Nine launches new ad products for Australia | Ad Tech | News | Rapid TV News
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In a move that the Australian broadcaster says is a demonstration of its leadership of its local broadcast BVOD market, Nine has made a number of advertising product launches aimed at making digital video more targeted and easier to buy.

nine 13Jan2019Ahead of two of the biggest events in the local 2019 video-on-demand calendar, the Australian Open and the return of Married at First Sight, Nine has launched dynamic ad insertion into live streams and new behavioural segments designed to allow marketers to target consumers even more effectively using addressable advertising.

Nine has also confirmed that from January 28, its 9Now streaming service will be fully integrated into its TV buying technology, 9Galaxy. This will allow advertisers to buy Nine’s audiences across linear television and 9Now in one transaction. Nine began its rollout of dynamic ad insertion with the Hopman Cup and the Brisbane International, with more than one million addressable ads served already using 9Now’s 7 million-plus signed-in users.

Nine’s new behavioural segments in the 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 important verticals of FMCG, retail and travel throughout 2019.

Since its launch in 2017, 9Galaxy has transacted more than 30% of all available inventory traded dynamically through being served through 9Galaxy.

“2018 was a huge year for 9Now where Nine led the BVOD market through digital powerhouses such as Married at First Sight and Love Island Australia,” commented Pippa Leary Nine’s director – sales strategy and product commercialisation.

“We are intent on carrying that momentum into 2019, launching products like dynamic ad insertion for live streaming and advanced audience segments to make sure we have the best addressable advertising product in time for the massive digital audiences that come with the Australia Open and Married at First Sight.

“The launch of new behavioural segments in 9Now, our unique data partnerships and our seven million signed-in users gives Nine the clear leadership position in addressable advertising in Australia. 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.”