Three of the Caribbean’s most influential media entities – Trend Media (developers of Loop News), The Gleaner Company (Media) Limited (“The Gleaner”) and The Trinidad Express Newspapers – announced today that they are piloting a Caribbean Publisher Alliance.
The objective of the Caribbean Publisher Alliance is to promote and protect the indigenous Caribbean digital news industry for consumers and to promote best-in-class standards for its advertising partners. Regardless of changes in the advertising landscape, brands and agencies still deserve a high level of quality when investing their marketing budgets, and publisher alliances are able to deliver that.
Mark Corrigan, CEO of Trend Media, said: “The global increase in the consumption of digital content, coupled with an increase in digital advertising spending, is a major reason for the creation of many publisher alliances. With certain companies dominating the global digital media landscape, publisher alliances create an alternative option for advertisers in local markets. It is also vital that there is more transparency for publishers on the return generated by advertising sales, which is not always the case.
Eileen Ruddy, Director of Business Development at Trend Media, added: “By partnering with The Gleaner and The Trinidad Express Newspapers, we will be able to provide advertisers with access to a wide range of digital solutions and premium standards. This, all powered by 1st party data, will guarantee best-in-class results to our advertising partners. »
Having a centralized ad space provides a greater level of control, making it easier for agencies and brands to purchase ads across a wide range of platforms specifically targeted to their target audience. Not only is it good business, but it’s also good for everyone involved.
Christopher Barnes, COO of RJR GLEANER Communications Group, of which The Gleaner is a subsidiary, said: “The Gleaner is excited to embark on another aspect of its digital transformation journey that offers potential for source diversification. revenue for its market-leading online offerings.
“This partnership with other publishers and technology partners, once successful, would be in addition to the traditional sources of direct placements and affiliate advertising available through big tech. The Gleaner looks forward to the benefits that will flow from this new partnership. »
Douglas Wilson, Managing Director of the Trinidad Express newspaper, said, “We are delighted to partner with the Caribbean Publisher Alliance. Over the past 10 years, publisher alliances have slowly formed in Asia, Europe and North America to maximize publishers’ revenue and booking volumes – rather than relying on major international players by default. such as Google and Facebook – by scaling up.
“As an added benefit, it will keep money in the local monetary system instead of foreign currency leaving the country and region. We are committed to putting in the work and energy to ensure this initiative brings value to customers and, of course, to all partners.”
Publisher alliances can also provide a level of brand safety that may otherwise be difficult to guarantee. With the proliferation of “fake news” and the variety of content on popular social media platforms, it can be difficult to ensure brands are represented alongside the right kind of content. Having a safe or clean digital environment for advertisers, across multiple reputable media platforms, gives publishers a premium advantage.
High-end brand environment
The Caribbean Publisher Alliance is powered by SMART and Mediarithmics, two powerful technology partners that offer advertisers a safe and innovative way to reach specific premium audiences with relevant messaging.
Ingrid Couasnon, EVP Europe at Smart, said, “We are delighted to join Trend Media, The Gleaner and The Trinidad Express Newspapers in this new adventure and to provide the Caribbean Publisher Alliance with our integrated advertising service and SSP offering. In a media landscape dominated by tech giants, we believe it’s more important than ever for open web publishers to come together and leverage independent technology alternatives.
“By building a collaborative and transparent-by-design ecosystem, the Caribbean Publisher Alliance will be able to facilitate access to its premium inventory and first-party data, to develop innovative and brand-safe offerings with a scalable reach and high user engagement that respects consumer privacy.”
Phil Raby, Global Managing Director of Mediarithmics, said: “We are delighted to provide our market-leading, next-generation CDP (Customer Data Platform) to help Trend Media create this alliance in the Caribbean, alongside players leading names such as The Gleaner and The Trinidad. Express newspapers.
“We believe that building safe and secure alliances between leading publishers is the direction the market is moving in, generating maximum value from owned data assets and providing an innovative, alternative advertising solution to brands – to overcome the walled garden dominance.With this technology, advertisers can be confident that their budget is being spent efficiently on premium placements and that their digital ad campaigns, tailored to specific audiences, will achieve their business goals.
In the coming months, the Caribbean Publisher Alliance will launch a series of webinars, which will provide more information to potential advertisers and media partners.