Media buyers on Nine’s Galaxy and its attention to attention
During the Nine Upfronts, Nine announced an extension of its Nine Galaxy ad buying platform to include regional ad sales and a new piece of research on attention, with Amplified Intelligence.
According to Nine, around 40% of Nine’s off-peak and multi-channel bookings are made through Nine Galaxy. Mumbrella spoke with ad buyers to see what they think of the offering, and how significant these latest changes are.
“Dentsu are supportive and engaged with the adoption of Galaxy to help drive efficiencies for our clients, however there are some limitations with the system,” says Carat chief investment officer, Craig Cooper.
“In particular, the Peak timezone on the main channel has historically been unavailable for Galaxy trading – so time will tell if all inventory will be made available and thereby maximising the overall attractiveness of this platform.”
He says that with the integration of regional TV via the new affiliation with WIN into the system Nine may be able to pull off a true Total TV buying transaction, which is what it is aiming to do.
