Nine plans to revolutionise media buying with the launch of 9Voyager
It was teased at the 2018 upfronts, but Nine’s SME media buying platform 9Voyager has finally hit the market. In the lead up to today’s launch, Mumbrella’s Hannah Blackiston met with some of the people involved to see how the platform came together.
9Voyager was first mentioned at the Nine upfronts in October 2018. Sold as a self-service ad platform for small to medium businesses (SMEs), it came off the back of 9Galaxy, Nine’s automated trading platform. There’s another piece of tech at play here too – 9Predict, which analyses 78m data points each day to predict ratings for the next 12 months.
It’s all this tech that’s given Nine the room to reveal 9Voyager – a first of its kind in Australia and among the first in the world. It’s a self-service platform for SMEs, allowing them to purchase TV and BVOD advertising for the first time without the use of an agency. And Nine has aimed to make it as easy as possible.
“There are 2.1m SMEs out there, 51,000 of those would be considered medium-sized businesses, that’s 20 to 200 employees. 91% of those are already advertising and 50% are already using self-service platforms to buy on Facebook and Google,” says Nine chief sales officer Michael Stephenson.
It’s those medium-sized businesses that Stephenson is targeting specifically with 9Voyager. Currently they’re not buying TV advertising because of the cost and a lack of knowledge around what’s available and how to access it, so Nine is aiming to make 9Voyager as simple as possible. Incredibly simple. So simple, you can purchase advertising in under five minutes. Gathered media watched it happen at the briefing – $15,000 worth of TV advertising purchased in under five minutes.
sounds like a good idea
Really?! To me this sounds like a terrible idea.
Shitty content for a shitty channel by a shitty production agency. No craft in the thinking, no craft in the creation, and then no craft in the distribution. It’s deals like this that are aiding the degradation of digital. I bet the ROI on the 100k hits it’s low. Only winners here are pockets of Nine and Ninety seconds.
I hope this fails quickly and spectacularly.
You sound nervous…
The fact that you can’t use the creative elsewhere is an instant turn-off and makes integrated campaigns even harder for SMEs. And I imagine that the creative itself would be ‘smash and bash’ quality with minimum involvement or changes allowed. As the saying goes, you get what you pay for.
And Frequent Flyer points, really??
Nice feature.
Just on a minor terminology point. I think the CAD referenced is intended to mean the TVC classification process, not computer aided design.
http://www.freetv.com.au/conte.....ce-cad.seo
Hi Pascoe,
Thanks for pointing this out. It has been updated.
Vivienne – Mumbrella