News Corp has made a major shift towards content marketing, launching a dedicated agency as well as a native content network at its annual upfronts event today.
The content marketing agency, named Sudden.ly, will be led by Simon Smith and operate as a dedicated digital newsroom for brands to create shareable content.
Smith, who launched a similar offering at Fairfax in 2013 before joining News Corp last year, will lead Sudden.ly alongside creative Andrew Sidwell as head of strategy, with offerings in Sydney, Melbourne, Adelaide and Brisbane.
Sudden.ly was launched to an audience of client and agency partners in Melbourne among a slate of other commercial initiatives.
News Corp has also revealed a native content business, News Native Network, that it describes as a “commercial content service that delivers and distributes brand hero stories created with scientific insight and precision”.
It aims to weave brands into the headlines of the core categories of news, food, women, prestige, sport and travel.
News Corp Australia’s chief operating officer of publishing Damian Eales said the move shows the market the direction in which News Corp is tracking.
“News Corp is much more than media, and is serving more marketing needs than ever before,” he said.
He also described the difference between Sudden.ly and News Native Network as content from Sudden.ly will live on client's platforms where as News Native Network's content will be pushed through News Corp's assets.
The publisher has also made a significant investment in data with the launch of a new tool, Customer Match, which overlays data from clients with data from News Corp and Quantium.
Also inking a new data sharing deal with Ticketek, News Corp believes it now holds the strongest view of Australia’s discretionary spend.
Launched two years ago, News Corp's food network, Food Corp, is expanding its ecosystem to include a travel destination and launching a food-focused influencer network that pairs brands with chefs.
It is also moving its magazine portfolio into the TV space with its Delicious Magazine, revealing an “editorially-driven” lifestyle program, which will offer client integration.
- Social AMP: A tool that allows advertisers to amplify their social content. By using existing social posts, marketers can extend the reach of their social campaigns in real time within News DNA’s trusted premium content environments.
- Aisle Watch, connecting brands with grocery buyers at the time and place they are making their purchase decisions. It provides a made-for-mobile, time targeted video solution using real consumer reviews from News Corp’s testing panel of over 100,000 members.
- Content IQ, powered by News Connect has been created to help give brands the edge when it comes to content insights and content performance measurement of their own channels.
Food Corp Talent Network helps connect brands to the best food talent in the country, featuring more than 150 industry experts, from the top chefs in the country through to Food Corp’s award-winning editorial talent.
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