Into-It launches in bid to replace banner ads with music notifications
Into-It, a UK-based start-up seeking to replace banner ads on publisher websites with personalised notifications about musical artists, has launched its Chrome browser extension.
The Independent and The Guardian have signed on as launch partners, as have music companies including Rough Trade, Cooking Vinyl, Domino, Brownswood Recordings, Marathon Music Group and Gilles Peterson’s We Out Here festival.
Consumers who download and enable the Chrome extension will be served “notifications” from the music industry in place of banner ads on the two publisher sites.
Users will be prompted to input their favourite artists and genres, after which Into-It will serve information about new singles, albums, merchandise and tours from relevant artists.
The concept has been in development for four years after Lee Henshaw founded Into-It as a “side hustle” during the Covid-19 pandemic.
In an interview with The Media Leader last year, Henshaw declared that “display advertising is broken” and described how he had developed Into-It as a way to address what he saw as a flawed digital ad market.
He argued that the market is full of information asymmetry for buyers, publishers have wrongly seen their inventory devalued and the widespread adoption of ad-blockers proves consumers are tired of poor user experiences on publisher websites.
“Our browser extension transforms how music fans discover new releases and events by personalising their online experience based on what they’re truly into,” Henshaw (pictured, left) said in a separate comment to mark the launch of the Chrome extension.
“For music companies, it provides a direct channel to connect with passionate fans through trusted news environments, delivering marketing that’s not just seen, but genuinely welcomed.”
The initiative has been endorsed by the Association of Online Publishers, whose managing director, Richard Reeves, called it “an exciting innovation in digital publishing”.
“By enhancing the user experience while creating new commercial opportunities for publishers and the music industry, this technology offers a fresh approach to digital engagement,” said Reeves.
He added that Into-It’s “collaborative approach” in working closely with publishers to establish best practices is “exactly the kind of partnership model we need to see more of in the digital ecosystem”.
Oliver Wheatley, The Independent’s commercial director, said the publisher was “excited” to partner Into-It, adding that the Indy is “committed to offering value and effectiveness through innovation to our commercial partners, while continually improving reader experience — and this is what has motivated our decision to work together”.
Henshaw previously indicated to The Media Leader that he hopes to expand Into-It beyond the music industry to include other entertainment sectors, including film, video games and theatre.
Also in the potential pipeline, should Into-It raise further funding, would be a US launch of the Chrome extension, as well as development on other browsers.