If you didn’t make it to the TV Upfronts, don’t fret. We have summarised a few of the highlights into a fun-sized round-up of all the good stuff that will make TV even more effective for advertisers in 2019.
We love Upfronts season. It’s when TV gets to share the glam with its customers and give them a timely teaser of all the treats coming down TV’s production and tech pipelines in the year ahead. And with so much innovation and hot content, it can sometimes be a bit of blur. So if you just couldn’t take it all in, fear not.
Here is what you need to know about what TV will deliver for advertisers and agencies in 2019. First the innovation, then the unbeatably engaging content that will debut and return on Australian consumers’ screens of choice in 2019.
Addressability, innovation and change
- With a completely redesigned organisational structure and new integrated sales function led by Chief Sales Officer, Nick Young, agencies will see more effective cross-platforms solutions, a more nimble and efficient service experience and accelerated integration partnerships between channel brands and advertisers.
- A new advanced advertising unit, led by Director Nev Hasan, will provide advertisers with new innovative ways to reach customers through a complete overhaul of ad loads across all screens, ultimately delivering a more impactful advertising experience.
- MCN’s new customer-centric model led by Chief Customer and Commercial Officer, Suzie Blinman, places a stronger focus on servicing advertiser relationships and will provide faster content-led responses to market.
- Following the rapid and significant take-up of Programmatic TV trading on MCN’s proprietary platform, Smarthub; MCN has bolstered the offering, adding Digital Video and Dynamic TV trading capability into the one interface. The result is stronger and deeper audience targeting capability, coupled with a better, easier and more effective way to buy TV and digital inventory.
- In 2019, MCN is investing in content, platforms, ad solutions, technology and most importantly, people, to deliver the market a better advertising experience.
- Network 10’s new sales structure is ready to go. From mid-December, advertisers will be able to trade directly with Network 10 for all 2019 bookings.
- Advertisers will have the ability to trade dynamically, with automated audience-based buying operating alongside fixed place buying.
- The network’s refreshed audience proposition will firmly focus on the valuable, noisy and engaged under 50’s audience, not total people.
- Network 10’s accelerated data strategy will look to fast-track the sophistication and development of our data solutions.
- To support its data strategy, Network 10 has announced a partnership with Tealium, a leader in real-time customer data solutions. Tealium will work with 10 to unify customer data collection across its digital platforms including 10 Play and 10 Daily, allowing the company to create meaningful audience segments in real-time. The audience segments will enable 10 to deliver targeted solutions for advertisers and personalised experiences for consumers.
- Nine will build out its online video content and data offering throughout the summer and into 2019, providing marketers with a deeper advertising experience across the 9Now broadcast video on demand (BVOD) platform.
- Nine unveiled the next stage of plans to simplify and further automate the buying of television through its unique proprietary technology 9Galaxy and launched 9Voyager, aimed at opening the TV market to more small and medium enterprise (SME) owners.
- 9Voyager will allow Nine to better serve small and medium businesses who can now access its inventory to create a dynamic schedule across off-peak and multi-channel inventory using the new automated trading platform, and pay via credit card or PayPal, all in one simple transaction.
- Nine has showcased its leadership of the premium partnership space in Australia through the strategic client solutions division, 9Powered.
- Seven announced a partnership with global leader in real-life entertainment, Discovery, on the launch of 7food network, Australia’s new destination for food coming to Channel 74 on December 1.
- Seven West Media and News Corp Australia announced a partnership to innovate and disrupt the automotive advertising category. Designed to drive awareness and advocacy through to purchase, a new marketing platform, ‘Navigate Auto’, will provide advertisers with a powerful new way to reach the highly sought after category of those intending to buy a vehicle.
- Seven will launch a new online home for 7 News in the first quarter of 2019 across desktop and mobile, with integration into major third-party news aggregators. The stand-alone service will feature premium content Sunrise and The Morning Show, and Sunday Night.
- Seven unveiled its plans for its all-encompassing all rights cross platform coverage of the Tokyo 2020 Olympics. It will broadcast and stream over 3500 live hours of Olympics Sports coverage from Japan, across a record breaking 52 live event streams all in 1080p HDR and numerous Ultra High Definition live streamed channels.
- Seven announced it has signed a multi-year agreement with the South Australian Tourism Commission to broadcast and stream Australia’s Greatest Cycling Race, the Santos Tour Down Under (TDU).