By Carey Finn. As publishers confront fragmented attention, rising demands for measurable performance, and the decline of third-party cookies, integration is no longer a strategic luxury. For Media24 Advertising & Content Marketing, the shift from New Media was designed to meet that pressure.
“The transformation from New Media represents more than a rebrand — it’s a strategic unification that aligns with global industry trends toward integrated marketing solutions,” says Nerisa Coetzee, chief revenue officer for Media24’s media division and head of the Media24 Advertising & Content Marketing team. “We are no longer operating in silos. The collaboration of Media24’s advertising expertise with New Media’s content-marketing capabilities creates a storytelling powerhouse underpinned by data and ad tech.”
Now one year in, Media24 Advertising & Content Marketing — often referred to as Media24 in the marketplace — positions itself as a unified commercial engine spanning News24, Netwerk24 and Daily Sun, while extending into client-owned channels. The restructuring added capabilities including video and podcast production, internal communications for large corporates, advanced ad tech, and media intelligence. “This integration reflects the industry’s shift toward omnichannel storytelling,” says Coetzee.
From publisher to “data-driven storytelling partner”
Daily Sun’s recent performance, including Best Publisher at the 2025 IAB Bookmark Awards and third place (and the only media brand) in the Brand category of the Bookmarks Digital Rankings, reinforces the commercial confidence behind the restructuring.
But the deeper shift is positional.
“We see ourselves as a data-driven storytelling partner, rather than a traditional media vendor,” says Coetzee. “Our integrated approach to advertising and content marketing, combined with AI-powered innovations and first-party data capabilities, addresses the sophisticated, measurable, and privacy-compliant solutions that define successful publishing in 2026.”
In a market increasingly scrutinised for measurable return and privacy compliance, the move from “media vendor” to “partner” suggests a recalibration of role and expectation.
Storytelling remains central to that proposition. Coetzee points to their internationally awarded work with Woolworths TASTE magazine as evidence that narrative still carries commercial weight.
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- How Authentic Storytelling Grew TASTE’s Reach (7 October 2025)
“With audiences bombarded by content across multiple platforms, stories cut through the noise by creating emotional connections, building trust and making brands memorable,” says Coetzee. “A well-told story transforms a brand from a faceless entity into a relatable, humanised voice that resonates with its audience. By combining creativity with data-driven insights, we ensure every story is strategically aligned with client goals.”
Performance, precision and platform
For planners, the promise comes down to a familiar equation: reach plus credibility, amplified by targeting precision.
“On the advertising side, our trusted platforms, such as News24 and Daily Sun, provide the credibility brands need, while tools like Match24 and Adnami ensure stories reach the right audience at the right time,” says Coetzee. “This omnichannel approach, which spans video, podcasts and more, drives engagement, with campaigns achieving up to threefold performance improvements.”
Adnami, Media24’s display advertising offering, and Match24, its AI-powered contextual targeting platform, are positioned as the technical backbone of that precision.
“Since introducing Adnami to our platforms, we’ve seen remarkable success in delivering high-impact display advertising for leading brands such as Audi, iStore, Spar, Novo Nordisk, Standard Bank and Hills,” says Coetzee. “Upcoming campaigns with Samsung, Standard Bank and Ford further highlight the growing demand for this solution.”
Performance examples reinforce the claim: Spar recorded click-through rates three times higher than traditional display campaigns, with the client expressing “strong satisfaction” regarding campaign impact. Audi praised the larger ad-unit presence and enhanced visibility, “which elevated their brand’s digital presence”.
Meanwhile, contextual targeting is framed as future-proofing.
“Contextual targeting places display and video ads at the perfect moment, when audiences engage with relevant content,” adds Coetzee. “This approach aligns with industry predictions that AI-powered contextual advertising will become essential as third-party cookies phase out.”
A framework for impact in 2026
Brand safety, suitability and attention measurement, rather than surface-level impressions, are the metrics Coetzee believes will define the year ahead.
“Our team’s framework centres on four core behaviors from The Geek Way by Andrew McAfee: speed, ownership, purpose, and data — principles that mirror the agility and accountability need for media innovation,” she says. “Every campaign is rooted in data and insights, ensuring creative solutions drive measurable growth.”
Media24’s “bespoke solutions approach”, she adds, reflects the industry’s movement toward personalised, measurable campaigns. “The team’s expertise ensures relevance and engagement, while providing comprehensive analytics for strategy refinement. This combination of creative excellence and measurable outcomes reflects 2026’s emphasis on impact-focused metrics.”
Carey Finn is a contributing writer to MarkLives MEDIA and MarkLives.com.
