Upfront refresher: Data driving the TV presentations to media buyers

• Here is a reminder about the key points the networks had about data at the respective 2021 Upfront events.

Publicis Media Exchange’s Jodi Fraser this week told Mediaweek one of the key messages Nine, 10 and Seven had for advertisers was how they had improved their data offerings.

“There was a lot of focus on data from the networks, and for Publicis and the direction our clients are going in terms of data strategy, we will be able to tap into each network’s offering to drive solutions for our clients,” said Fraser.

Here is a reminder about the key points the networks had about data at the respective 2021 Upfront events.

SWM enhances first-party data strengthening people-based marketing

Seven West Media last week detailed its data-driven solution for brands to reach their target audiences.

Comprised of millions of SWMIDs, Seven’s first-party audience identifier, enhanced with extensive second-party data partnerships, will power a new audience insights, activation and measurement solution within 7REDiQ, SWM’s new audience intelligence platform. 7REDiQ is promising to bring brands closer to their desired audiences than ever before.

Charlotte Valente, SWM Chief Marketing Officer, said: “Being an audience-centric business means that knowing and understanding our audience is key to our success. It’s already driven big decisions, like acquiring The Voice which builds on Australians’ affinity with live music and entertainment. The fused data inside 7REDiQ was key to establishing that audience understanding.

“Leveraging our first-party data around each consumer, a unique SWMID, combined with what our data partners add, offers an unbeatable starting point for your people-based marketing strategies.

“7REDiQ takes that data and offers brands the ability to target exactly the people they want to reach, along with comprehensive audience forecasts and measurements. Best of all, it’s straightforward for brands to take the insights and knowledge 7REDiQ provides and turn that into an actionable campaign with 7RED.”

Kurt Burnette, SWM Chief Revenue Officer, said: “Data and insights that can be actioned are more important than ever before. For brands to reach their target audiences, it’s crucial that they understand where those audiences are and what drives them.”

Nine launches Audience Match to search 13m registered users

Way back in September at the first Upfront event, Nine announced Audience Match in partnership with Adobe, a custom destination designed to give marketers the ability to activate people-based audiences across all of Nine’s properties.

Audience Match will allow Nine to assist brands in matching their customer data to Nine’s 13m 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.

“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,” said Michael Stephenson, Nine’s Chief Sales Officer. “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.”

Audience Match offers marketers the ability to use rich customer data from online and offline sources to segment and more effectively reach their known customers. Marketers can also build look-a-likes of their customers to provide personalised experiences or suppress their audiences to improve media efficiency.

Audience Match will be immediately made available across 9Now including the ability for advertisers to target their own audiences in the living room on a connected TV. In the first half of next year, Nine will roll out Audience Match across its other digital properties.

ViacomCBS continues to deepen its data stack

10 Upfronts 2021

ViacomCBS Australia and New Zealand announced the addition of Flybuys to its data offering.

Its combination with RedPlanet, Quantium and Smrtr (formerly Greater Data) promises 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.”

10 has accelerated its data capabilities in 2020 alongside the transformation of 10 Play which has recently launched a number of exclusive premium ad formats.

Slighting said: “In 2021, we will move into more cutting-edge data-driven strategies, with confidence in the foundation we have established for ourselves. We have a durable data and technology setup, with some of the brightest and most talented people in the industry at the helm. We will be advancing insights about our audience and will continue to the pursuit of being the easiest, most accessible and transparent television network to work with.”

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.”

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