INM Leads & defines the market with Programmatic Plus

9th February 2021


Independent News and Media (INM), the largest publisher in the Irish market, which was purchased by Mediahaus in 2019, has just launched an innovative new propriety product that will change the way programmatic advertising is delivered in Ireland.

Programmatic Plus is already exceeding market expectations with its robust targeting, unparalleled transparency and actionable post campaign analysis (PCA). Measuring programmatic return on investment and the effective delivery of campaign goals hasn’t always been easy for advertisers or marketers.

The proposition was built on this core insight and INM’s Digital Innovation Team designed it to meet a specific unmet need: the delivery of insightful and data-driven post campaign analysis (PCA) that goes into granular detail on everything from a users’ marital status to their income or occupation.

The appeal of Programmatic Plus is built upon four pillars – being able to offer the highest viewability in the market, unique targeting opportunities, collaborative partnerships with INM’s best-in-class Digital Innovation team, and unrivalled post-campaign reports.

Programmatic Plus is available across INM’s, the Sunday World, the Belfast Telegraph, its regional titles plus its retail and classified sites.

“Our goal was to provide a product that combines best in class targeting capabilities, market leading performance, and an insightful post campaign analysis never before seen in programmatic. Thanks to a very talented team we have been able to deliver this to the market and the response has been fantastic.’’ explains Brian Sheehan, INM Head of Digital Innovation & Strategy.

Not only can Programmatic Plus provide insight on impressions or clicks but it can also paint a detailed picture of who is engaging with your ads and provide greater context around what a chosen audience wants and likes. It can provide invaluable metrics to measure what matters – a campaign’s ability to boost conversions or brand affinity and the correlation between investment, impact and results.

INM provides advertisers with viewability on close to 80% of the market but the appeal of the new proposition is based on more than just selling space or reach.

Its Digital Innovation team are comprised of industry experts across ad ops, digital creative, insights, who’ve worked with leading international brands and publishers. This experienced pool of specialists can work in collaborative partnership with clients to build bespoke programmatic options and audiences based on a specific campaign brief.

They work closely with brands and agencies to respond to briefs, solve problems, connect them with a chosen audience, create audience segments, provide sophisticated targeting and demonstrate the effectiveness of their investment. Clients to date include Renault, Lidl and Sky.

It promises to be a game changer for marketing managers coming under increased pressure to deliver measurable success on programmatic advertising, generate audience insights for brands and to demonstrate ROI on campaign spends. For brands, it’s also a chance to gain a significant edge on their competition and to develop campaign data that can boost revenue and provide deep insight on customer behaviour.

The development of Programmatic Plus will also allow INM to compete with the likes of Facebook and LinkedIn for data-driven campaigns, giving them a major advantage over other Irish publishers and creating new advertising opportunities and revenue streams.

INM, which is owned by Belgium media group Mediahuis, built this new proprietary product on its parent company’s DMP.

Karen Preston, INM Advertising Director commented” Our business has seen incredible success with our digital first strategy in 2020 with over 35,000 paying subscribers since we launched paid content across and Belfast; which was followed by the launch of regional e-papers. As we move forward on INM’s digital roadmap, Programmatic Plus is just one of a number of new digital innovations that we will reveal in the coming months as part of a bright future for creative, impactful and market leading advertising solutions from INM”

To discuss what INM’s Programmatic Plus can do for your brand please contact Brian Sheehan, Head of Digital Strategy & Innovation or Hughie Devine, Head of Programmatic Partnerships.



For further information please contact: Sinead Spillane, INM, 087 951 4913