Nine Sets Sights On Lucrative Premium Partnership Space

Nine has showcased its premium partnership space through the strategic client solutions division, 9Powered, at its 2019 Upfront event on Wednesday evening.

In unveiling its 2019 program slate, Nine highlighted how, through its schedule it delivers marketers cross-platform opportunity to align with powerful “water cooler” content and reach mass audiences at scale, delivering real, measurable results for brands

“In a fragmenting media world, premium partnerships are a key battleground that marketers are looking to harness and we are focused on continuing to lead this space,” said Lizzie Young (main photo), Nine’s group content strategy director. “In the US, this is a space that is projected to grow from $6 billion to $20 billion between now and 2021, and Australia is no different.

“Nine, through 9Powered, has shown the way in driving smart, strategically led integration – built around a big idea – that works for both brands and audiences. Each year shows like The Block, Married at First Sight or The Voice clearly demonstrate how we can help brands to enter into the conversation in a meaningful way that delivers for them.”

Nine also outlined its investment in building out expertise to better meet the needs of marketers.

“We now run collaborative ideation workshops called Powered Hacks to crack that ‘Big Idea’,” Young said. “We provide the expertise, through our content partnerships teams that work closely with our content creation teams, to make that idea a reality. Our studios team deliver the creative execution, our client experience team manage the process end-to-end, and we have a new hire in the effectiveness space, a role aimed at building our capability to demonstrate results and show marketers the real business impact of their partnerships with Nine.”

This week Nine announced it has hired Jonathan Fox from Ebiquity to be its first director of effectiveness.

Young argued that Nine has a very real competitive advantage in both strategic thinking around premium content partnerships and the strength of its content offering, across platforms – television, 9Now, the powerful digital properties such as nine.com.au and 9Honey – or off- platform.

“The strength of 9Powered in this area reflects Nine’s understanding of wider culture, be it in areas like relationships, music, food or renovation, and as a result we consistently drive a meaningful conversation with millions of Aussies every night,” Young said.

“We understand that being everywhere – across every platform – is critical for us in 2019, and being able to connect on their terms with made-for-purpose communication is an important part of driving results for marketers, which is what we are here to do.”

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