Nine invests in real-time TV advertising analytics

Josh McDonnell
By Josh McDonnell | 10 March 2019

Nine has revealed a strategic partnership with real-time analytics firm Adgile Media to provide services around the effectiveness of its television advertising.

The partnership will see Adgile Media working with Powered, Nine’s client solutions division, to demonstrate the "value and return" on a brand’s advertising campaign.

Adgile Media is a media analytics firm using proprietary technology to track every television advertising message, plus all program content, in real-time.

Richard Hunwick, Nine's director of TV sales - television, said the deal will help clients maximise the return on investment from television.

“We are excited about this partnership and the power of effectiveness it unlocks for Nine and our clients as a business,” he said.

The Adgile Media partnership will be run by the director of effectiveness, Jonathan Fox, who joined Nine in November from Ebiquity.

The announcement follows the recent decline in TV advertising revenue, with the industry reporting a continued slide in linear broadcast ad spend.

Nine also revealed a drop off in its TV ad revenue in its lastest interim results announcement.

“For over three years Adgile have been working intensively on building and perfecting our proprietary technology solution to close the TV ROI loop," Adgile Media’s chief intelligence officer Shaun Lohman said.

"We have developed a true real- time, end-to-end solution for TV advertisers that is based on observed, not modelled data.

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