Ad platform Viztrade looks to connect small publishers and brands through Local Media Fund

Simon Larcey’s programmatic ad platform Viztrade has launched funding for local and regional publishers through the Viztrade Local Media Fund.

The fund will be completely independent and has backing from the Standard Media Index (SMI), Darren Woolley’s TrinityP3, DVM Law and Arthur St Digital.

Larcey says the Fund will support independent and local journalism

Aimed at providing Australia’s regional and independent publishers with digital advertising investment, Viztrade Local Media Fund will provide an avenue for brands and marketers to reach local communities across the country.

The fund has also gained backing from Australia’s digital advertising body, the Interactive Advertising Bureau (IAB) Australia.

Viztrade founder and managing director Simon Larcey said the fund is in response to the pressure on publishers during the coronavirus (COVID-19) pandemic.

“We will provide a better system for all advertisers and marketers to reach local communities by connecting directly with digital newspaper publishers across Australia,” said Larcey.

“By investing in the Local Media Fund, advertisers can efficiently get their brand messages in front of potential customers. The idea for the Fund has been sparked by the collapse in advertising due to the COVID-19 pandemic.”

A number of regional publishers have been forced to close during the outbreak as the economic implications become too much for small businesses. Viztrade said the fund is specifically for those titles, including the Bairnsdale Advertiser, Midland Express, Wangaratta Chronicle, Hamilton Spectator, Gawler Bunyip, Plains Producer, Kingsborough Chronicle, Fassifern Guardian and the Southern Riverina News.

Government support has been announced for regional publishers, although the industry has said the measures are not enough. 

Larcey said the Viztrade platform was already connected to hundreds of local and regional publishers across Australia and appealed to brands that wanted to support online newspapers outside of the metropolitan markets.

“Our long-term aim is to enable Australian and global brands to invest in local media as an effective communications channel. This takes money away from the big tech giants and returns it to the local media economy,” Larcey said.

The media initiative is aimed at supporting independent media during the COVID-19 crisis, but it also establishes an apparatus to ensure the sustainability of the local media industry.

SMI MD Jane Ratcliffe said: “We support initiatives like the local media fund as we believe the Australian media industry must be provided with as much assistance as possible in this challenging time.”

Trinity P3 global CEO Darren Woolley said the Fund will give brands a chance to support small publishers.

“The Local Media Fund is a great initiative for advertisers to support the local media economy and a new way to create a more sustainable media economy to support all Australian communities,” said Woolley.

The Fund will be an ongoing initiative and invites both advertisers, marketers and publishers to express their interest in taking part.


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