Regional publisher delivers automated online video and rich media ads across 273 local newspaper websites

Leading regional publisher, Johnston Press, has signed a new three year contract to use online video and rich media advertising services from Localstars, a provider of online technology that helps publishers grow digital advertising sales while reducing operating costs.

As part of the agreement, Johnston Press will use Localstars’ platform to automate the creation and management of video and rich media ad campaigns for advertisers on its 273 local web sites.  The publisher is also outsourcing the shooting of bespoke video ads to Localstars’ nationwide network of video film makers.

“The Localstars partnership is already playing an important role in helping us increase digital advertising sales.  Its technology allows us to create, manage and sell compelling video and rich media adverts quickly and efficiently - and it lets us do this economically and at prices that will be attractive to the small business advertisers that want to target local audiences using our web sites,” explained Henry Faure Walker, Digital and Business Development Director at Johnston Press, which is one of the top three largest UK local newspaper publishers.

Johnston Press started piloting Localstars’ video advertising solution in specific regions during 2009, rolling it out nationwide in 2010 when it helped the publisher sell nearly 4000 video ads.  This new contract means Johnston Press is also now using Localstars’ technology for automatically generating rich media ads, as well as its digital advertising sales tools. 

The deal follows a project to tightly integrate Localstars' advertising platform with Johnston Press’s booking system and ad server - a move designed to streamline processes and deliver time savings.

The Localstars’ platform lets Johnston Press’ sales teams and design studios create, upload and manage video and rich media ads for advertisers.  An operator can create and distribute a rich media or video ad in minutes by logging on to the system, customising content from the in-built libraries and adding individual business contact information, images and logos.

“Overall the process of producing a professional, high quality, customised video or rich media advert is substantially streamlined for Johnston Press,” said Chris Bunyan, MD of Localstars. “They are now using the full range of advertising features on our platform and since we’ve worked together to integrate our technology into the core Johnston Press booking systems, we’ve created a highly automated ad sales to order fulfilment process.  The ‘aim of the game’ is to help Johnston Press sell more high quality digital ads at a significantly lower cost base,” concluded Bunyan