Outbrain and News Corp Aus launch mobile content marketplace
Outbrain and News Corp Australia have launched the first Australian content marketplace, a mobile content discovery solution allowing digital publishers and brands to get their content discovered and boost mobile monetisation.
The release:
Pre-eminent content discovery platform Outbrain has expanded its cooperation with News Corp Australia to include mobile content discovery, marking the first time an Australian media company has leveraged Outbrain’s mobile technology.
This recent move follows a successful implementation of Outbrain’s desktop solution across News Corp Australia’s websites.
The smaller screens of mobiles create a navigation and monetisation challenge. Outbrain for mobile overcomes these challenges in a simple and intuitive way. It provides links at the end of each article to internal content or to external recommended, mobile-optimised content.
These external links result in a new revenue stream for publishers and an opportunity for brands to engage with high quality, relevant audiences and get them to discover their owned and earned content. News Corp Australia and Outbrain are effectively launching a mobile optimized content marketplace and, for the first time, allowing digital publishers and brands with mobile content to get their content discovered directly from major metropolitan mobile sites such as The Daily Telegraph, Herald Sun and The Courier Mail.
“The shift to mobile means publishers and brands need to find ways to engage mobile audience by promoting valuable, meaningful content and get it discovered,” said Outbrain’s General Manager of Australia & New Zealand Ayal Steiner. “Extending our partnership with News Corp Australia to include mobile sites adds another pillar to our discovery platform in ANZ and creates an opportunity for anyone with mobile optimized content to get their content discovered by highly engaged audience, directly from premium mobile sites.”
“We’re committed to providing our audience with the best user experience possible, on their platform of choice. Outbrain’s mobile roll out allows us to drive stronger engagement and revenues out of our mobile eco-system,” said Les Wigan, Director of Commercial Development at News Corp Australia.
News Corp Australia’s Head of Digital Development & Operations Nathan Moyes added “We are always on the lookout for great innovations that drive better user experience with stronger business results. After the positive results we had with Outbrain’s desktop roll out, it was an easy decision to extend the partnership we have to our mobile sites.”
Recent Outbrain research shows that mobile click-through-rates (CTR) are 34% higher than on other platforms. Some content segments show even higher CTR increases over desktop:
- Electronics articles have a mobile CTR of 91%, and tablet CTR of 45%, higher than desktop conversion
- Sports articles show a mobile CTR of 36% and tablet CTR of 39% higher
- Entertainment articles show a mobile CTR of 54% and tablet of 37% higher
Er, Mumbrella 22 August 2013:
“News Corp’s global CEO Robert Thomson declared: “Third parties are no longer invited to the party.””
https://mumbrella.com.au/news-corp-global-ad-exchange-raises-questions-over-future-australian-publishers-exchange-174001
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