Global media company Time Inc. and content discovery platform Outbrain have announced an exclusive multi-year agreement that is expected to generate more than $100 million incremental revenue for Time Inc.
Under the agreement, Time Inc. will deploy the full suite of Outbrain’s content discovery solutions across its global digital portfolio.
The deal comes as the GroupM-owned Plista continues to compete with Outbrain, and is aggressively marketing to Australian publishers trying to convince them to switch to its version of the service.
Time Inc.'s SVP of finance & advertising sales, Andy Blau, said of the partnership that: “Outbrain’s focus on audience experience and surfacing optimised content recommendations was a key to launching this partnership. It maximises the monetisation of our audience to other content publishers. And it provides key insights and analytics about our core digital users.”
Eytan Galai, managing director, Outbrain APAC & EEMEA said: “Being selected by Time Inc. to power content engagement and promoted content is a powerful indication that, time and time again, leading premium publishers choose global trusted partners like Outbrain.
“Adding Time Inc. to our ever growing network strengthens the value for Australian brands, media, PR and creative agencies, who produce great branded content and aim to get it discovered by engaged audiences, even when they are consuming content on non-Australian global sites.”
With brands such as Time, People, Sports Illustrated, InStyle, Real Simple, Travel + Leisure, Food & Wine, and NME, Time Inc. has experienced significant digital growth over the past year and currently boasts more than 6 billion page views per quarter and 131 million unique users per month, globally. The company has increased its video streams more than 200% year on year.
Ayal Steiner, GM of Outbrain Australia & New Zealand said: “Australian audiences are reading global titles like the ones in the Time Inc. network. It’s exciting that, through Outbrain, brands can now engage audiences across such premium sites.
“This win comes at the back of other large roll-outs we have been carrying out on sites like BBC, Sky News UK and Mashable to continue to grow our reach and scale. Combined with our local publisher network and other global sites like CNN, ESPN and others, Outbrain represents the largest network of premium sites for content discovery in Australia & New Zealand.”
Outbrain will provide Time Inc. with tools that marry editorial decision-making with predictive analytics and algorithmically generated content recommendations. Time Inc. will also leverage Outbrain’s premium publisher network to drive incremental engaged audiences to their media properties.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.