News.com.au utilises Tapit technology in new campaign
Online news platform news.com.au has utilised Tapit technology to create interactive billboard advertisements in a new campaign promoting its digital distribution.
Tapit technology allows consumers to click through to the news category of their choice
The campaign, created by Bohemia Group, will promote news.com.au’s new partnerships with digital streaming giants Spotify and Pandora, allowing it to stream news bulletins through the platforms on weekday afternoons.
A prominent feature of the campaign are the digital billboards and street furniture panels, which will be equipped to display real-time breaking news through RSS feeds and Tapit technology, which will allow the public to access news.com.au content directly.
Julian Delany, chief digital officer of NewsLifeMedia and managing director of news.com.au, said: “News.com.au leads the market for digital news in Australia. We launched a very successful consumer campaign with Bohemia last year and really wanted to build on it by using innovative ways to extend our newsroom to consumers.
“Our positioning is to deliver ‘the news in colour’ and this remains true to what our entire team seeks to deliver, minute-by-minute, and day-by-day. Reinforcement of this positioning to consumers is an important part of our growth strategy along with the digital innovation we’re using to bring the campaign to life.”
CEO of Bohemia Group, Brett Dawson, said: “We are really excited to evolve this campaign to deliver the news in a colourful way and remove the friction between online and offline through the use of innovative technology. It’s a great partnership with news.com.au, delivering great results.”
