News Corp partners with Quantium and MCN to launch new digital advertising products

News Connect offering will unite readership data with consumers insights, while MBX sees News Corp and MCN partner on programmatic ad exchange

Damian Eales on stage at News Corp's Sydney event
Damian Eales on stage at News Corp's Sydney event

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

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in