10 ViacomCBS signs up to Unpacked by flybuys data offering

Media broadcaster's says insights will be combined with other data investment such as Red Planet and Quantium

10 ViacomCBS Australia and New Zealand, has become the latest Australian company to sign up to flybuys’ data offering, Unpacked.

Unpacked by flybuys launched in September and replaces the previous flybuys Digital Audiences offering. It provides insights on 8.6 million active flybuys customer loyalty program members aimed at helping brands better understand their audiences. Initial partners on the product included News Corp Australia, TEG Analytics and Nine.

In a statement, 10 ViacomCBS said the latest data capability injection will give its advertisers sharper targeting and measurement capabilities across its video on-demand platform, 10 Play, including an ability to narrow down to industry, interest and behavioural criteria.

10 ViacomCBS head of data and digital audience, Josh Slighting, said the group was investing in premium advertising solutions using technology that took away reliance on third-party data and changing identifies such as cookies. These include investments into data products from RedPlanet, Quantium and Smartr (formerly Greater Data).  

This has been complemented by a transformation of the 10 Play offering, which recently debuted a number of exclusive premium ad formats. This acceleration will continue in 2021, Slighting said.

“In just 18 months, we have built best-in-class addressable advertising and analytics capabilities across 85 per cent of our platforms,” he said. “We have the capability and acumen not just to compete effectively, but to win, with 75 per cent of total digital sales now powered by data. Backed by ViacomCBS, we are able to push the boundaries of innovation when it comes to targeting.  

“In 2021, we will move into more cutting-edge data-driven strategies, with confidence in the foundation we have established for ourselves. We have a durable data and technology setup, with some of the brightest and most talented people in the industry at the helm. We will be advancing insights about our audience and will continue the pursuit of being the easiest, most accessible and transparent television network to work with.”

Partnering with Unpacked by Flybuys made premium targeting accessible to 10 clients, Slighting continued.  

 “The market is hungry for transparency and for better ways to measure and optimise investment in media, and with the advancements both Network 10 and Unpacked by Flybuys have made in the past 12 months, we feel confident this partnership is going to deliver very positive results for our clients,” he added.

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