Nine has used today’s upfronts to announce it will offer marketers and agencies far greater certainty on their television campaigns by guaranteeing 100 per cent delivery of dynamic campaigns bought via 9Galaxy.
From tomorrow, 9Galaxy will automate the buying and selling of Nine’s television inventory and guarantee the delivery of its off-peak and multi-channel inventory, thereby removing the need for ‘make goods’.
This will enable brands to enjoy the efficiency of a dynamic schedule through 9Galaxy, delivered alongside the reach of Nine’s free-to-air prime-time channel and through live sport.
“This time last year we said we would create a world-class automated advertising experience for television,” Michael Stephenson, Nine’s chief sales officer, said.
“Over the past year we have had a number of major brands and media agencies working with the 9Galaxy platform, and from tomorrow we will see the platform take another big step forward.”
Key to the 9Galaxy offering is its predictive modelling technology, 9Predict, which allows Nine to forecast the ratings of its linear TV inventory, using big data and advanced modelling techniques through data science and machine learning to improve the accuracy of our ratings predictions.
Nine also confirmed today that in 2018 broadcast video on demand (BVOD) and streaming inventory will be integrated into 9Galaxy, allowing advertisers to reach audiences across all its linear television and video inventory on connected televisions, mobile, app or desktop, all in one automated transaction.
Nine’s data lake will also be integrated into 9Galaxy in 2018 in preparation for audience-based buying and addressable advertising.
“The future of television is advertising delivered with world-class technology and optimised by audience segment, such as new car buyers or home loan intenders, as well as by age and sex demographics,” Stephenson said.