The work Nine has put into its data offering and automated ad buying capabilities puts the network “right alongside Facebook and Google” and ahead of any other Australian publisher, argues Michael Stephenson, Nine’s Chief Sales Officer.
Speaking at the broadcaster’s upfronts yesterday, Stephenson reflected on the company’s investments in advertising technology and data integrations over the past 12 months, which have culminated in the launch of its programmatic advertising platform.
Following trials with major media brands and agencies, from today Nine is automating the buying and selling of its television inventory through its 9Galaxy platform.
While agencies and marketers will still be able to pick spots during prime time and live sports, the new commercial models will guarantee delivery off-peak and multi-channelling inventory, removing the volatility that exists in media planning and buying, Stephenson said.
“When you buy 100 ratings from us we will deliver you 100 ratings, completely removing the need for make goods,” he said.
“We’ve got world class advertising technology all supported by a very unique data proposition that sits right alongside Facebook and Google and far surpasses any other publisher in the Australian marketplace,” Stephenson said.
Nine also confirmed today that in 2018 broadcast video on demand (BVOD) and streaming inventory will be integrated into 9Galaxy, allowing advertisers to reach audiences across all its linear television and video inventory on connected televisions, mobile, app or desktop, all in one automated transaction.
Nine CEO Hugh Marks said the platform was “a critical development in how television will be traded in the future” emphasising it will make transacting with Nine easier and improve the reliability of audience delivery.
The 9Galaxy offering includes predictive modelling technology, 9Predict, which allows Nine to forecast the ratings of its linear TV inventory, using big data and advanced modelling techniques through data science and machine learning to improve the accuracy of its ratings predictions.
Nine has also made data management improvements to its enhance its single customer view. “This means that in the future all advertising with Nine will be supported by data,” Marks said.
The network plans to integrate its data lake into the 9Galaxy platform in 2018 in preparation for audience-based buying and addressable advertising. The integration means advertisers will be able to optimise campaigns by targeting segments like new car buyers or home loan intenders.
Nine has formed a number of data partnerships over the last 12 months to enhance audience profiles, which will allow them match viewers’ digital behaviours with their offline activities and spending patterns
“We now have 15 million authenticated IDs in our ecosystem can that segment your audiences for targeting and addressable advertising on connected devices at scale,” Stephenson said.
New Paywalled Website
In 2018 Nine is launching a subscription site targeting female professionals and entrepreneurs called Future Women.
For an annual fee, subscribers will have access to live events, workshops, video sessions, mentoring and access to in-depth research and insights. Corporates will be encouraged to buy memberships for their staff.
Helen McCabe, Nine’s Digital Content Director said Future Women would offer advertisers access to a highly attractive, premium female advertising demographic.
“Future Women offers the chance to connect with a premium AB audience in a unique and sophisticated environment. But at its core we want to help women find professional and personal success.”
The premium members-only website will have five core content pillars built around leadership, wealth, health, family and lifestyle.
“The content will be longer in form and curated to be differently to anything currently in the Australian digital space,” McCabe said.