News UK Launches 'NewsIQ' Ad Targeting Platform

News UK, the publisher of British newspapers The Sun, The Times and The Sunday Times, is to launch a new data platform allowing advertisers to reach audiences based on their emotions and attitudes.

Branded as NewsIQ UK, the tool will capture the declared preferences, opinions and emotions of the group's audiences, enabling advertisers to plan, optimise and measure their campaigns. The group says this will generate 'emotional loyalty based on a real connection between the consumer and the advertising message'; and notes that users will also be able to shift their measurement focus from basic click metrics to 'more brand and attention focused measures'.

As an example, the group says a travel brand could target audiences 'who have declared a preference for outdoor pursuits, whose opinions are linked to a sense of exclusivity, who over-index for video consumption and respond with positive emotions to adventure stories'. Users will be able to target across parent company News Corp's international portfolio of titles in the UK.

The new product builds on the expertise of London-based video ad distribution and tracking platform Unruly, acquired by News Corp three years ago.

Digital Commercial Director Ben Walmsley (pictured) comments: 'NewsIQ UK builds upon the traditional approach to digital advertising by recognising that audiences are people, driven not just by who they are and what they do, but by what they think and feel. Preferences, opinions and emotions are fundamental factors in driving behaviours and the ability to identify these states and then build campaigns around them is going to change the way that advertisers communicate with audiences'.

Web site: www.news.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.