CFO World

Network 10 further expands its data and digital efforts

Latest partner offering programmatic for premium video inventory

For a company that didn’t even have a data department or a strategy early last year, Network 10 is certainly making up for lost time.

To continue to ensure data informs every aspect of its business, Network 10 recently announced an expanded partnership with video advertising management platform, Telaria, and two key appointments to its newly in-house digital sales team.

This follows the announcement of a partnership with global customer engagement platform, Braze in March this year, and other recent partnerships with Tealium and Lotame to capture and leverage data.

10 is using Tealium at its customer data platform, where information on Network 10's three million 10 Play members is stored. From here it can undertake segmentation and power the other platforms, including Lotame, its DMP [data management platform. From the DMP, it can make available enriched segments, append with extra third-party data, and generate insights.

Braze allows 10 to engage with its audience through more creative, innovative and targeted digital marketing channels across email, web, and mobile. This includes messaging through push notifications and more targeted email newsletter communication, at scale.

The latest partnership will see Telaria continue to represent 10 as its full service supply-side video programmatic partner.

Network 10’s director of 10 Interactive Christian Williams said the network is producing amazing video content on 10 Daily and 10 Play as premium, brand-safe and 100 per cent viewable environments.

“It’s fantastic we’re able to better monetise these assets with Telaria,” Williams said. 

“The partnership gives us an additional touch point in market. While our sales team remains focused on selling our multi-platform 10 assets, Telaria will ensure our premium video inventory is more visible and more easily accessible to advertisers.” 

As part of the partnership, 10 also receives access to Telaria’s Video Management Platform (VMP) which provides real-time reporting and deeper insights across all video formats and screens, driving better data-driven business decisions.

Network 10 also appointed Josh Slighting as head of digital audience, responsible for managing 10’s data and analytics team. He will report to Network 10’s general manager of data, insights and analytics Gareth Tomlin. Slighting has spent the last 10 years in various consulting roles, including at The Lumery, specialising in data and technology in marketing and advertising. 

Ashton De Santis has been appointed head of video ad product and technology, responsible for the advancement of 10 Interactive’s ad platform executions and integrations, as well as its video and display ad products. He will report to CBS Interactive’s vice president of video monetisation and operations, Jarred Wilichinsky, working closely with the 10 Interactive and CBS Interactive teams.

“With the level of investment in digital and data underway at 10, it’s a fantastic time to be joining the team. The pace of innovation across the media industry has really elevated the value and role of data and technology. I’m excited to help develop this further at 10, joining a very passionate and ambitious team,” Slighting said.

Earlier this year, Tomlin said 10 is working hard to create a single view of customer.

“We are building a data and analytics department at 10, which gives us future optionality so whatever the future is, we’re ready for it. If we have this capability across the business, we can pivot and be more agile," Tomlin said. 

“We have a culture of experimentation, and are doing more A/B testing on our site, delivering personalised use experience across all platforms, and bolstering digital marketing capabilities. This is a holistic company wide use of data. We want to embed that capability across every team, because it is the data stitching it all together.”

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