StudentUniverse is the latest in a line of online travel agencies seeing the benefit of getting into the media space, this time through the creation of a media network.
The OTA launched StudentUniverse Media this week, aimed at funnelling the millions of advertising spend targeting students and young travellers into a network of publisher sites.
SUM will placing digital ads online and in emails through the parent site but, but importantly, as well as through its network of partner sites targeted to college students and youth.
The idea, like many media extension programmes, is to offer a reach deal across multiple - often hundreds of - sites for a single advertiser, effectively saving the brand time and effort having individual relationships with each target site.
SUM says it is also getting into the consultancy business for travel advertisers in need of marketing services to reach the student and young travelling audience.