Fairfax Metro Media Launches Audience Extension with Google. Fairfax Media
July 24, 2012 Fairfax Metro Media today announced a market first video buying platform using Google's DoubleClick Ad Exchange technology enabling advertisers to reach Fairfax's highly qualified audiences across the web.
Through Fairfax's owned and operated drx audience platform, advertisers are now able to serve highly targeted instream video ads across DoubleClick Ad Exchange inventory, to Fairfax's qualified audiences.
For example, knowing a consumer is male, aged 34-45 and interested in buying a car allows Fairfax to serve relevant motoring ads to that person when they watch video on a YouTube channel.
"Through our proprietary audience platform, Fairfax has a unique understanding of who our audiences are and where their interests lie," Fairfax Metro Media Commercial Director Ed Harrison said. "We are offering clients new ways in which to reach these audiences at scale through our sales teams."
ZenithOptimedia in Sydney was the first to trial Fairfax's audience extension product.
"DrinkWise wanted to maximise awareness and reach parents within Fairfax Media's premium audience, so we decided to trial Fairfax's new audience extension product as part of our overall buy," said Emily McConnell, ZenithOptimedia Digital Account Director.
"We saw an immediate uplift in performance. Compared to standard contextual placements, the product delivered a 75 per cent increase in click through rates for Drinkwise."
"Since its launch in late 2010, drx has evolved from a premium direct response network to a sophisticated audience platform, providing marketers access to valuable consumers across multiple devices, using highly engaging ad products," Fairfax Media Head of Strategic Alliances Toby Ross said.
About Fairfax Media
Fairfax Media is Australasia's leading media company with metropolitan, rural and regional publications and websites across Australia and New Zealand.
Fairfax Media publishes the highly respected metropolitan publications The Sydney Morning Herald and The Age along with, Australia's leading online news websites smh.com.au, theage.com.au, Brisbanetimes.com.au and WAtoday.com.au. Other niche websites include the popular parenting website Essentialbaby.com.au and the youth site TheVine.com.au. The company has a large stable of successful websites in key vertical markets including New Zealand's largest website, TradeMe.co.nz, RSVP.com.au, Stayz.com.au, InvestSmart.com.au, OMG, Australian Property Monitors, Commerce Australia, TenderLink and the recently acquired Occupancy. Fairfax Media also has a strong classified advertising business with print and online publications including: Drive, MyCareer, and Domain.
Fairfax uses DoubleClick's yield management and revenue optimization solutions Ad Exchange and Admeld to maximize performance, for example, when monetising non-domestic inventory, and now, with the audience extension product, Fairfax can bring even greater value to advertisers looking to serve video ads to Fairfax's highly qualified audiences.
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