News Corp’s new shoppable video format, which lets audiences buy without leaving the content, has been “flying off the shelves” across alcohol, beauty and consumer electronics, News’ data, video and product director Paul Blackburn says – and the trial with Moet & Chandon hasn’t even finished. “We have 14 other clients in flight, post-Moet,” he said, “and there’s a huge pipeline of other clients looking.” The format is part of News’ reengineering effort to unlock what McKinsey describes as ‘commerce media’ or ‘content media’ – a $50bn incremental goldmine buried within media companies. “We’ve always been really good at upper funnel, we’re really good – we’ve always been an amazing billboard,” News’ MD for Client Product Pippa Leary says. “Now we’re going to become a billboard and a shopfront.” The trial with Moet, with Kantar testing, has found a 10 per cent plus rise in purchase intent and a 38 per cent unaided brand awareness uplift.

News Corp’s new shoppable video format, which lets audiences buy without leaving the content, has been “flying off the shelves” across alcohol, beauty and consumer electronics, News’ data, video and product director Paul Blackburn says – and the trial with Moet &amp; Chandon hasn’t even finished. “We have 14 other clients in flight, post-Moet,” he said, “and there’s a huge pipeline of other clients looking.” The format is part of News’ reengineering effort to unlock what McKinsey describes as ‘commerce media’ or ‘content media’ – a $50bn incremental goldmine buried within media companies. “We’ve always been really good at upper funnel, we’re really good – we’ve always been an amazing billboard,” News’ MD for Client Product Pippa Leary says. “Now we’re going to become a billboard and a shopfront.” The trial with Moet, with Kantar testing, has found a 10 per cent plus rise in purchase intent and a 38 per cent unaided brand awareness uplift.

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.

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