9Now plans to sell out its inventory for the Olympic Games Paris 2024, inviting every brand to talk with the network, despite the size of their budget, says 9Now commercial director Tina Andrew.
Opportunities during the Olympics span from Total TV partners and sponsors through to the casual and programmatic market, says Andrew. The casual market will open up next week, staged and planned.
“9Now’s broadcast of the 2024 Olympics and Paralympics will open opportunities for advertisers to tap into one of the largest marketing springboard moments that the network has ever had available.”
With 100 days until the Games in Paris, 9Now has unveiled a new look and upgrade.
She says the scale of audience will open opportunities for brands to apply data and products to the experience.
9Now will be using first-party targeting that can be applied over the Olympics inventory.
“This is something we don't usually make available but due to the size and scale of this opportunity, we’ll be able to do that. We will have specific segments available for the Olympics that will be custom, launching in the next few weeks,” says Andrew.
This allows brands to tap into mid and lower-funnel marketing opportunities, she says, but apply them at scale due to the size of the event.
“We will have guaranteed reach products. There will only be a limited number of these available.
“We will also be encouraging the use of our dynamic ads product. This product allows brands to target the right person and send the right message in real time based on the age, gender and location data provided to us to the user’s 9now login.”
The network also has a customer data platform (CDP) partner, an opportunity where Nine will onboard and capture new audience data in real time, says Andrew. From an ad experience point of view, Nine will be applying the usual parameters and protocols it would for the Australian Open.
“We’ve created the commercial packages with ad experience in mind, ensuring there aren’t opportunities for ads to double up, minimising that impact and frequency,” she says.
To manage ambush marketing, for the first time, says Andrew, Nine will have a human physically watch every ad for both hand-held and programmatic campaigns before they air for the Olympics.
“We’re working with all the relevant platforms to make that possible,” she says.
Given the different time zones, Andrew says the network is still getting the prices it wants. As Australians wake up, they'll be updated with any action overnight.
“The demand is there. The time zones are not too bad and we’re going to have all the catch-ups as well. Between the livestream and the overnights, we think there will be no problem,” she says.
With the rollout completed across Android TV, Google TV, Apple TV, Amazon Fire TV, 9Now.com.au, Android and iOS apps, any Australian will soon be able to experience the new 9Now on their TV devices in time for the Opening Ceremony on July 26.
Olympic and Paralympic-themed Beyond The Dream documentaries will launch in June, including a feature length look at the Matildas, Australia v The USA, The Race to Paris and the journey of Paralympic legend Curtis McGrath, The Steelers.
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