News Corp Australia has launched its commercial video pitch, All Screens for All Australians, at a media agency heavy event in Sydney.
The offering, which combines News’ short-form content with Tubi’s free, ad-supported streaming platform, is designed for advertisers reach audiences across mobile, desktop, tablet and connected TV.
News Australia client partnerships managing director Lou Barrett said the All Screens for All Australians proposition is the “most powerful unified buy in the country”.
“With one billion videos consumed on our network in the last 12 months alone, we can connect advertisers with more than five million of Australia’s online video viewers through premium content in premium contexts,” she said.
“This comprehensive offering provides targeted solutions for every strategy, every screen and every plan.”
News Corp said All Screens for All Australians introduces opportunities for clients, including video reach and view, targeted CTV and enhanced Tubi integrations.
Barrett said there are more platforms, more formats, more vendors – and more pressure to prove results for clients.
“What we're seeing out there in the market is that clients are navigating the most complex video landscape that they've ever had,” she told AdNews.
“At News now, our screen strategy is front and centre of everything we do and everything else is built around it.
“We’ve now transformed our newsroom so that video’s front and centre of everything and really refined how we deliver stories, particularly in mobile formats, so I think having CTV added just made absolute sense for us.”
Viewing hours have surged more than 30% since News Corp closed its exclusive partnership with Tubi in March.
Barrett said the market needed something Tubi because people love revisiting content.
“The demand’s great because it’s a free service, and it's pretty much the only free service in the market other than free to air TV,” she said.
“It fills a unique void, particularly for younger audiences who have this propensity not to want to pay for things.
“I think it’s a staple in anyone's connected TV diet – you’ll have your paid-for subscription, one or maybe two of them, and then you’ve got your free subscription.
Managing director and publisher, free news and lifestyle, Pippa Leary said viewing hours have surged more than 30% since News Corp closed its exclusive partnership with Tubi in March.
“Our video offering now spans every screen Australians use from the fast scroll to the evening stream, from lean-in contexts to lean-back entertainment, from breaking news to binge-worthy rabbit holes,” she said.
“It's this powerful combination of News and Tubi, short and long, desktop, mobile, tablet, and connected TV in the living room that gives brands an effective way to connect with all Australians.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.