Nine’s Upfront Audio: Nine traffic network launches, addressable data targeting rolls out across digital radio
Nine has launched a new cross-platform traffic brand – NTN – set to deliver comprehensive traffic news and provide advertisers access to a unique platform that enables brands to own traffic updates, the network has announced at its 2023 Upfronts this afternoon.
NTN will launch with live traffic reports across Nine’s 2Gb, 3AW, 4BC and 6PR, audio live streaming and digital platforms in Sydney, Melbourne, Brisbane and Perth markets.
In addition, the traffic network will roll out in Nine’s television breakfast program TODAY in 2023, with brands able to access the product with multiple touchpoints across audio, television and digital.
“Our premium traffic network is a new cross platform alternative to traditional traffic products,” said Michael Stephenson, Nine’s chief sales officer. “We are number one in radio and number one in streaming – we have serious cross platform scale. NTN is a premium cross platform product where brands can own traffic at scale across Australia’s leading radio network, audio live streaming, digital platforms and, ahead, on TODAY. Our premium traffic network should definitely be in every Total Audio media buy.”
During the event Nine also revealed that its addressable data targeting capability would be rolled out across its digital radio assets, enabling advertisers to target Nine’s 20 million signed-in users across 2GB, 3AW, 4BC and 6PR. The capability will see live digital streaming on connected devices become fully addressable alongside Nine’s television assets.
The data capabilities will include demo, location, segmentation (9Tribes) and intent segments from data partners including Flybuys and Equifax.
Stephenson said: “We have integrated the Nine Radio data into the broader Nine database of 20 million users, allowing us to understand the behaviours, interests and motivations of our digital audio listeners from their content consumption across Australia’s largest digital content ecosystem.
“Our first-party data is simply awe-inspiring and our technology is world class. 9Tribes has set the bar for segmentation, and through our addressable audio, we know that advertisers will have even more of an edge over their competitors. It’s targeted advertising with serious scale.”
In addition, Nine will offer attribution reporting from its location data partner, Near, allowing advertisers to measure the effectiveness of their audio ads in driving listeners in-store.
Ashley Earnshaw, director of sales, total audio, said: “The future of radio is Total Audio, the combination of live radio, digital live stream and podcasts. Nine’s addressable solutions allow advertisers to harness the significant scale of our digital listening, with the refinement of deeper people-based targeting, across those relevant segments for their brands.
“With more personalised and more targeted advertising, we have a unique opportunity to drive deeper effectiveness and data-led audio solutions for clients. At Nine, we continue to evolve and drive the power of people-based marketing across our audio solutions.
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