News & Opinion

NI launches ad innovation unit

Digital commercial products unit aims to boost revenue from online, mobile and tablet products.

The News International division is designed to create seamless online and mobile advertising through the creation of new ad formats and more accurate targeting.

Creating integrated ad formats for the new seven-day Times app will be among the unit’s first tasks. The team will also be exploring new ad formats for implementation behind The Sun’s digital paywall and for its relaunched iPad app.

Additionally the team will be working on creating more granular and real-time ad targeting on a multi-platform basis by combining NI’s own data with data from its “marquee” brand clients in a database or temporary web format.

The launch of the new unit follows the creation of News 3.D earlier in the year, which saw the publishing group running a number of events and research initiatives to highlight the evolution of multi-platform newsbrands and the opportunities they offer advertisers.

Abba Newbery, director of advertising strategy at News International, said: “Innovation is constant in the digital space, but it’s not something that we can just let happen elsewhere. It’s incumbent on us as the UK’s largest newspaper publisher to ensure that we’re leading the market in identifying and developing new ways in which brands can leverage value from our editorial properties.”

Source: Marketing Week

08/05/13

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