In this media guide, we will take you through opportunities to advertise in TDN AusNZ. As we are a digital product, there are many interactive and engaging ways to promote your message effectively through mixed media content.

TDN AusNZ was specifically built for the mobile industry professional who consumes their news on the go. The dynamic platform is being constantly developed with new improvements to enhance your experience.

The first several pages of each daily edition are feature-length articles. Within these feature articles there are several ways to advertise: a sponsored video, a sponsored photo gallery, an M-Rec or a banner.

All prices include GST.

Sponsored Video

A sponsored video, the fastest growing marketing medium, is a highly engaging way to promote your marketing message. The sheer volume of video content online is growing exponentially, with 81% of businesses using video as a marketing tool — up from 63% over the last year.

Marketing research company Cisco has predicted that by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. 75% of all video plays are on mobile devices, with people 1.5 times more likely to watch video on their mobile phones than desktop.

TDN AusNZ has created a platform that allows videos to be viewed in-browser, with the click of a play button. This does not remove the reader from the page they are reading, which makes the video ten times more likely to be played then an advertisement that asks the viewer to "click through to watch".

Here is an example of a sponsored video:

Sponsored video

Example sponsored video post

Included in a sponsored video post is the ability to:

- Post a video link of any length

- Add a banner below the video with a clickable website link

- Customise the title, text colour and background colour

Price: $550

Sponsored photo gallery

Photo gallery, slideshow or carousel; these interactive, swipeable images are a dynamic way of displaying beautiful photography, interesting statistics or engaging storylines.

User research shows readers prefer interactive content over stagnant content. They want something that moves. Something that’ll give them an experience. Galleries are effective not only because they encourage prospects to interact with your content, but because they allow your brand to tell a full story.

Whether it be showcasing foals by your stallion, highlighting stars in an upcoming draft of yearlings or displaying information in a visually dynamic manner, a sponsored photo gallery is a captivating way of showing off your content.

Here is an example of a sponsored photo gallery:

Sponsored gallery

Example sponsored photo gallery

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Price: $550

Animated Interstitial - NEW

New to TDN AusNZ are interactive interstitials, which will be placed in the feature interstitial spot between feature article 1 & 2.

Swipe left for an example of this dynamic advertising type. Only one animated interstitial spot will be available per edition, so it is recommended they are booked in advance.

Swipe left for an example of an animated interstitial.

Price: $1100

M-Rec advertisement

An M-Rec advertisement sits in between copy in a feature article.

All specifications are given in double-size (retina) so one set of artwork can work across mobile, tablet and desktop TDN AusNZ platforms.

Here is an example of an MRec advert:

Price: $550

Page sponsorships offer a limited opportunity for brands to secure an "always on" presence within TDN AusNZ. The advertising space within the page is owned by the sponsor, with three placements for content available for utilisation.

There are three spaces within each sponsored page that can be utilised by the advertiser:

- the header image and logo placement

- a video, gallery, MRec or banner within the sponsored page

- a footer image placed as an MRec or banner

See below for example page sponsorships:

Please contact Vicky or Shannay if you would like to discuss the opportunity to secure an annual sponsored page.

The videos are hosted by TDN AusNZ and can be easily embedded onto a farm's own website. Yearling 360° degree videos can also be embedded directly to an individual Lot's catalogue page on the Magic Millions website, along with their pedigree, conformation shots and parade videos.

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Guidelines for filming and a list of available videographers are available. For more information and pricing please contact advertising@tdnausnz.com.au

The ability to place banners throughout race results is being offered by TDN AusNZ. If you are the breeder, sale vendor, stand the sire at your farm or purchased the horse at a sale, an advertising banner can be placed within the results page.

By booking this race result spot, your race result will be clearly on display for all readers to see.

These banners will need to be provided to TDN AusNZ advertising by 7pm on the day of the result. Pre-made banners can also be created and left on file with the team to be placed after a win or placing, according to your required criteria.

Each race result banner placement is $250.

Below is an example of a race result banner placement:

Race Summary:

The race played out perfectly for Bivouac (Exceed And Excel) who was able to coast along in second spot to the turn.

Rider Hugh Bowman urged him to the front soon after and the colt was determined to the line to see off the challenge of Yes Yes Yes (Rubick).

Exceedance (Exceed And Excel) fought strongly to the line for third ahead of the front-runner Yao Dash (Smart Missile).

Pedigree Notes:

Bivouac is out of Dazzler (More Than Ready {USA}), who was successful on two occasions, and she is a half-sister to the dual Group 1 winner Guelph (Exceed And Excel), in turn the dam of the G2 Danehill S. winner Encryption (Lonhro).

Dazzler is a daughter of the G1 AJC Sires’ Produce S. winner Camarilla (Elusive Quality {USA}) also featuring in the pedigree is the former champion 2 and 3-year-old colt Sepoy (Elusive Quality {USA}), a multiple Group 1 winner and Group 1 producer.

