News Corp launches Taste.com.au in beta mode, offers advertisers native video platform
News DNA has relaunched food platform taste.com.au in beta mode ahead of a scheduled official re-launch in January.
Fiona Nilsson, director of food at News DNA, said: “Launching in beta first enables our users to help shape the product features they would like to see ahead of our hard launch next year.”
The beta relaunch follows the launch of News DNA and the creation of Food Corp, with taste.com.au rebuilt to merge 60,000 pieces of content and six million pieces of user data.
The new taste.com.au has undergone a site redesign and added video tutorials, content templates and home pages for ‘Quick & Easy’, ‘Healthy’, ‘Baking’ and ‘Entertaining’ tabs.
A ‘smart search’ feature has also been introduced to allow consumers to view suggested content.
Nilsson said changes to the website would give advertisers access to new products and partnership opportunities, with ad formats on desktop and mobile to enhance viewability.
“We’ve increased our data targeting abilities even further and will be launching a new native video platform to address the growing needs of advertisers seeking bespoke video content. This represents an enormous opportunity given our videos are uniquely connected to shoppable recipes,” she said.
According to Nielsen Digital Ratings Monthly, taste.com.au reached an audience of 3.471 million in September.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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