News Corp Australia has entered into a data partnership with loyalty customer program Flybuys.
As part of the new deal with the publisher’s marketing platform News Connect, News Corp advertisers will have access to the transaction behaviour of 8.7 million Australians.
The move makes it the first time Flybuys, a joint venture of Wesfarmers and Coles, has partnered with a publisher for data.
“The flybuys partnership represents a significant addition to the measurable and transparent data insights News Connect provides clients,” says Suzie Cardwell, News Corp Australia’s GM of data and ad product solutions.
“Now, more than ever, News Connect dissects and analyses Australian shoppers’ behaviour through real-world consumer spending patterns, offering our clients the best way to find their customers on our network of trusted brands.”
Flybuys is a leading loyalty card program in Australia, with 8.7 million active members and 15 Flybuys cards swiped every second.
“We are excited about this partnership with News Corp, one of Australia’s largest premium publishers, enabling brands and agencies to utilise flybuys audiences across News Corp’s broad content network,” says Flybuys CEO John Merakovsky.
“Based on a rich data source of 8.7 million active members, flybuys Digital Audiences offers highly customisable products that provide valuable insights allowing brands to better understand and more effectively target their campaigns to the right audience.
“The ability to effectively measure campaigns to real world purchasing behaviour is more important than ever, so we are pleased to offer these solutions across the News Corp network.”
News Corp revealed it’s also partnered with Qantas’ Red Planet, which has 10.7 million members.
The announcements were made at News Corp’s first virtual Decoded event, a marketing event held online to overcome restrictions due to COVID-19.
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