A new analytics partnership aims to demonstrate the effectiveness of Nine's TV advertising.

The strategic partnership with Adgile Media will see the real-time analytics firm working with Nine's client solutions division Powered to demonstrate the value and return on a brand's advertising campaign.

Newly-appointed Nine director of effectiveness Jonathan Fox - who joined the Australian broadcaster in November - will run the Adgile partnership. Previously at Ebiquity, he played a key role in the marketing and media consultancy's landmark Payback Australia Study.

Adgile uses proprietary technology to automate the watching of television, watching and tracking every advertising message - and all programme content - in real time.
Nine television sales director Richard Hunwick says the partnership will help to open up "a new specialty" within Powered focussed on maximising the ROI television delivers and helping them optimise outcomes in real time.