Time Inc. bets on social media with advertising product

Called “Real Time,” the product provides advertisers “100 per cent share of voice on trending content across Time Inc.’s domestic Web sites in addition to integration within the social promotion,” the New York-based company said Monday.

Time Inc., which publishes InStyle, Sports Illustrated, People, Time and Fortune, explained that the technology tracks trending content and re-targets its most active social audiences so that Real Time can push out promotional units from its own social platforms in order to “maximize further user engagement”— which is key in attracting ad dollars.

In order to ensure that advertisers are getting their money’s worth, Time Inc. has built “dozens of custom content segments,” including beauty, food and travel content. Advertisers can tap into these lifestyle groups to customize or choose their own audience segments, the publisher noted.

“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 executive vice president of global advertising Mark Ford.

Volvo Cars of North America will be Real Time’s first partner.

“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,” said Bodil Eriksson, executive vice president of product, marketing and communications at Volvo Cars of North America.

Read the full article here

Source: WWD

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