Nine tweaks 9Now logo ahead of marketing push

Nine has refreshed the logo of its live streaming service 9Now, as it looks to drive consumer awareness of the platform.

9Now’s new logo

The campaign, which comes as 9Now reaches the 4m registrations mark, features a new logo with the number ‘9’ alongside the nine dots, to align more closely with the TV network’s traditional brand look.

The previous 9Now logo

Niamh Collins, Nine’s general manager of video, said while the new logo is a “subtle change”, research suggested it was necessary.

“We found a lot of our consumers did not actually, particularly on connected devices, did not associate 9now with Nine.

“It sounds so simple but just by putting it there now, we’ve actually had awesome feedback from consumers and our distribution partners.”

At the same time, the network has invested in a television campaign, which features The Block’s stars using the 9Now app, in bed, out and about, and on a TV screen.

The ad sees the host of the Block, Scott Cam, and this year’s ‘blockheads’, Sticks and Wombat showing how 9Now video content can be consumed “anytime, anywhere.”

Other ads will feature major Nine talent as shows roll out over the next 12 months.

Collins also considers Stan and Netflix competitors, despite being paid for offerings.

“The SVOD players, particularly Netflix and Stan have led the way in terms of great UX and we’re really trying to improve on that. I do feel our product is probably the simplest to use,” she said.

Asked why the streaming service was of value to Nine as a TV network, she added: “Because at the end of the day, consumers have so many competing offerings to consume content on and we need to win in the space. That’s really the crux of it. We need to ensure our content is viewable on any device.”

“There’s always challenges competing for eyeballs. If you have great content and you have a great product that’s a win, win scenario.”

The future of 9Now, as Collins now sees it will focus on improve the product for consumers and distributing across other platforms.

She added: “The other focus is really improving the ad experience – working really closely with the content and programming teams, to make sure we get as much great content as possible for our consumers.”

The June Nielsen Monthly Online Ratings suggest 9Now was the number one commercial broadcast video on demand platform in Australia with a unique audience of 2.349 million.

Collins said: “A lot of it was off the back of some great content coming from Nine. We saw a big increase when Married went to air, also more recently we’re seeing about 10 000 new sign ups every day off the back of The Block. These key shows really do drive incremental audience and incremental sign ups.”


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