ITP Publishing Group in expanding its scope with the launch of a new digital division, ITP Live. The division will extend the digital footprint of ITP and APP Media Group’s brands, and provide new content creation opportunities for commercial partners.
ITP Live has five key business areas: what it claims to be the region’s largest social influencers’ agency, video content creation, digital sales representation, e-commerce and live events.
ITP’s digital products already cover a variety of market segments across 85 media brands.
Ali Akawi, managing director of ITP Group, says in a statement: “ITP Live is an exciting new addition to the company. It will work horizontally to maximize 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 f our business.”
Working in collaboration with a global influencer marketing and management company, ITP Live aims to launch the GCC region’s largest social media influencer agency to represent regional talent. ITP Live will develop this talent agency to recruit social media personalities that have synergy with both ITP and APP brands, and that of their commercial partners across interest areas including fashion, beauty, lifestyle, travel and business.
One of the first initiatives of ITP Live has been the licensing of Oracle BlueKai, the industry’s leading Data Management Platform (DMP). Ahmad Bashour, newly appointed general manager of ITP Live says: “In the age of content and data, having a DMP provides us with more insight into our audience behavior allowing a deeper level of personalization of content. 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.”
ITP Live will also create digitally-focused events including awards, forums and training opportunities for the region’s influencers to bridge the gap between international and local talent.