At Come Together 2019, News Corp Australia announced a step change in capability for their market leading audience targeting and campaign activation platform, News Connect.
News Corp Australia has entered into strategic data partnerships with both Skyscanner and Near to further enhance the quality of News Connect’s targeting.
Skyscanner is one of the world’s largest travel search companies, serving more than 80 million customers across the globe each month; and Near is one of the world’s most sophisticated geo-targeting companies, providing anonymous mobile location data to target customers.
The data from these new companies join News Connect’s existing data from News Corp Australia’s digital network, realestate.com.au, Fox Sports, Ticketek Entertainment Group (TEG) and Quantium.
Through these data partnerships, News Connect accesses over one billion consumption signals across 12 million unique users of the company’s digital networks to deliver 1,600 customer segments for the company’s clients.
Also announced was the launch of News Connect self-serve campaign booking, which allows clients to harness the power of all of these audience segments and directly book them across the News Corp Australia digital network.
This premium publisher-first allows clients to plan which customer segments they would like to target; match their customer data with News Connect’s audience data; and buy their targeted media package online, all through an easy to use dashboard.
News Corp Australia’s managing director of digital solutions Neil Robinson said: “We are bringing data to life for our customers, they can see it, feel it and touch it through our self-serve capability and important new partnerships. It will help them plan better and execute their campaigns with greater efficiency.
“News Connect has evolved at pace and I’m really excited that our next stage of investment offers clients’ new levels of capability and quality segments, all designed to dramatically improve marketing effectiveness and deliver high impact digital campaigns with accuracy”.
The News Connect catalogue of audience segments now includes Food Connect, Fan Connect, Escape Connect, Local Connect and more.
Food Connect: From macro to micro-target audiences, Food Connect will allow clients to tap into over 250 food segments reaching 3.25 million Australians who engage with food all day, every day.
Segments include 2.5 million grocery buyers, 1.5 million who regularly dine out, 500,000 seafood lovers and almost half a million who are obsessed with Christmas entertaining.
Fan Connect: From passionate to passive, from fanatic to infrequent, Fan Connect will allow clients to engage with over 85 customised fan segments.
From 1.8 million who are hyper passionate for a sport, half a million active sportswear purchasers, 96,000 cricket fans who regularly eat fast food, 53,000 live sports lovers primed and ready to buy a new car and 55,000 AFL fans searching for a home loan.
Escape Connect: In a global-first media partnership with Skyscanner, News Connect will ingest the daily flight search data of 2 million Australians to create even more targeted digital customer segments.
Skyscanner data, combined with new geo-location data from Near, gives clients the ability to target based on location, brand preference, travel patterns and intended destination.
Local Connect: With new sophisticated geo-targeting capability designed to open up vibrant local digital communities.
Local Connect uses precise location data from Near to identify audiences consuming News content.
Whether clients are looking to boost highly targeted local area marketing initiatives, or want greater targeting efficiency, Local Connect will help client’s ‘Own the Postcode’.
