Nine has today become the first Australian broadcaster to launch real addressable advertising to the Australian market through 9Now, its broadcast video on demand (BVOD) product.
This new offering will give marketers cross-device targeting on video and be available through both direct sales and programmatic, via the Telaria platform.
The initial stage of the launch will see Nine work with partners to offer addressable advertising based on age, sex and location through 9Now’s database of more than 6.5 million user IDs.
“Today has been a long time coming,” said Michael Stephenson (pictured above, left), Nine’s chief sales officer.
“We have long recognised the shift towards identity-based marketing, as part of a broader marketing campaign, and for this reason Nine led the Australian market in requiring consumers to log-in to our broadcast video on demand platform, 9Now.
“Over the past two and half years we have built a powerful data asset containing 6.5 million IDs which has allowed us to be the first media business in Australia to offer addressability at scale in a premium, brand-safe environment.”
Nine’s commercial director of digital sales, Pippa Leary (pictured above, right), said today’s launch was recognition of the appetite in the market for real addressability based on an at-scale database of declared user IDs. She also noted that Nine was one of the only players to have made this leap globally.
“The leap we are making today is a big one not just in Australia but globally,” said Leary. “What we are offering through 9Now is true addressability.”
Today’s announcement is the first stage of Nine’s addressability solution. A further enhanced rollout with deeper and more targeted audience segments will commence in 2019.
“Without declared data you are simply targeting cookies and devices – this is not true addressability,” Leary said.
“Cookies and devices don’t buy goods and services, people do. That is why our solution does not use inferred data, only declared data from real Australians, making it a truly people-based marketing solution.
“The market knows how Nine has led the way in building a powerful video asset through shows like Married at First Sight and Love Island Australia, which both broke BVOD records, and this is now the logical extension of the journey we have been on.”
Stephenson added: “The BVOD market is growing faster than any other media channel and 9Now is the market leader. We were the first to require user log-ins from consumers because we knew they would be central to our future.
“Today’s announcement benefits both consumers and advertisers, offering more targeted advertising to audience segments that will deliver real business growth.”
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.