Time Inc. TIME, -0.40% on Thursday said it is launching Adapt Video, a new video advertising unit the beleaguered media and entertainment company created in partnership with Alphabet Inc.’s GOOGL, +0.10% Google. Ashley Allen, Time’s director of ad solutions and products, said in a statement that the Adapt product will help advertisers find new ways to engage audiences with video. It will adapt to different content layouts and devices across Time’s properties, and will hopefully make it easier to scale advertising campaigns, according to Time’s news release. Advertisers are constantly seeking new ways to reach and hook audiences. “This is particularly true for mobile, where engagement with these ads is high, but where users also have a higher bar for engagement,” Google’s Director of Product Management Rany Ng said in a statement. “By customizing these units to the layouts of the pages they’re presented in, these premium units will help capture highly valuable video demand from advertisers while keeping users engaged.” Time has shifted its focus more toward video recently as the company’s print magazine business has suffered. As part of a cost reduction plan, Time recently cut the circulation of some of its magazines. Shares of Time Inc. have declined more than 29% in the year to date, while the S&P 500 index SPX, -0.08% is up 14% and the Dow Jones Industrial Average DJIA, -0.08% is up nearly 16% during the same time frame.
Read more: http://www.marketwatch.com/story/time-inc-partners-with-google-on-video-advertising-tool-as-print-business-suffers-2017-10-12