News Corp Steers Advertisers Away From “Harmful” Social Media

News Corp is luring advertisers with the promise of brand safety, launching a new partnership with technology firm Polar.

The deal will see News Corp utilise Polar’s Social Display tool to run ads across news, entertainment and food websites.

News Corp Australia’s managing director of digital solutions Neil Robinson said the solution offers something social media does not – brand safety.

“The social web has, in many instances for brands, become the harmful web. It’s no coincidence that protecting brand reputation is increasingly top-of-mind in boardroom discussions,” he said.

“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.

“This extension of our deal with Polar now gives our clients exclusive access to the Social Display format in Australia.”

Social Display takes existing social media posts and automatically transforms them into display ads within News Corp’s ecosystem.

News Corp says it has already run over 100 Social Display campaigns for brands such as Amazon, Australia Post and Tommy Hilfiger across its network, which delivered engagement rates eight times higher than standard display formats.

“Social Display is a proven and successful way to place social media ads in highly trusted online environments. The result for clients is higher brand awareness, higher advertising recall and improved cost effectiveness,” said Robinson.

“The combination of Social Display and News Connect gives marketers a powerful way to target 10.8 million Australians based on what they read and watch, what they do, what they buy and how they feel.”

Polar CEO Kunal Gupta said Social Display can help brands make better use of their ad budgets.

“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,” he said.

“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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