Nine is simplifying media buying for its radio assets, adding more depth to its data offering and better positoning for small to medium enterprises (SMEs).
The media group, making an announcement at Nine Upfronts, a virtual event this year, says the 9Galaxy platform, now used for television and BVOD, will also be extended to radio inventory from November 1.
The company says this will make it far easier for agencies and marketers to brief and buy Nine across all broadcast platforms, with a more efficient process, faster response times and clear post-analysis reporting.
“9Galaxy has led the way as Australia’s most advanced automated buying platform for TV and BVOD inventory since 2018 and will from November 1 make the transactional and reporting process of radio inventory more efficient too,” says Richard Hunwick, Nine’s director of sales – television and radio.
The 9Galaxy expansion comes after a year in which Nine has substantially refreshed its lineup of radio stations in Sydney, Melbourne and Brisbane.
9Galaxy will now integrate with the industry buying platform RadioMATRIX to make the process of buying talk radio simpler and more effective.
Nine also confirmed that it will open the self-service platform 9Voyager for radio early 2021, a move to make the platform more accessible to the wider small to medium enterprises (SMEs) market.
“It has been a big year at Nine Radio. We’re asking marketers and agencies to examine our radio proposition – it is talk radio for a new generation," says Hunwick.
"We are asking you to put us onto each and every brief and let us come back to you with a solution, and with innovations like RadioMATRIX it has never been easier to do so.
“However, we don’t just want to make briefing us easier. We also want to make buying us more efficient, which is why we are moving quickly to integrate our radio inventory into the 9Galaxy and 9Voyager platforms.”
Nine has also moved to integrate the data assets of its radio stations, which have millions of Australians listening each month, into its wider data lake of more than 13 million signed-in users.
Hunwick says the data integration of signed-in users from 2GB, 3AW, 4BC and 6PR would add a powerful element to Nine’s data proposition with its 9Tribes product, which is segmented into 54 Tribes across nine verticals that are now available on display on Nine Radio sites and will soon be available on catch-up radio and podcasts.
“From a data perspective, we want brands to have the same abilities they have on our video platform, 9Now, to target and deliver addressable advertising on our radio assets as well,” says Hunwick.
“Across our radio properties in the digital space, today’s announcements further enhance our data offering, with a 13 million-strong data platform of logged-in users giving marketers new tools to build out further understanding of these customers’ behaviour and intent.”
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