News Corp Australia taps into mobile audiences via Vertical Video Platform offering
News Corp Australia has launched a Vertical Video Platform across its websites with the plan of further engaging with mobile audiences, as revealed during its fifth annual D_Coded advertising event today.
The format is now live and embedded across websites including taste.com.au, Kidspot Kitchen, Body+Soul, News.com.au and the company’s state-based and regional masthead.
News Corp Australia’s managing director of client product, Pippa Leary, said the available forms of content need to match various audience expectations from different consuming methods.
“75% of our audience now consumes our content in a mobile format,” she told Mumbrella.
“By pushing out and creating this vertical video player we are creating full-screen, snackable videos, on a mobile that look amazing.
“With those vertical videos we can intersperse those with shoppable video ads, it’s a very native environment.”
The platform will be able to deliver content recommendations, audience insights, ad targeting and measurement, and SEO through the company’s commercial data capability, Intent Connect.
Managing director of national sales, Lou Barrett added: “Full screen vertical video storytelling in our premium digital environments presents so many new commercial opportunities for advertisers to reach their audiences in context and at scale with high quality video ads.”
In January this year, News Corp Australia launched The Growth D_Stillery research offering to help marketers navigate brand challenges with consumer insights.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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