Nine Unveils New “Binge-Worthy” Strategy For 9Now

Nine will build out its online video content and data offering throughout the summer and into 2019, providing marketers with a deeper advertising experience across the 9Now broadcast video on demand (BVOD) platform.

Ahead of this week’s Nine 2019 Upfront showcase, the media company confirmed it would be investing in brand new binge-worthy content, and building out a library of audience favourites. Brand new content includes with the US mystery drama series Manifest, Medical drama New Amsterdam and Amy Poehler’s comedy, I Feel Bad.

“Our ambition is to deliver premium entertainment across the 12 months of the year for both our audience and advertisers,” Hamish Turner, Nine’s program director. “Alongside summer’s biggest sporting event, the Australian Open, you will see the biggest new show out of the US Manifest and a collection of Nine favourites including The Big Bang Theory, Young Sheldon, The Middle, E.R and 2 Broke Girls.

“Our goal with 9Now is to provide our audience with the best access to entertainment, anywhere, anytime enabling greater engagement for brands during one of busiest retail periods of the year – Christmas and into 2019.”

Over the course of 2018, 9Now has led the Australian BVOD space with a monthly audience of more than 2.2m users each month* and building a database of more than 7 million declared users, driven by the success of formats like Married at First Sight and Love Island Australia which smashed the traditional television model, breaking digital audience records on the platform.

“For the past two years we have done a summer initiative to build up our BVOD audience,” said Pippa Leary, Nine’s Commercial Director – Digital Sales. “But this year we are doubling down and ramping up our offering as we head into the biggest event of the year in the Australian BVOD space – Married at First Sight.”

Earlier this year Nine launched true addressability into the Australian market – through its declared database of more than 7 million signed-in users – and promised to use the Upfront event to further highlight the strength of its data offering.

Nine is one of the only Australian media companies to have built its own identity graph that seamlessly links all devices to create anonymised user profiles.

“We are out with cookies and down to actual people, creating a single view of our customer in what we calling our Nine User ID,” said Leary.

“It is worth noting that very few broadcasters globally have successfully built this, let alone device graphs for connected TV, and there are even fewer who could link these devices to actual user profiles.

“This means we understand who is watching on the big screen in the living room, or on whatever device they choose.

“This is powerful stuff, in line with the capabilities of global tech players like Google and Facebook but with far more transparency, in professionally produced, brand-safe environments.”

Nine confirmed the next stage of the 9Now roadmap would implement new data visualisation tools and closed-loop reporting, allowing it to offer marketers more accurate insight and measurement reports.

“For the first time we can track how your campaign is performing, from creating brand awareness at the top of the funnel right through to conversion and sales – allowing you to track key business outcomes directly off the big screen,” Leary said.

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