Replica brands

Nine brings big business changes to publishing and radio brands

Nine announced a series of business changes to its publishing and radio assets during the network’s Upfront 2023 event.

Among the game changers for advertisers placing their content in Today’s Paper – the daily downloadable version of The Sydney Morning Herald and age newspapers.

Brands will now be able to digitally insert streaming video or rich media advertising, including mock covers and digital catalogs, in a major innovation leap for the network.

Nine noted that brands will be able to open up a whole new world of digital opportunities at scale, providing unlimited integrated opportunities in a premium environment to deliver an unparalleled digital advertising experience.

The network noted that downloads of digital replicas of physical newspapers have seen annual growth of more than 50% across all titles as readers increasingly consume daily editions digitally on their connected devices.

The development of digital advertising will enhance the experience of readers as they begin to see their once static download transform into a rich media premium product.

With the possibility of digital wraps, clickable videos in a print product, as well as advertisements that cross print and digital products, innovation offers unlimited opportunities for brands.

Jo ClabyNine’s Sales Director, Total Publishing, said, “Today’s Paper has been an untapped opportunity for advertisers so far.

“We’ve seen a resurgence of big runs in our print publications, such as chapter covers and sponsorships, which we’re now able to deliver in our digital world,” she said.

“This innovation will provide many ways for advertisers to integrate into a large-scale, premium digital environment, and it continues our commitment to finding exciting new business opportunities for brands,” added Clasby.

The announcement comes as Nine also reveals other initiatives within its publishing division, including audio on demand, where stories and news curated in The Sydney Morning Herald and age will be converted to audio through the use of state-of-the-art artificial intelligence.

Curated content from some of the biggest stories of the day, investigative journalism and lifestyle features will become more accessible than ever.

james chesselManaging Director of Nine Publishing, said, “The beating heart of our newsrooms is the production of high-quality public service journalism that people are willing to pay for.

“As our recent financial results have shown, this is translating into strong business results and opportunities for brands.

“These initiatives will help expand how readers consume news and how advertisers can connect with it,” Chessell added.

New Radio

Nine also launched its addressable data targeting capability across all of its digital radio assets.

As part of access to Nine’s 20 million logged-in users, advertisers can target logged-in users on Nine’s radio stations 2GB, 3AW, 4BC and 6PR.

With Nine’s audio already delivering over 10 million live streams each month, live digital streaming to connected devices is now fully addressable alongside Nine’s TV assets.

Nine’s data capabilities will include demo, location, 9Tribes – our market-leading segmentation product – and intent segments from data partners such as Flybuys and Equifax.

Sales Manager of Nine, Michael Stephensonsaid, “We’ve integrated Nine Radio’s data into the broader Nine database of 20 million users, allowing us to understand the behaviors, interests and motivations of our digital audio listeners from their content consumption in Australia’s largest digital content ecosystem.

“Our first-party data is nothing short of impressive and our technology is world-class. 9Tribes has set the bar for segmentation, and with our addressable audio, we know advertisers will have even more of an advantage over their competition. This is large-scale targeted advertising,” he added.

In addition to targeting capabilities, Nine will offer industry-leading attribution reports from its location data partner, Near. Advertisers will be able to measure the effectiveness of their audio ads in attracting listeners in-store.

Ashley Earnshaw, Director of Sales – Total Audio, said, “The future of radio is Total Audio, the combination of live radio, live digital streaming and podcasts.

“Nine’s addressable solutions allow advertisers to leverage the significant scale of our digital audience, with the sophistication of deeper, people-based targeting to segments relevant to their brands.

“With more personalized and targeted advertising, we have a unique opportunity to drive efficiency and data-driven audio solutions for customers. At Nine, we continue to evolve and harness the power of people-based marketing through our audio solutions,” added Earnshaw.

Top photo: Mike Sneesby