CommBank backs LeadStory’s new finance news channel

Commonwealth Bank has signed on as naming rights partner of LeadStory’s new Breaking Finance News channel, giving the bank an integrated presence across the Australian-owned streaming platform’s finance, business and economic coverage.

The channel launches today across Samsung TV Plus and LG Channels, with distribution also spanning in-car, web and mobile environments. CommBank, LeadStory and the bank’s media agency, EssenceMediacom, developed the partnership.

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A 24/7 play for CommBank

Under the deal, CommBank will have a 24/7 presence around LeadStory’s financial news coverage, alongside bespoke branded content focused on financial wellbeing, economic leadership, innovation and customer impact.

Content created through the partnership can also run across CommBank’s owned channels.

LeadStory chief commercial officer Heidi Sayers said the deal went beyond a conventional sponsorship.

“This is much more than putting a brand logo around a television channel. CommBank and LeadStory are creating a premium media environment around a subject that matters enormously to Australians, while also drawing on the depth of useful financial content CommBank already creates,” Sayers said.

“LeadStory was built around a simple idea: news should work around the viewer, not the other way around. As FAST channels continue to grow and become a more established part of the connected TV landscape, particularly across platforms such as Samsung TV Plus and LG Channels, there is a significant opportunity to rethink how news is delivered. By combining that emerging behaviour with trusted journalism and personalisation, we can create a more relevant way for people to stay informed and for brands to be part of that conversation.”

Following audiences across screens

LeadStory aggregates video news from publishers including Bloomberg, CNBC, Reuters, Euronews, France 24, Al Jazeera and 10 News First, with users able to personalise what they watch across connected TV, mobile, web and in-car platforms.

Pat Crowley, general manager, marketing, paid and owned media at Commonwealth Bank, said changing viewing habits were behind the push into new platforms.

“Helping Australians make more informed financial decisions is an important part of the role we play, and that means finding new and relevant ways to connect with people as their media habits continue to evolve.

“LeadStory is rethinking how people engage with news by combining trusted journalism with personalised, on-demand viewing across a growing range of screens and devices.

“This partnership gives us an opportunity to support quality financial information while creating useful content and experiences that can help Australians feel more confident about their financial future. We’re also pleased to support an Australian-owned media and technology company that is innovating locally and taking that capability to audiences around the world.”

EssenceMediacom looks beyond the media placement

EssenceMediacom chief investment officer Sarah James said the partnership reflected how brands are changing their approach to television and news audiences.

“The way Australians consume television and news continues to evolve across new platforms and screens, creating an opportunity for brands to think differently about how they build attention and relevance.

“This partnership goes beyond a traditional media placement. It brings together premium content, technology and brand storytelling in a highly contextual environment, giving CommBank a distinctive way to show up in a category where it has genuine authority.”

LeadStory said it now reaches more than 16 million viewers globally each month and has passed 1.25 billion minutes watched across connected TV.