"Just scale in advertising isn't going to sustain the future of journalism in the long-term at the publisher, believes chief commercial director Dominic Carter. While advancements in video, native, mobile and programmatic continue to fuel a promising advertising proposition at News UK, moving forward it wants to use all the data it hasn't been able to share enough of it with advertisers to create products it can make direct revenues from."
"For the first time, advertisers can match their own data with log-in data from the Sun's 'Dream Team FC' business or subscriber data from the Times alongside customer data from other products like 'The Sun Bingo' to identify unique audience segments based on traffic. For News UK, a clearer view of what both its readers and advertisers want make it easier to develop creative solutions beyond banners."
News UK is shifting emphasis from advertising scale to commerce and direct consumer revenue by leveraging previously underused audience and subscriber data. Advertisers can now match their own data with log-in data from The Sun's Dream Team FC, Times subscriber data, and Sun Bingo customer data to identify unique audience segments. The clearer view of readers' behaviors enables development of creative products beyond display ads. Planned consumer products include The Sun Bet online bookmaker, paid coaching and perks for Dream Team FC users, and offerings targeting women and value seekers. Significant restructuring of the commercial organisation is underway to centralise and operationalise combined data.
Read at The Drum
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