Telstra has refined the focus and vision of its digital advertising business following the transition of Sensis Digital Media into Telstra and named it Telstra Advertising Network (TAN).
TAN includes Sensis Digital Media, Telstra Classifieds and BigPond Advertising, and is led by digital industry pioneer, Michael Padden.
According to Padden, the consolidation of Telstra’s digital advertising assets to a single business entity that sits within Telstra, Innovation Products & Marketing (TIP&M) will offer businesses an opportunity to develop and support Telstra in the digital media industry.
“It will allow us to better service our customers, creating more effective advertising solutions for them across our leading media brands and leverage Telstra in mobile, IPTV/Video and customer insight,” he stated.
The new unit aims to be the digital advertising market leader across Sport, Mobile and IPTV. Telstra recently announced a five-year partnership with the AFL to feature 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,” Padden said.
Telstra Advertising Network also forged a new relationship with Car Advice, bringing together some online automotive sites – including tradingpost.com.au, carshowroom.com.au, caradvice.com.au and carbuddy.com.au.
Padden said the alliance will provide car manufacturers with the prospect of targeting and reaching car buyers through the end-to-end buying process.
Along with the new unit, the company announced the appointment of Melissa Curran as its general manager of sales strategy.
Prior to joining Telstra, Curran was the senior digital sales specialist at Channel Network (MCN) Foxtel’s advertising sales group.
She has had more than 15 years of experience in the digital industry.