Digital media company Inception Digital has added Independent Digital Media’s (IDM) online brands Primped and The Wedding Club to its commercial network, taking the sites from IDM's previous commercial partner, Mi9.
The sites focus on beauty and bridal. IDM's general manager, Boris Gefter, told AdNews that he reached out to Inception Digital as an ideal partner for the sites.
“Our agreement was up with Mi9 – Inception was actually in the news quite a lot. We said we've got to get in touch with them,” Gefter said.
“Literally within a couple of weeks we had an agreement. We're really happy with our new home.”
The new commercial relationships will see Inception Digital manage existing and create new commercial partnerships for both Primped and Wedding Club. The agreement includes opportunities to manage advertising sales for both sites, whilst producing real time content and managing social amplification.
Mi9's Ninemsn recently launched four lifestyle sites in 48-hours, with the publisher joining a line of publishers bolstering their digital offerings.
Inception Digital’s commercial director, Guy Burbidge, told AdNews the whole digital market has evolved significantly from where it was two to three years ago, however, he said a lot of players are only just catching up now.
“I think the big guys, the tier ones of the world, they've got issues on lots of different fronts. Tier two and tier three you move further into the long tail, where you're talking about great sites that absolutely understand their proposition, understand their audience better than most of the tier one guys,” Burbidge said.
“[These sites] can communicate and enable brands to tap into that communications with their audience, it's a far more interesting proposition than they were three years ago. The Wedding Club is a perfect example of that, it's the largest wedding site in the country and its got diversified revenue streams, it truly stands for something, it's a leader in its category. There's no reason for advertisers to explore the bigger guys like they once did."
The news follows Inception’s recent partnership with women’s lifestyle sites The Carousel and Mouths of Mums.
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