A revamped digital advertising platform and data partnership are part of Network Ten’s new initiatives for 2020 as the broadcaster looks to use technology to entice major brands to advertise to its younger television audience.
Ten, which is owned by US media giant CBS, has now re-launched advertising platform Buy10 allowing advertisers to target their marketing across the network’s main channel, multichannels, catch-up app 10 Play and podcast service 10 Speaks.
The broadcaster has also revealed the launch of Buy10 YOU, a new self-service option that allows small and medium businesses to book television advertising online from next year. Rival Nine Entertainment Co, the owner of The Sydney Morning Herald and The Age launched a similar service 9Voyager in October 2018 as part of a plan to lure advertisers away from digital giants Facebook and Google.
Ten chief executive Paul Anderson said the network had taken “years and years” to develop its audience of younger, loyal viewers that were hard to reach for most advertisers.