Wave2 Media Solutions said U.K. publishers Northcliffe Newspapers and Trinity Mirror have leveraged its Apollo ad software.

Northcliffe tapped Apollo for the creation of the publisher’s new sales tool, dubbed The Bubble.

The Bubble is an electronic library of Northcliffe’s ad designs that is made available to sales personnel across the group, a tool that also streamlines the publisher’s process of amending ads, according to Chris Coward, deputy managing director of Northcliffe’s South West Dailies, who headed up the project.

“The Bubble is designed to be fully interactive, and will allow ad sales executives to present and customize digital visuals on laptop computers directly in front of the customer,” he said.

Sales staff will have the ability to illustrate a variety of ad sizes and show both run-of-page and online ads to clients.

Trinity Mirror, meantime, tapped Wave2 Media’s Apollo app as part of its initiative to upgrade ad production across its Regional Division and improve service to print and Internet customers. Northcliffe’s Cardiff site was the first to go live with the Wave2 Apollo product.

“Apollo allows for a much more dynamic approach to the production of advertising materials, and also provides for cost-effective advert production,” said Northcliffe’s Gary Tamplin, who led the Cardiff install. “One of our aims is to be able to offer later deadlines to key customer accounts.”

Finally, Wave2 last month inked a worldwide OEM agreement with Atex, which will allow Atex to integrate Wave2’s self-service ad technology into its AdBaseE classified and display advertising online portal software.

“AdBaseE, incorporating the Wave2 technology, will enable self-service advertising customers to select styles from simple to highly sophisticated designs, produce finished ads ready for print and online publication, generate proof copies and make secure online ad purchases,” said Chris Hodges, founder and managing director of Wave2.

The Wave2 Publishing Platform provides complete integration with Adobe’s InDesign Server.

Wave2 also announced details of The Studio System, its new app for producing high-quality customized display ads.