Network 10 to offer rich data segments through digital ID

The TV network continues development of data strategy with rich audience profiles thanks to partnerships with key audience insights platforms.

Network 10 will offer multi-platform, multi-device data-driven segments on its 10 Play and 10 Daily digital sites from from 1 July in a move to better address demand for audience-based advertising buys.

Under the new offering, advertisers will be able to access a package of addressable cross-device audience through Web, mobile, tablet and connected TVs, including iOS and Android, all linked to a 10 ID.

When it all comes together, advertisers will also be able to tap into demographic information, household composition and lifestyle interests. The move continues the network’s ongoing development of data strategy to build rich audience profiles thanks to partnerships with key insights platforms and significant technology investment.

“Our strongest asset is our under 50s audience. They engage with media differently. With our data solution, we will be combining the shows they love, the content they consume and how and when they watch these shows with Lotame’s extensive third- party data sets, one of the biggest in the world,” said Network 10 general manager data insights and analytics, Gareth Tomlin.

Over the past six months, 10 has announced technology partnerships with Tealium, Lotame, Braze and Telaria to support its data strategy. The network is using Tealium at its customer data platform, where information on its three million 10 Play members is stored, for segmentation. It also powers other platforms including Lotame, its DMP (data management platform), which is being used to create these rich segments, appended with extra third-party data and generate insights.

Braze allows 10 to engage with its audience through more creative, innovative and targeted digital marketing channels across email, Web and mobile. This includes messaging through push notifications and more targeted email newsletter communication, at scale. Telaria’s Video Management Platform (VMP) provides the network with real-time reporting and deeper insights across all video formats and screens, driving better data-driven business decisions.

It’s all part of Network 10’s data strategy, which was developed after CBS acquired the network, to make data a whole-of-business capability. The aim aim is to harness data to capture total audience, power creative decisions, deliver increased personalisation, and segment and deliver to advertisers.

Network 10 reports that 10 Play audience numbers are growing with broadcast video on-demand viewing up 57 per cent from the same point in 2018, while 10 Daily had its biggest month ever in April 2019. The Network recently launched in Nielsen Digital Content Ratings with a monthly unique audience of 716,073 unique visitors.

The network plans to continue building richer segments through new data partnerships in the coming months. “These audiences will be available across 10’s digital ecosystem and will give advertisers the ability to leverage their own data into 10’s ecosystem,” Tomlin said.

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