Nine Upfront: 9Now gets interactive ads

By AdNews | 6 September 2023

9Now will roll out interactive ads and a slew of other new advertising products when the 9Now homepage is transformed across connected TVs in October.

It will be accompanied by new TV show and genre sponsorship integrations to create immersive experiences and shoppable moments. Nine will also integrate brands into the new experience with logo placements on the new homepage when the viewer hovers over the content tile for that show.

Sponsors of a content genre will similarly be able to integrate into the experience, enabling brands to tap into audience interests and create a halo effect by aligning with particular content themes.

The start-over functionality introduced on 9Now this year allows viewers to go back to the start of a show when they turn on the live stream. With this feature, viewers never miss the beginning of their favourite show again.

In 2024, Nine will create the opportunity for brands to tap into the utility of this functionality. Nine will start delivering high impact solus brand messages with 15 and 30 second ads injected into the start-over of the live stream from early next year.

In addition to interactive ads, brand integrations into the 9Now home screen experience and advertising solutions in the start-over feature, new fast channels coming to 9Now will provide a different content experience that unlocks new audiences and incremental reach for brands, combined with lower ad loads.

Nick Young, Nine’s commercial director - digital, said the combination of highly engaged audiences with the best in-market digital and data capability sets 9Now apart.

"9Now is unique in its ability to provide advertisers with huge reach of streaming TV audiences combined with impactful and effective advertising solutions that cater for every stage of the marketing funnel," Young said.

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