Nine has unveiled its newly rebuilt data stack, which aims to deliver advanced audience data platforms for advertisers in Australia.
The media company has also expanded 9Tribes platform to include more new intender audiences to ensure brands can reach hard-to-find consumers.
The new platform will give advertisers access to comprehensive, real-time insights, targeting and sales-based measurement built on Nine’s unique first-party audiences to ensure return on investment for advertisers is unparalleled to deliver better business results.
With a first-party, logged-in data critical to brands being able to have a direct relationship with consumers, Nine has undertaken a program of technology and product upgrades to create the most comprehensive and cohesive single view of the consumer in the market and close the gap with global platforms.
This single view is made possible by Nine’s new real-time Customer Data Platform, implemented in partnership with Adobe, which is now live. The CDP brings together data from Nine’s 22 million logged in users across the entire Nine suite of brands. It collects their demographic, content consumption and behavioural information. It also brings in data from selected partners like Flybuys and Equifax to create rich, detailed, real-time profiles of audience members.
For brands, this means the real-time capabilities of the CDP, together with the new capability to identify audiences wherever they are across the Nine suite of brands, give the richness of insights into consumer behaviour.
The expansion of 9Tribes to include more new intender audiences in all product categories will allow brands to find potential customers in their category that aren’t necessarily converted yet.
Advertisers will be able to target recent buyers that have purchased a rival brand utilising insights that cover state, region or postcode. Utilising Adobe’s predictive artificial intelligence to model buying intention, billions of data points are being used to create the new 9Tribes intender audiences.
In 2025, the media company will also be expanding the forecasting in 9Predict – which uses AI to predict audience availability in broadcast – to now include 9Now inventory, ensuring brands can connect with 9Now’s fast-growing viewership.
Through the CDP – and data from partners Equifax, Flybuys and Azira – Nine has integrated more than 40 data sources from across Nine’s assets, collecting real-time data points every month about who Nine’s audiences are, what they watch, read and listen.
To super-charge these insights, the media company is also announcing a partnership with DataCo that allows Nine to create rich consumer profiles based on category spend from cardholders.
With Australia’s most diverse audience, Nine’s data can provide insights to help brands plan campaigns such as millennials aged 25-39 make up 31% of Nine’s total audience; or that nearly 60% of our active subscribers of The Sydney Morning Herald are also active 9Now viewers.
The suite of tech and data upgrades allows brands to have a better ability to match their customer data with Nine’s audience data.
The upgrade also allows brands that have their customer data on the Adobe Experience Platform to match Nine’s first party data without moving between instances of the CDP. In 2025, Nine will be building connectors for brands who have their data on Tealium or Salesforce to facilitate secure matching.
Suzie Cardwell, Nine’s chief data officer, said: “With 22 million registered users, Nine’s first party data is recent, relevant and we’re transparent about where it comes from.
“Nine’s tech stack and data gives a market-leading return on investment for brands and advertisers. The combination of Nine’s ability to identify audiences and bring that together with these rich behavioural and content consumption signals allows us to create the most comprehensive, single view of the consumer in the market.
“For our advertisers, our ability to understand what our audiences are interested in ensures we identify audiences most interested in their product. This allows us to identify the audiences most interested in their product and allows for a seamless and accurate view of who they are.”
Suzie Cardwell
Nine display, search and social capability integrated into Nine Ad Manager to provide better business results for small business
Nine’s self-serve SMB ad platform, Nine Ad Manager, will introduce the ability for advertisers to buy Nine display advertising, search and social media inventory creating a one stop shop for Australia’s 2.2 million SMEs.
Australia’s small businesses will be able to add display advertising across Nine’s entire digital network, from 9Honey to nine.com.au and across mastheads like The Sydney Morning Herald, The Age and The Australian Financial Review to their 9Now video campaigns using Nine Ad Manager.
And for the first time, search and social media inventory will be able to be bought using the Nine Ad Manager platform, creating the first one-stop-shop for Australian small businesses to reach their audiences at scale. Nine Ad Manager will be the only place Australian companies will be able to combine search and social media with the power of television.
Nine’s commercial director – digital, Nick Young, said: “With our ability to precisely target audiences using age and sex demographics, postcode and Nine’s 9Tribes audience segments, Nine Ad manager is an all-in-one self-service ad platform that unlocks the power of streaming TV advertising for small and medium size businesses to connect with local customers in a safe, premium environment on the largest and most powerful screen in the home.”
“Nine Ad Manager has proven to provide better business results for SMB’s with over 4000 clients using the platform in our first year. These new advancements will drive even greater effectiveness and ease by allowing SMBs to buy search, social and display campaigns with the powerhouse of premium television all in one place.”
Case studies of businesses achieving better business results include fashion brand Princess Polly, which has witnessed a 10x return on their ad spend and triple digit growth, and Australian Caravan Centre clearing a record 70 caravans across their two month campaign while using Nine Ad Manager.
The announcement comes as Nine Ad Manager launched their new brand ad, which features a genuine local family and captures the excitement of seeing their small business on TV.
Nine Ad Manager has also been judged the winner in the Best User Experience Category at the Dan Ads Self Service Summit in New York on October 22.
Nine announces new advertising effectiveness tools using Dataco and Adgile to elevate better business results
As part of Nine’s ongoing commitment to deliver unparalleled measurement and attribution capabilities for advertising clients, it announces today partnerships with Adgile and DataCo.
As a leader in media and advertising solutions, Adgile will independently measure the effectiveness and attribution of every campaign.
This collaboration will provide real-time insights into web traffic, app engagement, and share of search, ensuring that advertisers receive comprehensive reporting at the campaign level. By harnessing these insights, Nine aims to deliver superior business results for all advertising partners.
“We believe that transparency and measurement are critical in today’s advertising landscape,” said Nick Young, Nine’s commercial director – digital.
“With Adgile’s expertise, we can offer our clients the tools they need to understand the real impact of their campaigns, whether they are investing $20,000 or $20 million.”
Nick Young
In addition to the partnership with Adgile, Nine is also partnering with DataCo to integrate rich consumer profiles based on aggregated category spend via ANZ data. DataCo securely connects this valuable data with Nine’s own, to provide advertisers with sophisticated insights into sales uplift and category spend outcomes, directly linking them to exposed audiences to measure advertising impact.
The media company will also enhance its attribution reporting to ensure advertisers have the most accurate and actionable insights at their fingertips. Nine will enhance its reporting capabilities by incorporating web traffic and search data insights into every report.
This initiative will empower advertisers with multiple data points and granular insights, enabling a thorough understanding of the effectiveness of their TV advertising efforts.
In the coming months, Nine will launch automated campaign reports with self-serve dashboards for every 9Now campaign. These reports will feature in-target delivery and reach metrics, 9Tribes analytics, and footfall traffic reports powered by Near.