Snapshot of the Upfronts

The innovations

• Ten will open up dynamic trading opportunities for advertisers through Buy10. Buy10 simplifies ad planning and trading across 10’s playground of assets including 10, 10 Bold, 10 Peach, 10 Play, 10 Daily and 10 Speaks. Buy10 enables precision targeting, inventory optimisation and automated tracking, delivering advertisers more cost-effective campaigns.
• In 2020, 10 will launch Buy10 YOU, a self-serve buying platform for small to medium-sized enterprises to reach 10’s younger, more engaged audience. 10 will also launch real-time commercial availability on-demand in 2020 to remove the friction of manual ad planning while providing greater transparency for advertisers.
• 10 has forged key data partnerships with Quantium, Eyeota and Greater Data. These partnerships extend 10’s targeting capabilities across more industries, interests, behaviours and demographics focused firmly on purchase behaviour and intent, life-stage triggers and in-market signals. From November, advertisers will be able to target audiences in these premium segments overlayed with 10’s rich first-party data on web, mobile and connected TVs for all Apple and Android devices.
• The partnership with Quantium will provide access to Q.Segments which accurately predict purchase behaviour and intent across a range of FMCG, retail, travel, lifestyle and household categories.
• The partnership with Eyeota will unlock access to an extensive range of premium data sources, including purchase behaviour and intent that spans all financial institutions.
• A partnership has also been formed with You.i TV which will revolutionise the advertising and user experience for 10’s Broadcaster Video On Demand (BVOD) app, 10 Play. You.i TV is a leader in premium software development tools for addressing cross-platform app development. The partnership will standardise the 10 Play app user experience across its video streaming platforms including Telstra TV, connected TVs, streaming media devices, game consoles and mobile and tablet apps. It will also unlock powerful, new ad formats on the app beyond pre and mid-roll ads. Advertisers will have a choice of formats that can be passive, interactive or non-intrusive.

The innovations

• Nine has unified its data assets across the business including 9Now, The Sydney Morning Herald, The Age, The Australian Financial Review, Domain, Pedestrian Group and CarAdvice, to create a powerful data ecosystem. The move sees Nine create Australia’s largest addressable marketplace with more than 11 million IDs aimed at providing marketers with the ability to target specific audiences at scale within a premium brand-safe environment, powered by the Adobe Audience Manager Platform.
• Nine has rebuilt 9Tribes, its customer segmentation offering, which allows advertisers to target 54 unique audiences across all of Nine’s verticals and properties.
• Nine has added five new verticals consisting of food, travel, automotive, luxury and property to its existing verticals of news, sport, entertainment and lifestyle. Nine announced plans to use its key “superbrands” to build its reach and audience across the key verticals of property, auto, travel and food. Nine will now look to supercharge brands such as Domain, CarAdvice, Good Food, Traveller, and Good Weekend and Sunday Life, by expanding them into true cross-platform franchises.
• Nine recently deployed a new data partnership with Quantium, providing marketers with access to grocery segments across 9Now and all of its digital media properties. This data partnership complements its existing partnerships with Equifax Marketing Services and Red Planet, which have now been rolled out across the metropolitan publishing mastheads.
• Nine launched its ‘Australia 2020’ initiative giving four brand partners the opportunity to own all of Nine’s biggest events on television next year. The initiative will give the four brands involved in ‘Australia 2020’ the opportunity to own every magical moment of the Australian Open, Married at First Sight, The Voice, Australian Ninja Warrior, Lego Masters, State of Origin, the ICC Twenty20 World Cup, The Block and Love Island Australia.
• Nine launched a 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 offering is an extension of the client solutions division Nine Powered and gives marketers 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.
• Nine introduced cost per completed view on its short-form and long-form video products.

The innovations

• Tokyo 2020 will be the biggest digital event in Australian history – equivalent to a grand final every day, for 17 days straight. 7plus will be the online Olympic hub, with up to 5 million Australians forecast to engage with the platform throughout Tokyo 2020, up to 3.5 million of which are forecast to log in to view up to 35 streams of live action. Seven’s investment in creating a world class streaming experience for Tokyo 2020 will leave a legacy on the business for years to come. Enhanced content discovery, personalisation algorithms, new ad formats and member benefits that will be crafted for Tokyo will engage 7plus audiences and keep them watching for longer in years to come. This will also be the first-ever multilingual Olympics offering to Australians.
• Reaching more than 14 million people in its first summer, 7CRICKET returns this summer with a condensed Big Bash League season and a strategic time-out that will provide advertisers valuable solus breaks to integrate their strategic messages.
• CODE 7 is Seven’s easy, one place to buy solution. Using a combination of technology, process and people, CODE 7 is fast, guaranteed audience delivery for broadcast (metro and regional) and digital. With no makegoods and guaranteed audience, CODE 7 will deliver increased effectiveness for Seven’s partners. Importantly, CODE 7 will be seamlessly integrated into the future industry platform for cross screen trading and VOZ.
• 7CAP is Australia’s first Contextual Ad Placement service for broadcast television. By partnering with Amazon Web Services, artificial intelligence and machine learning is used to analyse and code all Seven programming – identifying objects, environments and mood states within the content which brands can choose to align with. 7CAP’s data-driven approach to contextual ad placement within broadcast ensures brands can be aligned to moments of greatest relevance that maximise impact, cut through and ROI. Using 7CAP, ad recall is doubled and brand awareness is significantly boosted. With 7CAP the effectiveness of digital targeting arrives to broadcast.
• Seven’s new, exclusive partnership with Carsguide leverages the combined data of Seven and Carsguide to enable partners to reach auto intenders like never before. New marketing solutions will further enhance the power of the partnership, which represents a step-change in the way auto, insurance and finance brands reach their target consumers.
• 7mate will go high definition in 2020, providing an enhanced experience for partners and viewers alike. In 2020, Seven will also relaunch 7flix with a new brand to target younger female audiences.

• Foxtel is now offering users a New Foxtel Experience, providing customers with iQ3 and iQ4 set-top boxes a completely redesigned user experience, bringing together the best of TV and on-demand, all in one place.
• Netflix is available for the first time on Foxtel’s iQ4 box.
• Foxtel Now users are being migrated to Foxtel Go for streaming on mobile and tablet devices. Foxtel Now will continue to be used by viewers on smart TVs and game consoles.
• Foxtel and the Australian Broadcasting Corporation have expanded their relationship with ABC iview joining the suite of on-demand services available through Foxtel’s IQ3 and IQ4 set-top boxes.
• Foxtel will offer more access to content from BBC Studios including premium British drama, entertainment, documentaries, natural history, children’s programming and news for Foxtel’s broadcast and on-demand platforms. Foxtel has launched a new channel, BBC Earth, a premium documentary channel featuring inspiring and passionate experts in their field including existing landmark natural history series featuring Sir David Attenborough. This channel replaces BBC Knowledge.
• Foxtel Media announced a suite of new advertising innovations. The new ad models and formats have been designed to enhance the viewer experience while delivering increased impact for advertisers. They include reduced ad loads and new advertising opportunities across the Foxtel Media network such as: Q Break – Linear six-second advertisements, M Break – reduced linear ad loads, Ad-pods – 30-second pre-rolls across Foxtel digital assets, a unified digital experience across Foxtel digital platform Foxtel Now and Foxtel Go, targeted Video On Demand advertising, and IP ad insertion.