Nine Entertainmnet will be using independent, third-parties to verify return on investment (ROI) across all its advertising channels.
The relationships include Analytic Partners, Mutinex, Annelect, GroupM, IPG and Publicis Groupe to prove the power and efficacy of total television, its role in the marketing ecosystem and the importance of top of the funnel advertising.
Brands already committed to the initiative include Aussie, KIA, Qantas, McDonald’s, NRMA Insurance, Telstra, Westpac, Trip A Deal, Lion, Fiji Airways, Colgate, Hungry Jacks, Optus and Koala.
Advertising partners will work independently of Nine with their own market mix model and attribution tools to assess the ROI and sales volume generated by campaigns on every media channel. They will aim to prove or disprove 30 hypotheses to help inform better campaign planning to deliver better results.
To support this initiative, Nine is putting a $30 million advertising investment across its platforms - including the 9Network, 9Now, and Stan Sport.
Nine’s chief sales officer Michael Stephenson said total television audiences are growing and the company wants to provide marketers with themes, insights and data to own the growth agenda in the boardroom, proving a direct line between advertising investment and better business results.
“As we work closely with our MMM partners and implement attribution modelling with a broad range of clients and categories we will extract ongoing themes, insights and data that will prove the power and effectiveness of total television within the marketing ecosystem," he said at Nine's Upfront event.
“When we prove this, I'm confident brands will optimise their investment towards total television at the expense of less effective performance channels."
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