Nine Upfront - Galaxy being developed for regional TV

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 15 September 2021

Nine has started to develop its buying technology Nine Galaxy for regional TV.

The update will allow agencies and clients to buy live linear TV audiences on Nine across Australia, in combination with on-demand and livestreaming audiences on 9Now in one transaction.

“Buying total TV using Nine Galaxy is just easier,” says Nine chief sales officer Michael Stephenson.

“It takes less time, and it guarantees your audience delivery. Advertisers should be placing at least 60-70 per cent of their off-peak and multi-channel TV buys through Nine Galaxy. It’s more efficient and it gives you a better result.”

Speaking at Nine’s Upfront this afternoon, Stephenson added that the network is continuing to integrate the WIN national sales team into its sales structure. This comes following Nine’s regional affiliate deal with WIN earlier this year.

The changes will be effective from July 2022, giving marketers and agencies one "aligned team" for buying across Nine’s TV audiences across Australia.

“The future of television is total television,” Stephenson says.

“The combination of live linear audiences in metro and regional Australia combined with live streaming and on-demand audiences increasingly, bought using the new VOZ total TV measurement.

“Total TV bought by TV buyers to maximise reach and build awareness at the top of the marketing funnel, and 9Now bought by digital buyers to increase consideration and conversion using our first-party data in the middle and bottom of the marketing funnel.”

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