Nine Radio unveils ‘total audio’ offering

Former Editor & Content Director

Nine Radio has revealed the next stage of its digital transformation, with the company saying “the future of radio is total audio”.

As part of the digitisation, the company has implemented single sign-on (SSO) across its digital radio platforms.

In addition, its automated buying platform 9Galaxy – already in use across the media company’s television, broadcast video on demand (BVOD) and traditional radio assets – will be rolled out for audio live streaming and podcasts.

9Galaxy aims to make buying ads more efficient, with faster response times and clear post-analysis reporting. Last year it was integrated with industry buying platform RadioMATRIX to make the process of buying talk radio “simpler and more effective than ever”, Nine said at the time.

On today’s evolution, Nine’s managing director of radio, Tom Malone, said the company had spent the past year coming to understand how its listeners are consuming its content, and what this means for advertisers across its digital platforms.

“The era of radio being defined by a dial with AM or FM is long gone,” he said. “The way we listen to radio is changing, and Nine Radio is at the forefront with a unique product which is at the heart of each city our stations serve. Our broadcasters are now available anywhere, anytime, anyhow – through apps and smart speakers. The ubiquity and mobility of radio has never been stronger.”

Nine talked up the success of its ‘live and local’ strategy, which aims to tap into local markets, but also capture a new generation of talk radio listeners. It said, so far, this had led to year-on-year audience growth of 11%. This figure increased to 14% for the key advertising demographic of those aged 25 to 54.

“Nine Radio is successfully executing generational transformation to broaden our audience, extending the dominance of 2GB in Sydney and 3AW in Melbourne, while re-establishing 6PR in Perth and 4BC in Brisbane,” Malone said.

The pitch was part of Nine’s wider Upfronts presentation to market this afternoon, which revealed its content plans, technology plays, data innovations and marketing opportunities to media agencies and brands.

Malone told the market there are huge opportunities in digital audio.

“With 600 million streaming minutes each month, podcast consumption growing and an engaged audio audience with a high disposable income, there has never been a bigger opportunity for brands to connect with the ‘super consumer’,” he said.

“The way listeners tune in is changing and so too is the way marketers and agencies buy our digital audiences. Soon you’ll be able to use 9Galaxy to buy total audio in the same way as you will buy total TV, automated and addressable.

“Live linear, live streaming and podcast, all delivered using Nine Galaxy and powered using Nine’s unique first-party data, giving brands an addressable audio platform at scale.”

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