Nine Launches Radio Buying on 9Galaxy, Cross-Platform Audience Matching

Australia’s Nine Entertainment 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 to the 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.”

Nine has also announced Audience Match, a custom destination designed to give marketers the ability to activate people-based audiences across all of Nine’s properties. As part of the Audience Match launch, Nine will develop a purpose-built solution directly into Nine through Adobe’s data management platform (DMP), Adobe Audience Manager. Audience Match will allow Nine to assist brands in matching their customer data to Nine’s 13m registered users through one streamlined integration.

Brands will be able to better connect with Nine’s audiences by enabling people-based activation of first-party data that customers have agreed to share across Nine’s premium content. Coles will sign on as the launch partner.

Audience Match will enable Nine to assist Australian marketers to move from targeting devices to communicating with their known customers in an automated fashion and in a privacy responsible way.

“Audience Match will help facilitate people-based marketing across Nine, leveraging our signed-in audience of 13m Australians and seamlessly bring together the power of premium content and people-based data to create personalised customer experiences,” said Michael Stephenson, Nine’s Chief Sales Officer. “This partnership gives Australian marketers a unique alternative to both traditional media players and new digital platforms in terms of bringing a quality content environment together with data at scale.”

Audience Match offers marketers the ability to use rich customer data from online and offline sources to segment and more effectively reach their known customers. Marketers can also build look-a-likes of their customers to provide personalised experiences or suppress their audiences to improve media efficiency.

“Audience Match will help facilitate people-based marketing across Nine, leveraging our signed-in audience of 13m Australians and seamlessly bring together the power of premium content and people-based data to create personalised customer experiences,” said Michael Stephenson, Nine’s Chief Sales Officer. “This partnership gives Australian marketers a unique alternative to both traditional media players and new digital platforms in terms of bringing a quality content environment together with data at scale.”

Audience Match offers marketers the ability to use rich customer data from online and offline sources to segment and more effectively reach their known customers. Marketers can also build look-a-likes of their customers to provide personalised experiences or suppress their audiences to improve media efficiency.

“Audience Match will match hashed email addresses from an advertiser’s data with Nine’s audience data, creating a fully-addressable audience that’s not dependent on cookies with every ad impression linked back to an actual person,” said Mr Stephenson.

“This partnership is extremely important as we know the businesses that will lead in the years to come are those who can bring together data sets across multiple platforms to form an in-depth view of their customers built off their user identity.”

Audience Match will be immediately made available across 9Now including the ability for advertisers to target their own audiences in the living room on a connected TV. In the first half of next year, Nine will roll out Audience Match across its other digital properties.

“The scale and functionality of Audience Match, combined with the publishing depth of Nine’s digital properties, will allow brands to unlock opportunities, enabling more meaningful engagement for both brands and customers,” said Suzanne Steele, Managing Director for Adobe Australia and New Zealand.

One of Australia’s most trusted retailers, Coles has signed on as the exclusive launch partner for Audience Match. This allows the Coles to be customer centric in its approach to marketing. It can market to real people, rather than a device and provide its customers and viewers with personalised and relevant information and offers.

The partnership will enable Coles to simply upload hashed email addresses and customer datasets into Coles’ instance of Audience Manager and select Nine as a custom destination. This enables Coles to transfer their data into Nine for Nine to easily match, segment, buy and optimise every dollar spent across Nine’s properties.

Coles Chief Marketing Officer, Lisa Ronson, said Coles is proud to be winning together with its partners Nine and Adobe by creating new, innovative and meaningful ways to connect with customers.

“Coles is undergoing a digital transformation to ensure we are providing our customers with the most seamless interactions with our brand. This partnership is so important to ensure we are making the most of all the communications we have.

“We need to provide our customers with the most relevant and personalised information so they can make the most informed decisions about what they need and how they shop. We are thrilled to be the launch partner in this initiative because it will help our marketing team make the best decisions on where and how we should communicate.”

Visit www.nine.com.au


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