Special interest publisher Future has introduced its proprietary audience data platform Aperture in Australia, delivering advertisers with audience targeting across its suite of tech, gaming, finance, insurance and women's fashion titles.
Future has been collecting, streamlining and growing the first party data that it gets from its 13+ million monthly Australian users to its portfolio of brands, including financial comparison websiteMozo, technology sites Techradar and TomsGuide, and sports sites CyclingNews and GolfMonthly.
Aperture provides advertisers with precision targeting based on a unique blend of first party data collected across Future sites. Key to this is purchase level data from Future’s ecommerce platform Hawk, which inserts contextually relevant buying widgets into content streams giving users instant access to the best deals in market from partner retailers.
Neville Daniels, Future’s APAC MD, said: “Aperture is a game-changer, and we’re thrilled to be rolling it out to our media partners here in Australia.
"Early campaign trials using the platform have shown a 66% higher click-through rate (CTR) than using broad targeting techniques. It really showcases the demonstrable impact high quality, first-party audience data and precision targeting can have on campaign performance.”
Tony Bell, Future’s commercial director (gaming, technology & sport), said: “Helping consumers make more informed choices is the backbone of Future’s editorial strategy. It’s why such a large proportion of our audience is high intent and in-market ready to buy. Whether they are after the best laptop, golf clubs or home loan, we can tap into their buying journey and help our advertising partners achieve peak campaign effectiveness.”
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