NewswireToday - /newswire/ -
London, United Kingdom, 2010/06/02 - IPC Digital Sales, the online commercial sales unit of IPC Media, today announces the launch of a new contextual targeting opportunity for advertisers, powered by contextual specialist Grapeshot.
The partnership with Grapeshot will allow IPC Digital Sales to create truly bespoke advertising opportunities for clients, targeting the right advert to each unique page view. Test campaigns have already delivered results showing between 30 and 113% uplifts in engagement across a range of categories including travel, telecoms and consumer goods.
Alongside its range of consumer magazines, which reach over 26 million adults in the UK, IPC Media has a number of hugely successful online brands which collectively reach 20 million users every month. Leading sites including nme.com, whatsontv.co.uk, goodtoknow.co.uk; marieclaire.co.uk, instyle.co.uk, look.co.uk, nuts.co.uk, loaded.co.uk, womanandhome.co.uk, now.co.uk, housetohome.co.uk and trustedreviews.co.uk will be included in the contextual targeting offer.
The Grapeshot technology(grapeshot.co.uk) reviews the entire editorial content of every page within a premium site, registering and analysing the relationship of key words and allocating relevance to the use of those rich key words. The partnership will allow advertisers to take advantage of a range of unique new advertising packages across the portfolio, as well as creating bespoke advertising segments for clients utilising their own key words requirements.
IPC Digital commercial development director Nicholas Bradley says: “Grapeshot is the most sophisticated contextual targeting product on the market and we are extremely pleased to be their first partner in the consumer magazine publishing sphere. With their contextual technology behind us, IPC is now able to offer a range of fully relevant, unique and bespoke targeting opportunities across a huge range of IPC’s premium content, as well as extending premium inventory to truly release the full potential of our online display offering.”
Grapeshot CEO, John Snyder says “We are delighted to see our leading-edge technology developed from Cambridge University research making such an important impact on the performance of digital online media.”
Sam Finlay, head of Digital Sales for IPC Media, adds: “The advertising community has warmly received the re-launch of our digital sales operation in January 2010. Being first to market with Grapeshot is further evidence of our evolution as a business, with the product already getting significant traction with our customers.”
Andrew Morley, Grapeshot Sales Director said, “Grapeshot’s objective is to help publishers extract more value from each page view, as we use the keywords and context of every page to choose the most appropriate ad campaigns. Enhancing user experience and making advertising more relevant dramatically impacts the click through rates. We are absolutely delighted that IPC has taken a lead on contextual targeting with Grapeshot"