News Corp Australia has launched a four-week national trade advertising campaign to reinforce its commitment to providing accountable, effective solutions for advertisers.
The brand safety campaign is designed to make marketers and brands ask: ‘Do you know where your dollars are going?’
Amid the controversy surrounding digital advertising safety for brands (for example, YouTube’s programmatic problems), the campaign is designed to remind advertisers that News’ products are some of the most trusted digital environments within which they can advertise.
Nicole Sheffield, chief digital officer at News Corp, said: “There has been a lot of discussion and coverage on media transparency over recent months, and we want to take a proactive stance on these issues by launching this campaign to showcase our strengths and commitment to providing accountable, effective solutions for advertisers.
“We’re launching this national advertising campaign with a view to reassuring our customers that protecting and enhancing their brands is our number one priority. The reality is that advertisers have the right to know where their media budget is going and News will supply them with that as they were promised.”
News Corp’s executive general manager of network sales, Lou Barrett, added: “At News Corp Australia, we are proud creators and publishers of content, so we understand context is critical.
“Additionally, we welcome transparency and scrutiny when it comes to our networks. “
The campaign is now appearing across B&T along with other trade publications and The Australian’s Monday media section.