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.
“. . . true addressability at scale”. Good money made from spouting bullshit.
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Issue with the Broadcast Media industry in Australia defined in the article above.
“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. – Welcome to 2015, wait it’s 2018
You are talking about targeting individuals which people have been doing for ages, as for addressability that is something that is driven by households and the central data point not individuals.
Also targeting on Live streaming BVOD? Right now users are just seeing broadcast ads and you’ve got major issues with your ads on VOD.
Please do your internal homework, the above makes you look bad.
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What is your ‘On Target Rate’ percentage for Nine’s Demo/Geo data, measured against Nielsen DAR?
This will determine how accurately 9’s members are declaring their demo & geo data.
Otherwise, I might as well just use a 3rd party data supplier.
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How does a small sample of Facebook user accounts determine the accuracy of data?
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@ Not so anonymous: What do you suggest we use instead to benchmark data quality?
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How many of those 6.5m users are a) active b) duplicated against Seven’s & Ten’s BVOD users? Highly doubt those two answers will make for a cost efficient and scalable video solution when they only deliver across three to four programs a year. If only media planner/buyers asked these questions.
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Digital video ad targeting is not addressable TV people. This is embarrassing for the Australian market.
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Still can’t do addressable of CTV despite a login because the TV has no device ID like a computer or mobile/app. Doesn’t matter, it’s only 35% of digital CUTV streams and growing. A data-driven focus on Desktop sounds pretty future-proof.
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Targeting on BVOD, doing it for ages?
Would be great if you list a few examples of this, perhaps even a few of those who were doing it back in 2015…
Looks like someone forgot to reference their own homework.
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From a Media buying perspective there we always challenges with Nine linked to what we understood to be their Freewheel ad-server and being able to target – it was Run of Longform, Male skewed or female skewed which ended up all just being run of. Around then I also believe there was a push in market coupling Microsoft data with inventory.
Others using the Google platform had at least capabilities to target category, show level etc.
Capabilities to do audience targeting on video have been there for some time as well the technology with the right smarts Selling fictitious capabilities and fighting programmatic stumped the rate of change in being able to access targeted video.
Companies like Seven are not as innovative as people may think it’s all a process of joining the dots, to do that you need to right people not just those who say the right thing. First step in addressing that in the AU market is cleaning our the old guard and bringing in the new, it’s not technologies fault all the time.
Articles like the above simply remind us that the transparency problem exists at the human level, remove the BS and everyone wins.
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Wouldn’t that be what the login system solves though? They know that a stream view via the app on the Connected TV is John Doe and his associated audience segmentation – serve him a a targeted ad?
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Households are more than likely behind the CTV. targeting an individual ad to a user is not addressable. You need to take the IP addresses of the CTV’s determine location and infer data. Sorry for those who thought addressable was a silver bullet, it simply takes you back to a world or probabilities and inferences.
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As a user that has been forced to log in when will I get a good ad experience for catch up on 9Now.
Right now I get the same ads over and over and over again.
Nine can you please fix your ad experience on 9NOW
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In The Friends of Voltaire, Hall wrote the phrase: “I disapprove of what you say, but I will defend to the death your right to say it” (which is often misattributed to Voltaire himself) as an illustration of Voltaire’s beliefs. Hall’s quotation is often cited to describe the principle of freedom of speech.
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