How Nine pushes SUVs to its MAFS audience romantics
Tuesday, January 15, 2019 4:02 pm
Addressable advertising will play a bigger role in Nine's advertising offering, with targeted digital video heading a range of advertising products.
The Australian media company - which bought digital and print publisher Fairfax Media last year - kicks off its year with the Melbourne international tennis and a series in which people are "married" to partners they have never met... with apps to support.
Nine is launching dynamic ad insertion into live streams with a range of new behavioral segments enabling marketers to target consumers more effectively using. The 9Now app is being integrated into its 9Galaxy buying technology, offering it alongside linear television.
Sales strategy and product commercialisation director Pippa Leary says having "led the BVOD market" through strong 2018 digital offerings including Married at First Sight and Love Island Australia - which she described as a "digital powerhouse -it would carry that momentum into 2019, with dynamic ad insertion for live streaming and advanced audience segments.
The rollout of dynamic ad insertion at the end of December with the Hopman Cup and Brisbane International, with more than one million addressable ads served via 9Now's more than seven million signed-in users. The new behavioural segments in automotive and financial services categories are being introduced now during the Australian Open. Marketers will be able to target segments such as small SUV buyers using data from Car Advice, or credit card and home loan intenders using data supplied by Equifax.
The rollout of similar 'intender' segments in FMCG, retail and travel verticals is planned throughout 2019.
Chief sales officer Michael Stephenson says it will not matter whether audiences consumes content live or on demand: "Not only will we be able to reach them, but advertisers will be able to target them, and we will deliver the audience in one simple transaction without a single makegood," he says.
Since its 2017 launch, 9Galaxy is credited with having transacted more than 30 per cent of available inventory able to be traded dynamically.
Pictured: Promotion from Married at First Sight and (right) Nine's Pippa Leary