News Brings Mobile Ad Sales In-House

News Limited today announced that from 1 July, its national sales team will be managing the end-to-end sales representation and creative ad production for its mobile sites.

News Limited’s group director - sales Fiorella Di Santo said that by bringing the service in-house News will be able to provide a more dedicated service to advertisers.

“The potential for mobile is huge and growing exponentially. According to the IAB PWC Online Advertising Expenditure report for December 2012, mobile ad spend hit $86.2 million in the 2012 calendar year, up 220 per cent from 2011.

“News is already in a leading position with 16 per cent market share for mobile advertising - the most of any news publisher. Together with our online network of sites which attract a total unique audience of 7.2 million and the 11 million newspapers we sell every week, our integrated offering to advertisers is enhanced greatly. For advertisers, to deal with one team for all these platforms will ensure the highest impact for their campaigns.

“News Limited has the largest network of national and metropolitan news sites in Australia. When you combine this audience with our network of newspaper and digital brands, we are able to offer our customers easier access to a truly national, multi-platform network.”

News Limited also today announced the results of a reader panel survey* to gauge the consumption habits of its mobile audience.

“The survey found that News’ mobile users are deeply engaged with the medium doing a lot of their ‘living’ through the device,” Ms Di Santo said.

The panel survey, completed by News Limited mobile site consumers, found:

• 86 per cent of Australians who access a News Limited mobile site also use their smart phone to research a product. A further 51 per cent go on to purchase products via the device
• Almost three quarters (72 per cent) recall advertisements that appear on their smart phones with a further 45 per cent clicking on a mobile ad
• Two thirds (67 per cent) of smart phone users do their personal banking on the platform
• 56 per cent share product information with family and friends via their smart phone
• Entertainment (75 per cent), travel (66 per cent) and electronics (65 per cent) are the top categories News Limited mobile site consumers research on their smart phone

Big Mobile will cease representation and creative ad production of News’ mobile sites from 1 July, 2013.

Ms Di Santo thanked Big Mobile for their partnership over the last three years.

“It’s been a pleasure working with Big Mobile. This change is in no way a reflection on their service or professionalism, rather it was done to align and integrate our offering. There is no doubt that Big Mobile have played a critical role in building our industry leading position and I thank them for their efforts and wish them the best for the future.”

Group commercial director at Big Mobile, Graham Christie said: "We’re delighted with the significant revenue growth we’ve delivered for News over the past three years. The changes they’re making are common sense organisationally, but also a reflection of the maturity of their mobile advertising business, and their confidence to integrate it fully. We wish them well."

Source: News Limited