News Corp opens its display ads to social media campaigns

By Mariam Cheik-Hussein | 16 December 2019

News Corp Australia is letting brands run their social media ads across its ecosystem.

In an exclusive local deal, Polar’s Social Display will take brand’s social media posts and adapt them to display ads within News Corp Australia’s digital environment.

The media conglomerate’s managing director of digital solutions, Neil Robinson, says it provides a more brand-safe environment.

“The social web has, in many instances for brands, become the harmful web," Robinson says.

“It's no coincidence that protecting brand reputation is increasingly top-of-mind in boardroom discussions.

“We’re now offering our clients a safe alternative whereby they can run their social advertising formats in our trusted, professionally produced and curated environments that deliver significantly higher engagement rates, brand recall and in-view results.”

Tech giants such as Facebook and YouTube have come under increasing scrutiny this year due to harmful or violent content running on their platforms.

Earlier this year both Facebook and YouTube, owned by Google, were faced with boycotts from advertisers due to brand-safety risks.

News Corp Australia has already run more than 100 Social Display campaigns across its titles for brands such as Chemist Warehouse, Sanitarium, Amazon, Australia Post and Tommy Hilfiger. The publisher claims it delivers engagement levels eight times higher than standard display formats.

The deal will give News Corp Australia access to increasing social media ads, as traditional medium ad spend lags.

Last week media owners, such as News Corp Australia, Nine and Southern Cross Austereo, united to promote advertising on traditional platforms to the c-suite.

"With the current concentration of spend on social platforms, what we have seen is that brands don't have the time, budget or patience to build new creatives for the web,” says Polar CEO Kunal Gupta.

“Our technology solves this problem and enables brands to easily repurpose their existing Facebook and Instagram creatives for distribution to new audiences in new places across News Corp Australia websites."

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