News Corp targets digital ads

Bec Fary / July 10, 2013 11:38 AM

With print circulation figures dropping, newspaper publishers are quickly losing ad revenue. 

But as major mastheads develop digital platforms, they’re figuring out how to use internet data to their advantage.

News Corp Australia has launched a new digital advertising program that will target ads based on visitors’ web history.

The program, run by data management company Krux, is set to maximise ad revenue by targeting visitors to News Corp masthead websites based on their life stage and interests.

The Krux launch is the first stage in News Corp’s “data management plan”.

Advertising data management plans have been in place for years on some websites, most notably on Facebook, where information about users’ sex, age, likes, interests, relationship status, workplace and education is used to define target audiences for ads.

News Corp’s digital strategy director Craig Galvin said the company has identified 53 audience segments that can be targeted.

“We've had segmentation before but not as many as 53 and not around life stages,” he told News Corp paper The Australian.

“We've had demographics, such as males aged 18 to 24. (Now we can target) parents or a small business owners, auto-intenders (people who intend to buy a car) and home buyer-intenders.”

Galvin says users’ web surfing data will be anonymous.

News Corp advertisers, two of whom have signed up for the Krux plan so far, are set to be charged “an expected premium” for the data-based service.

Krux is currently working on targeted advertising for The New York Times and London’s Financial Times.

Part of Krux’s data management plan is monitoring advertisers that may be dropping cookies onto users’ profiles to collect their own data on publishers’ sites to they can later re-target those users with ads on cheaper websites.

Vice president of Krux’s global strategy, Dave Smith, said the company helped publishers like News Corp use data more effectively than they already are.

“News can already run an ad campaigns on a fashion-related site,” he said.

“Using Krux data it will be able to re-target those user on other parts of the News network weeks later and serve them up an individual ad based on the understanding they're fashion-interested users.”

Krux is already working with Australian media clients including Network Ten, carsales.com.au, realestate.com.au and caradvice.com.au.

Galvin said the recent launch of metered digital subscriptions to mastheads like The Herald Sun and The Australian would provide valuable visitor data. 

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