Everything you need for the chicest birthday celebration

For publishers, monetising audiences and content while proving clear ROAS for advertisers has always been a challenge. Traditional ad formats often push users to external sites, breaking the customer journey and making attribution difficult. As a result, ad and affiliate metrics have typically centred on upper-funnel awareness, leaving advertisers with little visibility into direct sales and conversions. They are increasingly expecting more from their ad spend, looking for campaigns that demonstrate sales impact, not just engagement.

News Corp wanted to change the game by turning attention into action. Their goal was to deliver a solution that combined premium branded content with seamless in-ad commerce – offering advertisers a full-funnel experience, from awareness through to transaction.

This fusion of premium storytelling with interactive commerce media created a single campaign that drove both brand uplift and sales conversion.

Orders rose by 109% compared to Moët & Chandon’s forecast, while more than half of customers (52.7%) initiated checkout, driving an impressive 8.27% conversion rate – far above the industry benchmark of 1–2%.

Beyond online sales, the campaign also drove a 37% uplift in footfall to targeted liquor outlets across Australia. Brand metrics strengthened significantly, with a 38% uplift in unaided awareness and a 55% engagement rate with the creative.

By transforming traditional ads into personalised, shoppable experiences, the campaign collapsed the funnel into one seamless journey. It not only delivered measurable sales for Moët & Chandon but also set a new benchmark for how publishers can monetise content while achieving full-funnel outcomes for advertisers.