Telegraph Media Groep (TMG) Goes Live with Lineup Systems' AdPoint to Kick-Start New Advertising Strategy in Record Time
Posted: 6/11/2013  |  By: Press Release | Lineup Systems
11 June 2013, London . Lineup Systems, the leading international provider of web-based advertising and CRM systems are pleased to announce a recent deployment of their AdPoint solution at the Telegraaf Media Groep (TMG), one of the largest publishers in The Netherlands.  The solution, which covers 350 users booking over 6000 ads per week, many of them with regional variations, was successfully implemented in just under 3 months. Lineup was chosen following an in-depth selection process by TMG as part of a companywide business transformation process. Key to Lineup’s success was the ability to demonstrate the flexibility and functional fit of its AdPoint solution offering a complete Saas based multi-channel approach for TMG’s complex and varied advertising operations.  

AdPoint allows TMG to manage many diverse sales offerings of regional and local ad combinations of products, pricing and discount packages from over 100 publications. Its architecture also provides the integration flexibility to operate with TMG’s existing systems including ClassWizard, Oracle Financials and in-house production and customer databases.  

TMG is publisher of Netherlands’ largest circulation newspaper De Telegraaf and publishes over 100 publications, including Noordholland’s Dagblad with 9 regional editions and 80 free weekly local newspapers through its HDC and HC subsidiaries. It has recently embarked upon a major business transformation process with aggressive deadlines which included changing many of its titles to a ‘tabloid’ format, and combining their separate advertising operations into a single ad booking system. By bringing a long term vision and understanding of TMG’s business goals and exacting timelines to the table Lineup was able to optimise the advanced capability and flexibility of the AdPoint technology to secure a successful and speedy deployment.   

TMG’s Information Manager Mark Nouwen comments, “We selected Lineup’s AdPoint solution as it had the best architecture and functionality for our future business challenges. It allows us to manage complex sales offerings and enables us easy integration with our existing systems in areas such as self-service, ad layout and finance. Finally, Lineup’s AdPoint gives our sales team a clear strategic advantage in our market through its unique capabilities.”

Mark adds, “Lineup clearly understood our business goals, aggressive timelines and with the AdPoint solution they were able to take an extremely complex operation live in just 3 months, an incredible feat.”  

“TMG is a clear leader in the Dutch market. This deployment was extremely complex, involving over 350 users and more than 100 publications with complicated package and pricing scenarios. It was an enormous challenge but AdPoint performed well and the Lineup and TMG project team were well organised and focused to achieve the business goals,” says Lineup’s CEO Michael Mendoza.  ” We look forward to working further with TMG going forward.” Future phases of the project will include managing all advertising for De Telegraaf as well as TMG digital ads enabling TMG strategies for shared sales organisation, cross media offerings and further cost efficiencies.