TDN AusNZ will be printed and distributed on the following dates at Australasian sales.

There are a range of advertising types that can be booked. Front and back covers are very popular across all sales, so please let us know ASAP if you would like to book these spots for any sale.

For full pages, a copy of the advert in A4 as a PDF is required for the print edition, in addition to the interstitial specifications for the digital version.

Gallery: Example print edition of TDN AusNZ

Please submit advertising as early as possible via email to advertising@tdnausnz.com.au

Specs & pricing

These dynamic sponsored pages can include Lot pedigree info, conformation shots, parade videos, 360° degree interactive videos for up to six Lots per page. Banner, M-rec and Gallery advertising are also available to be placed throughout the page.

Price: $1,200

Vancouver x Stella Grace (colt)

This colt is from the second crop of G1 Golden Slipper winner Vancouver, who has already had two stakes placegetters in Postcode and Ticket To Ride. He is out of the winning Encosta De Lago mare in Stella Grace who is a full sister to Listed BRC Juanmo stakes-winner in Risk Aversion, and a three-quarter sister to dual Listed winner Order Of The Sun. This family also features the G2 STC Phar Lap S. winner Shania Dane, and the six-time stakes-winner Scintillation.

Immersive 360° video

Explore this colt from every angle by selecting the thumbnail views. Interact with the video by swiping in the direction of the arrows.

Sponsored video

Vancouver x Stella Grace (colt)

Digital technology has opened the door to a range of new marketing opportunities.

Major media innovation has only been presented a handful of times in the past. Most notably the introduction of the newspaper in the 1600s, radio in the 1890s, television in the ‘30s and mainstream adoption of the web in the ‘90s.

Now we are in a digital era. We are spending more time online (six hours per day, on average), and the majority of this time is on mobile devices (four hours per day). We carry in our hand a “phone" exponentially more powerful than the common ten-year-old desktop computer.

Digital First

One can only dream of what potential innovation lies in front of us over the next decade, however the facts of today cannot be denied - we live in a mobile world.

That’s why TDN AusNZ launched with mobile-prioritised platform. The majority of news readers (over 75%) are consuming stories on mobile devices, so it made sense for the mobile experience to be top priority.

And when a new device or technology becomes mainstream, this digital-first strategy ensures an adaptability to change too.

From an advertising perspective, digital technology allows us to access three strategic benefits that other advertising platforms struggle to provide: data feedback, clarity of message, and access to targeted audiences.

Let’s explore these in more detail…

1. A data feedback loop

Data provides cold hard facts. Proper data analysis protects us from cognitive biases such as the Bandwagon Effect where ‘humans lend toward doing what everyone else is doing, comforted by social proof’. So instead of relying on anecdotal evidence which may sway to our own biases, data analysis allows the objective dissection of facts.

A proper digital platform will have access to data feedback on how your advertising is performing. Facebook Ad Metrics and Google Analytics are impressive examples: an advertiser can see how many people have engaged with a publication, on which device, for how long and where they were based. If content is not resonating, data can provide clues as to what should be changed for the next version.

This ongoing feedback loop ensures advertising spend becomes increasingly more effective with each dollar spent.

2. Increased engagement

Interactive adverts with clear messages have significantly more engagement than cluttered JPEG images.

People are busy - viewers will look at an advert for an average of three seconds. In order to cut through the noise; clarity, striking visuals and interactivity are the keys to increased engagement. TDN AusNZ data has shown us that a well-designed interstitial advert with one clear, distinct message will increase average viewing time from three seconds to seven.

TDN AusNZ engagement metrics have also revealed that embedded video advertising spots have five times more engagement than those that provide an advertisement with click-through link. Photo gallery spots allow numerous images to be promoted in large dimensions, with a clear message and swiping interactivity; users spend on average ten seconds on these galleries.

As a result, a digital platform that allows for a range of media types, beautiful design and user interactivity will increase views, over a longer period of time.

3. Specific targeted audiences

Mass market media advertising is expensive. Thoroughbred businesses rarely have a requirement to reach a large, broad market (except perhaps a major race club or carnival). Therefore, advertising platforms that allow a specific audience to be reached is the most cost effective distribution strategy.

Growing your business’ audience via your website content is an exceptional way to advertise to a specific audience - with no distribution cost except content production.

Social media channels are also examples of best practice audience targeting. Users can segment the audience into specific demographics, interests, engagement characteristics and media engagement types. Social platforms can even find target markets that match requirements using audience characteristics “similar-to” your business.

Vertical niche publications are another good example of advertising to targeted audiences. A stallion farm needs to advertise to mare owners - not to an audience where mare owners are 1 in 100. For cost-effectiveness, insurers and veterinarians need to advertise to those who currently own a horse. Promoting to a wildly broad audience is expensive and largely ineffective; the more targeted your distribution strategy, the more cost-effective it will be.

