Nine has announced that it will move towards a CPM-based trading model for total TV campaigns bought using Nine Galaxy, its market-leading automated buying platform.
The company also announced that it would develop Nine Galaxy for regional TV and enable direct access into the platform for media agencies.
“The future of TV advertising is total TV. Nine Galaxy allows media buyers to buy linear, live streaming and on-demand audiences all in one transaction,” said Michael Stephenson (main photo), Nine’s chief sales officer . “The changes we are announcing today ensures the Nine Galaxy platform continues to meet the changing needs of Australian marketers.”
At Nine’s 2022 Upfront showcase, the company promised that it will give agency partners direct access to live availability for Nine’s linear, live streaming and on-demand TV inventory, and provide agencies with self-service access and API integration into Nine Galaxy.
“The changes will allow agencies to plan, buy and optimise campaigns with live access to avails, and track and post-analyse total TV campaigns with greater efficiency. Of course with Nine Galaxy there are no shortfalls, no makegoods, just guaranteed outcomes. This is truly a game-changer for media buyers,” Stephenson said.
Nine Galaxy first launched in 2017, automating and guaranteeing audiences on all off-peak and multi-channel TV inventory. In 2018, Nine opened the platform to make it possible to book linear TV and BVOD in a single transaction. In 2021, it also opened up Nine Galaxy for radio inventory.
As part of the changes, Nine will also be moving to a CPM-based rate card and away from fixed spot pricing for automated Nine Galaxy campaigns, making it even easier to plan and buy total TV campaigns across linear, live streaming and on-demand inventory.
“Moving to CPM-based pricing on off-peak and multi-channel TV inventory creates consistency with streaming and on-demand pricing which has always been traded against an agreed CPM. This makes buying total TV even easier with Nine,” Stephenson said.
Nine also confirmed that it has already started to develop Nine Galaxy for regional TV.
“We are building Nine Galaxy for regional TV. This is the final piece in our total TV puzzle. Agencies and clients will be able to buy metro and regional audiences in combination with our on-demand and live streaming audiences on 9Now, all in one transaction. Guaranteed audiences, no shortfalls and no makegoods.”
Stephenson urged media buyers to drive greater uptake and usage of automation technology such as Nine Galaxy.
“We have about 40 per cent of our off-peak and multi-channel bookings going through Galaxy. That means 60 per cent don’t,” he said. “If agencies and clients are not putting 60- 70 per cent of their off-peak and multi-channel TV bookings through Nine Galaxy they are spending too much time trying to optimise on the margin and chasing shortfalls and makegoods.
“You don’t need to book television the old-fashioned way anymore.”
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