Having shared funding with Polar of the Social Display ad format launched by subsidiary Unruly earlier this year, News Corp Australia has announced a local deal to keep the US company's technology to itself.
Social Display uses Polar's Format Management Platform to allow brands to amplify their social media activity by placing social posts within publisher content.
Video ad platform Unruly - which News bought in 2015 for GBP£114 million (A$222 million) but is reported to be considering selling - announced Social Display in July, adding that News had funded the development with Verizon Media through an exclusive commercial partnership with Polar which started in 2017.
The two have activated more than 100 campaigns for brands such as P&G, Unilever, Samsung and Audi. Engagement of ten-times standard display formats and five times the viewability and attention time of social feeds is claimed. Locally News claims engagement levels eight times higher in campaigns for brands including Chemist Warehouse, Sanitarium, Amazon, Latitude Financial, Australia Post and Tommy Hilfiger. Independent research by Moat Analytics showed premium publisher sites such as those of News Corp Australia delivered a five times increase in the average time an advertisement is in-view compared with social platforms.
News Corp Australia managing director of digital solutions Neil Robinson says the technology offers clients a safe alternative to run their social advertising formats in trusted, professionally produced and curated environments: "This extension of our deal with Polar now gives our clients exclusive access to the Social Display format in Australia."
News will combine Social Display with its News Connect data platform, with more than 2000 targettable audience segments enabling 10.8 million Australians to be targeted based on what they read and watch.
Polar chief executive Kunal Gupta says the technology enables brands to easily repurpose existing Facebook and Instagram creatives for distribution to new audiences across News' Australian websites."
Brands and agencies are able to activate Social Display programmatically on UnrulyX through existing DSP or via managed services.
Polar's Social Cards platform has been used by Singapore Press Holdings since July, working with a claimed more than 100 brands.
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