Telstra has merged its media advertising assets into a newly created group under the banner of the Telstra Advertising Network (TAN).
As reported by AdNews yesterday, Telstra’s BigPond, Sensis and Classifieds advertising operations have been merged into one single unit.
The new entity will be led by Telstra stalwart Michael Padden and sit within Telstra, Innovation Products & Marketing (TIP&M) and is the product of a restructure announced in back in June.
Padden said the merged group aimed to become a digital advertising leader across sport, mobile and IPTV.
It kicked things off with the announcement of a five-year partnership with the AFL, which features the streaming of live games on mobile, tablets and IPTV.
It has also rolled out Automotive Alliance, which aims to become the second largest automotive network in the country.
It’s one of several acquisitions Telstra has made in putting together the TAN, but it has declined to comment which others will follow later this year.
Senior Foxtel digital sales specialist Melissa Curran has been brought into the fold as general manager of sales strategy.
“We’re going to build on this by focusing our sales strategy on improved brand engagement through integrated content and sponsorships and improved audience engagement through leading data and intelligent targeting,” Padden said.
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