Nine is UpFront with a new Adobe partnership for 2021

Nine, in partnership with Adobe, has launched Audience Match, a custom destination designed to give marketers the ability to activate people-based audiences across all of Nine’s properties.
As part of the Audience Match launch, Nine will develop a purpose-built solution directly into Nine through Adobe’s data management platform (DMP), Adobe Audience Manager, that will allow Nine to assist brands in matching their customer data to Nine’s 13million registered users through one streamlined integration.
Brands will be able to better connect with Nine’s audiences by enabling people-based activation of first-party data that customers have agreed to share across Nine’s premium content. Coles will sign on as the launch partner.
Nine’s Chief Sales Officer, Michael Stephenson, said, “Audience Match will help facilitate people-based marketing across Nine, leveraging our signed-in audience of 13m Australians and seamlessly bring together the power of premium content and people-based data to create personalised customer experiences.
“This partnership gives Australian marketers a unique alternative to both traditional media players and new digital platforms in terms of bringing a quality content environment together with data at scale.”
The announcement came as part of Nines first virtual UpFront presentation that also hailed the launch of Powered Enterprise, an expansion of the capability of its client marketing solutions division Powered.
The new division will be tailored to the needs of key C-suite clientele who are looking for partners who can understand and meet their changing needs for business growth.
Nine’s Director of Powered Liana Dubois, said, “Powered Enterprise is for those brands who want to elevate from a transactional relationship with Nine, to go beyond media placement and advertising alone.
 “Powered has specialist capability in strategy, cultural insights and advertising effectiveness. Over half of the group operates in our creative studios function, designing, producing and then amplifying creative collateral for brands. And our content partnerships discipline finds ways in for brands, into the fabric of our content across radio, digital, print and television.”
Also unveiled at Nine 2021 Upfront presentation, the State of Originality, an open challenge to brands, marketers and creative agencies to help the NRL’s State of Origin claim the title as Australia’s Super Bowl by creating unmissable big-brand moments during the commercial breaks.
The State of Originality will award $1 million in advertising inventory across Nine’s television, radio, digital and print assets to the commercial judged as best on ground in the live telecast by an esteemed panel. To be deemed eligible to enter, advertising must be booked within the three-game period of State of Origin in 2021.

Nine also announced a new buying system and another ‘superbrand’ focussed on Money.






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