Why "click-throughs" are an antiquated metic

Prior to launching TDN AusNZ extensive market research was conducted, revealing that when readers accidentally click on a banner and it removes them from the platform, they find it a major detractor to the experience. Click-throughs from PDF publications were delivering a 95% bounce rate. In order to stop this annoyance and high bounce rate, we built a toolbar pop up which only allows intentional click throughs, not accidental ones.

As a daily publication, metrics showed that when a reader becomes immersed in reading they will complete it before going to a website. This is shown by the TDN AusNZ 20-page average view by each reader; when a reader starts the publication, they'll finish it. They will not leave the publication mid-read to visit a link on a banner advert.

The other reason we have found click-throughs are an antiquated metric is because at TDN AusNZ, we value quality of readership over quantity. The bloodstock industry is not wide in terms of participant volume. There is a core network of highly valued participants who are the key decision makers - or have a major influence over the key decision makers. At the outset we set a goal for TDN AusNZ to become invaluable to the core bloodstock industry: the breeders, agents, farm managers and owners.

We believe becoming invaluable to one key player is more important to us than being read by 1000 punters. After a 12 month global survey, almost all major bloodstock industry participants reported TDN AusNZ was their definitive source of Australasian bloodstock news and insights for their daily readership requirements.

This adds to the irrelevance of click-throughs as a success metric; key players are incredibly unlikely to visit a major industry website through a banner advert; they should have the site saved in their toolbar as a favourite site, or know the web address by heart.

Since launching in August 2018, TDN AusNZ has reached a loyal audience of 23,000 monthly readers who have visited the publication on 610,000 occasions, viewing 3.55 million pages for 49,115 hours.

This equates to almost six years of reading time, from less than 16 months of content.

We've distributed approximately 10,000 printed copies of TDN AusNZ at 18 horse sales across Australasia and the editions have totalled over 12 million advertising impressions.

Popular content

The daily edition of TDN AusNZ contains a mix of industry news, analysis, opinion pieces and in-depth features. We pride ourselves on telling the great stories that deserve to be told, engaging some of the best freelance writers in the industry to expand our depth of topics and coverage.

Our most-read articles to-date include:

Industry testimonials

"I find the clear and concise format of TDN AusNZ easy to navigate, the articles are relevant, interesting and can present powerful insight or opinions not before offered. The TDN AusNZ interactive Sire Tables are a particularly useful tool.” - Vin Cox, Godolphin

"I enjoy reading the TDN AusNZ well informed, detailed stories written by your team on the winning horses and their connections, from the big trainers to the small owners and the resilient breeders. Any sports publication can list pages after pages of horse racing results, but very few publications can write personal stories the way your team at the TDN AusNZ does. It makes it authentic and fascinating and brings all of us a little closer together." - Marie Yoshida

“TDN (AusNZ) is a great source of information globally and the insight from all contributors makes for excellent reading every day.” - Denise Martin, Star Thoroughbreds

“I particularly enjoy the format of the TDN AusNZ which is modern and easy to navigate, notably on mobile devices... It’s an efficient way for me to get news from Down Under.” - Georges Rimaud, Aga Khan Studs

“The TDN AusNZ has become an essential daily read with informative and insightful stories. The innovative and entertaining way that they convey the daily news is very refreshing and Coolmore Australia are huge supporters.” - Tom Magnier, Coolmore

"TDN AusNZ has become an integral part of our daily reading. It’s first off the press and always packed with great editorials and stats that helps the Northern Hemisphere keep in touch on a daily basis with our Southern counterparts." - Tom Ryan, SF Bloodstock

"TDN AusNZ has added a new, and most welcome, dimension to the coverage of racing and breeding in Australasia. It is essential daily reading for me as there is something new to be learned from every edition." - Sebastian Hutch, Inglis

"TDN AusNZ not only covers everything I need to know in one easy-to-read format, but the additions of social media plus informative notes for the following day's runners are immensely useful. The pieces with individuals and in-depth topics that are neglected by other media make it the stand-alone daily read for me." - Peter O'Brien, Segenhoe Stud

"The TDN AusNZ has very quickly raised the bar for thoroughbred industry news and features in Australasia. It is a fresh approach to the new daily read." - Barry Bowditch, Magic Millions

"TDN AusNZ has been a welcome addition to my day, containing a good mix of news, analysis and feature articles. The content is balanced with quality coverage across all sectors and businesses in the industry. I especially like the format, which allows it to be read on a mobile device when out and about." - Garry Cuddy, Spendthrift

“I love reading TDN AusNZ, though I particularly enjoy the daily news wrap and the preview of the races which is very helpful for somebody abroad to get some idea of the quality of a race. It’s quickly become an important read for me to keep up to date and I thoroughly enjoy going through it.” - Angus Gold, Shadwell

“A must-read first thing in the morning – informative, easy and quick." - Bjorn Baker, trainer

“Informative, insightful and has great stories from the racing and breeding industry. TDN AusNZ's daily edition is easy to use and always handy to flick through on your phone in the morning.” - Will Bourne, Bloodstock Manager at Ciaron Maher Racing