As a part of the platform, Time is also able to establish minimum prices, ensuring ad space isn’t selling for pennies on the dollar.Customers now have a simple, streamlined way to purchase advertising across the company’s vast portfolio that can target demographics and more – even in the print space.In the three years since its launch, Time’s flexible approach to ad sales has been a success: This innovative type of deal, facilitated by a computer, preceded programmatic buying in the print sphere. It was one of the first publishing companies to transition the automated technology employed in digital advertising to print media. was among the United States’ largest magazine publishers. While not all customers are comfortable shifting away from the concept of clicks and impressions, time-based ads offer compelling opportunities for the future of advertising.īefore its acquisition by Meredith Corporation, Time Inc.They sell mobile app ads in time-guarantee sponsorships of 700 hours, while desktop and mobile sites use a cost-per-hour metric.To maximize effectiveness, ads are structured separately between apps and sites.In essence, every ad sold is explicitly intended to boost engagement between consumer and advertiser: According to ad sales operations, these options function on the basis of guaranteed attention. The magazine publisher now sells 90% of its advertising in the form of time-based ad sponsorships. Most companies sell clicks, but The Economist sells engagement. These front-page ads are displayed in print, desktop, mobile, and tablet, improving reach by 18% over print-only pages.
#TIME INC DIGITAL MEDIA KIT UPGRADE#
The development of a new front-page product is particularly compelling customers now have the option to upgrade their print-only front page ad to a comprehensive solution that shows ads to all readers regardless of channel or device. Helsingin Sanomat, Finland and the Nordic countries’ largest newspaper, had challenges monetizing their audience in ad sales. With the introduction of a cross-platform ad sales and booking solution, advertisers now have greater visibility than ever before. The Finnish giant is among the leaders in multi-channel innovations, shifting print and online ad sales into a single platform. They make its media kits cover the ins and outs of all available opportunities across platforms.They train direct sales teams in programmatic sales.The media conglomerate introduced a full-service platform combining programmatic into direct sales teams’ portfolios: Meredith, the publishing giant behind the likes of Fortune, People and InStyle magazine, took similar steps to the New York Times over the past year.
Meredith Corporationĭespite the simplicity in one team spearheading ad sales from the start, not all customers are comfortable with a direct salesperson handling the pitch of an upfront, guaranteed price that covers programmatic – a largely unverifiable product, some claim.
Programmatic sales now collaborate with direct sales.For this reason, in early 2018 the company announced a massive reshuffle of their ad sales management structure.Īd operations saw significant internal changes: They saw their customer experience disrupted by the lack of communication between sales representatives across channels. So did the New York Times – until recently.Īdvertisers voiced significant concerns. The New York Timesĭespite the growth in programmatic ad sales, many print media companies still keep direct and programmatic ad operations running in silos. Streamlining Ad Operations in Print Media eBook.
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