News Corp taps into in-video shopping capability in latest campaign
News Corp Australia has launched an in-video shopping campaign with Moët & Chandon, supported by Vudoo, an interactive technology company.
The campaign introduces Moët Hennessy’s new direct-to-consumer sales proposition and the offer of personalising Moët & Chandon champagne bottles and packaging. Featuring products in video content, the campaign allows consumers to swipe and buy directly from the video.
The campaign comes in time before the end-of-year celebrations and gifting season.
News Corp Australia’s managing director, client product Pippa Leary said that the option gives brands another channel of translating audience engagement to purchases.
“Through this we are able to measure brand interactions, time spent with the ad, online purchase, and in-store attribution through News Connect’s measurement capabilities regardless of the channel.
“Since unveiling this capability at D_Coded in May this year to today’s launch of the Moët & Chandon campaign we have been busy working with many clients on what we can offer them.
“Over the next few weeks and months we expect to unveil shoppable videos for a range of brands including Veuve Clicquot.
“This gives us the unique ability to work with our clients through the entire purchase funnel from notice, to want and now to buy. After the launch of News Compare last month this is the next in our product suite aimed at moving high intent audiences through to purchase.”
Moët Hennessy Australia & New Zealand marketing & consumer engagement director Scott Bowie added: “Consumers will be able to personalise their very own bottle of Moët & Chandon, make a purchase and then have it delivered to their door for that special occasion, and they can do it right from the video.
“It’s been an incredible collaboration with News Corp Australia to get this campaign live, from the creation of the actual videos through to the website and stunning content.”
News Corp Australia general manager, video Paul Blackburn said: “Using Vudoo’s video platform our shoppable in-video ads allow clients to create a video shopfront of their own e-commerce store. It can sit within contextually relevant environments, where their audiences choose to get their trusted news and favourite lifestyle content like Vogue.com.au.”
The shoppable ad units will be VAST (Video Ad Serving Template) and VPAID (Video Player-Ad Interface Definition) enabled to be amplified across News Corp Australia’s premium brand environments and also across the open web with the purchase capability intact and contained within the video experience.
News Corp Australia can target the shoppable video to its Shopper Audience segments using News Connect’s first-party targeting capabilities. Omnichannel measurement and attribution can provide brands with an overview of conversion rates, time spent with the ad and which Shopper Audiences respond the best.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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