Lean in with 10: Rod Prosser reveals new sales leadership team

• Plus refreshed 10 audience proposition and an accelerated data strategy

Network 10’s new sales structure is ready to go with all sales leadership appointments complete. From mid-December, advertisers will be able to trade directly with Network 10 for all 2019 bookings.

These are the highlights from the broadcaster’s message to advertisers this week at the 10 Upfront.

Advertisers will have the ability to trade dynamically, with automated audience-based buying operating alongside fixed place buying.

With the new sales team comes a new audience proposition and an accelerated data strategy.

Network 10’s sales team will be platform-agnostic with experience across linear and digital. Led by chief sales officer Rod Prosser, the sales leadership team will include:

• Damon Jackson, Melbourne Sales Director
• Angela Neville, Brisbane Sales Director
• Cameron Mudge, Adelaide Sales Director
• Paul Townsend, Perth Sales Director
• Nisar Malik, Sport Sales Director

The sales team will work closely with multiskilled specialist teams comprising:

10 Effect – a sponsorship team, led by Tamar Hovagimian, that will integrate, activate and amplify brands and products within 10’s shows.

10 Imagine – a strategy and creative hub, led by Michael Stanford, that will provide category insights, commercial strategy, creative solutions, commercial production, copywriting and branded content.

10 Exchange – a commerce unit, led by Grant Madigan, responsible for revenue, analytics, technology, and data insights.

10 Interactive – the digital sales team powered by CBS Interactive. With the backing of CBS, 10 will have world-leading resources and technology at its hands to deliver advertisers a first-class trading experience.

Rod Prosser said: “Our aim is to deliver client-centric, needs-based solutions for our advertising partners through insights, creativity and ease of trade, with a serious focus on providing meaningful, quality services.

“What does this mean for you? It’s simple – a high-return on your investment with us here at 10.”

Lean in with refreshed audience proposition

The network’s refreshed audience proposition will firmly focus on the valuable, noisy and engaged under 50s audience, particularly the 16-39s and 18-49s.

Prosser continued: “10 has always been distinctively different. We like to run our own race. We have a different audience. And, we’re armed with a clear and decisive strategy to grow that audience.

“Advertisers don’t buy total people campaigns. They look at specific demographics segments. Our audiences are younger, switched on and positively engaged with our content.

“Our key programs like I’m A Celebrity… Get Me Out Of Here!, MasterChef Australia and The Bachelor Australia not only dominate the viewing across the key demographics, they set alight social channels. Collectively, these shows generate 67% more social activity than the noisiest shows of our competitors.

“10 is the lean-in network. We are braver, more dynamic, and more open. We deliver content that encourages viewers to be part of something everyone is talking about.”

Lean in with an accelerated data strategy

Data will also be a key offering across 10’s suite of sales solutions with a robust data strategy in place to significantly build the company’s member base in 2019.

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.

Tealium’s managing director of ANZ Eyal Mekler said: “We’re excited to be working with Network 10 to help connect its data across interactions and touchpoints, to create a seamless, relevant, and personalised customer experience, while also supporting its advertiser clients. Data-driven decisions should be at the heart of every marketing and sales strategy and, by helping connect data silos and creating a 360-degree view of each user, we can support Network 10 in addressing the needs of its client base and audience.”

Prosser added: “Having a sophisticated data strategy is crucial in creating a strong multiplatform sales team. The new advertising norm is to offer solutions that are data-driven, cross-channel and across devices. Our partnership with Tealium will help fast-track the development and sophistication of our data solutions.

“We are building a best-in-class data team and capability, and in 2019 we will be trading on data-driven segments across all our digital properties.”

With a lot to announce and incredible momentum, Network 10’s latest trade advertising campaign will be going live from tomorrow, encouraging advertisers and brands to “Lean in with 10”.

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