Last week, Hanley Wood announced an ambitious data initiative aimed at advertisers eager to connect with construction industry professionals. Dubbed The Audience Network, the service uses data from over 20 construction websites — some of which are outside the Hanley Wood network — to help advertisers target and retarget professionals across these sites.
“We continue to focus on creating the best digital engagement opportunities for our customers,” said Peter Goldstone, CEO of Hanley Wood, in a press release. “This new capability allows our customers to serve ads to their target audience within our Hanley Wood portfolio of sites and outside of our network. Utilizing programmatic enabled media technology, we can provide our customers the ability to target individuals on leading websites anywhere on the web.”
At a recent Publishing Executive Live event, Andrew Reid, president of Hanley Wood Digital, discussed other ways the publisher is using data to better serve readers and advertisers. Reid shared that roughly a third of all of Hanley Wood’s revenue comes from digital data insights. “We’re in such a revolution right now related to data,” said Reid. “The trick is how do we turn these mounds of data into audience insights, and ultimately drive the product developments within Hanley Wood?” The Audience Network seems to be one answer to Reid’s question.
Hanley Wood is the premier company serving the information, media, and marketing needs of the residential, commercial design and construction industry. Utilizing the largest analytics-and editorially-driven Construction Industry Database, the company provides business intelligence and data driven services. The company produces award-winning media, both digital and print, high-profile executive events, and strategic marketing solutions.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.