Nine to beef up 9Now content and advertiser products over summer

The 9Now platform is to get a boost over summer, with Nine confirming it will be buying new content and extending its advertising and data products on the service ahead of its upfronts later this week.

Among the new programs to be featured on the service are US mystery drama series Manifest, medical drama New Amsterdam and Amy Poehler’s comedy, I Feel Bad.

Hamish Taylor, Nine’s program director outlined 9Now’s new program lineup

“Our ambition is to deliver premium entertainment across the 12 months of the year for both our audience and advertisers,” said Hamish Turner, Nine’s program director.

“Alongside summer’s biggest sporting event, the Australian Open, you will see the biggest new show out of the US Manifest and a collection of Nine favourites including The Big Bang Theory, Young Sheldon, The Middle, E.R and 2 Broke Girls.

“Our goal with 9Now is to provide our audience with the best access to entertainment, anywhere, anytime enabling greater engagement for brands during one of busiest retail periods of the year – Christmas and into 2019.”

The move follows the network’s experiments with Love Island Australia and Married At First Sight. In August, Nine launched its addressable TV solution, which promised ‘far more transparency’ than Facebook and Google.

“We are out with cookies and down to actual people, creating a single view of our customer in what we calling our Nine User ID,” said Nine’s commercial director for digital sales, Pippa Leary.

“It is worth noting that very few broadcasters globally have successfully built this, let alone device graphs for connected TV, and there are even fewer who could link these devices to actual user profiles.

“This means we understand who is watching on the big screen in the living room, or on whatever device they choose.

“This is powerful stuff, in line with the capabilities of global tech players like Google and Facebook but with far more transparency, in professionally produced, brand-safe environments.

“For the past two years we have done a summer initiative to build up our BVOD audience,” continued Leary. “But this year we are doubling down and ramping up our offering as we head into the biggest event of the year in the Australian BVOD space – Married at First Sight.”

Nine confirmed the next stage of the 9Now roadmap would implement new data visualisation tools and closed-loop reporting, allowing it to offer marketers more accurate insight and measurement reports.

“For the first time we can track how your campaign is performing, from creating brand awareness at the top of the funnel right through to conversion and sales – allowing you to track key business outcomes directly off the big screen,” said Leary.

Last week rival Seven announced its 7Plus platform had achieved its highest numbers on the back of its Jimmy Barnes series, The Good Doctor and 800 Words.

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.

The below chart showing the performance of the three networks’ BVOD share based on Nielsen figures was provided by Nine.


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