News Corp is to place clients newspaper ads into its masthead tablet apps for free. The company said the move gives advertisers greater cross-platform scale.
News has already rolled out the AccessOne platform in the UK. The company did not disclose what kind of revenue uplift that has delivered but sales boss Fiorella Di Santo said there was no risk for advertisers because there was no cost for replicating print ads within the apps. However, there is a 20% premium charge if advertisers want News Corp to design a digitally enabled ad for them.
“From an advertisers point of view they now get a total audience from a masthead across newspapers and apps, half page ads get shifted over from the newspaper into the app, in the same sequence at no extra charge,” Di Santo said.
“That means an advertiser gets a different environment across different platforms and a total audience across two platforms.”
Di Santo said early client conversations in sectors including retail, travel and automotive regarding the service were encouraging, but would not be drawn on how many advertiser were using the service.
As well as a cross platform play, Di Santo said the service "also gives advertisers deeper engagement" because "engagement time on the app is higher than the newspaper, so we know that it will give greater scale and deeper engagement.”
Starting this week the Herald Sun, The Daily Telegraph, The Courier-Mail and The Advertiser will progressively relaunch their tablet apps.
The revamped apps are built on the same platform as The Australian’s tablet app which launched in April.
To launch the new offering a trade campaign will kick off today.
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