Nine is continuing to roll out its upfronts presentation to media agencies, but they're already calling 2016 a “year of action” for the broadcaster.
Nine recently lifted the veil on what it has dubbed a “complete reset” for 2016 with programmatic, new channels and live-streaming all part of the offering.
As part of its agenda for the new year, the network is bringing a new HD lifestyle channel, 9Life, live-streaming through 9Now with an eventual view to programmatic trading and a stronger brand strategy to unite its offering.
Mindshare chief investment officer Nicola Lewis told AdNews that Nine's admission that 2015 was tough for television was refreshing and that the network is clearly gearing up for 2016.
“Our clients are appreciating the recognition that 2015 was challenging,” Lewis said.
“It was under Nine's own admission that audiences will remain their biggest challenge but I feel like 2016 is a year of action.
“When you've got clients in the room it's really important to see a plan, and importantly how you're going to get there. It does feel like Nine have been listening both to us as a market, to our clients and also to consumers.”
Lewis said what she found most compelling for her clients was the clear brand strategy that Nine announced, which included greater delineation of its channels and its restructured sales team.
Nine announced that it had revamped its sales function into an integrated online and offline service allowing media agnostic solutions.
“For my clients it's about investing in content that audiences want to see, where they want to see it and that was absolutely recognised throughout the session with Nine,” Lewis said.
“Importantly Nine addressed how we get to a point where our team at Mindshare can trade with ease, where it is automated in the first instance and programmatically in the second instance. That is key.”
Carat CEO Simon Ryan agreed that Nine's view to the digital future was increasingly important for its offering.
He said its 9Now service, which leaves the door open to eventual programmatic buying, is “no doubt a means of replacing 'lost TV audiences' and helping overall TV campaign delivery”. But he said it is also part of its repositioning of the network as a fully integrated audience delivery solution – not a TV network.
He also said its revamped sales steam is an important stake in the ground for an eventual digital industry.
“They will be able to provide channel agnostic campaign solution across the network allowing one touchpoint for our investment teams to engage with the network and to buy in a more convergent manner,” Ryan said.
“This is an imperative as we move closer and closer to an ever more digital industry.”
Match Media COO James Simmons said while 9Now is a big step forward, it simply brings the network to market parity. But he added that Nine's HD channel is a strong proposition for free-to-air going forward and will provide them with some good wins in sport.
“It was a strong upfront,” Simmons said. “Nine was humble, honest and future-thinking in its presentation. It set out a clear future-driven road map of where it wants to get to. If it achieves everything it will make big leaps forward.”
Seven also recently had what it dubbed its "NewFronts" event. Check out the media agency reaction to its offering here.
What are your views? Email me at RachaelMicallef@yaffa.com.au
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