News Corp Australia today announced a partnership with Vudoo that will see the company introduce interactive video solutions at scale across its digital network.
Vudoo is an easy-to-use interactive video platform that turns videos into high-impact experiences, embedding clickable content that can be measured and optimised in real time.
The market-leading Vudoo product is first being integrated into the
commercial content proposition of the company’s Food Corp Network, with clients now able to add products and recipe shopping directly into branded video recipes or create interactive recipe collections.Coles is the first partner to work with the new format, adding interactive elements to the top 50 recipe videos on taste.com.au.
News Corp Australia’s managing director, food and travel Fiona Nilsson said that by introducing Vudoo technology to the scale and diversity of News Corp Australia brands, the partnership will redefine the publisher role in video content and how the company will be able to help clients connect through video.
“Our partnership with Vudoo provides us with new creative opportunities, conversion based solutions and entirely new video products for our advertisers to engage consumers. Interactive clickable video offers exciting new opportunities for the viewer experience and also in the sophistication of the data it delivers,” said Nilsson.
“We are delighted to secure Coles as our exclusive supermarket partner working with the new format. Through the use of interactive video Coles will be able to drive results from the organic reach of video content and measure consumer response in real time, whether that is signing up to Coles’ newsletters or adding the recipe contents to the Coles shopping basket.
“Our partnership with Vudoo launches with Food Corp and it will be quickly extended to branded video content in our Travel Network.”
Vudoo co-founder and CEO Nick Morgan said the potential value of combining the audience scale of News Corp Australia with interactive video experiences to create measurable outcomes for clients is limitless.
“We’re absolutely thrilled to be working with the News Corp Australia team which includes our production partner Visual Domain,” said Morgan.
“Since the founding of Vudoo our aim has been to transform the way the world watches video. As a global pioneer of interactive technology, it was clear from day one that the News Corp Australia team clearly understood our vision and saw the value of integrating us into the Food Corp Network. We look forward to playing our role in providing further value to the company’s clients such as Coles.”
The partnership is further testament to News Corp Australia’s commitment to creating market-leading innovative and scalable commercial video content. It follows the company’s recent investment in video production company Visual Domain, who were already a strategic partner of Vudoo with interactive production capabilities embedded in their team.
“Adding interactive elements to our videos provides viewers with a richer more engaging experience and we are excited to be working with Vudoo on this industry-leading technology,” said Visual Domain CEO and co-founder Renece Brewster.
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