Nine overhauls insights reporting, strikes programmatic video partnership

Christiaan Rutten, Nine’s Chief Digital Operating Officer.

Nine has taken a further step forward in its efforts to bring targeted audience-based advertising and comprehensive reporting to clients with an overhaul of its insights and programmatic platform capabilities.

The media giant has partnered with supply-side provider, Telaria, for programmatic video placement and will integrate Telaria’s platform with Adobe Audience Manager (DMP), claiming to be one of the first companies to do so.

In addition, Nine has 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.

Nine’s new insight reporting will allow advertisers and agencies who place campaigns to access detailed automated reporting on users who have seen their campaign advertising. Clients will be offered a single customer view into a user’s digital behaviour by drawing on Nine’s extensive data lake of users, which encompasses content consumption, transactions and consumer intent.

In particular, advertisers will be able to see insights into the most watched shows within particular segments, along with transactional and intent behaviour derived from Nine’s existing data partnerships with Red Planet, Data Republic and Equifax.

Read more: How Nine is tapping audience data for advertising, engagement and content innovation

The digital advertising industry has been crying out for an overhaul and deepening of existing insights. Traditional advertising KPIs, such as viewability, no longer provide accurate reporting on effectiveness in an arena of increasing digital complexity.

Nine’s latest enhancements could be considered another shot over the bows of Facebook and Google, not to mention the much-needed beginning of an overhaul of existing digital insights, opening the door for programmatic buying with richer data insights.

“The market has been craving rich yet easy-to-understand insights from the broadcast video on demand (BVOD) providers and Nine is pleased to be able to meet this demand,” said Nine’s chief digital operating officer, Christiaan Rutten. “Programmatic buying of our inventory with data overlaid is one of our major growth areas and we are pleased to add Telaria to our suite of programmatic options for accessing our inventory.

“There is a strong demand by marketers to be able to effectively use data together with programmatically bought inventory on premium, broadcast-quality video. This deal works alongside our other programmatic partnerships and will help us offer marketers greater data integration and allow us to ensure a more positive experience by giving the buyers’ clients control of frequency across devices.”

Telaria vice-president APAC, Juliette Stead, said data-driven decisions mean a more personalised conversation between brand and audience.

“Programmatic creates significant benefits: for publishers, it’s about fill and yield; for buyers, reach, frequency and budget management are central, and both sides benefit from transparency and data insights,” she commented.

“The Adobe DMP integration deepens the partnership between Nine and Telaria to drive even more value for advertisers. The result is that the viewer benefits from a more relevant and engaging experience.”

Nine’s Telaria partnership follows the announcement of a new digital identity co-operative by Fairfax Media, News Corp and Nine late last year.

The trio signed an industry-first memorandum of understanding to explore an Australian anonymised digital identity exchange that will combine their respective identity assets and allow advertisers to target authenticated audiences across all three publishing groups. In total, the three boast of an audience reach of 15 million Australians, with the intention to bring addressable marketing to advertisers across all digital media properties.

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