Newscorp celebrated D_Coded this week, the company’s fifth digital marketing event for advertising, marketing and media executives.
D_Coded is a space for execeutives to deliver content recommendations, audience insights, ad targeting and measurement, and SEO to drive audiences through the company’s commercial data capability, Intent Connect.
News announced the addition of financial transaction data from Westpac, a mobile first vertical video platform and a sophisticated measurement of advertising effectiveness.
Media analyst Steve Allen, director of strategy and research at· Pearman: “As we are now used to, a very detailed and dense presentation from News Corp.
“They must be one of the most progressive News(paper) organisations in the world. They tackle the market, not with just big audience numbers, but with sophistication on how to segment and engage these. They are certainly at the forefront of where marketers heads and passions are.
News Corp Australia launched Intent Connect, powered by the company’s Commercial Customer Data Platform, enriching extensive first-party content consumption data with data from Foxtel Group and REA Group.
With 5,000 customer segments, this is a major advancement on the previous capability of 3,500 segments. There is also an increased investment in data science, to shift focus from past consumer behaviours to modelling and predicting their future intentions.
Managing director, national sales, Lou Barrett, said Intent Connect would connect brands with marketing’s most in-demand commodity, intent, to deliver Total Commerce outcomes.
“At News Corp Australia, we can turn audience engagement into client outcomes, which is why we’ve focused on helping our partners anticipate audience needs at the moments that matter, the next purchase,” said Barrett.
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.