News Corp is transforming the way brands engage with consumers with a range of new features unveiled at D_Coded, the company’s annual digital marketing event.
At the event in Sydney on Tuesday, News Corp announced its intelligence platform, Intent Content, has been enhanced with new AI technologies, introduced to provide clients with advanced data collaboration capabilities through planning, booking, and measurement.
The platform is tailored to deliver targeted advertising campaigns based on user intent signals. Leveraging advanced analytics, Intent Connect helps advertisers connect with their audience more effectively across News Corp’s digital properties.
Launched last year, Intent Connect now features a myriad of enhanced features, including an AI chatbot, booking flow and campaign analytics, a redesigned home screen, and a new programmatic booking feature.
News Corp has also announced Shoppable ScrollX and improved Targeted Time in View (TTIV).
Shoppable ScrollX transforms content into a virtual storefront, offering customers an immersive mobile shopping experience within editorial content, resulting in higher click-through rates and precise targeting through Intent Connect’s BuyNow segments.
These segments are designed to capture real-time shoppers through identifying digital traffic which is actively researching related products.
Managing director client Product Pippa Leary said: “This isn’t just about technology – it’s about understanding consumer behaviour and creating advertising experiences that are both valuable and enjoyable.”
Pippa Leary
Enhancements to TTIV also allow clients to elevate video and display advertising with contextual targeting, placing brand messages in highly relevant, trusted environments. Adaptive video streaming within TTIV delivers fast load times and smooth playback, maximising message impact.
News Corp is also enhancing its Customer Match advertising targeting capabilities integrating Google PAIR and LiveRamp ATS Direct.
Customer Match is an identity database allowing client partners to match their customer emails against 16 million Australian emails. It can then target brand messages to individual customers in a privacy-safe way.
News Corp Australia will become one of the first publishers in the country to integrate this first-party data solution into its Customer Match capabilities. It will allow marketers, advertisers, and agencies to activate their own customer data to News Corp’s audience.
Managing director client partnerships, Lou Barrett said by seamlessly integrating its clients’ customer data with News Corp’s vast audience insights, they can create a complete picture of the customer journey.
“This allows us to personalise advertising experiences in a way that’s both impactful and privacy compliant.”
Lou Barrett
Finally, advertisers can now reach more of their target audience with captivating video formats as News Corp expands its Total Video suite with the launch of in-article News Shorts.
News Shorts offers mobile-first vertical videos, perfectly tailored for the digital era. The expansion of Shorts into in-article placements means vertical video ads will find even more engaged audiences directly within the articles they’re actively reading.
News Corp has joined with data collaboration platform, LiveRamp, to seamlessly extend News Shorts advertising and native video content onto social media platforms.
LiveRamp Safe Haven ensures a privacy-centric approach to video addressability across platforms, creating a cohesive, high-impact audience experience for advertisers.
Liveramp’s managing director, APAC, Melanie Hoptman, said creating a personalised omnichannel experience for consumers is key in today’s complex market.
“LiveRamp helps to power better data collaboration so that News’ advertisers can better leverage their data while engaging customers with personalised touch points across News’ properties,” she added.
