News Corp Australia has announced an Australian first this week in its new advertising product AccessOne, which enables large display advertisers to automatically lift over print ads to tablet.
Already offered by News Corp in the UK where it has boosted brand recall and call to action, AccessOne is expected to “turbo-charge the effectiveness of advertising campaigns” for Australian advertisers on News’ new metropolitan masthead tablet apps.
“We are offering advertisers one transaction that gives them access to both print and digital, and most importantly, to highly-engaged and growing audiences across platforms,” News group director – sales, Fiorella Di Santo said.
“AccessOne also gives agencies a much richer palette to create new and effective tablet ads utilising the full complement of digital and interactive features.”
It will allow advertisers to reimagine their print campaign as tablet-optimised creative, with interactive features such as catalogues, videos, hyperlinks and in-app purchases, Ms Di Santo said.
The Herald Sun, The Daily Telegraph, The Courier-Mail and The Advertiser will all progressively launch their new tablet apps from this week.
The apps are built on the same platform as The Australian’s app, allowing smoother navigation and more immersive functionality. Local sections including Escape, moneysaverHQ, Switched On and Hit will also be available for tablet for the first time.
Subscribers to the four mastheads will be now able to access the titles across web, mobile and app for one subscription price. The apps will be available in Newsstand.
To support the launch of AccessOne, a campaign titled “extra extra” will run across trade media from Monday, including a competition to win a trip to the 2015 Cannes Lions International Advertising Festival of which News is the official Australian representative.
The consumer campaign will run from October to early 2015, incorporating in-house and external media across print, digital, free-to-air and pay TV, radio, direct mail, outdoor and search – one of the largest campaigns News has ever undertaken.
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