Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?
Nine has unveiled two new audience data matching offerings aimed at bridging the gap between a brand’s owned consumer insights and third-party advertising.
Audience Sync allows advertisers or agencies to leverage their own Data Management Platform (DMP) and first-party data to in order to activate pre-determined audience segments across the broadcaster’s digital inventory. The list includes premium brands and products such as 9News, Wide Worlds of Sports, Xbox, nine.com.au, Skype and Outlook.
Audience Match, meanwhile, allows advertisers to match existing or prospective customer data with more than 15 million active unique user accounts across the Nine digital network, so they can better target individuals with specific advertising messages that reflect their relationship with the brand. Nine say it’s also offering advertisers and agencies better potential customer acquisition through audience expansion modelling.
“As a publisher, our role is to connect advertisers with the right audience, at the right time, in a way that creates a meaningful outcome for both parties,” said Nine’s chief digital and marketing officer, Alex Parsons.
“By shifting the focus away from siloed data to using all types of data in a harmoniously and productive fashion, these new data products enable a scalable, yet relevant conversation with consumers around a brand’s product or service.”
The latest audience matching services are among a host of new digital advertising solutions made available by Nine, including programmatic inventory buying and managed solutions.
These new ad offerings come after Nine’s digital division, Mi9, struck a partnership with adtech player, AppNexus, in May to use its platform to open up mobile and desktop digital display inventory across the Mi9 network for automated buying.
Using AppNexus Ad Server, Nine can provide guaranteed delivery, private marketplace and real-time bidding inventory across all of its flagship digital properties as well as Microsoft products, as well as provide forecasting.