Current, the cross-platform media company that creates programming with its young adult audience, has appointed digital marketing agency iCrossing to run its paid search campaign in the UK. Under the deal, iCrossing has been brought on board to drive traffic to and engagement with Current’s UK website.

The campaign has been developed to drive engagement with the site, rather than simply short term user numbers. By setting target metrics focusing on engagement with the site in terms of sign-up or comments, the campaign has been focused on driving high-value users who engage with the site and thus become regular visitors.

In building the campaign, iCrossing has undertaken in-depth analysis of both the site’s content and its users to identify the key target audiences and topics for the paid search campaign. The site offers a range of current affairs, lifestyle and showbiz content as well as opportunities to engage with the channel’s ‘Viewer Created Content (VC2).’

James DuBern, Vice President of Content at Current, said: “We are committed to growing our vibrant community at Current, and to being the most innovative media brand in our use of television and the web. iCrossing’s understanding and commitment to search and use of social media made them a natural choice.”

Tom Jones, Head of Media at iCrossing, said: “Current is one of the most exciting and challenging media brands out there at the moment so this project is a fantastic opportunity to be able to engage audiences through paid search. With a project like this, where ROI can’t be measured in purchase values, what’s key is to properly identify what success looks like. We’re targeting engagement, not just traffic, and that adds a new layer of complexity to the work we’re undertaking.”


For more information:
Patrick Herridge
020 8875 7960

About iCrossing

iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid search and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight to create integrated digital marketing programs that engage consumers and drive ROI.

iCrossing clients include world-class brands such as The Coca Cola company, HBOS, Toyota and Virgin. Headquartered in Scottsdale, Arizona, the company has 550 employees in 12 offices in the US and Europe, including 97 employees in the UK.

Find out more at or contact us on +44 (0)1273 827 700 or

About Current

Current is a cross-platform media company that works with its young adult audience to create and distribute media that informs, enriches and inspires. The company is comprised of Current TV and, the first fully integrated online and broadcast platforms that help users determine the news and information that is relevant to them. Current connects young adults with what’s going on in their world through its unique blend of citizen journalism and viewer participation, offering programming and content that’s authentic, often surprising and consistently compelling. Current pioneered the television industry’s leading model of interactive viewer created content (VC2) that comprises roughly one-third of Current’s on-air broadcast. The network has also advanced advertising models via Viewer Created Ad Messages (VCAMs).

Current is now viewed in the U.S., U.K., Italy, and Ireland in more than 59 million households through distribution partners Comcast (Channel 107 nationwide), UK Sky (channel 183), Virgin Media (channel 155), Sky Italia (channel 130).

Published on: 10:07AM on 2nd July 2009