Nine’s new platform to help brands gain greater insight into campaign success

As an unprecedented growth in audience consumption towards digital platforms continues, Nine has launched significant technology initiatives to bring brands closer than ever before to Nine’s 15 million signed-in users.

Following on from recent announcements of Nine’s Centre Of Digital Excellence (CODE) – which will underpin the company’s acceleration towards a digital transformation – the next generation of data driven insights and measurement tools have been revealed during Thursday’s Big Ideas Store session ‘Data with a Conscience’.

Audience Profile is a planning tool that will assist with the way marketers identify which 9Now programs or Nine websites most efficiently reach their target audience, while Audience Explorer is a new and enhanced dashboard utilising Nine’s rich first-party data for campaign measurement.

“The next generation of Nine’s data insights and measurement tools bring rich campaign reporting and insights to the world of BVOD and publishing,” said Nine’s director of advertising & data products, Ben Campbell, “We are excited to bring these to market and look forward to introducing digital audio soon.”

The platform will provide greater insights into audiences and be a game changer for people-based marketing solutions. For example, marketers can select Women 35-49 and be able to make informed decisions around which Nine shows and websites deliver that audience with the greatest reach and efficiency.

Alternatively, the interactive dashboards can be used to profile audiences of a show or site such as 100% Footy NRL; filter by index and see exactly which audiences most highly index against that content.

Sitting alongside Audience Profile will be Nine’s new and enhanced Audience Explorer campaign measurement dashboard, which will help brands better understand more about the users who saw their campaigns.

The platform allows clients to unlock key metrics including delivered spend plus impressions, average CPM, unique user reach and cost per reach, with new charts plotting the metrics day-by-day throughout the duration of the campaign.

Marketers can filter by uniques to see a detailed profile of audiences exposed to the campaign or filter by click through rate to understand who engaged.

The announcements were made during Thursday’s Big Ideas Store session, with the panel consisting of ADMA’s head of regulatory & advocacy advisory Sarla Fernando, ThinkPremiumDigital general manager Venessa Hunt, Nine’s director of advertising & data products Ben Campbell, and Nine’s director of audience and automation Jordan King.

With many Australians’ understanding of how their data is being used increasing significantly during COVID due to check-in and other digital collections, the spotlight has been thrown on ethical data and how marketers can approach impending legislation change around data and privacy.


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