New data sharing partnership set to add fresh consumer insight into New Corp's audience offering for advertisers
News Corp has struck a data sharing partnership with realestate.com.au in a bid to bolster its custom audience products with fresh third-party insights.
The deal will see New Corp’s behavioural, transactional and content consumption data across 12 million Australian consumers combined with similar data from realestate.com.au’s database of 6 million consumers. The bolstered audience offering will be available through the News Connect platform and will allow advertisers to reach the same audience segments across the two online properties.
New Corp chief digital officer, Nicole Sheffield, said News Connect is based on bringing together data sets that identify and target custom audience segments based on what people read, buy and do.
“This enables our clients to connect to audiences with precision across our network of engaged, premium environments,” she said. “It is one of our most successful products and adding market leading realestate.com.au to our stable of data partnerships significantly expands our offering with access to qualified, accurate behavioural audience data from the largest real estate site in Australia.”
REA Group executive general manager of media and content, Elizabeth Minogue, noted the group has 1 million Australians visiting its property site daily.
“These consumers are highly engaged in their property journey – a journey that is driven by life moments triggering new product needs and increased spending on home furnishing, electronics, cars, renovation products and travel,” she said. “Our partnership with News Connect unlocks the power of our data now enriched with even more actionable insights and new product purchase segmentation.”
News Corp joins a growing list of media players actively seeking out data sharing arrangements in order to improve the way they package audiences to advertisers. One of the most prolific media houses to engage in such partnerships to date is Nine, which has struck deals with Data Republic, Equifax and Red Planet.
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
In our latest episode of Conversations over a cuppa with CMO, we talk to Sportsbet chief executive and former CMO50 #1, Barni Evans, about lessons in the crisis and the more innovative ways it's working to keep customers engaged.
In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.
To win in customer experience, brands need to take back control of their technology.
According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.
Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...
Brayden Manchee
How National Tiles used digital personalisation to deliver 15 per cent of revenue online
Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...
Dexx Mason
ASMR: Flash in the marketing pan, or something more?
Nice to be visiting your blog once more, it has been months for me. best mp3 converter
Yolanda R. Skillman
Melbourne Fashion Week: Using digital and insight to drive engagement and attendance
Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...
Yolanda R. Skillman
What automated design is going to do to 3D printing and product customisation
I am overpowered by your post with such a decent theme. best mp3 converter
Yolanda R. Skillman
Report: Accountability key to marketing's influence in business