Trio of Australian media owners strike unique agreement to explore a new audience co-operative aimed at delivering people-based marketing
Fairfax Media, News Corp and Nine have joined forces on a new digital identity co-operative aimed at making people-based marketing a reality across their media properties.
The trio have signed an industry-first memorandum of understanding to explore an Australian anonymised digital identity exchange that will combine their respective identity assets and allow advertisers to target authenticated audiences across all three publishing groups. In total, the three boast of an audience reach of 15 million Australians.
The new co-operative will first undergo a planning and consultation stage before launching in the first half of 2018. The intention is to bring addressable marketing to advertisers across all digital media properties, a move that comes as authenticated digital goliaths such as Facebook and Google take further digital advertising revenue away from traditional media houses.
For News Corp chief digital officer, Nicole Sheffield, collaboration between publishers that moves targeting away from cookies and targeting identities is a no-brainer.
“As Australian content creators, it’s incumbent on us more than ever to ensure our audiences, data, content and now identity are being properly harnessed for marketers by Australians,” she said.
Nine chief sales officer, Michael Stephenson, said the co-operative will allow Fairfax, Nine and News to deliver addressable advertising with greater scale in brand-safe environments.
“This combination of Australian publishers will offer a real alternative to the global players for our advertisers and agency partners,” he said.
Fairfax Media managing director of Australian metro publisher, Chris Janz, also saw the initiative streamlining the way marketers leverage quality data from content publishers to maximise results from advertising.
The news comes just a day after News Corp revealed a new data sharing partnership with realestate.com.au, aimed at augmenting its own audience data sets with insights from the property site’s 6 million users.
Fairfax, meanwhile, is looking to lift its programmatic and digital targeting game by striking a partnership with Google this week to service and support its next-generating digital audience efforts.
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
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.
Sumit Takim
In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne
Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...
ravi H
10 lessons Telstra has learnt through its T22 transformation
thanks
Lillian Juliet
How Winedirect has lifted customer recency, frequency and value with a digital overhaul
Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....
Sheetal Kamble
Jurlique’s move to mobile POS set to enhance customer experience
I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...
Catherine Stenson
Have customers really changed? - Marketing edge - CMO Australia