Nine announces ad innovation in daily digital editions of The Sydney Morning Herald and The Age as well as developing a text-to-audio initiative

Nine today announced a game changer for advertisers placing their content in Today’s Paper – the daily downloadable version of The Sydney Morning Herald and The Age newspapers – with brands now able to digitally insert streaming video or rich media advertising including false covers and digital catalogues, in a major leap in innovation.

Brands will now be able to open up a whole new world of digital opportunity at scale, providing limitless integrated opportunities in a premium environment to deliver an unrivalled digital advertising experience.

With downloads of the digital replica of the physical papers seeing year-on-year growth of over 50% across the mastheads*, readers are increasingly consuming the daily editions in digital form on their connected devices.

This digital advertising development will enhance the experience for readers as they start to see their once-static download turn into a rich multimedia premium product.

With the ability for digital wraparounds, clickable video set in a print product, as well as advertising that crosses between the print and digital products, the innovation provides limitless opportunities for brands.

“Today’s Paper has been an untapped opportunity for advertisers until now,” said Jo Clasby, Nine’s Director of Sales, Total Publishing. “We have seen a resurgence in big executions within our print publications like front cover wraps and section sponsorships that we’re now able to achieve within our digital world.

“This innovation will provide numerous ways for advertisers to integrate within a premium digital environment at scale, and it continues our commitment to find exciting new commercial opportunities for brands.”

The announcement comes as Nine also reveals more initiatives within its publishing division, including on-demand audio, where curated stories and news in The Sydney Morning Herald and The Age will be converted to audio with the use of state-of-the-art artificial intelligence.

Curated content of some of the day’s biggest stories, investigative journalism and lifestyle features will become more accessible than ever.

“The beating heart of our newsrooms is producing high-quality, public interest journalism that people are willing to pay for,” said James Chessell, Nine’s Managing Director of Publishing. “As our recent financial results showed, this translates into strong commercial outcomes and opportunities for brands. “These initiatives will help to grow the way readers consume news, and the way advertisers can connect with them.”

*Source: SMedia, Digital PDF App Downloads, FY Jul 21-Jun 22 vs. Jul 20-Jun 21; %chg based on average monthly downloads

For more information:
Adrian Motte
Senior Communications Manager – Trade & Publishing
amotte@nine.com.au

Wednesday, September 14, 2022