News integrates new video ad format on websites

News Corp Australia has expanded its premium video ad inventory offerings with the introduction of Unruly’s In-Article video format across the websites of all its metro mastheads.

The new format addresses advertiser’s viewability concerns by only playing videos when they are in view and allows videos to be closed and shared, giving audiences control over the viewing experience.

The outstream format, where video ads play outside of video content such as between paragraphs, will be rolled out across, The Daily TelegraphHerald Sun, The Courier-Mail, and The Advertiser.

It will provide Australian advertisers with greater options when planning and buying space on premium platforms to support their video campaigns..

Sharb Farjami, News Corp Australia chief commercial officer, network sales, says the move provides advertisers with what News believes is the best video product in the market.

A demonstration of Unruly’s In-Article format on the website of newspaper The Sun, owned by News UK.

“This new format brings together News Corp Australia’s scale and certainty of audience with Unruly’s extensive global experience in video, mobile, and data, so advertisers know exactly what they’re getting,” he said.

“That is an audience seeking out news and entertainment, in an environment where they’re fully engaged. And we know that it’s this environment that delivers the best results for brands.”

Unruly is a video ad technology company acquired by News Corp last year.

The company’s Australian and New Zealand managing director Lance Traore said the format delivered to advertisers strong uplifts in metrics such as brand trust, likeability and purchase intent.

“At a time when trust in brands is at an all-time low and use of ad-blockers is at an all-time high, outstream video ads have the potential to raise the bar on consumer experience and transform the ad economy for the better,” he said.

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