News Corp is luring advertisers with the promise of brand safety, launching a new partnership with technology firm Polar.
The deal will see News Corp utilise Polar’s Social Display tool to run ads across news, entertainment and food websites.
News Corp Australia’s managing director of digital solutions Neil Robinson said the solution offers something social media does not – brand safety.
“The social web has, in many instances for brands, become the harmful web. It’s no coincidence that protecting brand reputation is increasingly top-of-mind in boardroom discussions,” he said.
“We’re now offering our clients a safe alternative whereby they can run their social advertising formats in our trusted, professionally produced and curated environments that deliver significantly higher engagement rates, brand recall and in-view results.
“This extension of our deal with Polar now gives our clients exclusive access to the Social Display format in Australia.”
Social Display takes existing social media posts and automatically transforms them into display ads within News Corp’s ecosystem.
News Corp says it has already run over 100 Social Display campaigns for brands such as Amazon, Australia Post and Tommy Hilfiger across its network, which delivered engagement rates eight times higher than standard display formats.
“Social Display is a proven and successful way to place social media ads in highly trusted online environments. The result for clients is higher brand awareness, higher advertising recall and improved cost effectiveness,” said Robinson.
“The combination of Social Display and News Connect gives marketers a powerful way to target 10.8 million Australians based on what they read and watch, what they do, what they buy and how they feel.”
Polar CEO Kunal Gupta said Social Display can help brands make better use of their ad budgets.
“With the current concentration of spend on social platforms, what we have seen is that brands don’t have the time, budget or patience to build new creatives for the web,” he said.
“Our technology solves this problem and enables brands to easily repurpose their existing Facebook and Instagram creatives for distribution to new audiences in new places across News Corp Australia websites.”
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]