Mediahuis partners with Oracle to deploy client centric innovation; an advertising industry first for the Irish market
The advertising market continues to evolve and seek more effective, relevant, and targeted advertising solutions that offer the reassurance of premium environment brand safety. In response to this demand, over the past 12 months Mediahuis has led and defined the market in the deployment of ad tech innovation by developing a suite of client centric innovative offerings such as Programmatic Plus, Display Pro and Social Uplift.
This innovation has been recognised on a global stage with Programmatic Plus winning two awards at the INMA 2021 Global Media Awards; first place in the ‘Best Use of Data to Drive Advertising’ category and second place in the ‘Best Idea to Grow Advertising Sales’ category.
As part of their innovation efforts, Mediahuis is also one of the first publishers in the Irish market to work with Oracle Contextual Intelligence, part of the Oracle Advertising and Customer Experience (CX) suite of products. Oracle Contextual Intelligence provides prebid contextual advertising and brand safety solutions to advertisers, publishers, and platforms. The technology crawls and categorizes desktop and mobile webpages, matching them to contextual segments for use in digital advertising campaigns for both targeting and brand safety.
Using Oracle Contextual Intelligence allows advanced targeting of Mediahuis audiences through the building of sentiment-led segments and contextual targeting. The proposition is further enhanced by behavioural targeting in partnership with Piano DMP. The result is a game changer for brands who are under increasing pressure to demonstrate effectiveness of advertising investment, campaign performance and brand growth.
Brian Sheehan, Head of Digital Strategy & Innovation commented, “Over the past 12 months we have focused on delivering the highest quality data insights and sophisticated targeting capabilities to the Irish market. Working with Oracle Advertising to introduce segments based off sentiment not only strengthens our cutting-edge targeting capabilities, but also adds another layer of protection to our steadfast brand safety process. This helps ensure that our advertisers have the comfort of knowing that their campaigns are seen in a premium, brand safe environment.”
Connor Diamond, Head of Data Insights commented, “It’s important to us to provide the best targeting capabilities in the market and to be the first publisher in Ireland to offer Oracle’s sentiment segments helps us achieve this. We’ve worked with Oracle for a number of years now and their products have helped us evolve our sophisticated targeting solutions to continue to meet the needs of our advertisers.”
Speaking on the Oracle collaboration with Mediahuis and the opportunities it presents, Chris Stark, Vice President, Product Management for Oracle Advertising added, “Mediahuis Ireland recently developed a new targeting strategy using Oracle Advertising’s new sentiment segments. This new form of contextual alignment, based on the tone of the articles and the feelings that the articles inspire to the readers, will grant Mediahuis Ireland the ability to help brands and agencies place their messaging in front of the most receptive buyers.
We are extremely glad to have the opportunity to add this important milestone to our long-lasting collaboration with Mediahuis Ireland, who were the first publisher to activate the solution within the Irish Market. This is a very important step in the path towards intelligent targeting and we are looking forward to the promising results that this product adoption will bring.”
About the Digital Strategy & Innovation Team
The Mediahuis Digital Strategy & Innovation Team is led by Brian Sheehan; compromising of developers, data scientists, creative strategists and analysts its core objective is to continue to lead and define the Irish Ad Tech Advertising Solutions market by delivering high performing client centric solutions.
Mediahuis is a privately owned, leading European media group, headquartered in Antwerp, Belgium. The group was founded on 1 January 2014 as a joint venture between two publishing groups, Corelio and Concentra. Both groups had a rich history in the Flemish and Belgian press sector. Since then, leading Dutch, Irish and Luxembourg media companies have been added to the company’s portfolio. Today, the group has developed into a leading international media company with more than 30 news brands across 4 countries.
Mediahuis Ireland’s is the largest print and digital media publisher on the island, reaching millions of consumers daily. They publish some of the most well-read media brands including the Sunday Independent, the Belfast Telegraph, BelfastTelegraph.co.uk, Independent.ie and the Sunday World. They also produce 12 weekly regional newspapers and have a portfolio of six well-known digital marketplaces.