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    News Corp D_Coded 2024: In-article News Shorts and LiveRamp’s Safe Haven agreement

    In an expansion of the company’s Total Video suite, News Corp Australia has launched in-article News Shorts and inked a new agreement with LiveRamp’s Safe Haven.

    The combination means advertisers can reach more of their target audience via video formats, News Corp said, unveiling the advancements at D_Coded, the company’s annual digital marketing event.

    News Shorts offers mobile-first vertical videos, and the expansion of Shorts into in-article placements means vertical video ads will find engaged audiences within the articles they’re reading.

    Managing director of client partnerships Lou Barrett said the “innovative snackable video ecosystem” would provide marketers “more opportunities to engage customers through premium video within the News network.”

    “We’re committed to video solutions that balance innovation with privacy-conscious targeting. This expansion of our Total Video suite is a testament to that commitment.”

    News Corp has also joined forces with data collaboration platform, LiveRamp, to extend News Shorts advertising and native video content onto social media platforms. LiveRamp Safe Haven ensures a privacy-centric approach to video addressability across platforms, creating a high-impact audience experience for advertisers.

    Liveramp’s managing director, APAC, Melanie Hoptman, said creating a personalised omnichannel experience for consumers “is key in today’s complex market.”

    “LiveRamp helps to power better data collaboration so that News’ advertisers can better leverage their data while engaging customers with personalised touch points across News’ properties.”

    Managing director of client product Pippa Leary added: “News Corp Australia’s trusted audiences and first-party data, combined with LiveRamp’s reach, create a unique advantage for brands looking to maximise their video investment.

    “News Shorts and our LiveRamp partnership empower advertisers to achieve signal gain and reach the right audiences with the right content at the right time.”

    See also:
    Mediaweek’s A to Z of 2023: V is for Video Advertising
    Media metrics becoming impractical: News Corp


    Top image: Lou Barrett 

    The post News Corp D_Coded 2024: In-article News Shorts and LiveRamp’s Safe Haven agreement appeared first on Mediaweek.

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