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Telstra unites and rebrands digital media ad assets

Aims to get a deep TAN

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Telstra has merged its media advertising assets, Sensis Digital Media, Telstra Classifieds and BigPond Advertising into a newly created group branded the Telstra Advertising Network (TAN).

The new entity will be led by Telstra stalwart Michael Padden and sit within Telstra, Innovation Products & Marketing (TIP&M).

The merged group aims to become a digital advertising leader across sport, mobile and IPTV.

It has kicked off with the recently announced five year partnership with the AFL that features the streaming of live games on mobile, tablets 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,” Padden said.

TAN also has a remit to focus on industry partnerships and aggregation. It also announced that it has struck a relationship with Car Advice that unites 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[1] and provide car manufacturers with opportunities to target and reach car buyers through the end to end buying process,” Padden said. ®

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