In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
A data-driven advertising product combining News Corp’s readership data with insights from big data analytics poster child, Quantium, is among several new digital offerings launched by the media company this week.
The News Connect product unites existing audience data across the media company’s 7 million readers with Quantium’s data insights on the shopping, travel and purchasing habits of 8 million Australians. According to director of national sales, Sharb Farjami, combining the two databases will allow News Corp to create bespoke audiences for advertisers by connecting what people read and watch with what they buy.
“For advertisers, it means no more assumptions. It means creating audiences based on facts, enabling them to connect to audiences that matter across our entire network of engaging, premium properties,” he said. “This is a game-changing product for all our commercial partners.”
Alongside the new audience offering, News Corp unveiled its own private advertising exchange, Multi-Brand exchange (MBX), which brings together News Corp’s digital inventory with MCN’s digital assets. The exchange will have a collective reach across more than 10 million Australian and allow advertisers to buy premium inventory programmatically.
“That means access to Australia’s favourite online destinations, including news.com.au, all our metro and regional mastheads, all our lifestyle destinations including Vogue, GQ, Taste and Body+Soul, MCN’s digital portfolio and much more,” Farjami said.
“With the depth and quality of data available through this partnership between News and MCN, our advertisers can programmatically pinpoint audiences like never before.”
A third advertising offering launched this week is News Corp Studio, a content marketing arm that will provide curation and content creation services. This encompasses bespoke native content and all manner of content form including videos, podcasts, photo galleries, and infographics.
All three advertiser products were announced in front of more than 700 advertising and media agency executives at Sydney’s Fox Studios on 30 July.
“Our focus is to ensure that our advertisers and agency partners are, more than ever before, well connected to their customers, in engaging and trusted environments,” News Corp managing director of metro and regional publisher, Damian Eales, said.
“Every single day we reach over 7.2 million Australians that have grown up engaging with our brands - brands that they know and trust. We know what matters to them, and we are well connected to them across print, desktop, tablets, mobile and social platforms.”
“Our new offerings across programmatic, content, and data mean allow the media company to create and deliver commercial solutions that connect with highly targeted individuals on a one-to-one basis, across our audience, which is unrivalled in this market,” Farjami added.
“Importantly, when marketers advertise with News Corp, they have the certainty that we will deliver what we promise, each and every time. And, of course, our content doesn’t just attract large audiences; it also deeply engages them – across print, desktop, mobile, video and social.”
More on programmatic's rise
- MCN's programmatic TV ads signal shift to data-driven audience engagement
- AppNexus president: Programmatic ad exchanges collaborations are the future
- RadiumOne brings programmatic advertising tech platform to Australia
- Programmatic, video dominate mobile ad spend, finds new IAB report
- Starcom and ZenithOptimedia integrate programmatic trading desks
- Programmatic advertising to incorporate creative, brand in 2015|
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