Fairfax Media and News Corp launch trade marketing push promoting ad platforms
Fairfax Media and News Corp are both pushing out new trade marketing campaigns, with Fairfax Media promoting its digital platforms and News Corp pushing its masthead tablet apps which feature its advertising product AccessOne.
Fairfax’s ‘Give your creativity the space it needs’ campaign is aimed at highlighting the range of digital advertising opportunities offered by Fairfax Media across its various brands and pushes audiences towards a new website. The campaign creative and website were developed by Apparent.
News Corp meanwhile has followed up on promises made at its upfront shows in May by pledging to put the ads from its print editions into its relaunched iPad editions of its major metro mastheads for free in a move called AccessOne.
Running for four weeks across trade and social media channels, the Fairfax campaign pushes audiences towards the new website creative.adcentre.com.au. The site allows advertisers to browse digital display and content ad solutions, view videos or scroll through images of the individual ad units, access ad specs or request more information.
Running for four weeks across trade and social media channels, the Fairfax campaign pushes audiences towards the new website creative.adcentre.com.au. The site allows advertisers to browse digital display and content ad solutions, view videos or scroll through images of the individual ad units, access ad specs or request more information.
Fairfax Media digital ad development director Tereza Alexandratos said: “The ‘Creative Space’ site is a great way for us to educate and inspire our advertisers by sharing examples of our standard, rich media and custom solutions. Almost eight million Australians access Fairfax Media content digitally each month on web, tablet or mobile. This new site allows us to demonstrate to our advertisers, through examples of our work, that the opportunities to engage with our audiences in unique and interesting ways are endless.”
A video showcase has been produced as part of the campaign which displays examples of various campaigns that have run across Fairfax Media’s digital platforms.
The campaign will also run across social media, with targeted Facebook page posts and promoted Tweets on Twitter. It will be promoted on Fairfax Media’s LinkedIn page and the Fairfax Digital Innovation Services (DIS) YouTube channel .
Meanwhile, News Corp is launching its next-generation suite of metropolitan masthead tablet apps.
The apps feature News Corp’s advertising product AccessOne which enables large display advertisers to automatically lift-over print ads to the brand’s tablet apps. These ads can either be a replication of the print ad or a reimagined print ad designed for tablet.
News Corp Australia’s group director of sales Fiorella Di Santo said: “The combination of AccessOne’s print and tablet execution will turbo-charge the effectiveness of advertising campaigns. 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.
“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.”
Fairfax’s campaign:
Fairfax campaign Credits:
- Producer: Ben Morrow
- Creative: Josh Evans
- Motion Graphics: Andy Miller
- Marketing by Fairfax Media’s Trade Marketing team.
Disclaimer: News Corp is currently running its AccessOne campaign on Mumbrella.
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