The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
News Corp, realestate.com.au partner on audience data sets
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.
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