Nine has used Upfront 2020 to unveil its new advertising effectiveness offering, designed to ensure marketers can demonstrate a return on investment from marketing across their total video spend on the Nine ecosystem. 

The new offering, which has been built out as part of the client solutions division Nine Powered, offers marketers a number of key products including the benefits of econometric modelling; real-time measurement of audience response through partnerships with leading media analytics firms Adgile Media and TVSquared; and brand health studies to track the impact of advertising on key brand perceptions.

“At Nine Powered we aim to be the home of Big Ideas that drive real results for the brands we work with,” said Liana Dubois, Nine’s Director of Powered. “Over the past 12 months we have built out an effectiveness product which is unrivalled by our commercial TV counterparts and which highlights why both television and content integration is unmatched in building brands and driving long-term sustainable business growth.”

Nine began building its effectiveness pillar within Powered in 2018, with the appointment of Jonathan Fox as Director of Effectiveness. Fox previously played a key role in Ebiquity’s landmark Payback Australia Study, which comprehensively examined the effectiveness of different media channels, serving as its Head of Effectiveness.

Among the effectiveness case studies showcased at the Nine 2020 Upfront was the return that Peter’s Ice Cream achieved with their festival of the Australian Open activation, and HiPages through an integration in The Block. In partnership with Powered studios, they were able to drive a proven ROI of $2.98, well above the expected $1.59 benchmark based on media mix that would normally be provided, according to the Payback Australia/Think TV FMCG benchmark.

Nine also confirmed that its partnerships with Adgile Media and TVSquared would be extended to measure the impact across the brand’s total video spend within Nine’s channels.

“At Nine we are now better equipped than ever to demonstrate the effectiveness of a marketer’s campaign in delivering real business results, because we have built out a true effectiveness discipline within Nine Powered,” said Dubois.  

“We understand that proof of effectiveness is critical, because while efficiency is no doubt important, efficient doesn’t equal effective and effective is what sells a brand’s products.” 

For more information:
Nic Christensen
Head of Corporate Affairs
nchristensen@nine.com.au