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News launches series of digital commercial initiatives

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News Corp Australia has announced a suite of new digital advertising initiatives and products to further commercialise the publisher’s assets, including the launch of digital content agency SUDDEN.ly.

The new products were launched at the group’s Come Together News Futures event in Melbourne, with an emphasis on leveraging the company’s premium, trusted assets and targeted insights.

“Our future digital network is unrivalled in terms of the richness of our targeting capability and the leadership position we have across the content verticals that matter to advertisers,” said chief operating officer, publishing, Damian Eales.

“At Come Together this year, our partners will see, more than ever, the company we are becoming. Much more than media, and serving more marketing needs than ever before.”

The content agency was announced alongside several other initiatives including the launch of the News Native Network and News Connect Customer Match and a new data partnership with Ticketek Entertainment Group.

Mr Eales introduced the new initiatives earlier this week.
Mr Eales introduced the new initiatives earlier this week.

News Corp’s managing director, national sales, Lou Barrett, said customers would see the continued commitment of the company to advertising solutions and innovation.

“Storytelling is not only what we do, it’s who we are. We are more than media and we want clients to know they can trust News Corp to connect and engage with consumers and to deliver on what we promise,” Ms Barrett said.

“In an increasingly unsafe digital world, it’s our professionally generated content that will deliver a brand safe environment to connect customers.

“We will always ensure brands are only seen within content that is professionally and skillfully created. Our number one aim is to deliver results for our clients through bespoke, tailored solutions.

Content agency SUDDEN.ly has been described as a “dedicated digital newsroom for brands”, providing customers with the tools to drive results on client-owned media channels.

News Corp executive director of content marketing Simon Smith said: “The launch of SUDDEN.ly heralds a new era – united under a new, national trade position where we’re combining content intelligence with storytelling expertise.

“We know that for many marketers, building and retaining audiences takes time, money and resources, so we are set up to do the heavy lifting and tell those stories on behalf of our clients.”

The content agency will harness News Corp’s proprietary data technology. It coincides with the launch of News Connect Content IQ, designed to allow customers to access content insights and performance on their own channels.

News Native Network insert

News also announced the launch of News Native Network, described as an “the engagement network”.

News Native Network is a premium network, reaching 10.8 million per month. The end-to-end commercial content service delivers and distributes content via the company’s targeted audience bases.

“The rich, immersive product infrastructure paired with a targeted, on-network distribution strategy yields 25 per cent greater engagement scores than the industry average,” said Julian Delany, managing director of News Digital Networks Australia (News DNA).

“Demonstrating the effectiveness and ROI of native has never been so important, so our reporting suite has been broadened to provide a more complete view of content performance via the introduction of cutting edge measurement techniques like facial recognition and eye- tracking to understand the emotional and subconscious responses to content.”

The company’s successful audience targeting and insights platform, News Connect, is expanding with the launch of Customer Match to help brands better utilise audiences.

Cameron King, managing director of digital revenue, said: “News Connect Customer Match allows brands to upload their own data to match their customers with News Corp audiences across the most trusted media and entertainment brands in the country, and with the most credible source for credit card and supermarket data, Quantium”.

The launch of Social AMP will give advertisers the ability to amplify social content and expand reach using the News DNA environments.

The deal with Ticketek Entertainment Group (TEG) will offer customers greater data entertainment transaction data – utilising TEG’s 12 million strong consumer dataset.

The new initiative NEWSamp is an end-to end service designed to manage client campaigns, brand launches, below-the-line activations, content planning, in-store events, ambassadorial talent, and more.

Food Corp – News Corp Australia’s food and travel network – has also launched several initiatives.

Two new video solutions will provide greater reach and service for customers. Lifestyle program ‘Studio delicious’ will offer editorially-driven content with integration opportunities while ‘Aisle Watch’ will connect brands with grocery buyers at the time of purchase.

The launch of the Food Corp Talent Network will help connect brands to more than 150 food industry experts to create high quality content.

Lifestyle Director, Fiona Nilsson, said: “The best stories are told at the table, and Food Corp has a great story to tell, with exciting new developments designed to help companies connect their brands with Australian hearts, in the fastest and most effective way possible, through their stomachs.”

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