Nine appoints Tina Andrew as 9Now commercial director

Nine has today promoted digital group business manager Tina Andrew to the newly created role of commercial director of 9Now, in a move that is said to strengthen the strategic direction of the platform amid an acceleration of product development.

The national role will see Andrew grow the commercial potential of the platform as it enters a period of innovation and growth. Reporting to Richard Hunwick, Nine’s director of sales, Total Television, Andrew will be part of the 9Now leadership team under Hamish Turner, director 9Now and Programming.

Tina Andrew

“Tina’s appointment is the next step in our move towards a Total Television future and a further acknowledgment of and investment in the importance of 9Now within that ecosystem,” said Hunwick.

“Andrew’s experience, expertise and energy are well regarded not just at Nine, but across the industry, winning the People’s Choice Award for Women in Media in 2021. She will take a leadership role, not just in Sales, but also within CODE (Nine’s Centre of Digital Excellence) and will act as a voice of the customer within the 9Now leadership team as we accelerate our product development and user and advertising experience over the next 24 months.”

Director of 9Now and programming, Hamish Turner, said: “Andrew is an excellent and highly regarded executive with a proven track record of delivering results, and I’m looking forward to her joining the team.

“As audiences migrate to a digital future, the importance of Nine’s streaming offerings through 9Now is paramount and untapping the true potential of the platform for viewers and clients alike is the new frontier. We are only at the tip of the iceberg in terms of innovation and sales opportunities in this space, and Andrew will make a huge impact in her new role.”

Andrew, who has held roles at Nine since 2014 and spent time in the UK as digital sales lead, commented: “I’m thrilled to help drive the future of Total Television in this new role. This is a pivotal time for Nine to continue leading the market and accelerate the move toward consumer viewing habits on 9Now, focusing on a data driven user experience and unique content offering.”

In April, Nine signed an exclusive partnership with ad-tech/martech platform, AdGreetz, to introduce digital technology to 9Now to allow brands to personalise targeted advertising to viewers.

Named ‘Dynamic Ads’, the video creative optimisation product will help marketers automatically provide more tailored messaging to 9Now’s 12 million addressable users, with adverts served to the viewer based on their viewer profile, underpinned by Australia’s largest data footprint. Nine is the first Australian media outlet to engage AdGreetz’s tech for use in BVOD.


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