Moves towards seamless multichannel ad sales have seen News’ UK arm implement a new Lineup system.
The AdPoint booking platform at News International lets sales teams book advertising placements across digital, print and tablet formats with a single interaction.
Seen as 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.
The UK-developed AdPoint system – which is web-based with a very customisable user interface – brings inventory together within a single interface, significantly increasing efficiency and speed-to-page. It can manage highly complex sales functions with measurable results across channels.
NI’s Steve Bottomley says platform agnosticism is “at the heart” of the UK publishing business’s new trading model.
“This implementation is the first step in making this approach a reality,” he says. “Being able to book advertising space across channels via a single system will make a platform-neutral approach the default for our sales teams.”
NI commercial director of advertising strategy Abba Newbery described the implementation as “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.”
NI publishes the top-selling Sun newspaper, as well as Sun on Sunday, The Times and Sunday Times. Local hero Lineup has its roots in the UK media industry, its development team having substantial industry experience. Its clients include Metro International and UK independent regional publisher, Archant.