News Corp has gone deeper with data, adding more clarity surfacing that information to identify signs of intent from consumers attracted to the media group’s extensive premium content and platforms.
Total Commerce where media, technology and commerce converge into a single consumer experience is the group’s new client proposition.
News, at its annual D_Coded event for media agencies and brands, announced the addition of financial transaction data from Westpac, a mobile first vertical video platform and a sophisticated measurement of advertising effectiveness.
Media analyst Steve Allen, director of strategy and research at· Pearman: “As we are now used to, a very detailed and dense presentation from News Corp.
“They must be one of the most progressive News(paper) organisations in the world. They tackle the market, not with just big audience numbers, but with sophistication on how to segment and engage these. They are certainly at the forefront of where marketers heads and passions are.
“A really comprehensive presentation, and they did not hold back in seeking attention and asking for the order.
“News Corp Australia has added even more depth to its pool of data, gone big on video, and dropped AI into the mix, to help brands find consumers ready to buy.”
Clare Zappia, media director at Avenue C: “News Corp D-Coded presentation demonstrated the business’s commitment to leading the charge in ad tech innovation and driving real business outcomes.
"The dedication to shortening the e-commerce funnel was clear throughout, in an effort to become a one stop brand and acquisition shop.
“Moving to a vertical video content approach across the news.com.au platform is a strong opportunity to engage audiences longer, in a more natural environment for news consumption. The aim to compete with BVOD however is misdirected, as News’ approach is more comparable to the social video ecosystem and doesn’t reflect the lean-back, long form user experience.
“News Corp have expanded their data partnerships, offering real time segmentation on their broad audience and a new to market predictive intent. While it's not clear how this will be utilised yet, it has the potential to become the next big game changer if they can execute it well.”
Sam Buchanan, CEO, IMAA: “It’s a smart move on New Corp’s part to double down on commerce media and e-commerce strategy via its Total Commerce offering that provides agencies and clients with a single consumer view across News’s assets and cleverly leveraging AI ad tech to achieve this. The standout for me was the shoppable content and reducing friction in the user experience.
"Of course with the addition of more consumer data sources, News has a strong and deliberate focus on privacy, which will be key for all advertisers this year and beyond.
"Also, video vertical ads across news.com.au will be well received by agencies as it again provides a better user experience."
The media group’s local D_Coded 2023, announced a raft of initiatives to help brands and media agencies find customers..
Lou Barret, News Corp’s managing director, national sales, told AdNews: “The big announcement is around evolution of our data proposition.
“And the fact that we will now be able to focus on being able to predict the future intent of consumers rather than looking at the past.
“And our partnership with Westpac is going to enable us to do that.
“Our clients are now going to be able to find audiences who are most likely to buy a product in their category next week.
“And then make sure their messages drive those consumers to buy their products and not a competitor. That is going to be incredibly powerful.”
She says brands, in a tough market, have to prove advertising effectiveness to boards.
“Things like TV just aren't cutting it for them.”
“I don't think it's going to be an easy year but we have a very compelling offering,
“It's still tough out there. The market is very short.”
However she describes News Corp’s offering as compelling.
Total Commerce, News’ new proposition, is powered by technology co-developed with Vudoo. It enables consumers to click on video, text, or images, to initiate and complete a transaction and seamlessly continue on their content journey.
Retailers retain full control over the relationship with their customers, including pricing, stock control, delivery and fulfilment, payments, and personal details through their chosen e-commerce stack.
The company is also using AI (Artificial Intelligence) to create matches between a client’s products and content across the News Corp Australia network.
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