News Corp looks to capitalise on digital brand safety concerns in new campaign

News Corp Australia has unveiled a four-week brand safety campaign to assure marketers its digital platforms are trusted environments in which to place ads.

The campaign poses the question ‘Do you really know where your ads are today?’, encouraging brands to think about where they are putting their money amid the YouTube programmatic crisis.

News Corp Australia is seeking to set itself apart from other digital platforms and reinforce its commitment to “accountable, effective solutions for advertisers” in the new work.

The programmatic debate has made global headlines in recent weeks, with major brands pulling their advertising from YouTube and and Nick Manning, chief strategy officer at Ebiquity, calling on marketers to take responsibility for transparency.

Last year at Mumbrella360, Louisa Thraves, senior digital marketing strategist at Johnson and Johnson Pacific said it was brands’ responsibility to ask more questions about where their programmatic spend was going, and “take responsibility” for brand safety.

“There has been a lot of discussion and coverage on media transparency over recent months and we want to take a proactive stance on these issues by launching this campaign to showcase our strengths and commitment to providing accountable, effective solutions for advertisers,” said Nicole Sheffield, chief digital officer at News Corp Australia in relation to the new campaign.

“We’re launching this national advertising campaign with a view to reassuring our customers that protecting and enhancing their brands is our number one priority. The reality is that advertisers have the right to know where their media budget is going and News will supply them with that as they were promised.”

Lou Barrett, News Corp Australia’s executive general manager of network sales said the publisher welcomes “transparency” and “scrutiny”.

“At News Corp Australia, we are proud creators and publishers of content, so we understand context is critical. Additionally we welcome transparency and scrutiny when it comes to our networks,” Barrett said.

The campaign will appear across media trade publishing titles from today.


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