Vocento pulls digital and print ad sales together

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A complex ad sales system which links and allocates to separate businesses including ABC, 11 regional dailies, magazines and events is a first in Spain for developer Lineup Systems.

Madrid-based Vocento, the country's largest publishing group will use the technology to integrate sales across its broad portfolio - which includes El Correo, El Diario Vasc, Hoy, Las Provencias, La Rioja and Las Provencias as well as weekly magazines - giving sales people the ability to book advertising for national digital properties in addition to the individual regional mastheads. It replaces a print-based legacy S2I system and integrates sales across print - including inserts and magazines - digital and even events in a single system which will also provide CRM features and links.

A feature is that it will manage intercompany billing, splitting sales to individual business units.

Implementation of the 430-user system will begin with the regional titles and see go-lives from mid next year. It will be cloud-hosted by French partner OVH.

Vocento, which bought national daily ABC in 2011, will reduce IT costs and streamline operations through centralising advertising sales onto Lineup's Adpoint platform, enabling revenues across all of the group companies to be managed and monitored.

Group chief information officer Jorge Oteo says Lineup was chosen for its "forward thinking" approach, prestigious customer base and "solid roadmap": "Adpoint's multichannel advertising technology is the best solution in the market to help us combine our digital and print advertising operations into one single solution," he says.

Lineup chief executive Michael Mendoza says the company - which will work with a Spanish consultant on the Vocento project - is committed to growing its footprint in the Spanish market. "We hope that Vocento is the first of many new customers," he says.

Pictured: Jorge Oteo

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