Network 10’s says its ability to monetise its audiences has scaled dramatically since internalizing and accelerating its data capabilities, earlier this year. That meant investing in multiple new technologies and creating brand new departments and roles within the business.
In particular, the Silverbullet implementation enabled data capabilities across five connected TV apps and two mobile apps, which accounts for almost two-thirds of its digital audience. The original project scope involved just two mobile and two CTV apps.
Network 10 says it is now well-placed to continue implementing a solid data foundation across its digital platforms.
According to Josh Slighting, Head of Data & Digital Audience Network 10, “Silverbullet has helped us design and build the blueprint for our data-driven future, and we feel very confident in our setup after working so closely with them. It’s refreshing having a partner that is as ambitious as we are, working with us towards a collective goal.”
During 2020 the company has identified a number of benefits including;
- Monetisation of digital audiences grew from 20 per cent to 85 per cent
- Implementation and optimisation of CDP, DMP and analytics technologies on seven platforms
- Consistency in platform capability across all content viewing platforms
- Support of the 10 Play App Replatforming Project, ensuring all data capabilities were implemented and optimally deployed across 10’s brand new App Development Platform
Network 10 had 16 device variations on which audiences could engage with its digital content – and this list kept growing as new ways to watch TV entered the market. This led to Network 10 embarking on a re-platforming project which saw the business migrate its various apps onto a brand new application development platform – a single platform to manage all mobile and connected TV apps.
Because its internal team was quite new, Network 10 required specialist support to ensure strong data foundations were being laid throughout its 10 Play re-platforming project.
“We had done a lot of work on our website and some of our Mobile and Connected TV applications using a hybrid of internal and agency skills. But with many of our platforms having been managed externally, and with the need to move quickly, we needed specialist skills. The market we operate in is highly competitive, and often our ability to win an ad campaign is reliant on our ability to service the data-related aspects of the brief. Without us being data-ready across the platforms our audiences are viewing content, monetisation of our audiences is significantly harder,” said Slighting.
Cam Strachan, Silverbullet’s Data and Technology Specialist, said, “Over the next year we’ll see additional use cases built into the solution and we feel we’ve future-proofed the solution as Network 10 grows and changes.”