In today’s rapidly evolving digital landscape, the ability to effectively engage audiences has become paramount for brands seeking to thrive.
In an interview with Mediaweek, Jessica Gilby, the national head of retail and digital growth at News Corp, recently shared her insights into audience engagement and the advertising landscape.
Focusing on innovation, Gilby highlighted the evolution of Intent Connect, the importance of video content, and the future of media partnerships.
Enhancing audience intelligence with Intent Connect
Gilby explained that Intent Connect, an audience intelligence platform, has evolved from a sales enablement tool to a market-facing solution over nearly a decade.
This transformation has enhanced advertisers’ ability to understand and build their target audiences. The integration of artificial intelligence (AI) empowers users to plan their audiences through a conversational interface, making it easier to find the right targets based on key attributes.
“By using AI, we aim to simplify audience targeting,” Gilby shared. “The platform provides not just a capability for audience construction but also a transparent view of the data involved, making the advertising process more inclusive and efficient.”
The platform’s advanced features allow advertisers to dive deep into audience interests through Content Connect, allowing for detailed insights into what groups engage with across different verticals, such as lifestyle, sports, and food. Gilby emphasised that these capabilities are critical for strategic planning, enabling advertisers to succinctly identify not only who to target, but how and where.
The impact of Tubi integration
The recent partnership with Tubi, according to Gilby, significantly expands video capabilities for News Corp, bridging connections with audiences across different times of the day. This fusion allows advertisers to utilise multiple touchpoints and maximise their reach throughout the day. As Gilby put it, “With Tubi, we have developed a unified proposition that allows us to engage consumers more effectively across all platforms, particularly with long-form video content.”
Gilby also discussed the launch of the Dynamic Digital Catalogue in partnership with Bonzai, noting how this initiative merges the visuals of traditional catalogues with digital interactivity. This blend provides consumers with a real-time shopping experience that enhances product discovery, offering customisable features that can adapt based on e-commerce site data.
“It’s about creating a rich, engaging experience that keeps consumers informed and engaged,” Gilby explained. “We’re leveraging our rich media capabilities to ensure that product information is not only appealing but also timely and relevant.”
Case Study: Chemist Warehouse and Body and Soul
One noteworthy collaboration highlighted by Gilby was the partnership between Chemist Warehouse and Body and Soul, where the two entities transformed a standalone online proposition into an embedded content experience. This strategic integration proved effective, as early metrics indicated a significant reduction in bounce rates and an increase in consumer engagement.
“We’ve utilised Body and Soul’s expertise in content creation to optimise Chemist Warehouse’s online presence,” Gilby said. “It’s a testament to how strategic partnerships can yield powerful results when both parties leverage their strengths creatively.”
Future outlook
When reflecting on the future of media partnerships and digital advertising, Gilby emphasised the continued evolution of content curation through AI and the importance of consolidating media strategies to foster creativity. “We are beginning to see brands desire more cohesive partnerships, which not only consolidate their efforts but also revitalise creativity in advertising,” she said.
Ultimately, Gilby concluded that the future lies in tailored solutions that resonate with consumer needs rather than prescriptive approaches. “It’s imperative to engage with partners that allow for collaborative problem-solving in response to business challenges,” she said.