News Corp Australia becomes first publisher to sign data deal with Flybuys

News Corp Australia has announced a partnership between its digital marketing platform, News Connect, and customer loyalty program Flybuys.

The deal, a first of its kind with Australia publishers, will see data provided on a de-identified basis from Flybuys’ 8.7m active members.

Flybuys, a joint venture between Wesfarmers and Coles, will contribute transaction and behavioural demographic audience segments, creating an additional 360 audience segments within News Connect. The publisher claims News Connect will now offer more than 2,000 audience segments for brands and advertisers to create highly targeted, data-based consumer campaigns to target individual consumers.

News Corp Australia’s general manager of data and ad product solutions, Suzie Cardwell, said the deal significantly strengthens News Connect’s FMCG and retail transactional data capability.

“The Flybuys partnership represents a significant addition to the measurable and transparent data insights News Connect provides clients.

“Now, more than ever, News Connect dissects and analyses Australian shoppers’ behaviour through real-world consumer spending patterns, offering our clients the best way to find their customers on our network of trusted brands.”

The deal was announced at News Corp’s first digital Decoded event which showcased the opportunities for advertisers and brands inside the publisher’s network.

Flybuys Digital Audiences partners with brands to help them better engage with existing and new customers by identifying and anticipating consumer behaviour. The aggregate data and audience intelligence offer end-to-end, highly customisable insights, activation and measurement solutions, the company said.

Flybuys says its data segments range from a group of the main grocery buyers within households who travel six kilometres on average to their local supermarket and who dedicate weeknights to simple family meals, or groups of health-conscious Australians who regularly purchase vitamins and read wellness-related content.

Flybuys CEO John Merakovsky said: “We are excited about this partnership with News Corp, one of Australia’s largest premium publishers, enabling brands and agencies to utilise Flybuys audiences across News Corp’s broad content network. Based on a rich data source of 8.7 million active members, Flybuys Digital Audiences offers highly customisable products that provide valuable insights allowing brands to better understand and more effectively target their campaigns to the right audience. The ability to effectively measure campaigns to real world purchasing behaviour is more important than ever, so we are pleased to offer these solutions across the News Corp network.”

The Decoded event also revealed details of an additional 190 News Connect audience segments through a new data partnership with Red Planet.


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