Upfronts: Ten reboots Buy10 platform, introduces new data offerings

Josh McDonnell
By Josh McDonnell | 10 October 2019

Ten is rebooting its trading platform Buy10, providing a simplified ad planning and trading offering across its entire portfolio, including Ten, 10 Bold, 10 Peach, 10 Play, 10 Daily and 10 Speaks.

Buy10 enables precision targeting, inventory optimisation and automated tracking, delivering advertisers more cost-effective campaigns.

Ten chief sales officer Rod Prosser says Buy10 will give advertisers complete end-to-end trading automation for their campaigns and total inventory optimisation.

"Think about it as delivering 101% of the audience you need. Our difference is our younger, more engaged audience, and we are making it easier to access this valuable target market effectively," Prosser says.

“When we launched Buy10 in the early noughties, we were first to market with a self-serve platform for media buyers which enabled them to view live commercial and programming information. Almost a decade later, we’re pumped to be rebooting the brand and platform, bigger and better than ever.”

In 2020, Ten will also launch Buy10 YOU, a self-serve buying platform for small to medium sized enterprises to reach 10’s younger audience.

As part of the move, the network will launch real-time commercial availability on-demand in 2020, which Ten claims will be a market-first and will remove the friction of manual ad planning while providing "greater transparency for advertisers".

At this stage, Ten don't have a defined minimum or maximum spend for clients when it launches but anticipates that a lot of its direct clients will move onto the platform once it goes live.

Prosser says the YOU will provide advertisers with the opportunity to have their ads produced in-house by Ten. 

The platform will also provide advertisers with an optimised media schedule which they can approve before purchase, with clients able to define how they wish to target audiences, including location, demographic and channel.

"The rationale behind it is we see it as an untapped market. Obviously, we've got a lot more inventory now with connected TV and our digital assets," Prosser says.

"There's an opportunity for small businesses to purchase our inventory at a reasonable cost which we haven't been asked to do before. We just think there's an opportunity for a lot of small businesses that we're not talking to."

The network is also continuing to roll out its data strategy at pace and has announced further data partnerships with Quantium, Eyeota and Greater Data.

These partnerships extend the network’s targeting capabilities across more industries, interests, behaviours and demographics focused firmly on purchase behaviour and intent, life stage triggers and in-market signals.

From November, advertisers will be able to target audiences in premium segments overlayed with Ten's first party data on web, mobile and connected TVs for all Apple and Android devices.

The partnership with Quantium will provide access to Q.Segments which accurately predict purchase behaviour and intent across a range of FMCG, retail, travel, lifestyle and household categories.

Eyeota will offer advertisers a range of premium data sources, including purchase behaviour and intent that spans all financial institutions.

Finally, Greater Data bolster Ten's data suite with premium quality demographic data from a multitude of sources.

“When we re-launched our Sales team last year, we said we were accelerating our data strategy and that we were going to invest in a premium and differentiated data offering. With the support of CBS’ systems and technology, we have achieved this in less than a year," Prosser says.

The launch of the new advertising offering is the latest major announcement to come out of the Ten's sales team following its move in-house at the start of this year.

AdNews previously spoke to Prosser and national sales director Lisa Squillace about how the team was progressing after its split from Foxtel Media (formerly MCN).

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