ImpreMedia recently introduced a multimedia redesign of all of its websites. Portada caught up with Ginger Neal, SVP impreMedia Digital (photo)l, to analyze the move and ImpreMedia’s digital strategy overall.
Portada: What is the combined reach of impreMedia sites in monthly uniques and monthly impressions?
Ginger Neal, SVP impreMedia Digital :“Currently we have a combined digital reach of over 3 million unique users.”
Portada: Do you have editorial products targeting English-dominant Hispanics?
Ginger Neal: “English is a consideration but the approach we are taking is to determine the relevance by channel rather than just translating the site.”
Portada: How are you implementing behavioral targeting tools?. Do you partner with other websites for this?
Ginger Neal: “Yes we have implemented behavioral targeting tools and are also in the process of developing our extended targeting and as well as remarketing services.”
Portada. We noticed that the site name change from Impre.com to Impremedia.com. Why?
Ginger Neal: As we thought through the site positioning it was important that we considered the impreMedia brand and what it stood for and to clear up any confusion. impreMedia.com is made up of extremely strong, local brands and it was important that we continue to build the trust around those brands no matter what the platform. We also have, strong branded channels such as one of our publications in print and digital targeted towards women such as Vista. impreMedia.com is a gateway to all our national brands.”
Portada: What advertiser categories is this new digital product particularly planned for. More for national, local or for both?
Ginger Neal: “Both.”
Portada: What is the strategy regarding mobile sites?
Ginger Neal: “All of our local sites distribute to mobile and are touch device enabled. We have a very large subscriber base to news alerts and in 2012 we are looking at a variety of app's but we don't want to do app's just to do them. We want to make sure they provide value – so the strategy is in discussion.
We also provide a variety of mobile services so our advertisers can distribute
content including MMS,SMS, QR codes and we can develop mobile app's.”
