Nine to ‘simplify’ radio buying across 2GB and 3AW

Nine says buying radio ads across its stations including Sydney’s 2GB and Melbourne’s 3AW is about to get a whole lot easier.

The media behemoth is introducing its 9Galaxy platform to its radio assets from November. 9Galaxy is already used by marketers and media agencies as an automated buying platform across Nine’s television and broadcast video on demand (BVOD) offerings. Radio will be added to the mix from November 1.

Nine said the addition of radio means advertising buying will now be more efficient, with faster response times and clear post-analysis reporting. 9Galaxy will be integrated with industry buying platform RadioMATRIX to make the process of buying talk radio “simpler and more effective than ever”, Nine said.

In addition, 9Voyager – a self-serve automated buying platform for small business owners – will be opened up to radio from next year.

Nine same small to medium enterprises are looking for every possible business advantage at the moment, and this move will make the power of radio more accessible.

Richard Hunwick, Nine’s director of sales for television and radio, said it was a period of transformation for Nine Radio, both in terms of the consumer-facing talent and programming, and behind the scenes.

Pictured: How Nine Radio is positioning itself for the year ahead 

“It has been a big year at Nine Radio,” he said. “We’re asking marketers and agencies to examine our radio proposition – it is talk radio for a new generation. We are asking you to put is onto each and every brief and let us come back to you with a solution, and with innovations like RadioMATRIX, it has never been easier to do so.

“However, we don’t just want to make briefing us easier. We also want to make buying us more efficient, which is why we are moving quickly to integrate our radio inventory into the 9Galaxy and 9Voyager platforms.”

The radio network is also ramping up its focus on the data of its consumers and listeners, after recently pulling its stations from Australian Radio Network’s (ARN) iHeartRadio.

Hunwick said data integration of signed-in users of 2GB, 3AW, 4BC and 6PR would add a powerful new element to Nine’s data proposition with its 9Tribes product. 9Tribes is segmented into 54 ‘tribes’ across nine verticals, which are now available on display across Nine Radio sites, and will soon be added on catch-up radio and podcasts.

Hunwick noted these initiatives put Nine’s radio offering on par with its other assets in terms of accessibility and innovation.

Pictured: Nine’s pitch to marketers for what it can offer in 2021 

“From a data perspective, we want brands to have the same abilities they have on our video platform, 9Now, to target and deliver addressable advertising on our radio assets as well,” he said.

“Across our radio properties in the digital space, today’s announcements further enhance our data offering, with a 13 million-strong data platform of logged-in users giving marketers new tools to build out further understanding of these customers’ behaviour and intent.”