Johnston Press, Local World and Newsquest have collaborated to launch 1XL, a digital advertising platform which looks to provide brands with access to a broad portfolio of local media advertising opportunities via a single sales point.
Having launched on 19 November, the platform is run through a dedicated media sales team at national sales house Mediaforce Group.
Scott Gill, group commercial director at Mediaforce Group, said: “We are delighted to be involved in bringing to market a panacea solution covering every inch of the UK and Northern Ireland through the superlative advertising environment offered by local online media. 1XL simplifies a highly effective but previously fragmented & complex part of the digital media ecosystem.
“We are confident it will galvanise advertisers and their media agencies to start thinking more about the importance of localisation within their digital advertising strategies, especially as the mobile revolution dawns.”
The platform will draw on data from each publisher and third party data, alongside semantic and contextual targeting capabilities, with the aim to optimise audience targeting and maximise performance of advertising campaigns. This will take advantage of the rich content environment proved by journalists on the websites.
Henry Faure Walker, chief executive at Newsquest, said: "This is a significant step forward for our industry. Through 1XL, national advertisers will now be able to run one campaign seamlessly across 800 local news sites across the UK. Online display advertising is now worth over £2bn per annum, a market hitherto dominated by the likes of Google and Facebook. We look forward to local news publishers, with the huge investment they make in quality content and local journalism, being able to take their rightful share."
In all, 1XL will allow advertisers to reach over 17.5m monthly unique users nationwide.