Publisher Spotlight: Future Publishing Australia

Welcome to another GrowthOps Performance Partner Spotlight! In this edition, we sit down with Victor, Ecommerce Manager at Future Publishing Australia. With a wealth of experience in running an e-commerce business and overseeing an extensive affiliate portfolio across APAC, Victor shares insights into Future’s unique approach to content creation and partnership marketing.

Join us as we delve into how Future Publishing Australia excels in connecting with audiences and how GrowthOps Performance plays a crucial role in their success.

Welcome to GrowthOps Performance Partner Spotlight! Please tell us a bit about yourself and your role at Future Publishing Australia.

In a nutshell, how would you describe Future?

Future Publishing Australia is the global leader in specialist media. Our network reaches around nine million UAs in Australia each month, from websites like Techradar, Mozo, Tom's Guide, Getprice, and PCGamer to Marie Claire (US, UK) and 200+ more.

With over 200 owned and operated brands, we excel in creating specialist websites, magazines, newsletters, events, videos, and social content that connect with audiences and fuel their passions.

What makes Future Publishing Australia different from other content publications?

Future prides itself on delivering practical and passion-driven content. Each news piece, review, and buying guide is crafted by an expert in their field. For example, our camera specialist churns through cameras, attends launch events, and meticulously analyses technical specifications.

Similarly, our mattress expert loves a good sleep, possesses a deep knowledge of sleep science and carefully scrutinises multiple brands to discern their subtle differences. This type of commitment to expertise is fundamental to our identity as a premium publisher, enabling Future to cultivate trust and authority.

In addition to the above, we possess a range of proprietary in-house technologies designed to optimise and leverage this content to deliver value for advertisers partnering with us.

How do you help advertisers add value?

Our proprietary e-commerce technology, HAWK, lets us serve affiliate links, buy buttons, and widgets from our partners across all our content — tens of thousands of pages across hundreds of websites. These are automatically curated and directly relevant to shoppers engaging with our content, enhancing their shopping experience. This strategy drives high-quality traffic, boosts conversions, and ensures comprehensive coverage, particularly during major shopping events.

We also have a market-leading proprietary tech stack where we maintain ownership of extensive first-party data spanning over 200 titles. This data is captured in our DMP and empowers us with insights for content creation, along with facilitating precise targeting capabilities for our advertising partners to tap into 2,000+ custom audience segments. We can anticipate if this affluent sporty businessman intends to change their NBN plan or if this gamer, who owns an Android phone, also likes to drink wine.

Additionally, having this data allows our editorial team to understand key marketing trends and optimise our titles to maintain top positions in organic Google searches.

All this in turn allows our advertisers to leverage this data, trust and authority to really give the boost in brand consideration and deliver measurable performance outcomes.

What excites you about the affiliate marketing industry and its direction? Are there any innovations we will see from you in the coming months?

Despite the lingering macroeconomic headwinds, we remain optimistic about the months ahead. I think being strategic with partner selection on both the advertiser and publisher side is key in the affiliate marketing industry. The latest dashboard innovations, including attribution tracking and in-depth metrics, provide us with richer data to align our partners with our audience effectively.

In the coming months, Future Publishing Australia will be turning up the dial on coupons and deals. We recognise that shoppers nearing the end of their purchasing journey often seek discounts as a final incentive. Furthermore, we’ll continue to optimise what we do best: aggregating and curating retailer offerings to guide shoppers towards relevant and trustworthy retailers.

How has GrowthOps Performance helped you in achieving your goals?

Leveraging GrowthOps Performance’s great portfolio of brands, along with their dynamic and business-savvy account management team, proves a recipe for success. We’ve seen retailers achieve staggering year-on-year sales growth of up to 900% across our titles, and that’s thanks to the early planning and perfect commercial balance nurtured by GrowthOps between the advertiser and publisher.

Also read: Partner Spotlight: Reward Gateway

Interested in partnering with us or being a part of our Partner Spotlight series? We’d love to hear from you! Contact us today.

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GrowthOps is a full-service performance marketing agency that offers end-to-end digital marketing services such as Google Ads, Social Media, Affiliate and Partnership Marketing, Automation, and more. Speak to us about your growth needs today.