The boss of Mi9 yesterday admitted the company had “made more mistakes than knocked it out of the park” in its first two years, and had a crack at competing news outlets saying NineMSN would stay “free for users, and free of an agenda”.
Unveiling products including “Polymorphic ads” CEO Mark Britt (pictured) admitted up until now they had “done a terrible job of telling the story of what our audience is doing”.
Claiming the company pulls in a million data points every 15 minutes, Britt said the company had made $4m from its data two years ago, but increased that to $25m this year – showing the boom in data in the market.
In terms of NineMSN he said they would be pulling in more data from the main network to work out what kinds of stories people want at different times of day, and were developing an app called NineMSN Now, which would increase sharability of stories.
The Jump In second screen app is also set to be made available on “any device”, and offer more catch-up TV services.
He described the relationships people have with their four main devices:
• TV – The Everyman. It’s laid back, the main screen people watch premium content on .
• PC – The Sage. Because it has a keyboard and is easy to direct people trust information sources from it more than other devices.
• Phone – The Lover. It’s tactile screen, intimiate nature of content and the fact it is on you all the time make it more deeply personal. “God help you if you serve an ad here uninvited”, said Britt.
• Tablet – The Explorer. People are still amazed by what they find and can do on these devices.
• Xbox – The Jester. The opposite of The Everyman, people are engaging all the time, playing games and actively seeking out entertainment.
He said the company would also do more to help marketers develop their campaigns over these various devices using what he described as “polymorphic ads”, pointing to a new service being introduced in January by the company called “Creative Sequencing”.
This, he said, “will help people understand how they can tell a story across all these devices throughout the day”.
Please login with linkedin to comment
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]