In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Qantas data business, Red Planet, has struck a deal with the Australian Premium Exchange (APEX) to combine its consumer data with premium advertising inventory across the Fairfax Media and Nine sites.
APEX is a premium mobile programmatic exchange launched in 2015 as a joint partnership between Fairfax Media and Nine and powered by adtech player, AppNexus. Under the new deal, Red Planet’s data set, based around the 11.5 million members of the Qantas Frequent Flyer program, will be used by APEX to create audience segments across all Fairfax and Nine properties.
Red Planet’s data set has been de-identified and aggregated and is being used to target audiences based on attitudes, behaviours, demographics, interests and transactional data. It also includes travel and general spending insights courtesy of the Qantas loyalty portfolio. On top of this, Red Planet maintains a 100,000-strong research panel to glean further consumer insights.
The data will be made available via Fairfax Media and Nine Entertainment’s private marketplaces, as well as APEX. Fifty segments from an available 150 advertising segments have been chosen to overlay across inventory but APEX will also work with clients on a bespoke basis.
APEX CEO, Pippa Leary, said the group had commenced an exhaustive search of the Australian market for a high-quality data partner following its launch earlier in 2015.
“We were impressed by the breadth and quality of red Planet’s consumer insights gained from access to Australia’s largest airline membership program, which has existed for nearly 30 years,” she said in a statement. “We believe that the combination of the red Planet consumer segments with APEX inventory will create a brand-safe environment allowing media agency and advertising clients to reach addressable, quality, engaged audiences at scale for the first time.”
Red Planet executive manager, Vaughan Chandler, labelled the partnership an exciting first for the group.
“We have been looking for a media partner that shares our values around privacy and data governance and by working together, we are now well placed to drive further innovation in digital advertising and made sure ad buying is more targeted, benefitting brands and consumers,” he said.
The launch of APEX as a collaborative programmatic play by Fairfax Media and Nine is a direct response to the growing threat being posed to traditional media houses by Silicon Valley giants such as Google and Facebook. By pooling data and their scale, Fairfax and Nine hope to provide a viable local digital advertising alternative based around data-based audience targeting.
Similar data collaborations are also occurring elsewhere across the media spectrum in order to provide audience-based programmatic advertising to Australian advertisers. Last year, Foxtel's Multi Channel Network joined forces with AOL Platforms to launch progammatic TV advertising purchasing in Australia. The platform also allows buyer to plan, buy and report against a number of consumer segments from MCN’s audience panel, Multiview, which uses viewing patterns from 110,000 Australian homes to deliver consumers and purchase behaviour insights.
And on the out-of-home front, JCDecaux became the first media player to sign up to Data Republic's Open Data Marketplace in September. That deal allows JCDecaux to access geospatial, behavioural
and transaction-level insights as well as list, trade and collaborate on
data exchange projects, opening up new avenues to augment its offering and helping to close the loop on media attribution.
The APEX exchange offers media buyers premium mobile inventory and real-time bidding (RTB) across more than 120 mobile sites and apps. All inventory only runs alongside top-tier premium content.
Nine chief digital and marketing officer, Alex Parsons, said data partnerships, such as the deal with Red Planet, will help ensure the two companies can meet advertiser needs for deep-level consumer insights.
“It is the combination of world-class content, real audiences and deep data that provides us, through partnerships such as APEX, an additional competitive advantage in the ability to communicate to consumers at scale in brand-safe environments,” he said.