News Corp Buys Video Ad Platform Unruly For $A125 Million

News Corp Buys Video Ad Platform Unruly For $A125 Million
SHARE
THIS



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).

0678f0bd-673e-4fcd-a0b0-577b58a57eed_tonagh_peter

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.”

 

Please login with linkedin to comment

Emaling family chef

Latest News

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]