‘All channels have their role’ but ATL can’t drive the same results, says News Corp
With the largest network of publishing brands in Australia, News Corp has built a significant business out of its bespoke content offering.
And, Danica Robinson, Newsamps head of client strategy and solutions, NSW Consortium, is confident that News Corp Australia’s client strategy and solution arm, Newsamp, can hold a candle to traditional formats when it comes to driving results for advertisers.
This, she said, comes down to the expert talent that harnesses News Corp Australia’s trusted network of news and lifestyle brands.
“Structurally, within Newsamp we have dedicated expertise. For example, we have intentionally preserved the strategy craft to ensure that our strategists are audience or consumer first thinking which allows us to deliver consumer and category results for clients,” she said.
Robinson noted that “other publishers merge the strategy and solution craft”, which for in her opinion, “dilutes the output”.
Speaking to Newsamp’s second year work for New Zealand travel client Mix&Match, she said that an 11-fold increase on brand perceptions (according to Kantar), could be attributed to Newsamp’s creative use of audience intelligence.
The second year campaign, she continued, focused on simplifying the brand’s messaging to respond to the enthusiastic return of consumers to travel post-Covid.
Leveraging News Corp Australia’s travel title Escape, and integrated across News Corp Australia’s broader network, the campaign centered on short-term introductory offers that positioned Mix&Match as a convenient and affordable comparison tool for “travel intenders”.
An example of the creative execution on Escape
The Newsamp strategy was initially shaped by a survey conducted across a relevant segment of the publisher’s database, while from an execution standpoint, News Corp Australia’s ‘Intent Connect’ data platform was used to identify intent and target audiences wherever they were consuming content across the network.
“While all channels have their role, that strategy would not be able to be replicated across ATL [above the line] channels and therefore not yield the same outstanding Kantar results, particularly when we look at how we were able to deliver an 11x increase on brand perceptions and 10x increase in consideration and 9x increase on intent to purchase year on year.”
An example of the creative execution of news.com.au
With a focus on longevity with its clients, Robinson said the Newsamp team would continue to challenge itself to “lift those results” as the Mix&Match partnership enters its third year.
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