Nine has opened a new front in advertising by offering streaming video and rich media advertrising on the once-static downloadable digital versions of the Sydney Morning Herald and The Age.
At the Nine Upfront 2023, the media group announced a new opportunity for advertisers in Today’s Paper, the daily downloadable version of the newspapers.
Brands will now be able to digitally insert streaming video or rich media advertising, including false covers and digital catalogues.
Readers are increasingly consuming the daily editions in digital form on their connected devices, with downloads of the digital replica of the physical papers seeing year-on-year growth of more than 50% across the mastheads.
“Today’s Paper has been an untapped opportunity for advertisers until now,” said Jo Clasby, Nine’s director of sales, Total Publishing.
“We have seen a resurgence in big executions within our print publications like front cover wraps and section sponsorships that we’re now able to achieve within our digital world.
“This innovation will provide numerous ways for advertisers to integrate within a premium digital environment at scale, and it continues our commitment to find exciting new commercial opportunities for brands.”
The announcement comes as Nine also reveals more initiatives within its publishing division, including on-demand audio, where curated stories and news in The Sydney Morning Herald and The Age will be converted to audio with the use of artificial intelligence.
“The beating heart of our newsrooms is producing high-quality, public interest journalism that people are willing to pay for,” said James Chessell, Nine’s managing director of publishing.
“As our recent financial results showed, this translates into strong commercial outcomes and opportunities for brands.
“These initiatives will help to grow the way readers consume news, and the way advertisers can connect with them.”
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