Sonder sets sights on Stateside success with focus on billion dollar owned media economy

Sonder has announced its US launch with an AI powered platform that is currently used by American Express, 7-Eleven, Mastercard and Virgin.

“90% of owned media value is trapped offline,” says Sonder Co-Founder Jonathan Hopkins. “We're talking about in-store signage, loyalty app real estate, email ecosystems, even checkout screens - assets that brands control completely but have never properly valued or monetised.”

Operating across 15 countries and 12 sectors, Sonder's platform uses AI to audit, price and optimise brand owned media channels that traditional measurement overlooks.

The global owned media economy represents approximately $153.3 billion in untapped value, according to WARC. Distinct from retail media and commerce media, Sonder defines owned media as an all encompassing term for owned and operated media assets that attract an audience and can be leveraged for indirect or direct revenue. Examples include websites, emails, instore screens, self-checkout screens, instore radio, catalogues, point of sale, apps, store activations, data and staff. 

“This isn't about building another walled garden,” Hopkins says. “It's about helping businesses realise they're sitting on media inventory that's often more valuable and better performing than what they're paying for elsewhere.”

With the launch in the US, Sonder is providing findings of its Owned Media Global Insights Report, featuring sector benchmarks, case studies and market trend analysis, taking a macro view, examining the global landscape, key developments, the emerging players and taking a stab at what the future might hold for the sector.

The report reveals how leading companies are transforming underused media assets into high value revenue streams, with particular insights for retail, finance, travel, and telecommunications sectors.

“Managing data, delivering growth and preparing for the next wave of AI disruption - marketers today face more responsibility than ever," comments Hopkins. “Sonder future-proofs the CMO role by giving them the tools, intelligence and frameworks to monetise their own ecosystems with absolute confidence.”

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced this week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.