Focus on data as News takes advertisers on 'biggest' journey



Focus on data as News takes advertisers on 'biggest' journey

New data partnerships and marketing tools were among the initiatives announced at News Corp Australia's wide-ranging Come Together event this week.

Among these is a "step change" in capability for the News Connect audience targeting and campaign activation platform.

Strategic data partnerships with travel search company Skyscanner and geo-targetting firm Near will enhance News Connect's targeting, the latter providing anonymous mobile location data.

Data from these companies joins that already sourced from News' digital network, realestate.com.au, Fox Sports, Ticketek and credit card and supermarket data source Quantium. News also announced a system for self-serve campaign booking.

Audience segments now include 250 food segments, 85 customised fan segments and - through the partnership with Skyscanner - a targeted travel segment which uses daily flight search data of two million Australians.

The new geo-targeting capability will be used to open up local digital communities, helping advertisers "own the postcode".

Also announced was the launch of UnrulyEQ+, based on News video marketplace subsidiary Unruly, to exploit a suite of emotional testing and targeting capabilities to test and optimise video content for emotional impact, identify the key triggers and match data with that of News Connect to build viewer audience segments.

UnrulyEQ+ combines Unruly's expertise with cultural data from Hofstede Insights, thanks to a relationship with MediaCom.

The annual Come Together showcase event also saw News announce investment in podcasting through NewsCast, with podcasts including news, sport, travel, food, lifestyle, finance (pictured) and the popular true crime genre.

Come Together set its 'take off' theme in a custom built airport lounge in Sydney, the first of eight such events this week.

As part of the 24 initiatives, News Corp announced greater sales collaboration with MCN, which Newsamp will now partner to trial the inclusion of Foxtel, Fox Sports and Sky News.

Executive chairman Michael Miller said News was taking clients on "a journey of exploration" to show the new products. Publishing chief operating officer Damian Eales outlined initiatives at what he said was "our biggest showcase yet".

"Our suite of initiatives, combined with the breadth and depth of our media and marketing capabilities demonstrate we are so much more than media," he said. "We deliver a coherent and integrated ecosystem of assets and solutions that create trust, confidence and generates demand for brands."

Come Together runs until March 21 in Sydney and from March 26-28 in Melbourne.