By Gillian West | Social media manager

March 12, 2015 | 2 min read

The Independent’s i has announced plans for a heavyweight and highly targeted multi-channel advertising campaign designed to build on its attributes as a quality, concise newspaper.

Launching Sunday 15 March, the TV advert – created by Atomic – features non-readers struggling to offer a definitive viewpoint when questioned on current affairs, i readers on the other hand are able to ‘get to the point’ with a concise point of view.

Supporting digital activity features personalised, data-driven programmatic buying with Atomic using ‘Atomic Live’ to enable tailored creative which reacts and changes to fit with the news of the day in real time.

“This campaign comes at a really exciting time in the build-up to i’s first general election. i is constantly evolving to meet the needs of today’s audiences thanks to the generous feedback we get from our loyal readers. The campaign shows how i can help people cut through the noise and get to the point, with the highest editorial content,” explained Oliver Duff, editor of i.

The targeted TV push, managed by Walker Media, sees two ads (30 second and 10 second) running, with the advert debuting during Sunday night’s Mr Selfridge on ITV1. The campaign will run across a tightly focused channel mix including Channel 4, ITV, Five, Sky and ITV2 as well as video on demand services.

Steve Auckland, group chief executive officer at ESI Media, said he was “delighted” at the campaign confirming i’s “credentials as Britain’s only concise quality newspaper”.

“’Get to the point’ perfectly encapsulates i’s unique position in the market,” he added.

I Atomic Programmatic

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