News Corp Australia has bought the remaining 30 per cent of Visual Domain to take outright control of the Melbourne-based video content business.

News has been building its share of the commercial content sector in recent years, taking a share of finance news and marketing site Stockhead in May 2022, and acquiring Medium Rare outright in December that year.

It launched standalone content marketing agency Sudden.ly in 2018 and has an internal creative agency, Roller.

Commercial content managing director Mike Connaghan said the deal would allow News to provide more outstanding video services to existing clients.

Visual Domain founders Reneece Brewster and Daniel Goldstein (pictured) will now step aside from their roles. Connaghan paid tribute to the “great entrepreneurs” who had been among the first to recognise video’s importance.

Visual Domain veteran Arna Toffolo will now lead the business, helping build on a client base which includes National Australia Bank and MYOB.

“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,” he said. 

News plans to further grow Visual Domain in terms of size, client roster and revenue.

Visual Domain launched in 2008 with the two partners and has grown to an award-winning 80-person team.