Following the unveiling of its unified ‘Sofa to Street’ Go-To-Market strategy, Nine has detailed a suite of major commercial technology innovations with the official launch of NineNeo – a single, AI-powered cross-platform workspace.

Nine Entertainment (Nine) has officially announced the launch of Nine Neo, a comprehensive commercial and service transformation designed to eliminate legacy friction and consolidate Nine’s entire cross-platform media portfolio into a single, automated national ecosystem.

Extending Nine’s position as the only Australian-owned, fully integrated media network, Nine Neo fast-tracks Nine’s ‘Sofa to Street’ capabilities seamlessly across Streaming, Broadcast, Publishing, and Digital Out of Home.

Nine Neo: The Single Cross-Platform Trading Engine

● Radically Simpler Planning: Using artificial intelligence, Nine Neo turns a brief into an optimized, bookable media plan in minutes rather than days – balancing audiences, budget, reach, and value.
● Fully Dynamic Trading: Shifting from separate systems to a single connected environment where inventory, audiences, and investment are optimized dynamically across Nine’s entire ecosystem.
● Dramatically Easier Execution: Delivering one brief, one proposal, and one place to trade. Nine’s Total Trading architecture brings Metro and Regional linear TV together under a single order management and traffic solution, extending automated, audience-guaranteed trading across national television.
● Embedded Outcomes Measurement: Integrating 22 million verified single user IDs directly into the platform to deliver end-to-end measurement from planning and trading to delivery and real-world results.

Matt James, Chief Sales Officer at Nine, said:

“Nine is a genuine integration platform, with stories that shape culture, sport that moves people, and the journalism Australians trust. While others are talking about what a connected media ecosystem might look like, we’re already doing it because we own and operate the assets that make it possible.

One platform, one brief, one buy, less complexity, and outcomes-based trading. With Nine Neo, we’re delivering it. It is an Australian-made platform designed around the way our partners want to trade, stripping out administrative back-and-forth so our teams and yours can focus on the strategic thinking that actually grows your business.”

Precision Targeting from Screens to Streets

To connect Nine’s digital footprint with physical environments, Nine is matching 9Tribes – the benchmark for high-intent audience segmentation – directly into Nine’s digital Out of Home screens.

Nick Young, Executive Director – Advanced Trading & Digital Commercialisation, said:

“Over the last few years, we’ve built a single, unified data platform across our publishing portfolio, streaming assets, and 22 million verified users. Now, we’re taking Nine’s capabilities into the real world.

By matching our high-propensity 9Tribes clusters directly into Nine’s Outdoor screens, advertisers can seamlessly target consumers as they transition from watching content at home to walking down the high street ready to spend. No other media network in Australia can connect screens to streets like Nine, and this is just stage one.”

Honest Outcomes Attribution: Closed-Loop Performance Tracking

Moving past homogenous digital metrics and single-platform silos, Nine has partnered with CommBank iQ to introduce transparent, campaign-level attribution across spend of any size. By combining Nine’s 22 million verified user IDs with transactional data from over 7 million cardholders, Nine tracks real sales uplift, category spend, and share of wallet.

Paired with Azira for footfall traffic, AdGile for web and app visitation, and Brand Metrics, the framework provides validated, closed-loop ROI reporting embedded directly within Nine Neo.

Young added: “Historically, local media owners have reserved quality outcomes reporting for big-budget sponsorships and left impression-level campaign attribution to digital platforms. We’re changing that today.

“Genuine outcomes-based reporting means having honest conversations. Knowing what worked, and more importantly what didn’t, gives brands an immediate competitive advantage. We aren’t asking clients to guess their return on investment; we are proving it.”

Landmark Joint Venture with Seven – Advertisers Set to Reap the Benefits of Greater Transparency

In a direct response to estimates that over $300 million is lost annually in Australia’s $1 billion BVOD market to non-transparent tech fees and programmatic supply chain bloat, Nine and Seven have joined forces to launch a new venture in early 2027.

The Joint Venture buying solution ensures that a greater portion of every ad dollar reaches the screen, while providing advertisers with a clearer, more accurate picture of their true return on investment. By supercharging BVOD and SVOD ROI, the technology solution will establish real accountability, deliver a digital-like trading experience, and safeguard the future of local content production in Australia.

Matt Stanton, Chief Executive Officer at Nine Entertainment, said:

“Through our landmark venture with Seven, we are taking direct action to fix the market’s need for greater transparency and effectiveness. By increasing the proportion of spend that reaches inventory, we are driving better commercial results for clients, ensuring real accountability, and safeguarding the future of local media and content production in this country.”

Thursday 17 September, 2026