News Corp’s digital arm, News Digital Networks Australia (DNA), has launched a number of new digital content initiatives at its first NewFront showcase.
Among the initiatives is the company’s new brand, the With Her in Mind Network (whimn.com.au), which will spearhead women’s content across the company, and targets three audience personas – ‘the high achiever’, ‘the young progressive’ and ‘the opportunity seeker’.
The brand’s website launches in early March and is set to offer an inherently Aussie 360 content offering, with a global flavour, that resonates with women in all aspects of their lives.
Felicity Harley will take up the position of editor for whimn.com.au, and will feature the voices of Tara Moss, Jamila Rizvi, Edwina Bartholomew, Liane Moriaty, Lydia Lassila and James Duigan.
The brand will also have a newsroom in New York, headed up by former news.com.au journo Charlotte Willis, along with an exclusive content partnership with New York Magazine‘s The Cut.
News DNA also unveiled a new video strategy designed to lift engagement and viewability, as well as a full-service multiplatform for native content, Native in Colour, which will be led by news.com.au and be available on whimn.com.au.
Furthermore, News DNA has launched Shoppable Video in partnership with Pixmoto, allowing for audiences to engage directly with contextually relevant products through News DNA’s video content. Whimn.com.au will be the first of its brands to deliver Shoppable Video.
But wait – there’s more.
News DNA has enhanced its audience targeting capabilities for marketers with the introduction of three new News Connect Predict Segments.
The three segments, which are available across News DNA networks from tomorrow, have been developed around the three key whimn.com.au audience personas to help deliver a unique combination of premium consumer insight and intent to reach future customers with precision.
News DNA managing director Nicole Sheffield said the NewFront showcase represents the acceleration of News Corp’s digital properties and what News DNA can offer since the division launched back in August.
“In a crowded digital marketplace we stand out. The strength of News DNA is that we offer scale, guarantees and real impact with innovation in storytelling in all its forms, along with unrivalled connections with our digital audience of over 11 million Australians,” she said.
“We focused on our understanding of Australian women tonight as we are launching our latest platform the With Her in Mind Network, whimn.com.au, which fills a unique gap in the market and will give brands an opportunity to engage Australian women in premium environments at scale.
“It launches with the power of News DNA behind it, which includes the leading sites in news, food and parenting, driving traffic through our network ecosystem. Harnessing the power of our content creation, data and the latest in technology, with our women’s network capabilities, represents a significant opportunity for our commercial partners to connect with our engaged audiences.”
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]