Nine in 2021: An industry-first Adobe data partnership, Powered expansion and 9Galaxy across radio

Nine has announced a new data partnership with Adobe, creating Audience Match, the first of its kind in Australia. The agreement will allow marketers to activate people-based audiences across all of Nine’s properties using Adobe’s data management platform Adobe Audience Manager and Nine’s 13m registered users.

The announcement came as part of Nine’s 2021 upfronts event, which also saw the company announce an expansion of its Powered division and the ability to buy radio on 9Galaxy.

Adobe’s Suzanne Steele and Nine’s Michael Stephenson Photo: Wolter Peeters

Nine’s chief sales officer, Michael Stephenson, said the Adobe partnership made Nine an incomparable power in the industry.

“Audience Match will help facilitate people-based marketing across Nine, leveraging our signed-in audience of 13m Australians and seamlessly bring together the power of premium content and people-based data to create personalised customer experiences,” said Stephenson.

“This partnership gives Australian marketers a unique alternative to both traditional media players and new digital platforms in terms of bringing a quality content environment together with data at scale.”

Audience Match will allow marketers to use both online and offline rich customer data to reach their customers more effectively, with the ability to build look-a-likes of consumers to provide personalised experiences or suppress audiences for improved media efficiency.

“Audience Match will match hashed email addresses from an advertiser’s data with Nine’s audience data, creating a fully-addressable audience that’s not dependent on cookies with every ad impression linked back to an actual person,” said Stephenson.

“This partnership is extremely important as we know the businesses that will lead in the years to come are those who can bring together data sets across multiple platforms to form an in-depth view of their customers built off their user identity.”

Audience Match will be immediately made available across 9Now including the ability for advertisers to target their own audiences in the living room on a connected TV. In the first half of next year, Nine will roll out Audience Match across its other digital properties. Adobe ANZ managing director, Suzanne Steele, said the result will create a more meaningful experience for brands and consumers.

“The scale and functionality of Audience Match, combined with the publishing depth of Nine’s digital properties, will allow brands to unlock opportunities, enabling more meaningful engagement for both brands and customers,” said Steele.

Coles has signed on as the exclusive launch partner for Audience Match, allowing it to be customer-centric and to simply upload hashed email addresses and customer datasets into Coles’ instance of Audience Manager and select Nine as a custom destination. This enables Coles to transfer their data into Nine for Nine to easily match, segment, buy and optimise every dollar spent across Nine’s properties.

Coles CMO, Lisa Ronson, said: “Coles is undergoing a digital transformation to ensure we are providing our customers with the most seamless interactions with our brand. This partnership is so important to ensure we are making the most of all the communications we have.

“We need to provide our customers with the most relevant and personalised information so they can make the most informed decisions about what they need and how they shop. We are thrilled to be the launch partner in this initiative because it will help our marketing team make the best decisions on where and how we should communicate.”

Today’s event also saw Nine announce an expansion of its marketing solutions arm, Powered, with the launch of Powered Enterprise. This new arm will allow Nine to target the C-Suite and be part of the growth story for brands. Liana Dubois, Nine’s director of Powered, said the new arm will go further than Powered ever has before.

“You already know Powered because you’ve watched its unique client integration in some of Australia’s biggest TV formats, but we are so much more than that. Powered has specialist capability in strategy, cultural insights and advertising effectiveness. Over half of the group operates in our creative studios function, designing, producing and then amplifying creative collateral for brands. And our content partnerships discipline finds ways in for brands, into the fabric of our content across radio, digital, print and television,” said Dubois.

“The launch of Powered Enterprise sees us building on these senior specialist capabilities, all in-house and all together in one proposition.

“Powered Enterprise is for businesses that believe in marketing-led growth, and more broadly for those that believe in the power of total company collaboration. We will develop a business plan for growth right alongside each other.

“This isn’t about one ad campaign or a summer launch. The conversations Powered Enterprise will be having are aimed at understanding an organisation’s horizon planning and co-creating strategies and ideas that deliver against that plan in a way that no other media partner in Australia can.”

Nine also announced its buying platform, 9Galaxy, can be used across the Nine Radio business from the beginning of November. This will allow agencies and marketers to brief and buy Nine across all of its broadcast platforms in a more efficient way, with faster response times and clear post-analysis reporting.

Nine’s Richard Hunwick, director of sales for television and radio, said it had been a big year for Nine Radio, but that with the industry buying platform, RadioMATRIX, and the roll-out of 9Voyager across radio in 2021, the best is yet to come.

“It has been a big year at Nine Radio. We’re asking marketers and agencies to examine our radio proposition – it is talk radio for a new generation. We are asking you to put us onto each and every brief and let us come back to you with a solution, and with innovations like RadioMATRIX it has never been easier to do so,” said Hunwick.

“However, we don’t just want to make briefing us easier. We also want to make buying us more efficient, which is why we are moving quickly to integrate our radio inventory into the 9Galaxy and 9Voyager platforms.”


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