Time Inc. Tries Drawing on Reader Data To Lure Marketers
Time Inc., bracing for a spin-off from Time Warner early next year, is rolling out an ad product called Time Engage that’s designed to use the company’s vast reader data to better target ads not just in digital media but in print.
Johnson & Johnson has recently signed on for Engage, which began as a pilot program in 2012, and Time Inc. is looking for other takers.
The pilot last year saw Toyota, one of Time Inc.’s 10 biggest advertisers, and its agency Saatchi LA try to use Engage to raise awareness of its Venza cross-over among baby boomers, according to the companies.
