Nine launches self-serve platform for TV advertising, 9Voyager

Aims to remove the barriers to entry into TV advertising for small to medium enterprise (SME).

In another initiative to meet advertiser's changing needs, Nine announced the launch of 9Voyager, a platform aiming to remove the barriers to entry into TV advertising for small to medium enterprise (SME). 

The self-serve automated buying platform has been built by Nine using proprietary technology to allow business owners of all sizes to access the power of television as an engine for sales and growth.

It follows the historic $4.2 billion merger between Nine and Fairfax last year. From 10 December, the Fairfax brand name was retired, with the new entity operating under Nine. The combined group will own the free-to-air Nine broadcasting network, Sydney Morning Herald, The Age, The Australian Financial Review, a majority stake in the Domain online retail site, streaming service, Stan, and a majority stake in radio network operator, Macquarie Media. 

9Voyager was first announced in October last year, and is built using 9Galaxy technology. It allows any SME to access advertising inventory on Channel9, 9Go, 9Gem, 9Life and digital video platform 9Now. 9Galaxy was launched in 2017 to offer advertisers greater certainty on their television campaigns by guaranteeing 100 per cent delivery of dynamic campaigns bought via the platform. 

Last year, the Australian broadcaster launched addressable advertising to the Australian market through 9Now, its broadcast video on demand (BVOD) product. This offering gives marketers cross-device targeting on video and be available through both direct sales and programmatic, via the Telaria platform. The media giant integrated Telaria’s platform with Adobe Audience Manager (DMP), claiming to be one of the first companies to do so. Nine also overhauled its data insights offering around key video products with the aim of giving marketers and agencies a far greater understanding of the audiences they are reaching through video products on digital properties, such as nine.com.au and 9Now.

Removing the barriers to TV entry

Nine’s chief sales officer, Michael Stephenson, said Nine conducted research to find out what SMEs saw as a driver for growth prior to launching 9Voyager.

“Advertising is the heart of that. The vast majority were already advertising via a self-serve platform, but on social. What they wanted was a self-serve platform for TV. However, the barriers to entry were the perceived cost of TV, and the idea of producing a TV commercial,” he told CMO

“So we created this product, which is easy to use and removes those barriers. SMEs can simply tell us who they’d like to reach, where they’d like to reach them, when, and how much they want to spend, and our system will create an automated advertising schedule, tell them how many people they’ll reach, and create roughly 200 advertising spots. 

“For $15,000, which is the minimum point of entry, we will also produce a TV commercial for them for free. We’ve partnered with 90 Seconds, a global video production company, with technology integrated into 9Voyager. Accessing over 12,000 creative and production partners around the world, we will shoot, produce and deliver a high quality 30-second commercial. 

“It’s been proven, through ThinkTV, TV and BVOD is the most powerful combination to drive sales in business. So we create this platform to allow SMEs to do it really simply.” 

9Voyager will give SMEs access to Nine’s premium, brand-safe inventory allowing them to reach the millions of Australians who access Nine’s content on live TV or on demand every week to grow their business. 

Ahead of 9Voyager launch, Nine established a specialist sales group Nine+ to create marketing and advertising solutions for SMEs using Nine’s television, digital and publishing assets including 9Voyager. Former APN Outdoor executive Tim Rose has joined Nine to lead the team.

Marketing academy 

Nine simultaneously launched the 9Voyager Academy, which consists of marketing workshops to help SMEs understand the role of marketing and advertising whilst giving them hands on demonstrations of 9Voyager. 

“The masterclass events will provide the knowledge to help grow their business by harnessing the power of TV advertising,” Stephenson said.

“Research showed people wanted to know more about this, so we created the academy for SMEs to give them insights into the role of marketing and advertising, the role of TV and BVOD in growth, and hands on experience with the 9Voyager product.” 

Nine will today launch a full cross platform marketing campaign across TV, digital, print, radio and social to promote 9Voyager, using Ian Healy as its first spokesperson.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in