News Corp has launched a slate of new ad products to help luxury brands connect with its audiences in a move that CEO Michael Miller described as a “milestone” for the publisher.
“This is a milestone night for our company and it’s long overdue,” Miller said, addressing the crowd of media buyers and marketers at an event held in Sydney last night.
“It’s time we acted like the prestige publishing department store that we are. You may know many of our individual brands very well but what you’ll hear tonight will change your thinking of how those brands come together.
Miller also used the launch to stick the knife in to News Corp's global digital rivals such as Google and Facebook - although he didn't mention them by name. Miller has had an ongoing stoush with Google in recent months with both companies running opinion columns aimed at the other in the national papers on the subject of the future of funding and protecting journalism.
“What we have is something the tech giants don’t and never will have – a unique and unrivalled connection and understanding of Australian audiences. Like all media companies we are facing both incredible challenges and exciting change. At News Corp we are taking that change as we always have – as an ongoing commitment to all Australians."
Nick Smith, Michael Miller, Nicole Sheffield and Nicholas Gray
News Prestige Network, led by prestige and lifestyle director Nick Smith, includes mastheads The Australian, Wish, Mansion, Vogue Australia, Vogue Living, GQ Australia, Delicious and Buro24/7.
Smith said the network will offer "luxury on demand" and be the “first port of call for prestige brands”.
It claims it will have reach of 7 million Australians - although some media agencies in the room felt the mass market message jars with the idea of the prestige/luxury market.
“We know that prestige advertisers need to be in digital as that is where consumers are, however they require safe environments to ensure their brands are properly managed digitally along with their need to buy engaged audiences," News Corp Australia chief digital officer Nicole Sheffield says.
"A major part of the News Prestige Network is the creation of the Prestige Digital Network that combines the digital audiences of our prestige portfolio to further leverage their influence in market and deliver brands the right audience in premium environments at scale."
To identify the needs of luxury brands, News Corp assessed 12 months of briefs to create five core communication objectives.
The ‘Discover’ package offers research, audience and data targeting for client that are looking for "high reaching and targeted solutions". It offers “the best” of News Prestige’s data and the benefits of News Corp’s print, digital and community assets and the best solution for clients that are looking for high impact and awareness. It is particularly suited for auto, finance and travel categories.
The ‘Involve’ package is for clients who are looking to immerse and integrate their brand in News Corp’s premium content offering. It is designed for the auto, travel and beauty categories. It aims to deliver high reach video, display and print advertising and branded content.
The ‘Act’ package is for clients who are looking to deliver “front of mind awareness” and convergence through on ground activations and experiences for customers. It is particularly suited for tech, fashion, finance and retail.
The ‘Share’ package is for clients looking for audience engagement and conversation by leveraging social channels. The package gives advertisers access to more than 20 million influencers through News Corp’s new publisher partnership with Brisbane influencer startup Scrunch. It suits auto, finance, beauty and fashion clients.
The ‘Bespoke’ package offers clients a selection of additional opportunities.
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