Nine simplifies and expands its advertising offering, but Stan fans won’t be pleased
Nine will introduce advertising on Stan Sport, although they will not be lowering the subscription price for sporting fans.
While this is a minor blow for sports fans — and possibly a test case before future lower-priced ad-tiers are introduced — it is a major win for Nine’s advertisers, who now have the option to buy across Nine’s entire total television platform for a single campaign, including the 9Network, 9Now, and Stan Sport.
This “creates new opportunities for premium integration,” Nine’s chief sales officer Michael Stephenson explained at Nine’s Upfront in Sydney on Thursday afternoon.
The Stan news was among a slew of advertising announcements at the Upfront, all aimed at both simplifying and expanding Nine’s advertising offering.
Through Ad Manager, there’s now the ability for small businesses to pair TV commercials with social and search ads; while more granular data in the 9Tribes system allows advertisers to “target recent buyers that have purchased a rival brand.”
Nine’s prime-time television inventory has also been plugged into its 9Galaxy platform, with the network promising “campaign delivery is 100% guaranteed, no shortfalls, no makegoods.”
The network also revealed its in the early stages of developing 9Galaxy+, a fully integrated trading platform that enables advertisers to buy audiences across all of Nine’s platforms – live broadcast, live streaming, on-demand and SVOD, and ultimately Nine’s Total Publishing and Total Audio assets through a single, unified interface.
“9Galaxy+ is our most significant technology project to date,” Stephenson said, “a platform where every agency and client will have open, direct access to Nine’s inventory, trading systems, and pricing. We’re giving marketers unprecedented control over their campaigns, making it easier to plan, buy, and optimise across multiple channels.”
Nine’s self-serve SMB ad platform, Nine Ad Manager, was launched during last year’s upfront, and has served over 4,000 small-to-medium business owners in the past twelve months. As Stephenson notes, Australia has 2.2 million small business owners, meaning the potential to grow this asset is incredible.
Nine is now introducing the ability for advertisers to buy Nine display advertising, plus online search and social media inventory, “creating a one stop shop” for small-to-medium businesses. The network said this is the only place Australian companies will be able to combine search and social media with “the power of television” advertising.
“With our ability to precisely target audiences using age and sex demographics, postcode and Nine’s 9Tribes audience segments, Nine Ad manager is an all-in-one self-service ad platform that unlocks the power of streaming TV advertising for small and medium size businesses to connect with local customers in a safe, premium environment on the largest and most powerful screen in the home,” said Nine’s director commercial director Nick Young.
Speaking of 9Tribes, it is also expanding to include more new intender audiences in all product categories. This will allow brands to “find potential customers in their category that aren’t necessarily converted yet”.
Advertisers will be able to “target recent buyers that have purchased a rival brand utilising insights that cover state, region or postcode”. This technology uses Adobe’s predictive artificial intelligence to model buying intention, with billions of data points.
Nine also announced a partnership with DataCo that allows Nine to incorporate category spend from flybuys and Equifax cardholders.
“With 22 million registered users, Nine’s first party data is recent, relevant and we’re transparent about where it comes from,” said Suzie Cardwell, Nine’s chief data officer.
Cardwell said Nine’s tech stack, and data “allows us to create the most comprehensive, single view of the consumer in the market.”
Click here for Nine’s content announcements.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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“New opportunities for premium integrations”
I can feel the… synergies
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