World News – AU – Ten in 2021: Flybuys data after being ‘slightly behind on the data part’, and 10 Play’s curated content carousel

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Ahead of his initial presentation this afternoon, Ten revealed he added Flybuys data to the ViacomCBS stack after initially being « slightly behind on the data portion, » and unveiled a new ad product. on the video-on-demand (BVOD) 10 Play service: the organized content carousel

The curated content carousel will launch next year, allowing brands to “blend seamlessly” into the 10 Play homepage, both through the website and on smart TV apps These launches will mean Ten will be the « easiest, most accessible and transparent television network to work with, » said company chief data and digital officer

The carousel builds on the launch of the Premium Pause offer, which allows a 10-play show to pause briefly and shrink it down to allow advertising content to flow around it

Sales manager Rod Prosser told Mumbrella that while « there are a lot of exciting sales initiatives that we’re still doing and announced 12 months ago, » the new announcements show that Ten « wants [s] to be clearly the leaders » and innovators in this field [BVOD] « 

« [The Premium Pause] offering has been very successful over the past 12 months, and has been very well received by advertisers, » said Prosser

“The evolution of this offer is therefore the content carousel, which really allows advertisers to integrate strongly into the connected television environment and put their messages and their brand at the forefront. this hits the market pretty soon Some advertisers have gotten a glimpse, and the comments so far have been really strong « 

Ten Chief Digital Officer Liz Baldwin added that the premium pause and curated content carousel are complementary products, because « we favor new formats that take user experience first and foremost »

« The curated content carousel is the perfect complement to our successful Premium Pause advertising product, both products providing advertisers with an innovative, impactful and non-intrusive way to engage audiences with key brand messages on 10 Play « , she said

Digital Sales Director Sophie Hicks Lloyd observed that « the appetite for new branding opportunities that ensure premium placement and lasting impact is strong in the market » and the addition of the curated content carousel makes of Ten a « pioneer »

« In 2020, we went from 10% to 85% addressability on mobile and connected TVs In 2021, we will reach 100% in the first quarter, » she said

In addition to the upcoming curated content carousel launch, Ten said adding Flybuys to owner ViacomCBS’s data stack would allow brands to achieve even better targeting and metric on 10 Play

Prosser explained that « Flybuys’ announcement is really one of the additions to our data offering »

« I was open and honest enough 12 months ago to say that we were a bit behind on the data part, so to speak, but there are obviously benefits to that. last player’s advantage, ”he says

Chief Data & Digital Officer Josh Slighting added that « We are invested in creating something that is truly high-end, with technology that gives us options in the future and taking away any reliance on data from third parties and by modifying identifiers such as cookies »

« We have a sustainable data and technology setup, with some of the brightest and most talented people in the business at the helm, » Slighting continued

« We will advance knowledge about our audience and continue to strive to be the simplest, most accessible and transparent television network to work with »

Flybuys Chief Product Officer Harley Giles told Mumbrella about the loyalty program’s new data division – Unpacked by Flybuys – last month The company is also working with Ten’s competitors – Seven will integrate the data Flybuys in its 7REDiQ customer data platform, and Nine will give advertisers access to Flybuys data through its digital assets

Giles said the Ten partnership gives broadcaster advertisers « the ability to access information from the 86m baskets of active Flybuys members »

« Unpacked by Flybuys was created to give marketers better access to tangible data and transparent results So we couldn’t be happier to partner with Network 10, one of Australia’s leading media companies, and offer marketers another way to get better results. of their marketing expenses, ”he says

The 10 Play platform is still being rolled out to smart TVs and is now available on Telstra TV, Apple TV, Fire TV and Fire TV Stick Lite from Amazon and Android TV

Brittney Rigby is Mumbrella Associate Editor – News & Analysis She covers tours of media owners and news agencies, and is admitted as a barrister in the Supreme Court of New South Wales She tweets @brittneyrigby

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