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Broadcasters look set to go with Nine's programmatic TV platform

By Media release - ThinkTV

1 December 2019 2min read

Free TV

By Media release - ThinkTV

1 December 2019 2min read

Nine's technology programatic platform looks set to underpin automated ad buying for Australian broadcast TV, according to an agreement announced by ThinkTV. Media agencies have long been pushing broadcasters to coalesce around a single demand-side platform (DSP) and welcomed the initiative. 

A platform powered by 9Galaxy is expected to be operational in around six months. It should make buying TV and video across screens easier and will allow advertisers to use data in a bid to drive better results and efficiencies. When the VOZ database launches, which combines OzTAM, RegTAM and Nielsen data, buyers should also have a better handle on audiences, and be able to buy on more targeted and granular demographics.

“The combination of a unified purchasing platform and a cross screen audience currency will enhance how we plan, buy and measure across video and television," said MFA chairman, Peter Horgan. “We commend all participants in coming together to create this solution. This initiative has our full support.”

ThinkTV CEO Kim Portrate said the agreement marked “a red-letter day for the television industry” and media buyers, suggesting that the “impact of this move will be felt for years to come.”

However, while the agreement has been announced, the TV networks' commitment is dependent on the delivery of a fully costed business and operational plan.

Let’s go. What do you think?

By Media release - ThinkTV

1 December 2019 2min read

Market Voice

Less price promotion and product-focused ads doing better in COVID; public wants to hear from brands

Orlando Wood is the author of the ground-breaking 2019 advertising bestseller, Lemon, and chief innovation officer at advertising research firm System1. Wood says  even as consumers shift from fear to sadness and anger, System1’s global consumer tracking studies show they’re ok with ads during COVID-19. But what ads are working?

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Orlando Wood

Chief Innovation Officer, System1 Group

18 May 2020 10min read

Less price promotion and product-focused ads doing better in COVID; public wants to hear from brands

Orlando Wood is the author of the ground-breaking 2019 advertising bestseller, Lemon, and chief innovation officer at advertising research firm System1. Wood says  even as consumers shift from fear to sadness and anger, System1’s global consumer tracking studies show they’re ok with ads during COVID-19. But what ads are working?

Go deeper 10min read

By Orlando Wood - Chief Innovation Officer, System1 Group