Heading Toward a Platform- Agnostic Ad Trading Future

Nine Network is one of the largest free-to-air broadcasters in Australia, operating four OTA channels across five markets, as well as a streaming video platform, 9Now, which allows viewers to watch programs from Channel 9, 9Go!, 9Gem and 9Life on demand, whenever and wherever they want.
Nine Network - Best of Digital. Best of TV. Image of newlyweds on a tv screen.
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Optimizing 5 channels across 5 markets
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30% audience-traded inventory
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Removing 80% of agencies’ TV trading workload
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2018 Benchmark Awards’ “Media IT Project of the Year”

The Challenge

  • Reduce the labor-intensive process of monetizing content across multiple platforms by launching automated, audience-based trading alongside the traditional selling model.

  • Optimize ad sales across five major channels and five markets, while moving toward a platform-agnostic trading future.
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The Solution - GamePlan

Our modern, cloud-based solution will make you a lean, mean money-making machine. Built with open APIs and can easily integrate with any scheduling, traffic or campaign tool.

Enables an optimal hybrid operation, where you can manually place spots in premium inventory and automate the placement of everything else.

Allows you to optimize over 30,000 spots a minute with the flexibility to easily tune your KPIs and delivery variables,

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Stephen Kyefulumya, Group Director, Commercial Products, Data & Business Solutions, 9Technology

“Imagine’s GamePlan offers the most advanced inventory optimization capabilities and a proven ability to deliver on our evolving roadmap at our desired pace to fulfill our 2020 vision of making all inventory available for advertisers and brands in an automated way that delivers supreme value and reach.”

The Result

Nine has deployed a system that dynamically adjusts to changing conditions, ensuring all opportunities are monetized without over-delivery. Campaigns are managed every night to be sure they are on track to deliver results for the advertiser, and even last-minute campaigns can be planned simply, accurately and effectively.

By moving away from spot-based sales, Nine is helping media agencies remove 80% of the workload associated with trading TV.

Their groundbreaking solution has enabled Nine to monetize their audience no matter how viewers are consuming content, relieve the transactional burden of cross-platform trading, and give advertisers renewed confidence in their investment in television.

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Ready To Get Started?

Thinking about a move to impression-based ad sales or a platform-agnostic trading future? Get in touch today.

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