Telstra unveils digital ad initiative The Advertising Network promising more effective ad solutions
Telstra today unveiled a new name and refined focus and vision for its digital advertising business, following the transition of Sensis Digital Media into Telstra.
Telstra Advertising Network (TAN) includes Sensis Digital Media, Telstra Classifieds and BigPond Advertising and is led by Michael Padden a digital industry pioneer and leader.
Padden said the consolidation of Telstra’s digital advertising assets to a single business unit that sits within Telstra, Innovation Products & Marketing (TIP&M) will provide an opportunity for business growth and strengthen Telstra’s leadership in the digital media industry.
Says Padden: “The new Telstra Advertising Network will allow us to better service our customers, creating more effective advertising solutions for them across our leading media brands such as BigPond, AFL.com.au and NRL.com.au, and to leverage Telstra’s leadership in mobile, IPTV/Video and customer insight.
Telstra Advertising Network’s ambition is simple – to be the digital advertising market leader across Sport, Mobile and IPTV. We have a great start with our recently announced five year partnership with the AFL featuring live games on mobile, tablet and IPTV. We’re going to build on this by focusing our sales strategy on improved brand engagement through integrated content and sponsorships and improved audience engagement through leading data and intelligent targeting.”
Telstra Advertising Network will also see an increased focus on partnerships with a new relationship with Car Advice announced today.
The Car Advice alliance brings together some of Australia’s leading online automotive sites including tradingpost.com.au, carshowroom.com.au, caradvice.com.au and carbuddy.com.au to create a network that will be represented in the market as Automotive Alliance.
“This new alliance will become Australia’s second largest automotive network and provide car manufacturers with opportunities to target and reach car buyers through the end to end buying process,” Padden said.
“With access to millions of Australians both in the home and on the move, a line up of some of Australia’s most visited online assets, and this new partnership, Telstra Advertising Network is uniquely positioned to help our advertising clients connect with their audience.”