Ten in 2021: Flybuys data after being ‘slightly late to the data party’, and 10 Play’s Curated Content Carousel

Ahead of its upfronts presentation this afternoon, Ten has revealed it has added Flybuys data to ViacomCBS’ stack after initially being “slightly late to the data party”, and unveiled a new advertising product on broadcast video on demand (BVOD) service 10 Play: the Curated Content Carousel.

The Curated Content Carousel will launch next year, allowing brands to “seamlessly blend” into 10 Play’s homepage, both through the website and on connected TV apps. The launches will mean Ten is the “easiest, most accessible and transparent television network to work with”, the business’ head of data and digital said.

The Carousel builds upon the launch of the Premium Pause offering, which sees a 10 Play show briefly pause and minimise to allow advertising content to run around it.

The Content Carousel in action on 10 Play

Chief sales officer Rod Prosser told Mumbrella that while “there’s a lot of exciting sales initiatives that we’re still realising that we announced 12 months ago”, the new announcements show that Ten “want[s] to be the clear leaders and innovators in that [BVOD] area”.

“[The Premium Pause offering] has been super successful across the last 12 months, and it’s had really great pick up with advertisers,” Prosser said.

“So the evolution of that offering is the Content Carousel, which really allows advertisers to integrate heavily into the connected TV environment and put their messages and brand front and centre. So we’ll take that to market fairly soon. Some advertisers have had a sneak peek, and the feedback so far has been really, really strong.”

Ten’s general manager of digital, Liz Baldwin, added that the Premium Pause and Curated Content Carousel are complementary products, because “we’re favouring new formats that consider the user experience first and foremost”.

“The Curated Content Carousel is the perfect pairing to our successful Premium Pause ad product, with both products offering advertisers an innovative, impactful and non-intrusive way to engage with audiences with key brand messages on 10 Play,” she said.

Digital sales director Sophie Hicks Lloyd observed that “the appetite for new branded opportunities that guarantee premium placement and ensure a lasting impact is strong in the market” and the addition of the Curated Content Carousel makes Ten a “trailblazer”.

“In 2020, we have soared from 10% to 85% addressability on mobile and connected TVs. In 2021, we are tracking to hit 100% in the first quarter,” she said.

In addition to the impending launch of the Curated Content Carousel, Ten said the addition of Flybuys to owner ViacomCBS’ data stack will allow brands to achieve even better targeting and measurement across 10 Play.

Prosser explained that “the Flybuys announcement is really one of a rounding out of our data offering”.

“I was quite open and honest 12 months ago to say we were slightly late to the data party, so to speak, but there’s obviously advantages with that. There’s the last mover advantage,” he said.

Head of data and digital, Josh Slighting, added that “we are invested in building something truly premium, with technology that gives us future optionality and removing any reliance on third party data and changing identifiers like cookies”.

Ten already has existing partnerships with Red Planet, Quantium, and Smrtr.

“We have a durable data and technology setup, with some of the brightest and most talented people in the industry at the helm,” Slighting continued.

“We will be advancing insights about our audience and will continue to the pursuit of being the easiest, most accessible and transparent television network to work with.”

Flybuys’ chief product officer, Harley Giles, spoke to Mumbrella about the loyalty program’s new data division – Unpacked by Flybuys – last month. The business is also working with Ten’s competitors – Seven will integrate Flybuys data into its 7REDiQ customer data platform, and Nine will give advertisers access to the Flybuys data across its digital assets.

Giles said the Ten partnership gives the broadcaster’s advertisers “the ability to access insights from the shopping baskets of 8.6m active Flybuys members”.

“Unpacked by Flybuys was created to give marketers better access to tangible data and transparent results, so we couldn’t be happier to partner with Network 10, one of Australia’s leading media companies, and offer marketers another way to achieve better results from their marketing spend,” he said.

The 10 Play platform is still being rolled out across connected TVs, and is now available in Telstra TV, Apple TV, Amazon’s Fire TV and Fire TV Stick Lite, and Android TV.


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