Nine has announced a range of major changes to its digital advertising business, aimed at providing marketers and their agencies with greater transparency around issues such as viewability.
Central to the changes has been an ongoing overhaul of the advertising inventory across the nine.com.au websites, a commitment to meeting the MRC viewability standard, as well as providing advertisers with the ability to now transact on viewable impressions across display, with video to be available by the end of this quarter.
“The industry has struggled with viewability for a long time,” Alex Parsons, chief digital and marketing officer at Nine, said. “We want to lead the way in this discussion. We know that we are rapidly moving to a world where viewability – in terms of whether someone has seen your ad – can’t be an added extra. Rather, it should be a baseline marketer expectation.”
Amid the ongoing industry debate around viewability Nine also announced that it:
- Is optimising its websites to load faster and therefore improve user experience and ad viewability
- Has designed new sticky ad units to optimise viewability on nine.com.au websites to improve ad performance
- Has partnered with two of the largest third-party verification vendors in Australia, Integral Ad Science (IAS) and Moat, to enable marketers using either vendor to have discrepancy-free reporting
- Is implementing third-party viewability tracking in the 9Now iOS and Android apps to provide in-app verification for Nine’s on-demand video products
“In making these changes our absolute commitment is to provide premium viewed impressions that will be seen by humans and will therefore deliver greater results for marketers,” said Ben Gunn, director of sales, Digital.
“We believe the solution needs to be broader and focused on what achieves the best results for our clients. In this way we will deliver a win/win for both marketers and their partners.”
Amid industry attention on transparency in the digital space, Nine is committed to providing marketers and their agencies with 100 per cent confidence in their investment through third-party verification.
“When it comes to trust, digital players can’t mark their own homework,” said Gunn. “The solution must be that publishers and platforms work to provide more effective ad units and far greater transparency in terms of third-party verification.
“At Nine we will focus on two areas: great content and great products. It is a focus that will allow us to move to a world where viewabilty is no longer part of the conversation but should just be expected. A world where all publishers – regardless of who they are – should be held to these same standards.”
Please login with linkedin to commentbrand expression
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]