News Publishers Expanding Targeting Capabilities

Recently launched in the UK and announced at Cannes Lions, the NewsIQ tool by News Corp can target readers based on their emotions and opinions. It expands beyond simple click metrics and seeks to drive engagement metrics such as time spent engaging with an ad. The tool lets advertisers use first-party reader data, such as consumption habits and favorite news topics, to plan, optimize, and measure campaigns.

Why It’s Hot:

Research shows that readers who are emotionally stimulated by news stories are 45% more likely to subsequently watch a video ad and 32% more likely to watch the entire video than users who completed a non-emotional story. It also has become increasingly crucial for publishers to rely on advertisers and brands to monetize content. Personalization may be the solution to getting readers more engaged with brands and reviving the publishing business.