The region’s largest media publisher, ITP Publishing Group, has announced the launch of a new digital division called ITP Live, which will help expand the reach of the group.

The division will extend the digital footprint of ITP and APP Media Groups’ brands, and provide new content creation opportunities for commercial partners.

ITP Live has five key business areas – the region’s largest social influencers’ agency, video content creation, digital sales representation, e-commerce and live events.

Ali Akawi, managing director of ITP Group, said: “ITP Live is an exciting new addition to the company. It will work horizontally to maximise opportunities across our brands and vertically by creating its own unique products. One of the horizontal aspects is video, and as one of the most prolific content creators in the region we believe that creating video content is a natural extension to our business.

“From interviews with top CEOs in Arabian Business, backstage footage from Harper’s Bazaar cover shoots, celebrity meets with Ahlan! to pre-openings of new venues by Time Out, our unrivalled access means we can provide engaging, highly shareable content across multiple platforms, which is both interesting for viewers and enables brands to narrate great stories to a wider audience across the GCC,” he added.

One of the first initiatives of ITP Live has been the licensing of Oracle BlueKai, the industry’s leading Data Management Platform (DMP).

Ahmad Bashour, newly appointed general manager of ITP Live said: “In the age of content and data, having a DMP provides us with more insight into our audience behaviour, allowing a deeper level of personalisation of content. This also gives our advertisers a real opportunity to then tailor their campaigns to specifically target more accurate customer segments that will give them the highest return on their investment.”

ITP Live will also create digitally focused events including awards, forums and training opportunities for the region’s influencers to bridge the gap between international and local talent.