Nine integrates 9Now into 9Galaxy tool, offers dynamic ad insertion ahead of Australian Open
Buyers will be able to purchase advertising slots across Nine’s broadcast video-on-demand and linear channel through 9Galaxy by the end of the month.
From January 28, the automation tool, which has been in market for more than a year, will allow buyers to purchase campaigns across all of their platforms and devices.
9Now inventory now sits in automation tool, 9Galaxy
“This is no doubt a massive step forward,” said Nine’s chief sales officer, Michael Stephenson.
“If a media buyer was to brief one of our teams on a particular schedule for a client, when our team goes in and creates that proposal, not only will they see in front of them all of the air time available on linear television but alongside that will be the availability in 9Now. They’ll create one proposal that shows a whole range of TV spots in linear and a whole range of impressions in BVOD. That’ll all go over as one advertising schedule, and when that is booked the technology will process that straight through our ad servers – one serving ads to television (linear) and one BVOD.”
Since 9Galaxy’s launch in 2017, Nine has transacted more than 30% of available inventory, that is able to be traded dynamically, through the platform.
9Galaxy allows buyers to purchase what is called a dynamic campaign, which includes all of Nine’s peak and multi-channel inventory.
“So everything off peak on Nine and multi-channels you effectively buy an audience, we deliver that audience for you. We dynamically place the advertising, that’s the way the automation works,” Stephenson explained.
“However obviously prime time on Nine you physically buy a spot in Married [at First Sight], or news or 60 Minutes, and right alongside that schedule you create, which can be fixed and dynamic (which can be in the same media buy), alongside that will be your BVOD schedule.
“Historically, that [BVOD] inventory would’ve been bought by a digital buyer using a digital channel. That will continue. What happens because 9Now is within 9Galaxy, that is predominantly technology being accessed by television buyers, buyers will now be able to access the linear inventory and the BVOD inventory through the technology.”
At the same time, in a bid to create efficiency and effectiveness for advertisers, Nine will implement dynamic ad insertion into live streams, commencing with The Australian Open and Married at First Sight.
The dynamic ad insertion rollout commenced with the Hopman Cup and the Brisbane International, to more than 7m signed-in users on 9Now. The broadcaster has also launched behavioural segments in the automotive and financial services category, which will allow marketers to target segments like ‘small SUV buyers’, with data from Car Advice, and data from Equifax, for the financial services category. Nine will look to launch FMCG, retail and travel in 2019.
Pippa Leary, Nine’s newly promoted director of sales strategy and product commercialisation, told Mumbrella the change was to do with the way Nine audiences were consuming content.
“Two years ago, live streaming was minimal, a very small percentage of the way people watched. We did see a big shift happen around Love Island, and that was driven by the age and stage of those audiences. Because they were younger, they didn’t necessarily control the television set or even watch the television set. Naturally, they wanted to live stream it on their personal devices, tablets or desktop.
“We saw about 15% of the streams were consumed live, and we also understand that because of the nature of those events, because they are live and you want to see them while they are happening, people again may not be in front of television sets,” Leary said.
“We understood because these numbers are so big, we needed to commercialise those, and the only way to do that is through digitally inserting ads into those live streams.”
Unlike commercial free-to-air rivals Seven and Ten, Nine requires its users to sign-in in order to watch content on its broadcast video-on-demand platform. It’s this requirement that Leary believes makes dynamic ad insertion on Nine different.
“Let’s say it’s shoes, and they want to serve ads about an upcoming sale, or Boho, or the ones that went through Love Island, and they want to get a particular 18-39 year old urban-dwelling target market, they will see different ads to everybody else,” Leary said.
Leary and Stephenson both agreed the market had an understanding of these capabilities and their value.
“Dynamic ad insertion allows you to deliver an addressable audience in a live stream. What we do know, is that more targeted advertising can drive greater efficiency and the more efficient your advertising is, the more effective it becomes,” Stephenson said.
“That message has well and truly resonated with marketers.”
Good stuff. I really believe we are all heading this way – towards entropy! As in, more and more automation.
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I thought nine’s addressable tv product was out 6 months ago, now this article? Feels like nine has been fluffing around trying to figure out how to make digital live ad replacement happen without much success..
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They did put press out and do a dance about addressable TV. However the latest article is about Addressable Live TV.
Add and subtract words for effect
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This is their data vendor?!!
https://www.accc.gov.au/media-release/equifax-formerly-veda-to-pay-35-million-in-penalties
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