Nine is unifying its ad data across 9Now, Stan Sport and HBO Max, streamlining access for brands to a single trading solution. It says this will create a powerful programmatic tool for brands to maximise campaign effectiveness.
With Nine maintaining control of the programmatic supply chain, Nine said the unification of data, reach and frequency represents a new level of transparency. At present, 9Now and Stan are unified with plans to add HBO Max next year.
The unification allows for ease of trading and maximum efficiency across Nine’s premium video brands, 9Now, Stan Sport and HBO Max, and will allow clients to not only continue to buy each asset individually but also allow for unified reach and frequency across all three. This will create greater scale for targeting segmentation as well as making campaign optimisation more efficient.
Nine’s commercial director – digital, Nick Young, told B&T that unifying inventory across Nine’s video platforms and HBO Max, which Nine acts as a reseller, provides two benefits to advertisers and agency partners.
“The benefits of bringing them together is greater scale. So you can overlay all the nine tribes data around histories and intents and passions and…we’ve overlaid that data set to create richer segmentation,” he said.
“Secondly, once you have that data set together as one, it enables us to work programmatically with our agency desk to optimise more efficiently and create efficiencies around both scale and delivery of campaigns. You can also do region frequency across those properties.”
Utilising Nine’s 22 million verified signed-in users, Nine has consolidated its adtech and data infrastructure across all its assets – video, publishing and audio – resulting in richer audience insights and allowing brands to reach specific audiences with pinpoint precision.
The recent addition of advertising on Stan Sport, combined with Nine being appointed the exclusive sales representative of HBO Max in Australia, has allowed advertisers to achieve unparalleled impact and scale, delivered from a single, brand-safe ecosystem.
