At its annual upfronts event Nine has revealed its new tool which will automate the buying and selling of television inventory, guaranteeing 100% delivery of campaigns.
The tool, 9Galaxy, which it touted at last year's upfronts, removes the need for ‘make goods’ and improves efficiency on a system that historically has required a lot of hand holding, said Nine sales boss Michael Stephenson.
He added the tool is “revolutionary” to the way people buy Nine’s inventory.
Marketers and agencies will still be able to pick specific spots during Nine’s free-to-air prime-time channel and live sports.
“This time last year we said we would create a world-class automated advertising experience for television,” Stephenson said.
“Over the past year we have had a number of major brands and media agencies working with the 9Galaxy platform and from tomorrow we will see the platform take another big step forward.”
Stephenson said initial tests with advertisers across all of the major media groups have been an "overwhelming success”, with people in the industry already familiarised with the technology saying it is similar to what MCN uses with Foxtel.
Key to the 9Galaxy offering is its predictive modelling technology, 9Predict, which allows Nine to forecast the ratings of its linear TV inventory, using big data and modelling techniques to improve the accuracy of our ratings predictions.
9Predict uses the past 10 years of historical data paired with machine learning to assess what audience a show can deliver for a client.
Nine also confirmed today that in 2018 broadcast video on demand (BVOD) and streaming inventory will be integrated into 9Galaxy, allowing advertisers to reach audiences across all its linear television and video inventory on connected televisions, mobile, app or desktop, all in one automated transaction.
Nine’s "data lake" will also be integrated into 9Galaxy in 2018 in preparation for audience-based buying and addressable advertising.
“The future of television is advertising delivered with world-class technology and optimised by audience segment, such as new car buyers or home loan intenders, as well as by age and sex demographics,” said Stephenson.
“The evolution of 9Galaxy and our plans for the platform in 2018 are major steps forward to facilitating the delivery of addressable advertising via 9Now on connected devices.”
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