Target among first customers to start buying print ads from Time Inc. using programmatic
NEW YORK, NY – February 10, 2015 — Time Inc. announced today a first for the advertising industry—an exclusive collaboration with MediaMath to make print audience segments available in the digital programmatic marketplace. These segments, including Women, Men, Lifestyle, Luxury, Business/Finance and Rapid Scale, provide valuable audiences ranging in size from 5 million to 89 million readers and span 18 of Time Inc.’s leading U.S.-based print brands.
Together with media agency Haworth, Target is executing a multi-title print ad campaign with Time Inc. purchased exclusively using programmatic technology. While both Time Inc. and Target have been actively using programmatic systems for digital ad campaigns, the automated purchase of print is groundbreaking.
In addition to enabling buying of print audiences via a digital platform, marketers will also be able to target digital ads to those audiences, across programmatic display. The offering comes with post-campaign measurement powered by AdMeasure. This new offering builds on Time Inc.’s programmatic success with its Global Exchange—the company has seen 85% growth year-over-year in its programmatic business.
“We’ve seen growing demand from our ad partners for a more automated and efficient process across the board, and that extends to print,” said Mark Ford, executive vice president, Global Advertising, Time Inc. “We view this as a natural evolution of how we conduct business with our advertisers, and allows them scalable, turnkey access to engaged audiences across our brands, regardless of the platform. Our Programmatic Print offering is a powerful complement to the way digital advertisers are currently buying, while providing audience segments that are consistent across both print and digital.”
Target, one of the nation’s largest retailers, will be the first advertiser to enjoy the benefits of Programmatic Print. “We have been a long-time programmatic partner with Time Inc. and we are delighted to be the first to take advantage of the company’s new print offering,” said Kristi Argyilan, senior vice president, Media and Guest Engagement, Target. “It’s going to help us engage our guests across print much more effectively and provide, for the first time, measurement across all platforms. As the market moves increasingly to programmatic buying, this is an important step forward.”
“Programmatic print underscores the shift in the industry towards what we call a ProgrammaticFirst™ approach to marketing, which drives measurable outcomes for marketers across all channels,” said Sam Cox, vice president, OPEN Global Media, MediaMath. “Time Inc. has been an innovative and strategic partner of ours, epitomizing the modern media company.”