Inception Digital claims publishers ‘get better solutions’ from smaller sales houses
Digital sales house Inception Digital has entered a commercial deal with news site The New Daily, with Inception Digital commercial director Guy Burbidge saying publishers “get better solutions out of smaller sales houses” as compared with their larger rivals, such as MCN.
Speaking to Mumbrella, Burbidge said: “You get better solutions out of smaller sales houses that have the ability to really focus on brand, audiences and the insights around the publisher rather then trying to cover off lots of other places.”
While the bigger sales houses can offer scale, which Burbidge said was a “wonderful thing to have”, Inception Daily can offer publishers, like The New Daily, “a different level of service”.
Burbidge
“For brands like The New Daily it’s getting deeper with solutions rather then skirting over the top and giving them a smaller slice of the pie which is arguably what they may have gotten with the bigger network proposition,” he said.
The drive towards content Burbidge said is “allowing publishers that are creating great content to breathe a little more”.
“It certainly benefits publishers like The New Daily to be in a model like ours where we’re focused around delivering for them rather then having a whole load of assets that we’re predisposed to think about from a briefing point of view,” he said.
Inception Digital will take responsibility for instigating and creating commercial partnerships for The New Daily, based on a combination of advertising, content creation and social media amplification.
“We’re just trying to find more innovative solutions for advertisers outside of the traditional display format. By that I mean we’re looking at content solutions that cover traditional editorial, video creation, creation of infographics, basically anything that’s not a traditional banner,” said Burbidge.
Commenting on the partnership with Inception Digital, The New Daily publisher Paul Hamra said they were looking for a “partner who can come up with ideas for clients, executions that are innovative and different to access our audience.”
“Traditional display can be done through programmatic,” he said.
“So having a traditional displays sales network, we’re better having an algorithm.”
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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