Digital marketing company Adforce, which is led by one of the founding fathers of the internet in Ireland, Colm Grealy, has signed a major online advertising deal with the New York Press Service that will see it sell advertising across hundreds of US and mobile websites.
The New York Press Service (NYPS) is one of the most venerable and established newspaper groups in the US. Founded in 1853, its newspapers cover regions such as Manhattan, the Bronx, Brooklyn, Queens, Long Island, Hudson Valley, the Capital Region and the Western Region of New York State.
The partnership with Adforce.com will expand its advertising offering by providing specialised digital ad services across more than 750 weekly, daily, regional and culturally-specific newspaper sites.
“For NYPS publishers they can speak as a single voice and offer a premium option to advertisers that is highly targeted,” Grealy said.
“For advertisers, they can now engage with millions of readers across the state of New York.”
Adforce will deploy a digital network that offers advertisers the ability to target by audience, location, device and even time of day across 750 newspapers from a single point of purchase.
“By coming together as one and creating a premium network for advertisers that delivers high-quality ads, laser-targeted to their desired demographic, we can offer a really effective digital advertising proposition,” said Michelle Rea, executive director of NYPS.
“Adforce.com’s vast experience in digital, and especially mobile, made it the ideal partner for NYPS and we are already seeing great results for some of our members.”
Founding father of the Irish web
The deal is the latest coup for Grealy, who has always managed to position himself at the cutting edge of new developments, firstly with the web in the 1990s and more recently with mobile marketing in areas like apps and QR codes.
Along with Barry Flanagan in 1994, former schoolteacher Grealy established Ireland’s first internet service provider Ireland On-Line (IOL), which was acquired three years later by An Post. He remained at the helm until the company was acquired again by Denis O’Brien’s Esat Telecom.
He went on to found DigiServe, the Dublin Daily newspaper and, in recent years, has advised mobile operators, including Telefonica, on their mobile ads strategies.
In 2011, Grealy sold Digital Reach Group to Florida-based Take 5 Solutions for an undisclosed sum.
His latest venture, Adforce, which is headquartered in Dublin and has offices in Brussels, provides a single point of contact for media agencies and brands wishing to advertise on mobile, tablet, digital audio and web platforms.
New York image via Shutterstock