Nine will build out its online video content and data offering throughout the summer and into 2019, providing marketers with a deeper advertising experience across the 9Now broadcast video on demand (BVOD) platform.
Ahead of this week’s Nine 2019 Upfront showcase, the media company confirmed it would be investing in brand new binge-worthy content, and building out a library of audience favourites. Brand new content includes with the US mystery drama series Manifest, Medical drama New Amsterdam and Amy Poehler’s comedy, I Feel Bad.
“Our ambition is to deliver premium entertainment across the 12 months of the year for both our audience and advertisers,” Hamish Turner, Nine’s program director. “Alongside summer’s biggest sporting event, the Australian Open, you will see the biggest new show out of the US Manifest and a collection of Nine favourites including The Big Bang Theory, Young Sheldon, The Middle, E.R and 2 Broke Girls.
“Our goal with 9Now is to provide our audience with the best access to entertainment, anywhere, anytime enabling greater engagement for brands during one of busiest retail periods of the year – Christmas and into 2019.”
Over the course of 2018, 9Now has led the Australian BVOD space with a monthly audience of more than 2.2m users each month* and building a database of more than 7 million declared users, driven by the success of formats like Married at First Sight and Love Island Australia which smashed the traditional television model, breaking digital audience records on the platform.
“For the past two years we have done a summer initiative to build up our BVOD audience,” said Pippa Leary, Nine’s Commercial Director – Digital Sales. “But this year we are doubling down and ramping up our offering as we head into the biggest event of the year in the Australian BVOD space – Married at First Sight.”
Earlier this year Nine launched true addressability into the Australian market – through its declared database of more than 7 million signed-in users – and promised to use the Upfront event to further highlight the strength of its data offering.
Nine is one of the only Australian media companies to have built its own identity graph that seamlessly links all devices to create anonymised user profiles.
“We are out with cookies and down to actual people, creating a single view of our customer in what we calling our Nine User ID,” said Leary.
“It is worth noting that very few broadcasters globally have successfully built this, let alone device graphs for connected TV, and there are even fewer who could link these devices to actual user profiles.
“This means we understand who is watching on the big screen in the living room, or on whatever device they choose.
“This is powerful stuff, in line with the capabilities of global tech players like Google and Facebook but with far more transparency, in professionally produced, brand-safe environments.”
Nine confirmed the next stage of the 9Now roadmap would implement new data visualisation tools and closed-loop reporting, allowing it to offer marketers more accurate insight and measurement reports.
“For the first time we can track how your campaign is performing, from creating brand awareness at the top of the funnel right through to conversion and sales – allowing you to track key business outcomes directly off the big screen,” Leary said.
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]