Nine creates show ratings predictor as part of new programmatic offering
Nine is making a push into automated TV buying with the launch of programmatic platform 9Galaxy, which includes new audience forecasting technology which it says will enable it to more accurately predict how programming will rate.
Nine has partnered with Australian-based Landsberry & James and global technology platform Landmark to create the programmatic platform, which is set to go live in February 2017.
It has seen Nine invest in the creation of a new forecasting technology which Michael Stephenson, Nine chief sales office, says will help it be able to guarantee outcomes for clients.
Michael Stephenson: The technology will machine-learn to be forecast more accurately about how a show will deliver ratings
I remember when media buyers had the time to do what this ‘machine’ purports to do and could do so with accuracy in the high 90s.
(Bones creak has writer adjusts position to be more comfortable.)
If I could give some advice to Nine et al it would be to make their predictive model available industry wide and inclusive of digital video. A ‘programmatic solution’ with one vendor is truly useful only to those buying only the assets of that one vendor. Who does that anymore?
While the intent is good, I can see the execution failing as insular protectionism scuppers it. It reminds me of the path the magazine publishers took launching their own, separate AR readers. Broadcast TV, FTA and Pay need to see that the enemy is not so much their traditionally direct competition but new technologies, shifted audience expectations and the general evolution of things.
I think the US election has shown the limitations of data driven predictions and just how challenging forecasting can be…
I really enjoy 9’s Live Stream showing the same ads as the TV broadcast (like 7 does with their live stream also). I really hope they don’t change it in the new year and into the future, Why fix anything that ain’t broke I really enjoy the live streams that show the same ads as the TV broadcast.