As massive economic headwinds and Apple’s app tracking privacy push bear down on social platforms like Meta’s Facebook, the likes of News Corp Australia – long under pressure from Big Tech’s data smarts and audience scale – are positioning as full funnel alternatives. And it’s working. News reckons its News Connect data platform can target audiences on a granular level based on their interests and reading habits across retail, FMCG, travel, auto, and more. “You name it, we can find intenders in those categories,” says News’ GM of Client Product and Strategy Suzie Cardwell. Upper funnel ads drove a 55 per cent in-store boost for one furniture brand, while an auto manufacturer saw double the dealership visits for those exposed to ads on News’ platforms compared to those who weren’t. Per Cardwell: “The briefs are absolutely flowing in.”

As massive economic headwinds and Apple’s app tracking privacy push bear down on social platforms like Meta’s Facebook, the likes of News Corp Australia – long under pressure from Big Tech’s data smarts and audience scale – are positioning as full funnel alternatives. And it’s working. News reckons its News Connect data platform can target audiences on a granular level based on their interests and reading habits across retail, FMCG, travel, auto, and more. “You name it, we can find intenders in those categories,” says News’ GM of Client Product and Strategy Suzie Cardwell. Upper funnel ads drove a 55 per cent in-store boost for one furniture brand, while an auto manufacturer saw double the dealership visits for those exposed to ads on News’ platforms compared to those who weren’t. Per Cardwell: “The briefs are absolutely flowing in.”

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Big Tech pain is publisher gain: Briefs ‘absolutely flowing in’ at News Corp as unified, granular user data play delivers, social platform effectiveness falters

Advertisement