Cape Town-based digital publisher 365 has signed a partnership with UK media company EMAP to manage its advertising Web traffic.
The deal sees 365 taking on responsibility for the traffic on external advertising and in-house promotions on 26 of EMAP`s commercial sites. This will include monthly advert impressions on sites like FHM and Smash Hits, campaign implementation, day-to-day delivery, account management and end report analysis.
Adrian Hewlett, 365 commercial director, says that while the company has traditionally been an online publisher, hard times within the industry have forced it to look elsewhere for alternative revenue streams.
"We have developed a high level of technical skill in publishing and already manage the traffic on our own Web sites. We therefore decided that it was possible to manage traffic for Web sites owned by other companies as well.
"By using our service, EMAP can eliminate the risk involved with owning a small traffic team while simultaneously receiving enhanced service via reporting, optimisation and delivery. It`s more cost-effective immediately," Hewlett says.
While 365 is based in SA, it is a subsidiary of Rivals Digital Media, which owns online sports brands like Football365 and Planet Rugby, and targets the UK and Europe.
Hewlett says the deal with EMAP is a continuation of Rivals Digital Media`s strategy to use a SA-based company in providing a service to the UK market.
"We have the skills locally to produce and manage online content for the UK market and we can do it cheaper than a UK-based company. By managing EMAP`s advertising traffic, we are not only providing a cheaper service because we are based in SA, but they also benefit from our relationship with German advertising software company Adtech, which has agreed to give preferential rates for big third-party clients like EMAP."
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