THE publishing group behind The News has joined up with other local media group to launch a new digital advertising platform.
Johnston Press, which publishes titles across the UK including The News, is part of a collaboration that has today unveiled 1XL, an innovative digital advertising platform designed to harness the aggregated strength and scale of local media to give advertisers unprecedented UK-wide digital reach.
The collaboration, which also includes Local World, Newsquest and the majority of the UK’s independent local media businesses, brings together more than 800 sites and will allow brands, for the first time, to access a broad portfolio of local media advertising opportunities via a single sales point.
The 1XL platform will be run through a media sales team at national sales house Mediaforce Group.
Developed to meet growing market demand, and allow advertisers to benefit from the relevance and trust placed in local media by their respective communities, 1XL will give media buyers access to a highly engaged audience of 17.5m monthly unique users.
It will also allow them to take advantage of the rich content environment provided by thousands of experienced journalists publishing more than 50,000 articles every week across the network.
The platform will draw on data from each publisher and third party data, alongside semantic and contextual targeting capabilities, to optimise audience targeting and maximise performance of advertising campaigns.
It will also enable ads to be served around the most relevant and engaging content, and will be underpinned by leading geo-demographic analysis and insight provided by Mediaforce Group.
Ashley Highfield, chief executive officer of Johnston Press, said: ‘Local media is increasingly becoming one of the most powerful, relevant and trusted ways to connect with a local audience.
‘But national advertisers have been unable to truly capitalise on its potential, hindered by our industry’s innate fragmentation. Until now.
‘The 1XL collaboration gives advertisers and their agencies, for the first time, the ability to scale their campaigns through ‘mass localisation’, and, as such, it is a monumental step forward for local media publishers, and we’re delighted to be partnering with Local World, Newsquest and the independents to help deliver this.’