OpenTable Launches New Media Network for Brands

- The new media network will leverage OpenTable's first-party data from its reservation platform to offer brands precise targeting and retargeting capabilities. This allows advertisers to create customized campaigns that reach diners at various stages, from discovery to the point of booking. - Pilot programs for the media network included major brands such as Diageo, Ghirardelli, and Cobra Beer. Experiential activations offered through these partnerships, like pop-ups and immersive, bookable events, have reportedly sold out within minutes. - This initiative marks a significant expansion of OpenTable's revenue model, which has historically relied on reservation and subscription fees from its network of over 60,000 restaurants. The company, a part of Booking Holdings, Inc. (NASDAQ: BKNG), views this as a strong, sustainable growth area. - The new platform is led by Robin Chiang, OpenTable's Chief Growth Officer, who stated the service was developed based on feedback from brands seeking to genuinely connect with consumers who are actively planning to dine out. - OpenTable's CEO is Debby Soo, who took the role in 2020 after serving as the Chief Commercial Officer at the sister company Kayak. Her leadership team includes COO Amy Wei and Chief Strategy Officer Susan Lee. - Competitors in the reservation and table management space include Resy, Tock, and Yelp Reservations, some of which already integrate with platforms like Google, Facebook, and Instagram for marketing purposes.