Nine announces data unification, advertising effectiveness and cost per view

​Nine made a raft of announcements last night at its Upfront 2020 event

Nine made a raft of announcements last night at its Upfront 2020 event, including data unification across the whole enterprise, an advertising effectiveness offering, and cost per view of BVOD.

The announcements come following the historic $4.3 billion merger of Nine and Fairfax, which was announced in July last year and finalised in December. Nine Entertainment (ASX: NEC) chalked up a net profit after tax of $234 million for the 12 months to June 2019, up 12 per cent on the previous corresponding period.

Nine last night announced the unification of data assets across its whole enterprise including 9Now, The Sydney Morning Herald, The Age, The Australian Financial Review, Domain, Pedestrian Group and CarAdvice, to create what it calls the most powerful data ecosystem of any Australian media company.

The addressable marketplace, with more than 11 million IDs, is aimed at providing marketers with the ability to target specific audiences at scale within a premium brand-safe environment, powered by the Adobe Audience Manager Platform.

Nine recently deployed a new data partnership with Quantium, providing marketers with access to grocery segments across 9Now, and all of its digital media properties. This data partnership complements its existing partnerships with Equifax Marketing Services and Red Planet, which have now been rolled across the metropolitan publishing mastheads.

As part of this announcement, Nine has rebuilt 9Tribes, its leading customer segmentation offering, which allows advertisers to target 54 unique audiences across all of Nine’s verticals and properties. Nine has added five new verticals consisting of food, travel, automotive, luxury and property to its existing verticals of news, sport, entertainment and lifestyle.

The media conglomerate also unveiled its new advertising effectiveness offering, designed to ensure marketers can demonstrate a return on investment from marketing across total video spend on the Nine ecosystem. 

The new offering, which has been built as part of the client solutions division, Nine Powered, offers marketers a number of products including the benefits of econometric modelling; real-time measurement of audience response through partnerships with leading media analytics firms Adgile Media and TVSquared; and brand health studies to track the impact of advertising on key brand perceptions. Nine also confirmed that its partnerships with Adgile Media and TVSquared would be extended to measure the impact across the brand’s total video spend within Nine’s channels.

It is also introducing cost per completed view on its shortform and longform video products. 

“From today, Nine will offer to price and trade all its BVOD and short form video based on a cost per completed view. You will only pay for views that have a 100 per cent completion rate,” Nine chief sales officer, Michael Stephenson, said. “A movement to a cost per completed view metric will create a level playing field and allow marketers to compare the real cost of advertising on Nine, Facebook and YouTube.

“Advertising that is being seen for one second or sometimes not at all is not as valuable as advertising that is full screen, has a 100 per cent completion rate, and is seen 100 per cent of the time.”

Stephenson urged marketers and agencies to question the metrics of how they judge the effectiveness of their video advertising. He said Nine has also been on a journey to build the most powerful data asset of any Australian media company.

“In bringing together a collection of data assets, we are giving the market a powerful data offering that will drive results for our clients,” he said. “This move gives marketers the ability to target Nine’s audience segments across the most diverse range of digital media assets in Australia, and reach audiences via shortform video, longform video and display.”

Nine has led the way in simplifying the buying of its inventory across television and digital using its market leading proprietary technology 9Galaxy. Earlier this year, Nine was the first free-to-air Australian broadcaster to allow media buyers to buy both television and 9Now inventory from the one platform.

Other announcements at the Upfront 2020 event included plans to use key 'superbrands' to build its reach and audience across the key verticals of property, auto, travel and food. Nine will now look to supercharge brands such as Domain, CarAdvice/Drive, Good Food, Traveller, and Good Weekend and Sunday Life, by expanding them into true cross-platform franchises.

“Each of these superbrands is incredibly successful in publishing across our digital and print platforms,” Nine managing director of commercial partnerships, Lizzie Young, said. “We are supercharging them for their very engaged audience using our new data proposition and where relevant, giving them a home on television to create our very own stable of content superbrands with which advertisers can partner. 

“Partnering with our superbrands provides advertisers with engagement through our content; scale through our media platforms, and precision through our data. This means these are the best solutions when it comes to either mass reach, precision targeting, or a combination of both. We have all options covered like no one else.”

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