News Corp Australia has announced partnerships with smrtr, Cartolog and Near to strengthen its audience data for clients.
The new data deals were revealed at today’s virtual Decoded event, the third for News Corp Australia.
“It is one thing to reach an audience but holding their attention and then providing verified measurement is what marketers want today,” says News Corp Australia national sales managing director Lou Barrett.
“I’m thrilled to announce new data partnerships for audience targeting and enhancements to our digital offering. These showcase our unique and unrivalled combination of attention, context and connection to deliver outcomes for our partners.
“Our data partnerships are matched against our own first party data so that we are insulated against the demise of third party cookies in regards to our own network.”
Through its smrtr partnership, data will be available through News Corp Australia’s digital marketing platform News Connect. It includes automotive data to allow marketers to understand and target Australian households intending to purchase new and used vehicles.
Built using genuine transaction data, the predictive models cover over 270 unique makes, models and car segments and, according to News Corp, achieve, on average, 12 times improved targeting effectiveness. The new data will also enable marketers to distinctly target the ‘exploring’ phase which has been identified as the most important phase of the buying journey.
News Corp has also partnered with Cartologoy for supermarket data, with marketers able to understand, target and measure the supermarket buying habits of more than 75% of Australians through News Connect.
To provide clients with transaction data, News Corp Australia has partnered with Near, giving marketers access to data from the largest payment provider in Australia. With 160 million transactions every hour, covering 40% of Australian credit card holders, it will provide substantial new data sets, resulting in more than 100 new segments targeting both Top Spenders and Frequent Spenders across a range of product categories.
“We’re excited to secure these new data and insights partnerships that will significantly enhance the quality of News Connect’s targeting throughout the entire customer decision making process, from initial awareness to consideration and purchase,” says News Corp general manager of data and ad product Suzie Cardwell.
“Marketers will be able to use the most powerful real world action signals, the amount and frequency of spend across a wide range of product categories, to understand and target new or existing customers.
“Understanding when, how and what customers buy on a de-identified basis, combined with News Connect insights – why they buy – enables marketers to target their consumers at the perfect moment with the perfect message to dramatically improve marketing effectiveness and outcomes.”
News Corp has also revealed enhancements to News Connect including new Premium Insights Dashboards. The update offers clients access to advanced audience consumption data and insights so that marketers can build a clearer picture of Australian consumer behaviour and their target audiences, with the additional power of being able to activate and measure from within the News Connect platform.
A Digital Catalogue Suite was also announced, highlighting News Corp Australia’s suite of digital catalogue advertising options including the new Catalogue Connect ad format.
Following the launch of Targeted Time in View last September, which allows advertisers to buy blocks of time with their target consumer, News Corp announced further improvements to attention trading with new audiences for the product – including state-based targeting, metro or regional Australia and credit/finance, business decision makers and more.
A slide from Decoded
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