Nine, once a mere TV channel, has strategically partnered with Acxiom to exploit the wealth of data their multivarious media empire collects.
Better targeting and better optimisation: that’s what the Nine and Acxiom hope marketers and advertisers will see as the result of their collaboration.
Acxiom’s LiveRamp platform uses big data for targeted marketing. Combined with Nine’s established media rep, there’s the potential to deliver personalised promotions via a trusted network. For certain markets, conversion rates could benefit.
This is still a work in progress, so the wary may well wait and see what metrics emerge before deciding whether to hop on board.
Nine media 2017
In a time when many are starting to bemoan the ubiquity of Facebook and Google’s advertising platforms, it’s good to get a story about an Aussie-led initiative.
It’s certainly good PR for Axciom's LiveRamp platform, but the move could also be seen as an old giant’s acceptance of a new order.
Nine is coming to grips with its place in the reality of 2017 media, and they’ve integrated various third-party tech services to help shape that world into something they want it to be.
Is LiveRamp Connect your pick for the platform, or have you had good experiences elsewhere?
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.