Nikki Rooke.
Nine, at its Sydney Upfront event, announced a data-led strategy that repositions total TV (free-to-air and BVOD) from an efficiency play to an effectiveness engine.
The strategy is backed by research from Mutinex, Gemba, Kantar and Adgile, with the finding that Australian brands are leaving $4 billion in revenue on the table by under-investing in high-quality, long-form video content.
Nikki Rooke, director of sales Total TV at Nine, said the company's mission was to move the industry narrative from merely chasing ROI efficiency to demanding measurable business effectiveness.
"This strategy has been designed for clients and the industry more broadly to measure the role that TV plays in driving growth for advertisers," she said.
"It's a critical conversation to have with advertisers to ensure they are investing in the right areas, not leaving profit on the table by underestimating Total TV."
Twenty-two per cent of all media-generated sales revenue comes from Total TV, she said. This is second only to search and more than any other video platform.
Total TV generates a "longevity effect", she said. A single week of TV activity generates an average of eight weeks of sales within the automotive category.
Mutinex data shows that the 30-second spot is responsible for 47% of sales revenue generated by video.
The research demonstrates a direct link between advertising in premium content and achieving long-term brand equity.
Kantar data reveals that brands that exclude TV from their media mix miss out on an average of 39% of total brand impact compared to those that include it.
TV is shown to deliver 1.4 times the awareness and consideration compared to other non-BVOD online video platforms.
Rooke said these results were directly attributable to TV's unique combination of high-quality content and co-viewing context.
Analysis by Adgile shows that one in three media-driven app interactions and web visits are influenced by TV exposure, creating a halo effect that optimises other channels.
Rooke said partnering with Nine was a decision not just for efficiency, but for business growth.
"We are providing the data, the measurement and the proof points that connect investing into TV directly to your bottom line," she said.
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