Nine has overhauled its insights reporting around key video products with the aim of giving marketers and agencies a far greater understanding of the audience they are reaching through its video products, on digital properties such as nine.com.au and 9Now.
The insights overhaul allows Nine to offer clients a single customer view into a user’s digital behaviour by drawing on Nine’s extensive data lake of users, which offers access to key data such as content consumption, transactional and intent behaviour.
“The market has been craving rich yet easy-to-understand insights from the broadcast video on demand (BVOD) providers and Nine is pleased to be able to meet this demand,” said Christiaan Rutten, Nine’s Digital Chief Operating Officer.“These changes allow advertisers and agencies who place campaigns with Nine to draw on detailed automated reporting on the users who have seen their campaign ad. In particular, marketers will be able to see rich insights beyond simple demographics, with insights into the most watched shows within particular segments, along with transactional and intent behaviour derived from our leading data partnerships, such as Red Planet, Data Republic and Equifax.”
Nine has also confirmed the signing of a new partnership with major programmatic player Telaria that offers marketers and their agencies a new way of buying Nine’s video inventory.
The deal is significant as Nine will be one of the first Australian publishers to integrate its Adobe Audience Manager, the leading data and audience management platform, with Telaria, opening the door for marketers to better target Nine’s audience programmatically.
“We are very pleased to have signed this deal with Telaria,” said Rutten. “Programmatic buying of our inventory with data overlaid is one of our major growth areas and we are pleased to add Telaria to our suite of programmatic options for accessing our inventory.
“There is a strong demand by marketers to be able to effectively use data together with programmatically bought inventory on premium, broadcast-quality video.”
“This deal works alongside our other programmatic partnerships. It will help us offer marketers greater data integration and allow us to ensure a more positive experience by giving the buyers’ clients control of frequency across devices.”
“In a market where connected TV consumption is growing exponentially, data-driven decisions mean a more personalised conversation between brand and audience on the main screen in the household,” said Juliette Stead, Vice President APAC, Telaria.
“Programmatic creates significant benefits - for publishers, it’s about fill and yield; for buyers, reach, frequency and budget management are central, and both sides benefit from transparency and data insights. The Adobe DMP integration deepens the partnership between Nine and Telaria to drive even more value for advertisers.
“The result is that the viewer benefits from a more relevant and engaging experience. We are delighted to partner with Nine to offer a seamless video experience across all platforms.”
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