News.com.au launches native offering after appointing commercial editor

News.com.au_RGBNews.com.au has launched a full-service native advertising offering after appointing a commercial editor to drive the push at the start of last month.

The launch of the native ad offering is a first for News Corp Australia.

Julian Delany, News.com.au general manager, said in a statement: “The market expects native to be a premium offering and as demand continues to grow, marketers and agencies are looking for smart effective content marketing solutions from large scale publishers like news.com.au.

“Through our new targeted, data driven, amplification model we are now delivering commercial content solutions that match digital capabilities available to the market. Moving from a ‘site’ served to ‘ad’ served content model has revitalised our approach to commercial content distribution. We’ve also borrowed from our successful newsroom processes using SEO, data and social insights to provide the best possible ROI rationale to a brand, well before any content goes live.

“News.com.au native is able to deliver where a specific audience is, across the site on any device using responsive templates. The sophistication of the offering behind-the-scenes creates a simple proposition to consumers that we think aligns both news.com.au and our commercial partners’ consumer objectives. This is all in addition to news.com.au’s impressive score sheet in terms of scale and engagement that has created a compelling offering.”

According to News Corp, the native offering has a “guaranteed view model” which each native article to have an “agreed page views” for the campaign duration.

The launch of the offering follows on from News.com.au appointing Caitlin Chander as commercial editor at the beginning of October.

News Corp Australia’s national director of sales Sharb Farjami said in a statement: “When it comes to the creation, distribution, and amplification of content, news.com.au’s expertise is world class. The addition of the new news.com.au native offering to News Corp Studios presents an exciting and unique opportunity for our partners. Brands now have access to high quality content that is informed by audience data, combined with the scale and certainty that is at the heart of the News Corp offering.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.