News Corp Australia is adding AI technologies to its audience intelligence platform, Intent Content.
The business announced the enhancements to Intent Connect today at D_Coded, the company’s annual digital marketing event. The update will assist clients with advanced data collaboration capabilities through planning, booking, and measurement, it said.
Managing director of client partnerships Lou Barrett said since launching Intent Connect at D_Coded last year, it has undergone a major transformation.
“The real benefit to clients is that it is so easy to use – it makes planning and executing with News simple. They can now steer their digital marketing campaigns with a level of precision and confidence that hasn’t been possible before.”
The single platform solution was created in direct response to evolving consumer expectations. News Corp said that the enhanced Intent Connect offers comprehensive data solutions to identify high-intent customers ready to make a purchase.
Managing director of client product Pippa Leary said Intent Connect is now an all-in-one audience intelligence platform, saving time and resources for clients.
“Advertisers shouldn’t have to settle for fragmented solutions and wasted resources. Our Intent Connect platform makes efficiency the new normal, delivering measurable outcomes for every campaign.
“We understand that every marketer’s goal is to connect meaningfully with their audience. Now, Intent Connect gives them the power to identify and act on customer intent like never before.”
Director of commercial data, video and product, Paul Blackburn added that the team is “committed to building a platform and capability that anticipates challenges and offers solutions.”
“With Intent Connect marketers gain the ability to access high fidelity audience signals that deliver them better outcomes – we call this signal gain,” he said.
The new features of Intent Connect include a redesigned home screen with a new look and feel; audience builder – an AI-powered search that allows users to build and create the perfect audience for campaigns; an AI chatbot called CAI to assist with audience insights and campaign optimisation; Customer Match and its new partnerships with Google PAIR and LiveRamp ATS Direct; Intent Connect Local, which enables precision targeting; programmatic homepage buying, a new programmatic booking feature which lets clients on Google’s Display and Video Platform request, book, and activate directly; booking flow and campaign analytics, which gives clients real-time campaign measurement through a dashboard; and independent measurement solutions.
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Top Image: Barrett, Michael Miller, and Leary