News Corp has announced it will spend $125 million acquiring Unruly – a social-video advertising platform. The move will give its Australian operations more expertise in digital and video ad tracking.
The move was announced over night and was confirmed in a release to media this morning by Australian chief operating officer Peter Tonagh (pictured below).
Unruly is a video ad tech company, with 200 people in 15 offices, including Sydney, and regional hubs in London, New York and Singapore. As part of the acquisition, Unruly will operate as a separate business and report to the now infamous Rebekah Brooks who is chief executive of News in the UK.
News Corp businesses will begin offering Unruly products to local advertising partners in the coming months. The move is expected to result in more premium video and mobile ad inventory.
Unruly’s suite of advertising products includes:
- ShareRank – proprietary technology that is able to predict the virality of videos across social and digital media. ShareRank can also inform the changes that need to be made to video content in order to improve the number of times a video is viewed, liked and shared.
- In-Feed advertising – a mobile-first, video ad format that dynamically adapts to the unique look and feel of news feed formats. Leveraging Unruly’s ViewPlay technology, the ad plays as soon as the unit is in view on the page.
- In-Page advertising – video advertising that appears as video player units within the body of article pages, across desktop and mobile.
- Skippable In-Stream Advertising – offering programmatic targeting and prominent branding within the player.
Mr Tonagh said: “The utilisation of Unruly’s technology will significantly increase our standing in the rapidly growing digital video advertising space.
“For our advertising and agency partners this means that, over the next few months, News Corp Australia will begin to offer access to Unruly products through our sales teams. This means more premium video and mobile inventory than ever before, an even stronger content marketing offering and, ultimately, improved returns for our advertisers.
Mr Tonagh added: “The utilisation of Unruly’s technology is the latest in a series of commercial digital innovations at News Corp Australia, following the recent launches of News Connect powered by Quantium, MBX and News Corp Studios.
“In a fragmented world of media, News Corp Australia is leading innovation in video, mobile, data and content integration. We are the number one company in delivering scale and certainty of audience, and our ability to source, create, distribute and amplify content is streets ahead of anyone else.”
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]