Nine Announces Changes To Its Digital Advertising Business

Nine Announces Changes To Its Digital Advertising Business
SHARE
THIS



Nine has announced a range of major changes to its digital advertising business, aimed at providing marketers and their agencies with greater transparency around issues such as viewability.

Central to the changes has been an ongoing overhaul of the advertising inventory across the nine.com.au websites, a commitment to meeting the MRC viewability standard, as well as providing advertisers with the ability to now transact on viewable impressions across display, with video to be available by the end of this quarter.

“The industry has struggled with viewability for a long time,” Alex Parsons, chief digital and marketing officer at Nine, said. “We want to lead the way in this discussion. We know that we are rapidly moving to a world where viewability – in terms of whether someone has seen your ad – can’t be an added extra. Rather, it should be a baseline marketer expectation.”

Amid the ongoing industry debate around viewability Nine also announced that it:

  • Is optimising its websites to load faster and therefore improve user experience and ad viewability
  • Has designed new sticky ad units to optimise viewability on nine.com.au websites to improve ad performance
  • Has partnered with two of the largest third-party verification vendors in Australia, Integral Ad Science (IAS) and Moat, to enable marketers using either vendor to have discrepancy-free reporting
  • Is implementing third-party viewability tracking in the 9Now iOS and Android apps to provide in-app verification for Nine’s on-demand video products

“In making these changes our absolute commitment is to provide premium viewed impressions that will be seen by humans and will therefore deliver greater results for marketers,” said Ben Gunn, director of sales, Digital.

“We believe the solution needs to be broader and focused on what achieves the best results for our clients. In this way we will deliver a win/win for both marketers and their partners.”

Amid industry attention on transparency in the digital space, Nine is committed to providing marketers and their agencies with 100 per cent confidence in their investment through third-party verification.

“When it comes to trust, digital players can’t mark their own homework,” said Gunn. “The solution must be that publishers and platforms work to provide more effective ad units and far greater transparency in terms of third-party verification.

“At Nine we will focus on two areas: great content and great products. It is a focus that will allow us to move to a world where viewabilty is no longer part of the conversation but should just be expected. A world where all publishers – regardless of who they are – should be held to these same standards.”

Please login with linkedin to comment

brand expression

Latest News

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Marketing

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Marchant will drive Haystac’s new business […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]