The Open Road Integrated Media ‘Activation’ offer gets a ‘redesign’ for what’s promised to be more targeted book marketing in 2023. Although Open Road is seated in the States, the service is open to international publishers, with the one caveat that most of its consumer base—which by last summer reportedly comprised some 3 million users—reads in English. Open Road says its visitors to those sites are providing 1.2 million monthly page views, with stickiness at close to four minutes for the average visit. And overall, the Open Road marketing scheme has developed as one of the most advanced uses of consumer data for retail outreach based in an independent company, as opposed to being seated in a given publishing house’s own marketing offices. Descriptive text about “Activation 2.0” indicates that its key advantage is segmentation of the user base on the receiving end of Open Road’s marketing pieces.

Source: CNN January 12, 2023 20:39 UTC