Nine taps Imagine to disrupt Australian TV trading | Ad Tech | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
TV solutions provider Imagine Communications has announced its evolving role in Australian broadcaster Nine Entertainment’s 9Galaxy automated TV trading platform.
Imaginine NIne 8April2019
One of the largest free-to-air broadcasters in Australia, Nine claims to be changing the game for how audience buying takes place across its programming. Indeed it says that it is already helping media agencies remove four-fifths of the workload associated with trading TV by moving away from spot-based sales.

As part of this strategy, Nine is using Imagine’s xG GamePlan cloud-native booking optimiser to take what it calls an audience-based approach to ad inventory management to deliver campaigns as efficiently as possible. The rollout expands Imagine’s long-standing work with Nine in support of multichannel playout.

xG GamePlan is designed to ensure all opportunities are monetised without over-delivery and is said to allow campaigns to be planned simply, accurately and effectively, enhancing relevance by automatically adjusting campaigns when projected viewer demographics shift. Nine is using xG GamePlan to optimise advertising inventory across four channels, each with five regional variations.

“We know that audience-based buying is the future of TV trading and built 9Galaxy to lead the market to a near-term destiny where platform-agnostic ad buying was a reality,” explained Nine CIO Mat Yelavich, CIO at. “Imagine’s xG GamePlan offers the most advanced inventory optimisation capabilities and a proven ability to deliver on our evolving roadmap at our desired pace to fulfil our 2020 vision of making all inventory available for advertisers and brands in an automated way that delivers supreme value and reach.”