Nine launches its addressability solution, promising ‘far more transparency’ than digital giants

Nine will provide advertisers with cross-platform targeted advertising opportunities through broadcast video on demand (BVOD) platform, 9Now, with “far more transparency” than Facebook and Google, the company announced today.

The new solution, which Nine has described as “true addressability at scale”, will allow brands to target 9Now’s 6.5m user ID database based on age, sex and location.

Nine’s Michael Stephenson and Pippa Leary

Pippa Leary, Nine’s commercial director for digital sales, said there was “no guess work” or “magic” involved in the new solution, which has launched two and a half years after 9Now entered the market. And, unlike Facebook and Google’s targeting solutions, the offering is based around high-quality content, she said.

“When we talk about addressability, we are talking about an addressability that works not only in brand safe, fraud-free environments on our desktop and mobiles. This also works in the ultimate environment for telling brand stories, the TV screen – that’s why the growth in Connected TVs is so important,” Leary said.

“What that allows us to create for advertisers is insights and accurate measurement reporting, right down to sales uplift. If you don’t have declared data and you do not link it to user profiles, you cannot do sales uplift,” she added.

To achieve its addressable solution, Nine has used its single sign-in data combined with third-party data companies such as LiveRamp and Quantium. For Leary, and Nine’s chief sales officer, Michael Stephenson, the solution will provide marketers with an end-to-end solution.

“Within 9Now, you can target at an addressable level, which nobody else can do. That’s just fact because we are the only ones that have 6.5m IDs and then we can prove the effectiveness of your advertising based on the return on your investment as a result of the sales,” Stephenson said.

“That is utopia for a marketer or advertiser.

“You will be able to target against age, sex, location and device and then the next iteration is how you use all of our data partners to target broader segments – new car buyers if you like. The third iteration is how you bring clients first-party data into our ecosystem to allow them to recognise those consumers within our world,” he said.

Nine’s launch comes almost a year after Seven went to market promoting its addressable advertising solution. Unlike Nine, Seven does not have compulsory sign ins on its broadcast video on demand platform, 7Plus. Instead, it uses first-party data from logged-in verified 7Plus users, who use the platform. It does not yet have the capability for Connected TV. It’s third-party data partnerships include TEG and Quantium.

Seven’s launch kicked off a conversation about what addressable advertising could be defined as.

At Mumbrella360 this year, James Bayes, digital sales director for OTT video at Seven explained: “This is a terminology thing. For us, addressable TV and what we announced at the all fronts at the backend of last year was that we were doing dynamic-ad insertion in a live stream.

“The simplest way to think about that is everything that everybody has grown to know and love about how you target audiences on BVOD, we can now do in a live stream,” he said.

“It’s a combination of first, second and third-party data. You’d be amazed at if you create a user experience that incentivises people to want to log in, you’d be amazed at how many people actually will, even if you don’t force them to do it so we do have a very strong third-party data proposition as well as some significant second-party data partnerships.”

A Seven spokesperson added: “We are excited by the potential that addressable TV advertising has for the whole TV industry and expect this and other industry innovations to continue to grow the market. And we’re looking forward to the ongoing evolution of TV across broadcast, Hybrid TV and BVOD and the accompanying benefits to brands and advertisers.”

Leary said while there is a heightened awareness around the concept of addressability, the launch of this product to market will be a “journey”.

“There is confusion about what is addressability and what is perhaps inferred targeting and advanced targeting. What’s going to be interesting is for the digital people to get their head around brand building, and for the TV people to get their head around conversion and the path to purchase, she said.

Stephenson added: “What a marketer wants is two things. They want their advertising to be more effective and they want their advertising to be more efficient and moving into a world where advanced targeting in linear works right alongside addressability in the digital world, is without a doubt – utopia.”

The launch follows the news last week that BVOD advertising revenue had contributed $50m to total television advertising spend, for the six months to June 30 this year. It also follows Nine’s first season of Love Island Australia, a show commissioned specifically for 9Now and 9Go.


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