Network 10 is holding mid-year UpClose events for agencies this week. Key amongst the announcements is that from 1 July, 10 will make available multi-platform, multi-device, data-driven segments on its digital sites 10 Play and 10 Daily. The segments will be backed by 10’s own first-party data and boosted by 10’s partnership with Lotame.
From 1 July, 10 will have what it is calling a critical mass of an addressable cross-device audience on web, mobile, tablet and connected TVs, including iOS and Android, all linked to a 10 ID.
Network 10’s chief sales officer Rod Prosser said: “When we moved our sales team back in-house only six months ago, developing a sophisticated data strategy and rolling it out in market as fast as possible was a top priority. The great thing about our data strategy is that it is not burdened by legacy.
“The team has done a brilliant job accelerating this strategy and I’m really pleased that in just over a month, we will be able to take this solution to market.”
From July, the segments advertisers will be able to access with 10 will also include demographic information, household composition and lifestyle interests.
Prosser admitted to Mediaweek that 10 was “quite late” to the data party, but was now in a much better position. “We wanted to be in market as soon as we could. We don’t expect enormous to come through the door from day one, but we expect it to ramp up.”
When it comes to delivering BVOD audiences, Prosser said 10 is competing very well against Seven and Nine in the under 50 demo, depending on the property. “Programs like MasterChef have much bigger audiences on linear TV, whereas programs like The Bachelor do very well both on linear and on BVOD.”
Prosser added that the strong ratings performance of 10 Bold so far in 2019 has helped 10 secure business across its suite of multi-channels.
Regarding its major new format The Masked Singer, Prosser said it has already been taken to market. “We have been explaining what the show is all about and the various opportunities available.”
Network 10’s general manager data insights & analytics Gareth Tomlin said: “Our strongest asset is our under 50s audience. They engage with media differently. With our data solution, we will be combining the shows they love, the content they consume and how and when they watch these shows with Lotame’s extensive third-party data sets, one of the biggest in the world.
“We’ll continue to build richer segments through new data partnerships in the coming months. These audiences will be available across 10’s digital ecosystem and will give advertisers the ability to leverage their own data into 10’s ecosystem.”
10 Play is having its biggest year ever, with broadcast video on-demand viewing up 57% from the same point in 2018, while 10 Daily had its biggest month ever in April 2019. It recently launched in Nielsen Digital Content Ratings with a monthly unique audience of 716,000 unique visitors.
Over the past six months, 10 has announced technology partnerships with Tealium, Lotame, Braze and Telaria to support its data strategy.