Fairfax calls in Google for adtech, digital audience efforts

ASX-listed media company looks to Google for support to build programmatic advertising, digital and data sophistication

Fairfax has struck a deal with Google to bolster its programmatic advertising and digital audience efforts across flagship media titles including The Sydney Morning Herald, The Age, the Australian Financial Review and Canberra Times.

Under the partnership, Fairfax said it will leverage Google’s global technical expertise in adtech to sell and market programmatic advertising across its major city mastheads as well as lifestyle properties. It will also work with Google to optimise publishing technology, digital innovation, drive subscriptions growth and improve the way Fairfax teams use data.

Kicking off in 2018, the first focus will be on premium ad products, top-tier client relationships and creating new commercial solutions. The brands coverage are The SMH, The Age, the AFR, WAtoday, Canberra Times and Brisbane Times.

Fairfax CEO, Greg Hywood, said the partnership comes off the back of rebuilding the ASX-listed media company’s publishing technology from the ground up.

“We are ensuring our company, our media and our shareholders benefit from commercial opportunities available to us,” he said. “We expect upside performance from this partnership will allow us to make new investment in our journalism.”

Google managing director A/NZ, Jason Pellegrino, added the joint effort with Fairfax would help demonstrate the power of programmatic sales.

Fairfax managing director of Australian Metro Publisher, Chris Janz, said the deeper partnership would provide advertisers with new ways to work with Fairfax.

“Google’s sales channels and marketing-leading programmatic technology will empower and enable advertisers to access Fairfax brands and reach our valuable audiences,” he said. “We are bringing the very best that Fairfax has to offer together with the smarts and capability of Google.”

Fairfax’s ongoing commitment to editorial has certainly been questioned this year, after the group slashed 125 editorial jobs, or more than one quarter of its newsroom, in May as part of efforts to cut $30 million in operating costs.

The deal with Google also comes as traditional media players fight to retain advertising dollars against the rise of next-generation, walled garden players such as Facebook.

In its FY17 financials, Fairfax reported full-year group revenue of $1.73 billion, down 5 per cent year-on-year, and a 4 per cent drop in underlying EBITDA of $271 million. In total, the group reported a net profit of $83.9 million, compared to a $773 million lost in FY2016.

The shining star on its books, Domain Group, spun out as its own ASX-listed entity on 16 November 2017 after shareholders and the courts voted in favour of a separation of the company from its Fairfax parent. Fairfax remains the largest shareholder in Domain.

Programmatic advertising, meanwhile, is on the up and up, despite concerns around the digital advertising supply chain as a whole. According to a recent AOL report, 22 per cent of Australian advertisers plan to increase spending on programmatic buying by more than 50 per cent in the FY18 year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in