American Media Inc., publisher of titles like Men’s Fitness, Shape and Star magazine, struck a partnership with mobile advertising company Amobee, empowering the company to exclusively manage and serve all mobile, tablet and in-app advertising inventory for AMI’s brands. This is the biggest U.S. publisher deal to date for Amobee, which also works with clients like Accuweather and The Atlantic.
“In the last 12 to 18 months, the growth of our mobile sites has accelerated to the point where, in some cases, half of our audience is now in mobile,” said Joe Bilman, chief digital officer and global head of business development at AMI. “The challenge has been the marketplace catching up to that. The audience is there; now, we have to show advertisers that this is an as valuable or even more valuable way to interact with them [than desktop advertising].”
What Amobee will provide, said Bilman, is a set of sophisticated tools like consumer analytics, the Amobee RTB (real-time bidding) Exchange programmatic ad revenue platform, or Amobee 3D ads, which offer interactive, app-like features that consumers can access without ever leaving the publisher’s site. “This gives us the ability to really understand consumer interest and consumer behavior and pass that data along to advertisers,” said Bilman.
For the past five years, AMI’s mobile ad technology was handled by Kargo, a favorite among magazine companies that counts publishers like Hearst, Rodale, Meredith and Vice as clients.