News Corp Australia has fully acquired Melbourne-based video content business, Visual Domain, as the publishing business continues its strategy grow its commercial content business. Previously, News Corp Australia held a 70% stake in the company.

Visual Domain's founders, Reneece Brewster and Daniel Goldstein, will step down from their roles, with Arna Toffolo, who has been with the business for more than a decade, to take the lead.

"This deal adds to our fast-growing commercial content business, and specifically allows us to provide more outstanding video services to our existing clients," said News Corp Australia, Managing Director, Commercial Content, Mike Connaghan.

News Corp Australia also took full control over Medium Rare in December 2022 and acquired a stake in finance news and marketing site Stockhead in May 2022. The company's focus on expanding its commercial content business is in line with the growing demand for video advertising, which has seen a 27% increase.

"We first invested in Visual Domain three years ago because we recognised video was increasingly becoming a very important medium for not only News Corp Australia, but our clients too. Since that time demand for video advertising has grown some 27 percent," Connaghan said.

Visual Domain was founded in 2008 and has grown into an 80-person strong business. The company's founders are confident in the future of the business under News Corp Australia's leadership.

"Reneece and Daniel are great entrepreneurs who were among the first in the market to recognise video’s importance. They have since helped literally thousands of Australian businesses tell their stories and build their brands, a legacy we are excited to build on," Connaghan said. "Arna has been key to Visual Domain’s success since coming on board almost a decade ago and is very well known in the market. We have clear ambitions to further grow Visual Domain’s position as the leading commercial video agency in terms of size, client roster and revenue."

Brewster and Goldstein said when they launched Visual Domain in 2008 there were just the two of them.

"Now we have grown to be an 80-person strong business with an award-winning team that really is the best in the business. Our clients are in great hands," the pair added.