Nine’s commitment to grow 9Now drives strong levels of confidence among media buyers.

At this year’s Upfront, Michael Stephenson, Nine’s Chief Sales Officer, announced that the company will be introducing cost per completed view on both its short-form and long-form video products, creating excitement for one of Australia’s top media buyers. 

On stage, Stephenson said: “Advertising that is being seen for one second or sometimes not at all is not as valuable as advertising that is full screen, has a 100 per cent completion rate and is seen 100 per cent of the time.

“A move to a cost per completed view metric will allow Nine to compete aggressively in the billion-dollar Australian online video market with Facebook and Google.”

Melissa Fein, CEO of Initiative, was thrilled with these announcements.

“Stephenson’s messaging on BVOD is giving us a lot of excitement,” she said.

“It’s great to see that Nine is leading the pack in his BVOD announcement. Also, to see the industry being able to come together next year to create an industry-wide buying process to purchase that extended reach from OzTAM VOZ is what we are most excited for.”

Fein shared her confidence with Nine’s superbrand strategy, designed to build its reach and audience across the key verticals of property, auto, travel and food.

“Nine’s superbrand strategy is very clear and we’ve all been waiting to see how Fairfax and Nine would start to tie those assets together,” she said.

“To see print and digital go to broadcast means that linear television continues to play such an important role in advertising channel plans. It also gives it the power to grow a brand. Seeing that broadcast can grow the Domain brand and the Good Food brand, it gives us a lot of confidence as media buyers.”  

Fein said it was important for media buyers to know there is consistency in Nine’s programming slate for 2020, and she also commended Nine’s stance on female sport programming.

“As media buyers it’s important that we understand the slate for the whole year out, and it’s really good to see the coaches returning on The Voice. We’ve got confidence in The Voice, we’ve got confidence in Married at First Sight, and the casting for that looks excellent,” said Fein.

“It’s also amazing to see women’s sport playing a pioneering front and centre role, and Nine is the only one bringing that to the forefront. I feel proud as a woman to see that happening and a lot of our advertisers will follow with that.

“A very strong, pioneering feeling this year with all the announcements made.”