Nine is raising the stakes on viewability, offering to price and trade all its BVOD and short form video based on cost per completed view. That means advertisers will only pay for views that have a 100 percent completion rate.
During the annual Nine Upfronts, the media company said it will be competing more aggressively in the billion-dollar Australian online video market with this new program.
This is a move where the company aims to compete with Facebook and YouTube.
“What this does for the very first time for advertisers is allow them to compare the real cost of advertising on Facebook, YouTube, and now on Nine. When you look at it through that lens, Facebook and YouTube all of a sudden don’t look so cheap, is all about levelling the playing field,” said with Michael Stephenson chief sales officer.
The company wants to return brands to growth. He said, “We need to reset, rebalance and realign where marketers are spending their money to deliver the greatest return on their marketing investment. And I believe that’s a combination of TV and BVOD.”
Stephenson said advertising that is being seen for one second — or sometimes not at all — is not as valuable as advertising that is full screen has a 100 per cent completion rate and is seen 100 per cent of the time.
He urged marketers and agencies to question the metrics of how they judge the effectiveness of their video advertising.
“It’s a complex and difficult landscape to navigate with each platform having vastly different metrics for what constitutes an ad being seeing, but at Nine advertisers who buy on a cost per completed view basis will only pay for ads that are viewed to completion.”
“The more of an ad that you see and the longer that you see it, the better the results. Advertising on BVOD is full screen, you see the whole ad, the sound is on and you can’t skip it,” said Stephenson.
“Our video inventory performs better than content surfaced in the crowded social environment. Our audience is highly engaged in premium, professionally created content and as a result, the completion rates are significantly higher than social video.”
“A move to a cost per completed view metric will allow Nine to compete aggressively in the billion-dollar Australian online video market with Facebook and Google.”
Nine to launch VirtualOz in February 2020
Nine will launch VirtualOz (VOZ) on its platform early next year, this platform gives marketers and agencies one total TV audience figure across linear television and digital broadcast video on demand (BVOD).
VOZ is an integrated database that will combine broadcast viewing on TV sets and connected devices, and support advanced audience targeting introduced by OzTam and Nielsen.
Also as part of the Upfronts announcements, Stephenson said advertisers will be able to measure the incremental reach of BVOD has on television.
“In addition to that, what it will also allow you to do is target audience segments like new car buyers or international travellers on linear TV as well as BVOD.”
Stephenson said there isn’t a market in the entire world that has been able to do what the company has done in Australia which is measure the incremental reach that digital video adds to linear TV.
He said, “People consume video today very differently than they did 10 years ago. That is really important. In actual fact, it’s a game changer.”
When VOZ launches next year 9Galaxy will be VOZ-ready according to the head of sales. He said the technology is built and the media company is ready to begin trading with advertisers.
“Using VOZ database, that will mean that advertisers that invest in Nine will be able to buy audience across linear TV and video on demand across every single device, from a connected TV through to a desktop, tablet and mobile against an audience segment or a demographic. They’ll be able to do it with a guarantee of audience because that’s what we do in 9Galaxy,” he said.
Nine has been continually strengthening its digital advertising arm, at the beginning of the year the broadcaster began dynamically inserting ads into its live streams. A few months later it announced its partnership with Adgile Media, a real-time analytics firm.
It also launched 9Voyager, an advertising buying platform for SMEs who wouldn’t normally use broadcast as an advertising stream.