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NINE UPFRONTS | Nine launches radio buying on 9GALAXY from November

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Data targeting to be offered across digital radio inventory

Nine is simplifying the media buying process for its radio assets using 9Galaxy, with the platform to offer access to radio inventory from November 1.

This will make it far easier for agencies and marketers to brief and buy Nine across all broadcast platforms, giving them a more efficient process of buying, faster response times and clear post-analysis reporting.

“9Galaxy has led the way as Australia’s most advanced automated buying platform for TV and BVOD inventory since 2018 and will from November 1 make the transactional and reporting process of radio inventory more efficient too,”

– said Richard Hunwick Nine’s Director of Sales – Television and Radio.

The 9Galaxy expansion comes after a year in which Nine has substantially refreshed its lineup of radio stations in Sydney, Melbourne and Brisbane. 9Galaxy will now integrate with the industry buying platform RadioMATRIX to make the process of buying talk radio simpler and more effective than ever.

Nine also confirmed that in early 2021, it will open up 9Voyager for radio adding it the to self-service platform alongside television and digital, in a move aimed at making our radio platform more accessible to the wider small to medium enterprises (SMEs) market, at a time when they are looking for every possible advantage in driving their businesses.

Hunwick said:

“It has been a big year at Nine Radio. We’re asking marketers and agencies to examine our radio proposition – it is talk radio for a new generation. We are asking you to put us onto each and every brief and let us come back to you with a solution, and with innovations like RadioMATRIX it has never been easier to do so.

“However, we don’t just want to make briefing us easier. We also want to make buying us more efficient, which is why we are moving quickly to integrate our radio inventory into the 9Galaxy and 9Voyager platforms.”

Nine has also moved to integrate the data assets of its radio stations, which have millions of Australians listening each month, into its wider data lake of more than 13 million signed-in users.

Hunwick noted that the data integration of signed- in users from 2GB, 3AW, 4BC and 6PR would add a powerful new element to Nine’s data proposition with its 9Tribes product, which is segmented into 54 Tribes across nine verticals that are now available on display on Nine Radio sites and will soon be available on catch-up radio and podcasts.

“From a data perspective, we want brands to have the same abilities they have on our video platform, 9Now, to target and deliver addressable advertising on our radio assets as well,”

– said Hunwick.

“Across our radio properties in the digital space, today’s announcements further enhance our data offering, with a 13 million-strong data platform of logged-in users giving marketers new tools to build out further understanding of these customers’ behaviour and intent.”

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