Taste.com.au launches new video network
News Corp recipe site taste.com.au has announced the launch of Taste.TV, an expanded video network along with a series of new commercial initiatives.
The Taste website was relaunched last year with native video capabilities. The new channel will see a mix of live shows, scheduled programs and bespoke video alongside the site’s library of over 500 how-to and recipe videos.
News’ Fiona Nilsson: “Australian shoppers love food videos”
News Corp Australia’s director of lifestyle Fiona Nilsson said: “Taste.com.au has seen an increase of 200% in video plays and streams over the last year, Australian shoppers love food videos. We’re continuing to innovate and amplify our content in this area with Taste.TV which builds on our existing video offering, both on and off platform.
“Marketers are looking for ways to drive action with Australian shoppers and taste.com.au’s new commercial opportunities deliver on that. Shoppable ads will enable more opportunities to help drive transaction for our clients, putting their products directly on consumers’ shopping lists. Our new sampling opportunities have been designed to get clients’ products in to the hands of shoppers to drive interaction with Australian consumers.”
News’ announcement of the new channel comes a day after Bauer Media’s Australian Women’s Weekly officially launched a food recipe site.
Taste.TV will feature a number of bespoke programs including Emergency Dinners, where food editor Kim Coverdale showcases easy recipes for weeknight dinners, and Healthy Hacks, a weekend shopping show.
Both programs will be streamed on Facebook and Taste.TV. The channel will also feature a number of other programs with sponsored content, including Test Kitchen, Grab & Go, Household Hacks and Easy Entertaining.
The video network will also launch shoppable ads feature on October 1. The units will deliver clients’ products directly with supermarket partner Coles.
News is also offering experiential events through Taste Testers Live and a market testing service with Taste Testers Try.
