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Tuesday, 30 August 2011 12:38

Telstra launches revamped digital advertising business


Telstra has taken the wraps off its new digital advertising business, created in June when it transferred Sensis Digital Media into Telstra and merged that business with Telstra Classifieds and BigPond Advertising.

The new business has been named Telstra Advertising Network (TAN). It sits within Telstra Innovation Products & Marketing (TIP&M) under group managing director Kate McKenzie and is led by Michael Padden "a digital industry pioneer and leader," according to Telstra.

According to Padden's LinkedIn profile he took on his current role in June when the new business was formed having been head of Telstra Classifieds for the previous two years. Before that he was briefly head of mobile in Telstra Media and general manager, BigPond mobile network after spending over six years as group manager of mobile content at BigPond. He joined Telstra in 2000 and before that held roles with IQ Media and Fairfax.

Padden said: "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."

Also joining the new unit as general manager of sales strategy is Melissa Curran, from the Multi Channel Network (MCN) Foxtel's advertising sales group.

Telstra also announced today a partnership between the Telstra Advertising Network and Car Advice. It will bring together Telstra's tradingpost.com.au web site with Car Advice's carshowroom.com.au, caradvice.com.au and carbuddy.com.au web sites to create a network that will be represented in the market as the Automotive Alliance.

Padden said: "This new alliance will become Australia's second largest automotive network and [will] provide car manufacturers with opportunities to target and reach car buyers through the end to end buying process."

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