Lineup Systems, the leading international provider of web-based advertising and CRM systems, is increasingly being seen as the go-to provider of high performance web-based functionality required by digital media publishers to expand market-share and grow profits.
Recent deployments of its AdPoint system with companies embracing digital advertising and channels to market, such as Time Out and Abu Dhabi Media, highlight Lineup’s increasing prominence as a new generation provider who understands the nuances and potential of digital media sales. They have formed strategic partnerships with Acceleration and Fortune Cookie, now part of WPP, which demonstrates their credibility as digital peers.
Michael Mendoza, CEO of Lineup stated ‘Our media customers deserve suppliers that can move at pace and deliver quality solutions at speed. The lack of pace and the pain involved in some advertising system projects has been lamentable. The industry needs suppliers who can help them transform quickly, long projects will find the world has changed before the project is complete’.
Simon Chappell, Group IT Director for Time Out Group commented: “When Time Out commercial executives were first introduced to Lineup there was a ‘eureka’ moment. AdPoint not only demonstrated its competence for the existing print requirements, it presented new ideas and was truly the first system that catered for all our evolving digital requirements, it exceeded all our expectations. The initial rollout was for print including booking for digital only, the second phase, of which we are half way through, is full integration with DFP, ensuring critical trafficking and booking information is fully integrated, creating visibility across all of our media channels. The evolution of AdPoint has been an incredible success for Time Out, this is reflected in the consolidation of London and our sister office in New York, running similar systems across the portfolio”.
Lineup’s Head of Digital Neil Rigby is tasked with the ongoing development of the AdPoint Digital offering and is extremely positive about the future of digital. Neil gained considerable experience in his field from a number of digital ad operations and systems roles, including heading Group Advertising Operations across Associated Newpapers’ entire portfolio of online properties.
He says, “being part of any successful digital enterprise is always as exciting as it is rewarding especially in these economic times and none more so than providing tools to digital sales and ops teams that allows them to be more creative, more productive and most importantly, more profitable in their commercial solutions and opportunities. Collaborating together, providing expertise and process know-how in bringing these packages to their markets enhances both sides of the partnership.
In the last financial year Lineup reports that revenue grew by over 35%, which Mendoza attributes to strong performance in all areas of the business but notes that digital will be the space to watch in the coming year and beyond.
He says ‘Lineup was created in this millennium, unlike many of the old generation, print-focused competitors. There is now a clear divide opening up between the ‘behemoths’ who came from the Industrial Age, and the ‘new breeds’ who are products of the Digital Age. We were born from innovation and had a completely different structure, approach and design from inception. Lineup’s products can be installed, hosted or cloud-based which makes customization, installation and updates extremely fast. The old generation of advertising system have all kinds of bolt-ons and smokescreens to appear web-based but if you ask a few incisive questions they become exposed. Customers should be aware.’
