By Sarah Townsend
ITP Live includes the GCC’s largest ‘social influencer’ agency, plus video content creation, digital sales, e-commerce and live events
ITP Publishing Group has launched a dedicated division called ITP Live to expand its reach into the fast-growing digital market.
ITP Live has five business areas – the region’s largest social media influencers’ agency, video content creation, digital sales representation, ecommerce, live events and training.
It aims to extend the digital footprint of ITP and APP Media Group’s total 85 brands – which all already have their own web portals – to provide new content opportunities for commercial partners.
ITP Live has worked with an established global management company to set up the GCC’s largest social media influencer agency to represent regional talent. The agency will aim to recruit social media personalities that fit with ITP and APP brands across sectors such as fashion, beauty lifestyle, travel and business.
Another of the division’s first initiatives was the licensing of data management platform (DMP) Oracle BlueKai.
Ahmad Bashour, newly appointed general manager of ITP Live, added: “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.
“This also gives our advertisers an opportunity to tailor their campaigns to specifically target more accurate customer segments that will give them the highest return on their investment.”
ITP Group managing director Ali Akawi added: “ITP Live is an exciting new addition to the company. 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.”