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, says the company.
Alongside its range of consumer magazines, which reach over 26 million adults in the UK, IPC Media has a number of successful online brands which collectively claim to reach 20 million users every month. Leading sites including www.nme.com, www.whatsontv.co.uk, www.goodtoknow.co.uk, www.marieclaire.co.uk, www.instyle.co.uk, www.look.co.uk, www.nuts.co.uk, www.loaded.co.uk, www.womanandhome.co.uk, www.nowmagazine.co.uk, www.housetohome.co.uk and www.trustedreviews.co.uk will be included in the contextual targeting offer.
The Grapeshot technology 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.”
Andrew Morley, Grapeshot sales director says, “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.”
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.”
About Grapeshot
Grapeshot says: "Grapeshot specialises in real time automatic contextual and user keyword retargeting. Grapeshot's unique and sophisticated search algorithms developed at Cambridge University give online publishers the ability to dramatically increase their page yields. Grapeshot has solutions for display advertising, e-commerce and editorial infrastructure projects. Current customers include: IBM, Virgin Media, VeriSign, Jumptap, Incisive Media and Johnston Press."
