Time Inc. partners with SocialFlow in launch of new premium ad solution, ‘Real Time’
New York, NY – January 4, 2015 – Time Inc. Executive Vice President of Global Advertising Mark Ford today announced the launch of Real Time, the latest product in the company’s growing portfolio of advertising solutions. Real Time is a premium offering that provides advertisers 100% share of voice on trending content across Time Inc.’s domestic websites in addition to integration within the social promotion.
“As an ultra-premium network, Time Inc. is committed to offering best-in-class solutions for our partners to ensure their messaging is aligned with content that our engaged audiences care about most,” said Ford.
Powered by its proprietary technology to track trending content and retarget its most active social audiences, Real Time allows Time Inc. to push out promotional units from its own social platforms to maximize further user engagement. To ensure that the most active users see promoted messages, Time Inc. has built dozens of custom content segments with which its audiences engage the most, including beauty, food and travel. Advertisers can tap into these groups or customize their own audience segments.
Volvo Cars of North America is the first partner to leverage this new capability.
“As we relaunch the Volvo brand in the US, we are doing so with a highly targeted marketing strategy. It’s all about being relevant to the right consumers. With Real Time, we’re able to curate trending content that means the most to people in our target group and deliver a dynamic experience that fits their particular mindset,” said Bodil Eriksson, EVP, Product, Marketing and Communications, Volvo Cars of North America.
Mindshare, Volvo’s media agency, brokered the media partnership and worked closely with Time Inc. to tailor the execution to connect with luxury consumers through engaging lifestyle content.
Time Inc. has partnered with social media technology company SocialFlow, whose platform evaluates the attention of social audiences in real time. SocialFlow activates this data about conversations that matter for Time Inc. by enabling the targeting and delivery of ads by demographic and topical category to their large and highly attentive social media audience.
“SocialFlow is thrilled to power the Real Time solution,” said SocialFlow CEO Jim Anderson. “Together we’re going beyond traditional media reach to actually ensure the attention of Time Inc.’s large and valuable social media audience.”
Time Inc. is the number one engaged media company on Facebook and Twitter and publishes the most content to social networks, according to data used to create the MPA Social Media Report released in October 2015. The MPA data tracks social performance across four premium networks on 556 media properties and spans 275 different companies.