BMJ Group migrates to 24/7 Real Media to host display advertising technology
19 May, 2008
BMJ Group, a global medical publisher, has announced its successful migration from 24/7 Real Media US’s display advertising software, Open AdStream (OAS), to a hosted ad serving service provided by 24/7 Real Media UK.
Previously, BMJ Group’s display advertising software resided under the Highwire umbrella agreement with 24/7 Real Media US. HighWire Press is a division of the Stanford University Libraries, which produces the online versions of high-impact, peer-reviewed journals and other scholarly content. All BMJ Group journals content is hosted by HighWire. Now, the 24/7 Real Media UK platform will provide BMJ Group with the latest version of OAS, ensuring it can take advantage of OAS’s full functionality. A key feature of this modified relationship is that OAS will provide enhanced tools for behavioural and geo-targeting, enabling adverts to be targeted by city or postcode. It will also result in efficiency improvements for BMJ Group as the software can now better support its operational users, reducing the burden of campaign set-up.
Phil Caisley, Head of Information Services, BMJ Group commented: “OAS is a good high-end ad serving solution, and we intend to make greater use of the rich functionality it provides. Migrating to the hosted environment provided by 24/7 Real Media was a strategic move, because of the general shift of marketing spend to online, a greater focus within our business on securing these revenues and increasing customer requests for more precise ad targeting. 24/7 Real Media can also support us on a practical level by offering technical support during our working hours, something we haven’t had before.”
Open AdStream is an award winning ad management platform and the only ad platform to offer integrated Website analytics, behavioural targeting and ad serving.
“Having an effective ad serving technology, and getting the most out of it, is essential for the success of your website. You can easily give a distinct advantage to competitors if your software doesn’t provide as many features as theirs,” explains Sid Khemka, Director, Publisher Solutions, 24/7 Real Media. “Ad serving remains a major focus for us and we ensure our customers are able to get the most functionality from OAS by providing the very latest version. Also, by having in place open and regular dialogue with BMJ Group, we can inform them of new functionality in our software as well as incorporating their feedback into our ongoing development of OAS.” About BMJ Group
BMJ Group is one of the world's leading providers of trusted medical information for healthcare professionals and patients. BMJ Group publishes BMJ (British Medical Journal), over 20 specialist journals, BMJ Clinical Evidence and BMJ Best Treatments (currently available in the UK from AskBoots.com). The Group also provides through BMJ Learning, continuing professional development online modules and exam revision materials, as well as events and workshops for the healthcare profession. BMJ Group is owned by the British Medical Association. It is editorially independent and the articles and content it publishes are not intended to reflect BMA policy. About 24/7 Real Media
24/7 Real Media, a WPP Company, is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency, and ROI. Using its award winning ad serving, targeting, tracking, and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 18 offices in 12 countries throughout North America, Europe and Asia Pacific. For more information, visit: www.247realmedia.co.uk
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