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Deep Dives

MYOB x News Corp Australia

News media provides an effective contextual advertising environment for MYOB

The end of the financial year is a key time of year, particularly for small and medium sized enterprises (SMEs). According to Jane Betschel Head of Marketing and Digital at MYOB ANZ, “it’s like the retail Christmas peak for the Accounting industry.”

The end of financial year session kicks off in May when the Federal budget is released and raises many questions for SMEs and their accountants. In turn, this provides an opportunity for MYOB to speak to its target audience about issues that matter to them.

“For example, if we know that the federal budget is going to include changes to superannuation, we can ensure we place contextual advertising directed to small businesses to tell them how our solution can help them stay compliant around superannuation,” says Betschel.

MYOB has built on this tactical approach by partnering with news brands for content partnerships.

We ran a number of sponsored articles and got a 21% uplift in brand awareness through that program. It’s spurred us on to do more. We’re looking at doing broader pieces supported by advertising because it’s a great way to get to such a big audience.
Jane Betschel
Head of Marketing and Digital, MYOB ANZ

Key to the decision to align with news brands is the halo of trust the content provides and the contextual environment. Betschel says, “They’re reading news, the trusted source of news, and then they can see our product content next to it.”

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