Ten relaunches Buy 10 and self-serve ad-buying platform
Ten is continuing to improve its data offering through new partnerships with Quantium, Eyeota and Greater Data which will see the network extend its targeting capabilities for advertising. From November, the network will be able to target audiences on web, mobile and connected TVs with specifications like industry, interests, behaviours and demographics.
The network is also bringing back its Buy 10 platform which will allow dynamic advertising across Ten’s entire ecosystem, including 10 Bold, 10 Peach, 10 Play, 10 Daily and 10 Speaks, as well as its primary TV channel.
The aim is to simplify the buying experience with Ten, and in 2020 the launch of Buy 10 You will allow small to medium businesses to self-serve and buy advertising on Ten.
Ten’s sales team is complete and ready to throw their entire weight behind the company’s commercial plans, says CSO Rod Prosser
Ten’s chief sales officer Rod Prosser told Mumbrella he was incredibly proud of the achievements the network has managed since announcing at its 2018 upfronts it would be growing its entire sales team in-house, after the split with MCN.
“12 months ago we stood in front of everyone at the upfronts and announced a fairly ambitious target, to build a sales plan which 12 months later we’ve got 200 eager sales people in our business. We also promised to accelerate our data strategy, which led to the announcement in July that we’re now capable of taking on addressable advertising across all our digital platforms,” said Prosser.
“We have a solid foundation of first-party data on 10 Play and 10 Daily, both of which continue to achieve record audiences this year. We know more about our audiences than we ever have.
You.i in action on 10 Play
“Our ambition has been to work with market-leading data partners who deliver industry specialised offerings. The partnerships with Quantium, Eyeota and Greater Data help us become smarter with our targeting. They’re about extending our current capabilities to develop deeper, more effective solutions for advertisers, and they’re about getting the balance right so advertisers know who they’re engaging with, and reaching the people they want to, at scale. That’s the power of partnering with Ten.”
In the relaunch of Buy 10 and the introduction of Buy 10 You, Ten is furthering its promise of a streamlined and simple sales offering. It’s part of Ten’s investment in uniting its commercial offering and investing heavily in the future of sales and technology, Prosser said.
Another announcement at the upfronts in the commercial space is a market-first partnership with You.i – a software tool which will allow Ten to serve up a whole new range of ad formats for Ten’s broadcast video-on-demand (BVOD) offering 10 Play. This will standardise the experience for users across the entire streaming experience, and forms part of the relaunch of the 10 Play desktop function and the upcoming relaunch of the app which has been built on the You.i ecosystem.
Buy 10 is back with more capabilities
The partnership with Quantium will provide access to Q Segments which predict purchase behaviour and intent across a range of FMCG, retail, travel, lifestyle and household categories. Eyeota will unlock a range of premium data sources including purchase behaviour and intent across all financial institutions, and Greater Data gives robust, premium-quality demographic data from a multitude of sources. Further data partnerships will be announced soon.
The focus with 10 Play is to increase the traffic onto the site, Ten CEO Paul Anderson told Mumbrella, and increase the shows available, increasing the unique eyeballs, improving the user experience with the app relaunch, and providing better advertising experiences for clients.
You.i will give Ten the ability to access all new ad models
Co-founder and chief executive of You.i TV, Jason Flick, said: “Re-imagining the customer experience to help engage users goes well beyond platform reach.
“The 10 Play program team are keenly focused on how best to serve their audience – from where they watch, how they watch, and how they interact with both natural and sponsored content. Using our single codebase approach, they can improve all aspects of the experience making every pixel count.”
The 10 Play app roll-out with You.i TV is currently underway with the first platforms expected to be live from mid-2020.
“10 has a rich history in innovation and in doing things differently. We were the first network to launch reality television, the pioneer in cooking formats and the first to introduce new advertising assets into the market from ‘Seriously Short Breaks’ to ‘Playouts’ to ‘Integrated Billboards’,” said Prosser.
“When we launched Buy 10 in the early noughties, we were first to market with a self-serve platform for media buyers which enabled them to view live commercial and programming information. Almost a decade later, we’re pumped to be rebooting the brand and platform, bigger and better than ever.”
Just what every agency wants, another platform to buy across a ring fenced set of inventory
Next thing you’ll be labelling this as market first and disruptive.
Market firsts do nothing but create a small period of wow then you realise that the cost invested versus the long term viability is not worth it.
Let me also guess that as an agency we then need to invest a clients money in a special ad unit just for Ten that I cannot run across all the over video supply I access
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Why Eyeota? When they have such low on target rates of around 38% compared to industry averages of 55%.
10, you’d best talk to your buying partners to see who the best data suppliers are, instead of listening to Eyeota pitch in an empty promise.
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“But it’s a game changing proprietary ad format…. we call it… The Cube!”
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