American Express has launched Amex Ads, a new digital advertising platform designed to help brands connect brands with 34 million U.S. American Express consumer card members.
Brands can work with the financial services brand to buy ads on AmexTravel.com to begin with and on additional American Express properties soon.
“Powered by American Express Membership and building on the success of Amex Offers, Amex Ads harnesses the power of our direct relationships with Card Members and brands to benefit both,” said Alexander Drummond, executive vice president and general manager, membership portfolio services at American Express. “With Amex Ads, brands can reach Card Members with relevant content at exactly the right time, while maintaining the privacy, security and trust our Card Members expect.”
American Express is already piloting the program with brands including Marriott Bonvoy, Macy’s and TUMI to develop campaigns specifically targeted at card members.
Marriott Bonvoy used Amex Ads to target American Express Card Members who had booked a flight on AmexTravel.com but had not yet booked a hotel and converted customers at 3x higher than its target benchmark, per American Express.
TUMI also ran ads on AmexTravel.com and in post-booking emails from Amex Travel and saw conversations 30% higher than other campaigns. “Because American Express and TUMI are both hyper focused on meaningfully engaging with the premium traveler, it made this opportunity a home run for us,” said Jill Krizelman, senior vice president, global marketing & e-commerce at TUMI. “We were particularly impressed by how targeted our campaign was, allowing us to reach a new millennial and Gen Z audience, in addition to our core brand fans.”
