NINE introduces new Targeted Advertising Strategy for 9Now based on User Profile Data
Ahead of the Australian Open and the return of Married at First Sight, NINE has confirmed the launch of ‘Dynamic Ad Insertion’ into its 9Now streaming platform.
‘Dynamic Ad Insertion’ allows advertisers to target specific audiences based on a users profile data such as age, gender and location. The new ad-serving technology can be used during both catch-up content, and live broadcasts.
9Now is currently the only Australian Broadcast Video On-Demand (BVOD) service that requires users to register their details before they can watch content.
NINE began its rollout of dynamic ad insertion with the Hopman Cup and the Brisbane International, with the network claiming it has already served one million addressable ads to its users.
NINE owns full digital rights for the Australian Open, meaning that every match of the tournament will be available to stream live and free via the 9Now platform.
One of the biggest complaints regarding existing BVOD services in Australia has been the repetitive nature of the advertising, with users often forced to watch the same ad on multiple occasions during a program. This new technology will hopefully allow users to experience more relevant advertising content.
Viewers have been fast to embrace live streaming, particularly with sport, but also increasingly with reality content, and networks like NINE are keen to ensure advertisers embrace these new platforms.
The changes to 9Now will also see the introduction of new ‘behavioural segments‘ allowing marketers to target consumers in sectors such as automotive and financial services categories during the Australian Open.
Marketers will be able to target a range of segments on 9Now like small SUV buyers in the auto category, using exclusive data from Car Advice, or credit card and home loan intenders, using data supplied by Equifax.
NINE plans to continue to roll out similar “intender” segments in the verticals of Fast-Moving Consumer Goods, Retail and Travel throughout 2019
“The launch of new behavioural segments in 9Now, our unique data partnerships and our 7 million signed-in users gives NINE the clear leadership position in addressable advertising in Australia,” said Pippa Leary NINE’s Director of Sales Strategy and Product Commercialisation.
“By helping marketers to target behavioural segments we are harnessing the power of BVOD as a platform that works for brands across all parts of the marketing funnel, from awareness to consideration and conversion.”
NINE has also confirmed from January 28, 9Now will be fully integrated into its advertising sales platform 9Galaxy, a change that will allow advertisers to buy audiences across linear television and 9Now in one simple transaction.
“Whether our audience consumes our content live or on demand it won’t matter. Not only will we be able to reach them, but advertisers will be able to target them, and we will deliver the audience in one simple transaction without a single makegood,” added NINE’s Chief Sales Officer, Michael Stephenson