How the Guardian is set to leverage broader audience insights

Guardian Australia's head of commercial optimisation and Krux’s country manager talk to CMO about how a new global partnership will open up exciting global opportunities

With digital publishing becoming more globally competitive than ever before, media outlets are looking toward more innovative data management platforms to better understand their audience data and grow its readership base.

Recently, the Guardian Australia announced it partnered with data management platform Krux to work in several international markets, to manage and protects its audience data, as well as creating highly valuable audience segments for its advertisers. Working with Krux globally, the Guardian is set to have the capability to discover new audiences and revenue streams while activating and protecting current, valuable audience data.

The Guardian Australia’ head of commercial optimisation, Phil Eligio, told CMO that having a visual understanding of its audience across the digital landscape really helps the publisher to bring that understanding to life for advertisers and marketers.

“And not only on a campaign by campaign basis, but also through those immersive experience that we’ve built with our partnerships,” he added. “Having a really strong data management platform that sits behind that and supports that process is something that is very important for us.”

The partnership will also see Krux working closely with the Guardian to activate the publisher’s audience potential, helping with audience discovery and data management. Krux will be able to monitor advertisers and associated companies allowing these segments to then be purchased programmatically, providing the Guardian with an additional revenue stream.

According to Eligio, the partnership is integral to remaining competitive and Krux offers an effective platform that enables the publisher to explore those opportunities.

“Working with Krux gives us the opportunity to enrich our understanding and then apply it to our advertising activity,” he said. “A global partnership allows us to define audience understanding and not only how what we do here in Australia but on a global scale.”

Krux Australia and New Zealand country manager, Jo Gaines, explained that at its core, the platform allows its customers, like the Guardian Australia, to organise and manage their first party assets, and then to activate that data.

“So it essentially creates customer or audience segments for targeting with marketing or publishers to offer better targeting to their customers – and there a lot of things you can do within that,” she explained. “You can look at overlap opportunities and reach opportunities. There are a lot of capabilities in the platform to analyse data and look for opportunities to find more people who look like your customers - in a very short snapshot.”

Krux is set to continually help the Guardian globally to help improve its knowledge of its audience and audience targeting, extending the Guardian’s reach to view different geographic locations and other markets,

“One of the key things we’re talking about is the ability to share data in a really safe and secure way,” she said. “So brands can actually come to publishers like the Guardian and say I know what my target audience is and I know what my customers are like, how can we start to share knowledge about our audience and customers, to find more of them – who look like them and act like them.

“Then we can have a much more intelligent conversation about marketing and people-based marketing. It is not just about page impressions and views, but about how we can actually share insights to find real people, across different devices.”

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

Blog Posts

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

great case study, content has always proved to be an integral part of making a brand, now social media marketing is also one tool that ca...

Govind Dadhich

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Latest Podcast

More podcasts

Sign in