News Corp Australasia executive chairman Michael Miller along with News Digital Networks Australia managing director Nicole Sheffield and Unruly’s CEO and co-founder Sarah Wood, today unveiled the company’s new Future Media Lab.
Future Media Lab is an innovation and collaboration workspace that has been designed as a place where News Corp Australia clients and partners can explore, discover and create with News Corp’s brands, products and audiences.
Future Media Lab builds on the successful launches of Unruly Future Video Labs around the globe and is a first for the southern hemisphere.
Mr Miller said: “Future Media Lab gives us a unique way to demonstrate all the information and content that News has access to and how that can be used to provide insights for advertisers. I’m proud we can offer our clients and partners a space where they can use the latest consumer insights and media innovation to create deeper connections with their customers.”
Ms Sheffield said: “At News DNA we are all about reimagining the new and innovative ways in which clients, brands and marketers access their audiences. It is our mission to supercharge the company’s digital, video and content verticals into the most compelling, addictive and effective networks Australia has ever seen. Future Media Lab gives us a space where we can showcase all that content and work with clients to challenge how they best appeal to their customers.”
It is our mission to supercharge the company’s digital, video and content verticals into the most compelling, addictive and effective networks Australia has ever seen. Future Media Lab gives us a space where we can showcase all that content and work with clients to challenge how they best appeal to their customers.”
The Lab has been designed to provide an environment that is adaptable to a range of scales and forums from intimate presentations to interactive group workshops. Situated at the base of News Corp Australia’s head office on Holt Street in Sydney, the Lab is a complete transformation of a space that for 30 years was the News Shop.
Last year Unruly surveyed 3,200 consumers globally, to help advertisers understand what consumers want from online video advertising. Brands and agencies can explore these findings, together with Unruly’s Future Video Manifesto – 7 steps to future proof their advertising strategy – within the lab.
Ms Wood said: “Building on the huge success of Future Video Lab, Future Media Lab is the start of something new for this market and the next evolution in what has been a huge year for the News Corp and Unruly partnership. We know that 93 per cent of Australian consumers would consider using ad blocking software* and the ongoing challenge for brands and agencies is to future proof their content strategies. I’m excited about the opportunities Future Media Lab will provide Australian brands in creating better ads that people want to watch and engage with.”