As concerns over brand safety swell and companies boycott YouTube, News Corp is reinforcing its trustworthy digital credentials with a trade campaign that rolls out across industry trade media, including AdNews, today.
Leveraging the recent furor surrounding programmatic advertising on YouTube, the campaign is designed to make marketers and brands ask: do you know where your dollars are going?
It promotes News Corp's products as some of the most trusted premium digital environments to advertise on.
Nicole Sheffield, who was recently appointed to chief digital officer at News Corp, says: “There has been a lot of discussion and coverage on media transparency over recent months and we want to take a proactive stance on these issues by launching this campaign to showcase our strengths and commitment to providing accountable, effective solutions for advertisers.
“We’re launching this national advertising campaign with a view to reassuring our customers that protecting and enhancing their brands is our number one priority. The reality is that advertisers have the right to know where their media budget is going and News will supply them with that as they were promised.”
Telstra and Tourism Australia are among the brands to temporarily stop advertising on YouTube, joining a growing number of large organisations across the world, including Holden, Kia, McDonald's, Pepsi, Starbucks, Vodafone, Johnson & Johnson, Wal-Mart, Audi, Jaguar, GlaxoSmithKline, AT&T and the UK government.
Executive general manager of network sales Lou Barrett says: “At News Corp Australia, we are proud creators and publishers of content, so we understand context is critical. Additionally we welcome transparency and scrutiny when it comes to our networks.“
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