Owned media has been a key revenue driver in retail for years, but a major shift is underway.  In this, the second excerpt from Sonder’s 2025 Owned Media Global Market Report we show how multiple globally-recognised, non-retail businesses are building out owned media networks. Examples include United Airlines, Paypal, Marriott Hotels, 7-Eleven and Chase Bank.

The financial opportunity: Why this shift matters

With global retail media spend reaching $153 billion globally in 2024, the vast potential for non-retail owned media is likely to exceed that figure.

With more industries embracing owned media, the landscape is shifting rapidly. For all sectors, owned media presents a pathway to profitability. Businesses are unlocking major financial benefits:

• Average incremental revenue from owned media leverage: $48m per business, per year.
• Up to 90 per cent profit margins, making it one of the most lucrative revenue opportunities in today’s market.
• 60 per cent of businesses still don’t have a rate card, meaning they are leaving revenue on the table.

New players: Beyond retail’s dominance

There are new entrants from finance, travel, telco and convenience creating owned media networks that leverage their data and channels.

Unlike traditional paid media, owned media networks allow businesses to capitalise on their existing customer relationships data and touchpoints, creating a profitable revenue stream which can ultimately act as self-funded marketing budgets. A much-needed fillip in this tough times.

The industries unlocking new revenue streams

There are several key industries that are moving quickly into the owned media space, following the retail model but applying it to their own unique ecosystems.

1. Finance: First-party data at scale

Financial institutions hold some of the richest first-party data in any industry, giving them a unique advantage in personalisation and targeting. 

• Chase Media Solutions: By tapping into 80 million customers' payment data, Chase delivers hyper-personalised campaigns on its digital properties (apps, websites) and is attracting top advertisers looking for precision targeting.
• PayPal Media Network: With a user base of over 400 million, PayPal is using transaction data to build an ad network that allows brands to reach high-value consumers based on spending behaviours.
• Revolut: The European fintech wasted no time launching with a 30-person media sales team, aiming to generate £300 million in ad revenue by 2026.

The unique position of financial institutions presents an advantage to leverage cross-industry data.

2. Travel: Monetising customer journeys

The travel industry has long relied on captive audiences on flights, in hotel rooms, and through loyalty programs. Now, travel brands are commercialising these touchpoints at scale, turning customer engagement into a new revenue stream.

• Marriott Media Network: The hotel giant is monetising its digital platforms, in-room screens, and loyalty program (164 million members) to deliver high-value advertising opportunities.
• United Airlines – Kinective Media: United Airlines is leveraging its 145 million passengers via its media network, selling ad space on in-flight screens and digital customer touchpoints.

3. Telco: Unlocking vast media networks

Telecommunications companies own some of the largest media networks in the world, from mobile apps and customer portals to in-store digital screens and billing communications. Traditionally, telcos have incorporated owned media into larger agreements rather than monetising it directly.

Much of the revenue generated by telcos is indirect, meaning the owned media value provided to partners is included in commercial deals rather than sold for cash. However, this approach is starting to shift.

• BT Group: UK Telco giant EE sells media space to suppliers and partners, ensuring its vast media network serves as both a communication tool and a revenue driver.

4. Petrol & convenience: Turning foot traffic into ad dollars

Petrol and convenience stores have a high-frequency, repeat-visit audience, making them a goldmine for advertisers. Owned media channels provide P&C businesses with the ability to monetise high-engagement environments, such as physical stores or fuel stations, by turning everyday customer interactions into measurable advertising outcomes.

• 7-Eleven’s Gulp Media: Operating across 2,900 fuel locations and 13,000 stores, the in-store radio and video network is now the largest radio station in the U.S., delivering targeted ads at the point of purchase.

What comes next?

Sonder predicts several key developments in 2025:

• More businesses will embrace Inside-Out Marketing: Owned media will become the first step in marketing strategy, reducing reliance on external paid media.
• Audience aggregators will emerge: Companies will partner to pool first-party data and create larger-scale advertising networks.
• Owned media will become a standard part of media plans: As targeting and measurement improve, owned media will compete directly with the likes of Google and Meta, for ad budgets.

The explosion of non-retail owned media networks signals a shift in how brands approach advertising and revenue generation. Businesses that act now can monetise their assets, build sustainable revenue streams, and gain a competitive edge.

Download Sonder’s 2025 Owned Media Global Market Report to explore how different industries are capitalising on this opportunity.

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