Ahead of the weekend, Time Inc. announced it is teaming up with Parse.ly, a top provider of audience insights for digital publishers.

According to a statement emailed to MMW, Time Inc. uses Parse.ly’s data and analytics solution as part of an effort to unite data across its portfolio of brands.

Specifically, Time Inc. leverages Parse.ly’s audience data and features like Parse.ly’s Network Rollup tool, which allows Time Inc.’s editorial teams to compare multiple brands on one editorial analytics platform.

“Parse.ly’s analytic tools are going to be a significant help in driving cultural change at Time Inc., as we work to leverage the combined digital reach of our powerful brands,” said Alan Murray, Chief Content Officer at Time Inc. “Unifying insights across all of our brands allows us to understand, act on and monetize the content our audience engages with most.”

Access to audience data is transforming the way media companies organize and compete, and editors can view audience metrics — like growth, engagement and loyalty — at both a brand and network level, while business leaders at the company can base decisions off of the same data.

“Through integrated data across brands and intuitive insights within the Parse.ly dashboard, we’re helping Time Inc. remodel the way that it understands its audience,” said Sachin Kamdar, CEO at Parse.ly. “We are surfacing the most valuable content and audience, regardless of where it lives across all brands, to build a meaningful, data-driven culture. We couldn’t be more excited about teaming up with Time Inc.”

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Two in three consumers have greater trust in custom content than traditional advertising, according to a new study conducted by Time Inc. aimed to understand how audiences respond to and engage with custom content.

“In addition to trust, the study, which garnered insights from over 17,000 GenZ, Millennials and Gen X respondents, reveals that custom content is perceived as thoughtful and provides value,” reads the report summary emailed to MMW.

The study results include the following insights:

  • 90% like the idea of custom content as a way for brands to engage them
  • 89% believe custom content is a great way for brands to break through the clutter

“Our study shows that consumers are very open to custom content as a more relevant, creative and interesting way for brands to connect,” said Chris Hercik, Senior Vice President, Creative + Content, The Foundry @ Time Inc. “At the Foundry, we think of consumers’ needs and desires throughout the design process to create campaigns that are engaging and thought-provoking.”

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Technology Helps Marketers, But It Takes Time to Incorporate New techOn Monday, Time Inc. launched Coinage, a new video-first brand covering personal finance that runs across 22 Time Inc. sites.

According to an emailed status, Coinage will feature 600 short-form videos throughout 2017 to help guide everyday choices consumers make in spending, saving and investing for themselves and their families across all stages of life in a lighthearted and entertaining fashion.

Sponsored by GEICO and one of Time Inc.’s largest video initiatives, Coinage is informed by rich data insights and curated through the wide range of brands and passions in the company’s portfolio, including finance, celebrity, sports, politics, food, fitness and entertainment.

“We are excited to be working with Time Inc. on Coinage. It allows us to be part of an entertaining and practical video series that will resonate with our existing customers as well as new audiences,” said Geoff Troidl, Digital Marketing Senior Manager, GEICO.

Coinage videos, approximately 90 seconds in length, will feature original infographics, in-studio interviews with personalities and experts and other relevant news and information.

“Coinage is an extremely exciting new editorial franchise for us. It showcases both our rapidly expanding video prowess and our ability to leverage the digital scale and reach of our full portfolio,” said Alan Murray, Time Inc. Chief Content Officer. “We are thrilled that GEICO is supporting this new initiative.”

Editorially, Coinage will be led by Kate Santichen, Senior Producer, and Adam Auriemma, Digital Editor of Money. Nearly every Time Inc. brand will contribute content and promotional efforts to the project, including their social media channels, which reach an audience of nearly 250 million.

Watch Coinage’s first videos here: Super Bowl, Credit Score and High-End House Flip.

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Retail Marketers Have Much to Gain from Mobile Surveys Ahead of the Holiday Shopping SeasonTime Inc.’s Viant, a so-called “people-based” advertising technology company, has signed an agreement to acquire Adelphic, a company that provides a mobile-first, cross-channel programmatic advertising platform.

If you’re not familiar, Adelphic’s self-service media planning and execution tools, including its ability to reach consumers across all screens and formats, will bolster Viant’s people-based data and analytics offerings.

The deal is expected to close during the first quarter of 2017.

As a pioneer demand-side platform (DSP), Adelphic’s global media execution capabilities, in combination with Time Inc.’s and Viant’s first-party registered user bases, will bring marketers and their agency partners the first people-based DSP capable of reaching more than 1 billion consumers worldwide.

Forecasts suggest that programmatic digital advertising is growing rapidly and that more than 70 percent of digital advertising may be transacted programmatically in 2017, according to eMarketer. eMarketer also reports that 75 percent of mobile spending will be transacted programmatically.

“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first,” said Viant Co-Founder and CEO Tim Vanderhook. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

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Mobile-Marketing-Coming-to-Virtual-RealityThis week, LIFE VR, Time Inc.’s dedicated virtual reality platform, has officially launched.

The platform, as our friends at VRJournal report, features next-level storytelling from Time Inc.’s global brands.

An extension of the historic and beloved LIFE brand, at launch the LIFE VR slate features immersive experiences including: “Defying the Nazis,” the VR companion to the new Ken Burns PBS documentary; “Fast Ride” from The Drive, which puts you in the passenger seat of one of the world’s fastest cars; and “LUMEN” a nonlinear interactive experience that helps users de-stress in minutes.

According to the repory, LIFE VR, which is operated under the auspices of Time, The Foundry and Time Inc. Studios, will house all virtual reality content from Time Inc. brands.

“LIFE VR elevates Time Inc.’s iconic storytelling capabilities to new levels, creating powerful engagements and immersive experiences for our audiences, showing them the world in a whole new way,” said Chris Hercik, SVP Content + Creative at The Foundry @ Time Inc. “Virtual reality is an exciting new tool in content creation that allows Time Inc. to push the boundaries of this leading-edge technology as an entertainment and news medium in both creative development and methods of distribution.”

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