News Corp adds new data and ad solutions to enhance digital offering
News Corp Australia has announced enhancements to its digital offering for advertising clients via new data capabilities and additions to its digital advertising solutions.
At its third virtual marketing event, Decoded, News Corp announced new automotive, supermarket and transaction data, available through News Corp’s digital marketing platform News Connect.
News Corp also revealed new premium insights dashboards to enhance marketers understanding of audiences, and improvements to attention through Targeted Time In View.
A new digital catalogue suite was also announced, highlighting the company’s suite of digital catalogue advertising options including the new Catalogue Connect ad format.
News Corp managing director of national sales, Lou Barrett, said: “With clients increasingly moving to targeted marketing, quality attention and how you earn it is critical. It is one thing to reach an audience but holding their attention and then providing verified measurement is what marketers want today.
“Our data partnerships are matched against our own first-party data so that we are insulated against the demise of third-party cookies in regards to our own network. We are continually evolving our advertising capabilities to meet clients’ needs.”
News Connect collects two billion data points from News Corp Australia websites and apps, as well as from partnerships.
One new partnership announced during Decoded was with data and analytics company Smrtr, which will assist marketers to target households intending to purchase new and used vehicles.
News Corp Australia general manager of data and ad product Suzie Cardwell said: “News Connect is one of the strongest and richest commercial datasets in the market.
“We’re excited to secure these new data and insights partnerships that will significantly enhance the quality of News Connect’s targeting throughout the entire customer decision making process, from initial awareness to consideration and purchase.
“Marketers will be able to use the most powerful real world action signals, the amount and frequency of spend across a wide range of product categories, to understand and target new or existing customers.
“Understanding when, how and what customers buy on a de-identified basis, combined with News Connect insights – why they buy – enables marketers to target their consumers at the perfect moment with the perfect message to dramatically improve marketing effectiveness and outcomes.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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