News Corp announces raft of advertiser offerings in an effort to woo brands

Announcements made at FMCG Forum

News Corp announced a raft of further advertiser initiatives in an effort to offer more relevant campaigns for brands.

This follows the 24 initiatives announced at its annual showcase earlier in the year, Come Together. These included UnrulyEQ+, a data-powered tool for consumer insights which combines the proprietary emotional data from video platform, Unruly, with audience targeting platform, News Connect. 

This week, its Food Corp business launched News Co.Create, a new service offering product development and marketing for food, grocery, and beverage clients. 

It is hoped through News Co.Create, clients can access News Corp Australia’s first-party data and audience testing panels to inform new product development and co-create products from end to end.  

The product was announced at its inaugural FMCG Forum, which brought together senior marketers and agency directors to explore some of the current and future challenges facing the fast-moving consumer goods (FMCG) category. 

Co.Create is delivered across four stages: Ideation - consumer insights, social intelligence and editorial expertise to develop innovation platforms and find new opportunities; testing - pretotyping, sensory testing in-studio and in-home and agile online audiences can be activated to learn quickly and iterate concept; go to market - ranging collateral, creative testing and services, audience segmentation and modelling and owned content strategy; and execution - talent and PR services, content production and omni-channel marketing. 

News Corp also announced its Digital Kitchen offering, plus an effective digital outcomes guarantee. 

Digital Kitchen brings together digital food brands, such as taste.com.au, delicious., Australia’s Best Recipes and Kidspot Kitchen into one platform. This category offering aims to deliver clients the opportunity to secure partnerships to integrate their brands across the entire Digital Kitchen. 

At the core of the category partnerships is Recipe Rebrand, where generic ingredients in the Food Corp catalogue of recipes can be rebranded with a client’s product. With the launch of Digital Kitchen, this has been extended to create more opportunities in search, video, content, and data for brands to own their product category across the entire network. 

Digital Kitchen provides a suite of new products and services through the funnel, using scale and capabilities to understand a brand’s audience, engage consumers, influence buying decisions, and convert them to shoppers. 

News Corp Australia’s managing director, digital solutions, Neil Robinson also presented the company’s effective digital outcomes guarantee. 

Powered by the company’s premium environments, News Corp Australia’s intelligent product solution portfolio, and the company’s data asset and marketing platform, News Connect, it is hoped these three core strengths provide the ability to deliver effective outcomes for brands and businesses throughout the purchase funnel. 

He said when it comes to video, often at the centre of FMCG media plans, every second counts and News Corp Australia provides FMCG clients with the ability to only pay for a video message seen from start to finish with the cost per completed view outcome guarantee. 

The FMCG Forum was supported by the Australian Association of National Advertisers (AANA). 

News Corp Australia’s chief operating officer, publishing, Damian Eales, said no other Australian media company has invested in FMCG and food clients as much as News Corp. 

“By taking a customer first approach we've created specialist industry solutions that are delivering growth for our clients,” he said. 

“Thought leadership is a big part of our investment and that is the purpose of this forum. Our focus today provides fresh perspectives and encourages different thinking to help our customers better meet the expectations of today’s consumers and find new ways to connect with these customers to grow their brands and businesses.”

The organisation appointed former Suncorp marketer, Mark Reinke, as managing director of consumer at News Corp, a newly created position his assumed in January. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia 

 

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