News Corp strikes deal with Vudoo to offer marketers new video advertising options
Advertisers can embed clickable content into videos on News Corp’s food-based websites following a deal between the publisher and interactive video platform Vudoo.
It will enable marketers to add products and recipes directly into branded videos, or create interactive recipe “collections”.
Coles has become the first brand to use the new format, adding interactive elements to the top 50 recipe videos on Taste.com.au.
The Vudoo platform will shortly be extended to News Corp’s travel content.
News Corp Australia managing director, food and travel, Fiona Nilsson said: “Our partnership with Vudoo provides us with new creative opportunities, conversion based solutions and entirely new video products for our advertisers to engage consumers.
“Interactive clickable video offers exciting new opportunities for the viewer experience and also in the sophistication of the data it delivers.”
Speaking of the Coles partnership, Nilsson added: “Through the use of interactive video Coles will be able to drive results from the organic reach of video content and measure consumer response in real time, whether that is signing up to Coles’ newsletters or adding the recipe contents to the Coles shopping basket.”
Vudoo co-founder and chief executive Nick Morgan described the potential of creating experiences for consumers and measurable outcomes for clients as “limitless”.
“Since the founding of Vudoo our aim has been to transform the way the world watches video,” he said. “As a global pioneer of interactive technology, it was clear from day one that the News Corp Australia team clearly understood our vision and saw the value of integrating us into the Food Corp Network.”
The partnership with News Corp follows the acquisition by the publisher of a majority stake in video production company Visual Domain, a strategic partner of Vudoo.
“Adding interactive elements to our videos provides viewers with a richer more engaging experience and we are excited to be working with Vudoo on this industry-leading technology,” Visual Domain chief executive and co-founder Renece Brewster said.
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