Aussie advertisers to benefit from News Corp Australia’s overnight acquisition of Unruly

September 17 2015, 9:48 am | BY Ricki Green | No Comments

NewsAcqofUnruly.jpgNews Corp Australia has today confirmed that the company will be fully utilising the power of Unruly for the benefit of Australian advertisers.

The announcement follows the acquisition of Unruly by News Corp, which was revealed overnight.

Unruly is a video ad tech company, with 200 people in 15 offices, including Sydney, and regional hubs in London, New York and Singapore.

Unruly’s suite of advertising products includes:

  • ShareRank – proprietary technology that is able to predict the virality of videos across social and digital media. ShareRank can also inform the changes that need to be made to video content in order to improve the number of times a video is viewed, liked and shared.
  • In-Feed advertising – a mobile-first, video ad format that dynamically adapts to the unique look and feel of news feed formats. Leveraging Unruly’s ViewPlay technology, the ad plays as soon as the unit is in view on the page.
  • In-Page advertising – video advertising that appears as video player units within the body of article pages, across desktop and mobile.
  • Skippable In-Stream Advertising – offering programmatic targeting and prominent branding within the player.

Says Peter Tonagh, chief operating officer, News Corp: “The utilisation of Unruly’s technology will significantly increase our standing in the rapidly growing digital video advertising space.

“For our advertising and agency partners this means that, over the next few months, News Corp Australia will begin to offer access to Unruly products through our sales teams. This means more premium video and mobile inventory than ever before, an even stronger content marketing offering and, ultimately, improved returns for our advertisers.

“The utilisation of Unruly’s technology is the latest in a series of commercial digital innovations at News Corp Australia, following the recent launches of News Connect powered by Quantium, MBX and News Corp Studios.

“In a fragmented world of media, News Corp Australia is leading innovation in video, mobile, data and content integration. We are the number one company in delivering scale and certainty of audience, and our ability to source, create, distribute and amplify content is streets ahead of anyone else.”