Time Inc. Signs Exclusive Partnership With Outbrain

Time Inc. Signs Exclusive Partnership With Outbrain
Isabella Barbato
By Isabella Barbato
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Global media company Time Inc. has teamed up with content discovery platform Outbrain for an exclusive multi-year agreement that is expected to generate more than $100 million incremental revenue for Time Inc.

Under the agreement, Time Inc. will deploy the full suite of Outbrain’s content discovery solutions across its global digital portfolio, thus offering deeper engagement to readers, by seamlessly surfacing content that is interesting to them.

Time Inc. senior vice president of finance and advertising sales, Andy Blau said: “Our success has always been based on unique relationships with audiences. This provides marketers with an ideal environment to deliver their messaging. Today, we are connecting with consumers across every conceivable platform, serving them content that is relevant and engaging. Outbrain’s focus on audience experience and surfacing optimized content recommendations was a key to launching this partnership. It maximizes the monetization of our audience to other content publishers. And, it provides key insights and analytics about our core digital users.”

“Being selected by Time Inc. to power content engagement and promoted content is a powerful indication that time and time again, leading premium publishers choose global trusted partners like Outbrain. We understand publishers’ challenges and needs and we care about building a sustainable business model around content discovery”, says Eytan Galai, managing director, Outbrain APAC & EEMEA. “Adding Time Inc. to our ever growing network strengthens the value for Australian brands, media, PR and creative agencies, who produce great branded content and aim to get it discovered by engaged audiences, even when they are consuming content on non-Australian global sites.”

With influential brands such as Time, People, Sports Illustrated, InStyle, Real Simple, Travel + Leisure, Food & Wine, and NME, Time Inc. has experienced significant digital growth over the past year and currently boasts more than six billion page views per quarter and 131 million unique users per month, globally.  The company has increased its video streams more than 200 percent year over year.

“Australian audiences are reading global titles like the ones in the Time Inc. network. It’s exciting that through Outbrain, brands can now engage audiences across such premium sites.” said Ayal Steiner, GM of Outbrain Australia & New Zealand. “This win comes at the back of other large roll outs we have been carrying out on sites like BBC, Sky News UK and Mashable to continue to grow our reach and scale. Combined with our local publisher network and other global sites like CNN, ESPN and others, Outbrain represents the largest network of premium sites for content discovery in Australia & New Zealand.”

Outbrain has invested seven years of innovation on behalf of its partners, broadening its technology into a multifaceted platform to drive a new era of digital publishing. Its full stack software solution empowers an entire media organization to more effectively manage its brands’ online content and programming experience. Outbrain will provide Time Inc. with tools that marry editorial decision-making with predictive analytics and algorithmically generated content recommendations. Time Inc. will also leverage Outbrain’s premium publisher network to drive incremental engaged audiences to their media properties.

“We are so much more to publishers than just a widget at the bottom of the page, driving a revenue stream”, says Steiner. “Our platform evolved to empower editors to program the ‘what’s next’ moment on home-pages and articles. Business and commercial teams can now use Outbrain to drive interested audiences to areas of the network to hit business KPI’s, while product teams use Outbrain to quickly manipulate the page layout and create a more personalised user experience on desktop, tablet, mobile sites and in apps. We enable publishers to truly capture the opportunity of content discovery, on desktop and on mobile devices alike, by working across the entire market and not with a specific agency group”.

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