renters, cruise ship lines, destinations regional travel associations and so on. Another group of players are the old and new media channel “owners,” as well as the old and new advertisers. JETERA has a unique capability to address chronic advertising efficiency and ROI accountability issues. With its ability to work across multiple channels, JETERA offers a new level marketing and business development potential. Right now, JETERA has the ability to make any digital advertising channel more efficient. That’s where the company’s opportunities lie at the moment: partnering with strategic companies that specialize in mobile delivery, web delivery, email delivery, dvd/video delivery and so on. New media created by these service providers will enable them to enhance the menu of options they can offer advertisers. In just a few short years, the Web 2.0 world can substantially change where media is bought and placed and how the most effective advertising is achieved.
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