Global special interest publisher Future is launching its award-winning audience data platform in Australia.
Off the back of its launches in Europe and North America, Future has launched the proprietary audience data platform Aperture in Australia.
Aperture gives advertisers audience targeting across its suite of tech, gaming, finance, insurance and women’s fashion titles.
Over the past 18 months, Future has been collecting the first-party data it gets from its 13m+ monthly Australian users to its portfolio of brands, including financial comparison website Mozo, technology sites techradar and Tom’s Guide, and sports sites Cycling News and Golf Monthly.
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“Aperture is a game-changer, and we’re thrilled to be rolling it out to our media partners here in Australia,” said Neville Daniels, Future’s APAC Managing Director. “Early campaign trials using the platform have shown a 66% higher click-through rate (CTR) than using broad targeting techniques. It really showcases the demonstrable impact high quality, first-party audience data and precision targeting can have on campaign performance.”
Future’s Neville Daniels
Aperture provides advertisers with precision targeting based on a blend of first party data collected across Future sites. Key to this is purchase level data from Future’s ecommerce platform Hawk, which inserts contextually relevant buying widgets into content streams giving users instant access to the best deals in market from partner retailers.
“Not only do we know what Australian consumers are searching for, we know what they are buying. Combine the two and the data becomes pretty powerful,” added Tony Bell, Future’s Commercial Director (Gaming, Technology & Sport).
“Helping consumers make more informed choices is the backbone of Future’s editorial strategy. It’s why such a large proportion of our audience is high intent and in-market ready to buy. Whether they are after the best laptop, golf clubs or home loan, we can tap into their buying journey and help our advertising partners achieve peak campaign effectiveness.”
Aperture and Future recently won Best Publisher First Party Data Platform at the 2022 AdExchanger Awards.
Competition for the award Aperture won included submissions from Disney and The New York Times