At the upcoming OX7 (May 15-17, 2024 in Chicago), CredSpark and Omeda will be making an exciting announcement on the future of their partnership and integration of their platforms.
In the spirit of OX7’s idea exchange, we thought we share how a few innovators in media and publishing are using the CredSpark-Omeda integration to drive impressive results and outcomes in everything from sponsored content and advertiser engagement to audience data and personalization. Let’s take a look…
Northstar + Omeda + CredSpark
Roberta Muller is the Senior Vice President of Product Development for Northstar Travel Group, the leading provider of information and experiences for the audiences that drive the travel industry.
Roberta, can you give us an example of how Northstar is using the CredSpark-Omeda integration to achieve a specific business objective?
I’d actually like to tell you about an experiment with games we’re running right now with one of Northstar’s brands, Business Travel News. BTN recently launched a weekend email newsletter in an effort to increase audience engagement. The newsletter celebrates BTN’s 40th anniversary and taps our editorial trove with “ripped from the archive” headlines, commentary, a new collection of games powered by CredSpark interactions and integrated with Omeda.
Across the media industry, companies are experimenting with games as a new way to engage with audiences and drive return traffic. We wanted to experiment and see how that strategy would play out with a professional audience. And with the tight integration between CredSpark and Omeda, we not only get increased engagement, we get insights into what our audience knows about key topics for our industry. Plus, people like to challenge themselves and I think that gaming dynamic can add another dimension to our brands and reinforce their status as key sources of critical industry information—but, in a fun and engaging way. Here are a few examples of the games:
What results did you see?
It’s very early days, but what we are seeing is tremendous interest in the games and experiencing strong traffic from the newsletter to the area on our site where the games are embedded. We see great potential for games to drive traffic to our digital properties and are excited to see what data and insights they generate downstream as this experiment matures—and what opportunities that may bring for enhancing our audience profiles and targeting our communications more effectively.
What do you find most useful or effective about the CredSpark-Omeda integration? What value does it provide your organization?
What I think this example shines a light on is how the CredSpark-Omeda integration enables experimentation. If someone on the team has an idea to improve engagement, we can quickly test it by creating CredSpark interactions and have the data and activity flow through Omeda to better evaluate its impact through follow up communications, targeting, and more. It’s been really turnkey for us.
Attending OX7? Spark a few ideas and innovations with these thought-provoking sessions:
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CredSpark’s Head of Content & Client Services, Casey Cornelius, will be leading a partner session on strategies and insights on leveraging interactive content.
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Interested in meeting up with the CredSpark team at OX7, let’s connect and schedule a visit.
And stay tuned for the upcoming announcement at OX7 on future plans for the CredSpark and Omeda partnership.
