Nine has launched a series of TV ads to promote its video on demand platform 9Now as the service passes 4 million registered users.
Nine has also redesigned the 9Now brand to better align with Nine's other digital and TV assets.
The first ad features the host of The Block, Scott Cam, and this year’s Blockheads showing how 9Now video content can be consumed 'anytime, anywhere'. Other ads for 9Now will also feature Nine talent and roll out over the next 12 months.
Nine's VOD service has quickly become one of the most popular among commercial FTA, according to Nielsen's monthly online ratings, which showed that 9Now had a unique audience of 2.35 million.
“Nine has led the Australian television industry in asking consumers to sign on and this data is hugely important for both a better consumer and advertiser experience,” Nine's chief digital officer Alex Parsons says.
“We have smashed through the four million sign-up mark and this represents not only another important milestone in the growth of our broadcast video on demand business but also our broader data strategy. We are also heartened to see our unique audience continuing to grow in the Nielsen Monthly Online Ratings.”
Running a TV campaign to promote a digital asset is a sign of the growing importance of digitally served content to traditional TV broadcasters.
“This rebrand and broader marketing campaign will help 9Now reach a new level of growth and help consumers realise the many different platforms Nine’s content is now available on,” Nine’s general manager of video Niamh Collins says.
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