Nine in 2021: An industry-first Adobe data partnership, Powered expansion and 9Galaxy across radio
Nine has announced a new data partnership with Adobe, creating Audience Match, the first of its kind in Australia. The agreement will allow marketers to activate people-based audiences across all of Nine’s properties using Adobe’s data management platform Adobe Audience Manager and Nine’s 13m registered users.
The announcement came as part of Nine’s 2021 upfronts event, which also saw the company announce an expansion of its Powered division and the ability to buy radio on 9Galaxy.
Adobe’s Suzanne Steele and Nine’s Michael Stephenson Photo: Wolter Peeters
Great to see Nine evolving how they use their assets and data. My only question is: what will their match rates be like and assuming their primary logged in data is BVOD, how do you distinguish between people in households?
I think the better question for BVOD is how many users are actually active? Surely with this ‘premium’ content slate there’s only couple 100 thousand active among those roaring 13million IDs.
Seems a bit confusing – this has been available for years. Sounds like two companies trying to stay relevant as their advertising revenues fall off a cliff. Another thing they have in common is they both have multiple brand logos held up on presentations and nothing ever works internally.
Sounds good in theory, but there are not enough clever and technically proficient marketers in Australia to use it effectively. Would be a more powerful proposition if Australians businesses had the internal capability to use Adobe beyond about 5% of the product’s capability.
I thought nine could already do this?