Monetising digital communication

The use of transactional documents such as bills and statements as an advertising medium, referred to as “Transpromo” advertising by marketers, is already being employed in the UK. According to Damian Coverdale, Media Sales Director at data solution provider, Response One Group, some big insurers in the country are slowly beginning to capitalise on this white space marketing opportunity. Digital print technology now enables them to include advertising messages from affinity partners in a range of documents they are legally obliged to produce such as quotations, purchase confirmations and renewal notices.