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ITN Productions implements new global digital advertising offer

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By The Drum Team, Editorial

January 19, 2012 | 2 min read

ITN Production has launched a new digital advertising offer allowing brands to advertise across its new and entertainment content.

The platform, which will be powered by cloud based software provider Rightster, will allow advertisers to feature and ITN video content on platforms and sites such as AOL, Dailymotion and Metro.co.uk and Express.co.uk.

Mark Browning, managing director at ITN Productions, said: “Our unique digital strategy collapses the value chain for both advertisers and publishers. We are connecting our content and the related advertising with audience eyeballs regardless of where the content is viewed or on what platform. In partnership with Rightster, we are now able to automate and simplify the distribution and sales process so that there is a single buying point for agencies and brands who want access to a premium news audience.”

Charlie Muirhead, CEO and founder of Rightster, added: “Online video is an extremely complicated market and one that companies can potentially pour huge amounts of time, resource and budget in to, risking a lot for very little return. It needn’t be this way. We’ve brought a supply-chain management way of thinking to digital media to help drive flexibility, effectiveness and speed into a business’ offerings.”

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