ITP Launches New Digital Division
ITP Publishing Group has launched a new digital division to represent social influencers and create video content, as well as handling digital sales representation, ecommerce and live events.
ITP Live aims to extend the digital footprint of ITP and APP Media Group’s brands, and provide new content creation opportunities for commercial partners.
Ali Akawi, Managing Director of ITP Group, said: “ITP Live is an exciting new addition to the company. It will work horizontally to maximise opportunities across our brands and vertically by creating its own unique products. One of the horizontal aspects is video, and as one of the most prolific content creators in the region we believe that creating video content is a natural extension to our business.
“From interviews with top CEOs in Arabian Business, backstage footage from Harper’s Bazaar cover shoots, celebrity meets with Ahlan! to pre-openings of new venues by Time Out, our unrivalled access means we can provide engaging, highly shareable content across multiple platforms, which is both interesting for viewers and enables brands to narrate great stories to a wider audience across the GCC.”
Working in collaboration with an established global influencer marketing and management company, ITP Live is launching a social media influencer agency to represent regional talent in the GCC.
The agency plans to recruit social media personalities that have synergy with both ITP and APP brands, and that of their commercial partners across interest areas including fashion, beauty, lifestyle, travel and business.
Ahmad Bashour, the newly appointed General Manager of ITP Live said one of its first initiatives has been the licensing of data management platform Oracle BlueKai.
“In the age, of content and data, having a DMP provides us with more insight into our audience behaviour, allowing a deeper level of personalisation of content,” he said. “This also gives our advertisers a real opportunity to then tailor their campaigns to specifically target more accurate customer segments that will give them the highest return on their investment.”
He added that ITP Live will also create digitally focused events including awards, forums and training opportunities for the region’s influencers to bridge the gap between international and local talent.
ITP was a pioneer of online media in the Middle East with the launch of itp.net in 1997 and ArabianBusiness.com following soon after. It now has digital products covering most market segments, and its team of consumer and B2B editors work on 85 media brands.