News Corp launches Future Media Lab, uniting Unruly and Storyful data for brands

News Corp has brought Unruly’s Future Video Labs to Australia, launching it as the company’s new Future Media Lab, a workspace designed as a place where clients and partners can explore, discover and create with News Corp’s brands, products and audiences.


The lab will bring together News Corp data, Storyful data and Unruly data which can be leveraged to “reset advertiser minds about connecting with audiences,” said Unruly co-founder and CEO Sarah Wood.

It has been designed to provide an en environment that is adaptable to a range of scales and forums from intimate presentations to interactive group workshops.

Sarah Wood:

Sarah Wood: It is incredibly hard to engage with Australian consumers

Wood said the Future Media Lab is about helping Australian brands create better tads that people want to watch and engage with.

“What we see in Australia it is incredibly hard to engage with consumers, harder than the global average. Only 25% of viewers who watch an ad in Australia think more favourably about the brand as a result, these are the lowest brand uplift figures globally, with the exception of Japan, so that’s a challenge,” she said.

Michael Miller, News Corp Australasia executive chairman, said the Lab isn’t just another workspace.


“For us it is a very different space we wanted to build not just for us internally but for our clients and our partners,” he said.

“What we want to create is a different working environment that will deliver different but effective outcomes that ultimately build a better result for our partners and our clients.”

Nicole Sheffield, managing director of News DNA, said: “At News DNA we are all about reimagining the new and innovative ways in which clients, brands and marketers access their audiences. It is our mission to supercharge the company’s digital, video and content verticals into the most compelling, addictive and effective networks Australia has ever seen.

“Future Media Lab gives us a space where we can showcase all that content and work with clients to challenge how they best appeal to their customers.”

The Future Media Lab is situated at the base of News Corp Australia’s head office on Holt Street in Sydney, taking over the News Shop premises.



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