Bauer restructures global digital business

By AdNews | 6 February 2015

Bauer Media Group has pulled its digital business into one global division – Bauer Xcel Media – in a bid to boost digital revenue.

In Australia and New Zealand Bauer Xcel Media is planning to accelerate digital activities by focusing on its ad funded and classified businesses through a launch of digital only products in women's lifestyle and automotive brands.

The company will also be expanding on its digital women's network, which sees all of Bauer's female-targeted brands under one banner as a way to give audiences a single destination point and to better sell a bundled digital package to advertisers.

Bauer said the digital women's network, which is expected to roll-out in quarter one this year, will be combined with “rapid acceleration” in the developing of a digital advertising network through new data-driven audience products, branded content and native offerings.

The company is eyeing a number of acquisitions to boost audience share among other digital publishers.

Bauer Media Australia, New Zealand and Hong Kong CEO David Goodchild said: “This is a transformational moment for Bauer in the APAC region as we seek to drive a new level of digital performance alongside our successful print businesses.”

“We aim to launch innovative and disruptive new products across our advertising funded, subscription and classified businesses to reach new audience and achieve unprecedented levels of consumer engagement.”

Bauer director of sales Tony Kendall previously told AdNews at the close of last year, that from an advertiser’s perspective the digital women's network would give access to data-driven insights.

“The network will be very targeted, so you'll know – and be able to reach – exactly who you're targeting,” Kendall said. “Brands will be able to understand what the propensity a consumer has to enjoy your particular product might be, how they fit into the content and where they are in their life.”

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