Financial decisions are part of everyday life. Whether consumers send money to family, pay bills, or access funds, these activities bring people into financial service locations with specific intentions. This creates unique value for advertisers, reaching consumers in a context that differs from traditional retail, entertainment, or transit environments.
Through a new partnership with Western Union, Screenverse is bringing this opportunity to the programmatic digital out-of-home (DOOH) ecosystem. As Western Union’s exclusive programmatic partner, Screenverse gives advertisers access to its nationwide digital screen network, connecting brands with consumers as they manage their money and navigate financial needs.
Why Financial Services Environments Matter for DOOH Advertisers
Unlike many environments where consumers are simply passing through, financial-focused locations attract people with a specific task in mind. They may be transferring money, making payments, or accessing funds to support their households or daily needs.
“Western Union brings something the DOOH ecosystem hasn’t had at scale by creating a national financial services footprint that reaches consumers in the middle of real transaction moments,” said Nick Sadler, Senior Vice President of Supply at Screenverse. “Financial services has been an underbuilt venue category, and this partnership opens it up with the reach and targeting rigor programmatic buyers expect. For advertisers, it’s a rare combination of high-attention environments, a captive audience, and inventory that clears through the pipes they’re already buying.”
Western Union’s digital screens are positioned in supermarkets, pharmacies, convenience stores, check-cashing locations, banks, and other financial service locations. These placements put brands in front of consumers already thinking about where their next purchase will take place. This creates a relevant setting for brands selling products and services that support their lifestyles. With average dwell times of 15-20 minutes, advertisers also benefit from an extended window for exposure. This gives brand messaging more opportunities to be seen while consumers wait for or complete their transactions.
“Our partnership with Screenverse marks an important step in expanding the reach and sophistication of the Western Union Media Network,” said Josh Bernstein, Director of Media Network Operations at Western Union. “Screenverse brings an unbiased, independent perspective that opens doors to new buyers and fresh demand. We’re thrilled to work with a partner whose goals are fully aligned with helping us grow.”
A Nationwide DOOH Network Built Around Transactions
Western Union’s DOOH network includes more than 2,600 digital screens across 124 U.S. markets, generating over 623 million monthly impressions. Its footprint spans major markets including New York, Chicago, Los Angeles, Miami, and Houston.
This scale lets advertisers run national campaigns and more targeted market strategies. Brands can prioritize specific regions or communities while keeping messaging consistent across locations.
Reaching Multicultural Audiences With More Relevant Messaging
One of Western Union’s compelling advantages is its connection to diverse, multicultural communities. Western Union's provided audience insights show strong representation across Hispanic, African American, Asian, and immigrant communities.
Understanding the audiences that frequent these locations can help advertisers develop more relevant messaging. Brands can tailor creative to specific markets, incorporate multilingual messaging where appropriate, and highlight products or services that reflect local consumer needs.
Western Union’s footprint may also help brands connect with consumers who rely more on cash or checks and may be less visible through traditional targeting methods. It can reach consumers beyond what online identities and purchase data typically capture.
How Advertisers Can Use Western Union’s DOOH Network
By aligning messaging with the audience and context, advertisers can make campaigns more relevant to consumers visiting these locations. The examples below illustrate how brands can use financial service environments to reach audiences with messaging that reflects their interests and daily needs.
Financial Services and Fintech
Banks, payment platforms, and fintech brands can introduce services related to money management, savings, payments, and financial education. These messages can reach consumers while financial needs are already top of mind.
Telecommunications
Wireless carriers can highlight mobile plans, international calling options, and connectivity services. These offerings may resonate with consumers who regularly communicate with friends and family overseas.
Retail and Grocery
Retailers can promote seasonal offers, nearby store locations, and value-focused promotions. Campaigns can be tailored to each market to build awareness among consumers who regularly visit nearby businesses.
Consumer-Packaged Goods (CPG)
CPG brands can introduce household essentials, food and beverage products, and everyday offerings. Messaging can emphasize convenience, value, or product benefits relevant to consumers managing household purchases.
Bringing Western Union to Programmatic DOOH Buying
Through its partnership with Screenverse, Western Union’s digital screens are accessible through established programmatic advertising platforms. This means brands and agencies can incorporate the network into their DOOH campaigns using familiar buying technology, without needing an entirely separate process.
Inventory is available through Place Exchange by Broadsign and Perion. Screenverse helps advertisers identify relevant markets, plan campaigns around audience objectives, and activate across the network.
For brands already investing in DOOH, Western Union adds a financial/retail category to their media mix. Advertisers new to the channel can also work with Screenverse to identify placements that align with their campaign goals.
Ready to reach consumers at key financial moments? Connect with a Screenverse team member and explore how Western Union’s network can help you build a programmatic DOOH strategy around the audiences and markets that matter most to your brand.
About Western Union
The Western Union Company (NYSE: WU) is committed to helping people around the world who aspire to build financial futures for themselves, their loved ones and their communities. Our leading cross-border, cross-currency money movement, payments and digital financial services empower consumers, businesses, financial institutions and governments across more than 200 countries and territories and over 130 currencies to connect with billions of bank accounts, millions of digital wallets and cards, and a global footprint of hundreds of thousands of retail locations. Our goal is to offer accessible financial services that help people and communities prosper. For more information, visit www.westernunion.com
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