Dubai-based ITP Publishing Group has launched a new digital division, ITP Live, to extend its digital footprint and provide new content creation opportunities for commercial partners.
The publisher of Arabian Business, Harper’s Bazaar and Time Out has identified five key areas of focus, including video content creation, digital sales representation, ecommerce and live events.
It has also created what it describes as the Middle East region’s largest social influencers’ agency to recruit media personalities relevant to ITP and APP Media Groups brands and their commercial partners across areas including fashion, beauty, lifestyle, travel and business.
“ITP Live is an exciting new addition to the company,” said ITP Group managing director Ali Akawi. “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.”
Akawi added that “unrivalled access” allows the company to 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”.
One of the first initiatives of ITP Live 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,” said ITP Live general manager Ahmad Bashour. “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.”
Another focus area of ITP Live will be creating digitally focused live events, including awards, forums and training opportunities for the region’s influencers to bridge the gap between international and local talent.