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.

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: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

That’s great! While 95% of customer value high-quality support over speed, delivering both is vital in this competitive age. Integrating ...

Akansh M

Foxtel debuts in-app messaging chat to improve customer service

Read more

Thanks for the post

Ashirwad Towers

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

Like we have been growing in technology since the first industrial revolution and never stopping but when it comes to businesses around t...

Bhooshan Shetty

Predicting the Future: Marketing science or marketing myth?

Read more

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

Bhooshan Shetty

Gartner survey: CMO spending hit by COVID-19

Read more

Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...

Bhooshan Shetty

Marketing 2030 and the rise of the machines

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