Home News IAB Digital Upfronts 2016: Electric Media Group

IAB Digital Upfronts 2016: Electric Media Group

Michelle O’Keeffe, Managing Director at Electric Media Group

The inaugural IAB Digital Upfronts will be held next Tuesday, October 4th in the Convention Centre in Dublin and many of Ireland’s leading online publishers will be showcasing and presenting their digital advertising innovations to brand advertisers and agencies.

As part of the build-up, Adworld.ie caught up with Michelle O’Keeffe, Managing Director at Electric Media Group.

Description of your company – your elevator pitch / mission statement / what you’re about

Electric Media is Ireland’s largest and most successful online digital advertising sales agency in Ireland, with nearly 100% reach of the Irish Internet audience. Fusing data, world class content and creativity, we offer succinct digital advertising solutions across display, video, content, social, events and more across over thirty websites and platforms. We manage digital advertising for indigenous and global brands alike. Irish web publishers include IrishTimes.com, DoneDeal.ie, Entertainment.ie, WaterfordWhispers.com and many more, while global publishers include BBC.com, TheGuardian.com, Outbrain, and most recently, Yahoo Gemini. We deliver more than 1.5 billion ad impressions per month across our network.

How long have you been in business? Outline your history

Electric Media Sales is Ireland’s largest digital advertising sale company. Established in 2008, Electric Media is a joint venture between The Irish Times and Dermot Hanrahan (founder FM104, co-founder Newstalk, Radio Nova and 4FM and Chairman of Wide Eye Media and Pearl and Dean). Within two years of launch Electric Media had grown to represent the biggest line-up of household name web and mobile publishers operating in Ireland. The current roster includes The Irish Times, DoneDeal, entertainment.ie, The BBC, The Guardian and Yahoo! and many others.

What markets do you operate in?

We primarily focus our efforts in Ireland, but work programmatically across key regions globally.

What are your key digital advertising product offerings?

Our key product pillars are Branding, Performance Marketing, and Programmatic Advertising. In Branding, we execute high-impact, relevant rich media display, complimented with branded content, social media activation and offline events. In Performance Marketing we manage 4 key platforms; Mediabrokers (our in-house trade desk), Yahoo Audience, Yahoo Gemini (a native ad marketplace), and Outbrain to drive key actions for brands. And our Programmatic wing facilitates automated campaigns, focusing locally and internationally.

What would you say is your USP is?

Connected Strategy’ is our USP. We connect your branding strategy with your performance strategy, through our massive reach of audience and breadth of options. We are platform neutral, so we select and provide marketing solutions that will best meet the campaign objective. We fuse data and creativity to deliver the best for the client.  Clients can achieve all branding and performance goals with just one partner, Electric Media.

Are there any particular digital advertising innovations you want to highlight?

We are excited to launch the BBC Premium Content Hub opportunity, SPARK (Our events wing) launched this year, our Programmatic Unit, and Yahoo Gemini (native ad platform), there is so much innovation going on with Electric Media!  We have also just signed OPSH.com and PunditArena.com as new publishers.

Please give Key Contacts names and full contact details

Managing Director- Michelle O’Keeffe –  michelle@electricmedia.ie

Head of Sales & Innovation – Megan O’Riordan megan@electricmedia.ie

List any Social Media links you want us to feature


Please see a summary below of two of our publishers that will be attending the IAB Digital Upfronts Event:


entertainmentEntertainment Ireland was established over 19 years ago as a listings website. Over the years they evolved into a premium digital publisher. They purchased Beaut.ie in 2014. Entertainment.ie is the home of Ireland’s leading entertainment and beauty websites and is the number 1 platform for all things TV, Movies and Music with over 2.7million unique users per month.  Beaut.ie is Ireland’s beauty bible and a trusted resource for its highly engaged community.

Their main offerings are native content, partnerships including off line events, site takeovers, and standard display.  They also have two successful apps, the TV Guide and the Cinema App. They also have an excellent audience extension pack that allows you to target our key Cinema/TV/Music/Beauty audiences outside of our own sites.
Their “USP” is that they are Ireland’s authority on TV & Movies. Their Movie Reviews and TV listings sections are extremely popular. They pride themselves on being a safe space for brands, having no toxic comment sections or hard news being covered.


bbcThe BBC is the world’s most trusted and high quality international news organisation. It reaches a global audience of educated, influential and brand-conscious consumers who actively engage with its content.

Its commercial digital portfolio delivers more than 1.8 billion global page views per month in 28 languages. Beyond the news headlines on BBC.com and BBC World Service, its audience values its unbiased independent coverage of business and financial stories and series of feature sites – Autos, Capital, Culture, Earth, Future and Travel – which drive a deeper connection to the content that matters to them most. Opportunities on TopGear.com and BBCGoodFood.om extend the breadth of lifestyle content even further.

Working closely with Electric Media in Ireland, BBC Advertising delivers content specialism, campaign expertise and data precision for advertising clients. The team partners with brands globally to create powerful marketing solutions that connect with BBC audiences. BBC Advertising’s in-house creative studio, BBC StoryWorks, also provides a unique range of high-impact, creative solutions across BBC platforms, social media and beyond.

Advertising and sponsorship opportunities are available globally, pan-regionally or by individual markets.  Although BBC branded media services are not commercialised within the UK opportunities are available on TopGear.com, BBCGoodFood.com, via its audience extension programme and by targeting UK citizens abroad.

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