CommBank has partnered with Australian-owned news streaming platform LeadStory as naming rights partner of its new Breaking Finance News channel, in a collaboration spanning content, technology and emerging viewing platforms.
The partnership will create a dedicated destination for finance, business and economic news, distributed across LeadStory’s Connected TV network, including Samsung TV Plus and LG Channels, as well as in-car, web and mobile environments.
It will give CommBank a 24/7 presence around the financial conversations shaping Australians’ lives, while aligning the brand with trusted news and reporting from publishers around the world.
LeadStory brings together video news from publishers including Bloomberg, CNBC, Reuters, Euronews, France 24, Al Jazeera and, locally, 10 News First, among others. Its user-controlled personalisation technology allows viewers to choose the news they want to watch and how they want to watch it across Connected TV, mobile, web and in-car environments.
“LeadStory was built around a simple idea: news should work around the viewer, not the other way around. As FAST channels continue to grow and become a more established part of the connected TV landscape, particularly across platforms such as Samsung TV Plus and LG Channels, there is a significant opportunity to rethink how news is delivered. By combining that emerging behaviour with trusted journalism and personalisation, we can create a more relevant way for people to stay informed and for brands to be part of that conversation,” said LeadStory chief commercial officer Heidi Sayers.
As naming rights partner, CommBank will have an integrated presence across Breaking Finance News, alongside bespoke branded content focused on financial wellbeing, economic leadership, innovation and customer impact.
Content developed through the partnership will extend across CommBank’s owned channels.
“Helping Australians make more informed financial decisions is an important part of the role we play, and that means finding new and relevant ways to connect with people as their media habits continue to evolve,” said Commonwealth Bank general manager of marketing, paid and owned media Pat Crowley.
“This partnership gives us an opportunity to support quality financial information while creating useful content and experiences that can help Australians feel more confident about their financial future.”
The partnership was developed collaboratively by CommBank, LeadStory and CommBank’s media agency partner, EssenceMediacom.
“This partnership goes beyond a traditional media placement. It brings together premium content, technology and brand storytelling in a highly contextual environment, giving CommBank a distinctive way to show up in a category where it has genuine authority,” said EssenceMediacom chief investment officer Sarah James.
The Breaking Finance News channel brought to you by CommBank is live and available across Samsung TV Plus and LG Channels.
