New ad-booking platform opens the way for seamless, multi-channel buying
News International (newsint.co.uk) is taking another step towards seamless, multi-channel ad sales with the implementation of a new AdPoint advertising booking platform from Lineup (www.lineup.com). The new system will let NI’s teams book advertising placements across digital, print and tablet formats with a single interaction, enabling seamless cross-channel buying.
The new implementation is a crucial part of NI’s move towards a platform-agnostic view of advertising, with advertisers being offered edition-led audience opportunities, rather than platform-specific, siloed advertising space. To date, legacy booking systems have meant that cross-platform advertising buys required co-ordination across multiple systems. The AdPoint system brings inventory together within a single interface, significantly increasing the efficiency and speed-to-page of advertising.
With deep roots in the media industry, Lineup’s multi-channel advertising system was developed by experienced industry experts to manage and drive ad sales in the modern cross-platform era. Entirely web-based, and with a highly customisable user-interface, AdPoint is capable of managing highly complex sales functions with measurable results across all media channels.
Steve Bottomley, News International, said: “Platform agnosticism is at the heart of our new trading model and this implementation is the first step in making this approach a reality. Being able to book advertising space across channels via a single system will make a platform-neutral approach the default for our sales teams. Lineup is key to us giving advertisers the best opportunity to reach our readers wherever they are and however they read our products.”
Abba Newbery, Director of Advertising Strategy, News International Commercial, added: “Implementing Lineup is key to our strategy of changing the way we trade. Delivering one audience requires major organisational and technological changes and Lineup is one part of delivering this across the organisation.”
Michael Mendoza, CEO of Lineup, said: “We are delighted that News International chose AdPoint as their strategic advertising platform. The selection process was rigorous and covered all aspects of their workflows and our system’s capabilities. This process allowed both of our companies to confirm that AdPoint was the right solution to meet their current needs as well as their future strategic business requirements.”
Lineup delivers powerful collaborative sales tools designed for multi-channel media companies in print, digital and broadcast. Lineup’s clients include the world’s largest global newspaper, Metro International, and the UK’s largest independent regional publisher, Archant.
