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Addressable Targeting for Nine’s Radio Assets

Australia media company Nine has launched addressable data targeting capability across its digital radio assets.

As part of accessing Nine’s broader 20 million signed in users, advertisers can target logged-in users across Nine’s radio stations, 2GB, 3AW, 4BC and 6PR. With Nine’s audio already delivering more than 10 million live streams each month, live digital streaming on connected devices is now fully addressable alongside Nine’s television assets.

Nine’s data capabilities will include demo, location, 9Tribes – the company’s segmentation product – and intent segments from data partners including Flybuys and Equifax.

Nine’s Chief Sales Officer, Michael Stephenson, said: “We have integrated the Nine Radio data into the broader Nine database of 20 million users, allowing us to understand the behaviours, interests and motivations of our digital audio listeners from their content consumption across Australia’s largest digital content ecosystem.

“Our first-party data is simply awe-inspiring and our technology is world class. 9Tribes has set the bar for segmentation, and through our addressable audio, we know that advertisers will have even more of an edge over their competitors.It’s targeted advertising with serious scale.”

In addition to the targeting capabilities, Nine says it will offer attribution reporting from its location data partner, Near. Advertisers will be able to measure the effectiveness of their audio ads in driving listeners in-store.

Ashley Earnshaw, Director of Sales – Total Audio, said: “The future of radio is Total Audio, the combination of live radio, digital live stream and podcasts. Nine’s addressable solutions allows advertisers to harness the significant scale of our digital listening, with the refinement of deeper people based targeting, across those relevant segments for their brands.

“With more personalised and more targeted advertising, we have a unique opportunity to drive deeper effectiveness and data-led audio solutions for clients. At Nine, we continue to evolve and drive the power of people based marketing across our audio solutions.”


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