News Corp launches trade advertising campaign based on EMMA insights
News Corp Australia has launched a trade advertising campaign based on insights provided by new readership measurement system EMMA.
The announcement:
News Corp Australia today launched a trade advertising campaign highlighting the new insights emmaTM reveals about the company.
emmaTM is Australia’s new multi-platform readership measurement system that provides the most accurate picture of how Australians consume media.
The campaign, an evolution of the company’s “Power of People” trade positioning, focuses on the strength and definition of News Corp Australia’s audience reach. It uses real Australians photographed in their own home to articulate who these audiences are.
In support of the new methodology, the campaign creative incorporates the emmaTM brand logo and distinctive green palette.
News Corp Australia’s group director – sales Fiorella Di Santo said that the new campaign aimed to give advertisers greater insight into News’ audience.
“I’m delighted to be evolving our ‘Power of People’ trade positioning with this new campaign that communicates, in greater detail, the audiences we provide advertisers.
“It is a fantastic expression of the asset base we have.
“emmaTM is unrivalled in the industry. The granularity of the data means we have the deepest understanding of our audiences than ever before. For News, it confirms that across our audience of almost 15 million Australians we have the number one position in the key categories of sport, lifestyle, business and news across all platforms – print, web, mobile and tablet.
“It also confirms our position as the number one advertiser destination for food, health, style and travel across platforms through brands such as taste.com.au, body+soul, Vogue Australia and Escape.
“The combination of the greater certainty in campaign planning that emmaTM allows and News’ commitment to ongoing innovation and creativity means we can continue to provide the best solutions for advertisers.”
With the invitation to ‘access our people like never before’, the campaign provides specific detail on News’ audience heroes to help paint a clearer picture of who consumes News’ products. For example, Kenneth, the ‘sports’ nut, is actually more sophisticated than previously thought. He travels overseas twice a year for business, enjoys cooking and has vast financial investments
News Corp Australia announced last month that it is using emmaTM as its preferred readership currency.
The new trade advertising campaign, which will appear in print, digital and broadcast on Media-I, was created by JOY Sydney.
The launch follows the relaunch of News Corp Australia’s trade advertising site at newscorpaustralia.com.
Source: News Corp Australia press release.
