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Aller Media unveiled hyper-contextual ad product during its annual fall launch
- "This is probably the best contextual advertising product on the market," said Aller Media's Director of Data and Analysis, Jon Scheistrøen, from the stage at yesterday's fall launch at Latter.
There was a full house at Latter at Aker Brygge when Aller Media invited partners and customers to its annual fall launch yesterday afternoon. From the stage at Latter, the media house's editors were able to report formidable growth - and barely lifted the veil on an upcoming major investment in women.
- This is actually super secret, but I'm so bad at keeping secrets," said KK editor Ingeborg Heldal.
At Aller Media, we reach 1.6 million Norwegian women every week. But we don't really think that's enough. So in the fall of 2023, we are rolling out the biggest women's initiative in history.
- We're joining ALL the good forces: The knowledge, history, insight and credibility of KK with the flair, pace and huge reach of Dagbladet - and together we will create MORE, funnier, more updated, faster, more important, better content aimed at women, says Heldal.
Exactly what the women's initiative will look like has not yet been revealed.
- We will take ownership of the female target group in a way that has never been done before," Heldal promised.
In addition to Aller Media's focus on women, the formidable growth of Dagbladet also received a lot of attention from the Latter stage. The newspaper's shaky but experienced editor-in-chief Frode Hansen boasted growth in TV, page views and exclusive coverage compared to VG.
- "For us at Dagbladet , the goal is always to be the first with the latest news," Hansen said, referring to Dagbladet's groundbreaking and efficient live TV studio, where journalists can go on air with the latest news in seconds.
New ad product with AI
But it is not only on the editorial side that Aller Media is ambitious. On the commercial side, the company has invested heavily in artificial intelligence in recent years, and Jon Scheistrøen, the media house's director of data and analysis, was able to announce some big news from the stage.
-"We have worked with a language model that has read the last hundred thousand articles written in Aller Media to learn how our journalists write their stories. This has resulted in all articles being read and categorized as soon as they go live," explained Scheistrøen.
The categories are updated weekly, so that we can pick up new trends at any time and at the same time ensure that we capture seasonal categories. The content of the article can thus determine what you as a user will see in the form of ads and links to other articles. Based on this technology, we are now launching the Aller Hyperkontekst product.
Chris Tallerås Steen, Commercial Director at Aller Media, is very impressed and proud of everything Aller Media has to offer advertisers in the future.
- It's almost like we have to pinch ourselves. We take market share every day. But it's all down to hard work, and it's thanks to the people at Hasle that we are a leading media house in Norway today," she says.
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See the pictures from the party at Latter in the carousel below!
