Network 10 Upfronts 2021: NEW – Commercial opportunities for marketers

10 upfronts

10 Play’s Curated Content Carousel & 10 bolsters data stack

Curated Content Carousel

10 Upfronts: Following on from the launch of 10 Play’s Premium Pause ad product, the Curated Content Carousel is a new addition coming in 2021 to 10 Play’s website and connected TV app ecosystem.

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The Curated Content Carousel allows brands to blend into 10 Play’s homepage through the art of editorial curation, placing brands front and centre on the web and new connected TV apps.

10 Upfronts 2021

Network 10’s general manager – digital Liz Baldwin said: “As we continue to roll out our world-class 10 Play app experience on connected TV, we want to continue to drive innovation around ad products that complement the viewing experience.

“Whether that’s targeted, non-intrusive formats like Premium Pause or editorially adjacent placements within our service like the Curated Content Carousel, we’re favouring new formats that consider the user experience first and foremost.

“The Curated Content Carousel is the perfect pairing to our successful Premium Pause ad product, with both products offering advertisers an innovative, impactful and non-intrusive way to engage with audiences with key brand messages on 10 Play.”

Network 10’s digital sales director Sophie Hicks Lloyd said: “The appetite for new branded opportunities that guarantee premium placement and ensure a lasting impact is strong in the market.

“When it comes to BVOD integration and sponsorship amplification, the union of Premium Pause with the Curated Content Carousel positions 10 Play as a trailblazer.

 “In 2020, we have soared from 10% to 85% addressability on mobile and connected TVs. In 2021, we are tracking to hit 100% in the first quarter.

“With 10 Play having its biggest year ever once again, it is time to pounce for prime position on 10 Play.”

Click here for a preview of the Curated Content Carousel product on the 10 Play homepage, combined with the Premium Pause product within show.

10 Upfronts: Network 10 continues to deepen data stack

ViacomCBS Australia and New Zealand has bolstered its data stack with the addition of Flybuys.

10 said its combination with RedPlanet, Quantium and Smrtr (formerly Greater Data) gives brands even sharper targeting and measurement capabilities across its broadcast video on-demand platform, 10 Play, and across more industries, interests and behaviours.

10 ViacomCBS, head of data and digital audience Josh Slighting said: “In just 18 months, we have built best-in-class addressable advertising and analytics capabilities across 85% of our platforms.

 “We have the capability and acumen not just to compete effectively, but to win, with 75 per cent of total digital sales now powered by data. Backed by ViacomCBS, we are able to push the boundaries of innovation when it comes to targeting.

“We are invested in building something truly premium, with technology that gives us future optionality and removing any reliance on third party data and changing identifiers like cookies,” Slighting said.

With respect to the partnership with Flybuys, Slighting said: “The partnership with FlyBuys makes accessible to our clients premium targeting from one of Australia’s leading loyalty providers.

“The market is hungry for transparency and for better ways to measure and optimise investment in media, and with the advancements both Network 10 and Flybuys have made in the past 12 months, we feel confident this partnership is going to deliver very positive results for our clients.”

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