• by Felicia Greiff , January 4, 2016

Time Inc. has announced the launch of an ad product that taps the publisher's massive social audience, and Volvo is the first partner to use the offering.

The product, called “Real Time,” uses proprietary technology to track trending content and retarget the most active social audiences. It works like this: Time Inc. has built custom content segments that its audiences engage with most, such as beauty, food and travel, and advertisers have the option of tapping into these groups or customizing their own audience segments. The product is powered by social tech company SocialFlow, which monitors relevant social conversations to enable targeting and ad delivery by demographic and topical category.

For Volvo, Time Inc. worked with media agency Mindshare to connect with luxury consumers through lifestyle content. As the car brand relaunches in the U.S., said Bodil Eriksson, EVP-product, marketing and communications, Volvo Cars of North America, the company is using a highly targeted marketing strategy. “Everything about our marketing strategy now is targeted," Eriksson told AdExchanger. As a niche luxury brand, the company has to make targeted dollars stretch.

Time Inc. has 62 million Facebook fans in aggregate, a combined 40 million Twitter followers, and tens of millions of followers on Google+, Pinterest and Instagram, according to its media kit. The company's titles including InStyle, Sports Illustrated, People, Time and Fortune. Last November, Time Inc. announced that total revenues fell 6% from $821 million in the third quarter of 2014 to $773 million in the 2015 Q3.