Nine creates Australia’s ‘most powerful data ecosystem’, changes costing model for 9Now

9Now, The Sydney Morning Herald, The Age, The Australian Financial Review, Domain and Pedestrian Group will now have a unified data offering, together with Nine’s existing assets, as part of the media company’s dedication to providing what it is calling “the most powerful data ecosystem of any Australian media company”.

As part of the Nine’s 2020 upfronts event the company also announced a new advertising effectiveness offering and a change in its costing for 9Now with a focus on cost-per-completed-view.

Nine has unified its data proposition across its entire ecosystem, including the former Fairfax entities and its BVOD offering

First up, Nine’s new unified data offering sees it offer more than 11m IDs which will allow marketers to target specific audiences at scale, powered by the Adobe Audience Manager Platform, Nine said.

“At Nine we have been on a journey to build the most powerful data asset of any Australian media company,” said Michael Stephenson, Nine’s chief sales officer.

“In bringing together this collection of assets, we are giving the market a powerful data offering that will drive results for our clients.

“This move gives marketers the ability to target Nine’s audience segments across the most diverse range of digital media assets in Australia, and reach audiences via short-form video, long-form video and display.”

This includes the reinstating of 9Tribes, which will offer 54 unique customer segmentations across all of Nine’s verticals and properties. Five new verticals have joined the existing news, sport, entertainment and lifestyle offerings: food, travel, automotive, luxury and property.

9Tribes gives marketers a chance to access 54 customer segmentations across Nine’s entire ecosystem

“9Tribes has been an important part of our data offering for a number of years and we are excited to see it extending across all media assets, with clear verticals that will help marketers reach the scale of our audiences,” Stephenson said.

Nine has also recently signed a data partnership with Quantium, in addition to its existing deals with Equifax Marketing Services and Red Planet.

9Now, which holds a market-leading position currently, will be moving to a cost-per-completed-view model, which will help Nine better compete with big players in the video space, including YouTube and Facebook.

“Advertising that is being seen for one second or sometimes not at all is not as valuable as advertising that is full screen has a 100% completion rate and is seen 100% of the time,” said Stephenson.

“It’s a complex and difficult landscape to navigate with each platform having vastly different metrics for what constitutes an ad being seeing, but at Nine advertisers who buy on a cost-per-completed-view basis will only pay for ads that are viewed to completion.

“The more of an ad that you see and the longer that you see it, the better the results. Advertising on BVOD is full screen, you see the whole ad, the sound is on and you can’t skip it.

“Our video inventory performs better than content surfaced in the crowded social environment. Our audience is highly engaged in premium, professionally created content and as a result, the completion rates are significantly higher than social video,” said Stephenson.

At a media briefing, Stephenson said Nine was more than a BVOD player – it was a social video provider – and it was gearing up to take on Facebook and YouTube.

On top of this, Nine will be launching a new advertising effectiveness offering, which will help marketers demonstrate a return on investment across the entire Nine ecosystem. The new offering, which sits inside of client solutions division Nine Powered, will offer marketers a number of products including benefits of econometric modelling; real-time measurement of audience response through partnerships with leading media analytics firms Adgile Media and TVSquared; and brand health studies to track the impact of advertising on key brand perceptions.

Nine is proving its effectiveness with new measurement offerings, delivered by Powered [Click to enlarge]

“At Nine Powered we aim to be the home of Big Ideas that drive real results for the brands we work with,” said Dubois.

“Over the past 12 months we have built out an effectiveness product which is unrivalled by our commercial TV counterparts and which highlights why both television and content integration is unmatched in building brands and driving long-term sustainable business growth.”

Nine showed a series of effectiveness case studies at its upfronts event, including Peter’s Ice Cream’s partnership with the Australian Open and Hi Pages on The Block.

The other changes Nine will be making in its commercial arm include the integration of the Macquarie Media sales team into the Nine business, after Nine secured a path to ownership of the radio business earlier this year. The sales team will be dubbed Nine Audio, however Nine could not yet comment on any resulting redundancies or restructures.

Nine doesn’t anticipate there will be any ongoing backlash against its commercial relationships with the partnership, despite an advertiser exodus following Macquarie Media’s Alan Jones’ comments towards New Zealand Prime Minister Jacinda Ardern. Stephenson said he was confident in Nine’s relationships, and said marketers could isolate where they boycott – rather than targeting Nine as a whole.

As its response to Seven’s Olympics Tokyo 2020 coverage, Nine has also launched the Australia 2020 initiative, which will give four brand partners the opportunity to own all of Nine’s biggest TV events for 2020.

“Australia 2020 is about giving four partners the ability own every major format, every week of the year, on every screen, every event live in prime time and every event in the perfect time zone,” said Stephenson.

As part of the Australia 2020 initiative, Nine will also be offering its primary channel’s prime-time inventory on the 9Galaxy platform, giving advertisers guaranteed audiences using its automated buying technology.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.