Nine begins roll out of new-look channels amid increasing need to ‘fight for recognition’

Screen Shot 2015-11-26 at 2.41.10 PMNine Entertainment’s executive creative director has said streamlining its channels under the Nine banner will help combat the increased competition in the TV market and lead to far more effective cross-channel marketing.

Andrew Peace, who has been instrumental in bringing Nine’s new-look together, made the remarks as its new lifestyle channel, 9Life, took to the air and Nine’s main channel began broadcasting in high definition with 9HD.

The shake-up, unveiled at Nine’s upfront event last month, will enable the network to remain at the forefront in the “fight for recognition”.


Cross promotion of its channels has already started on Nine and 9Life – which kicked off today with 11 back-to-back episodes of The Block – with marketing packages set to roll out across Nine’s other channels, 9Go and 9Gem in the next month. It will be extended to Nine’s newly branded catch-up TV platform, 9Now, from early 2016.

Peace said the feedback from the streamlined approach has been overwhelmingly positive.

“People have agreed it was the right way to go. By introducing the Nine balls to our channels connects them all to the strong Nine brand,” he said. “The balls are locked in one position so we can go from one channel to another seamlessly and guide the viewers to stick within our network.”

Each channel has a new “presentation, look and feel” and will cross promote.

“It will be a fantastic way of cross promoting between the different brands with a common link,” Peace said. “They are all successful brands in their own right…but the purpose is to combat increased competition. TV is a different landscape from when we first launched multi channels. We have to fight for recognition.

“If viewers are going to leave a channel we’d like them to stay within our network. That is what this is all about.”

Screen Shot 2015-11-26 at 1.34.14 PMAsked about the launch of 9Life, Peace said: “We believe there is a need for a lifestyle genre channel in the free-to-air landscape and the programming guys have done a fabulous job buying for this channel. It will be very targeted and focused on 25 to 54-year-old women.”

The success will only be known once the schedule settled down, he added.

Foxtel content chief Brian Walsh had earlier questioned Nine’s decision to source content from US broadcaster Scripps, suggesting content designed for an American audience won’t resonate with Australians.

As well as keeping viewers in the Nine network, Peace said aligning the channels, and focusing more clearly on their positioning, “will make the options for advertisers far more clear”.

“I believe we are quite unique in that we have very different brands that appeal to different audiences,” he continued. “It’s been a massive undertaking as we are effectively relaunching five channels.”

He admitted it has been difficult to cross-promote such has been the disparate nature of its brands.

“Absolutely (this is a new era for Nine),” he said. “And it goes beyond TV. This package goes across mediums, we can navigate viewers around the Nine distribution family.”

The changes will be heavily promoted through its own channels, with radio, out of home and social media campaigns also part of the marketing mix.

Steve Jones 

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Nine begins roll out of new-look channels amid increasing need to ‘fight for recognition’

How to Optimize Your Social Media Schedule for Maximum Impact


Do you schedule social media updates? Want to know the best days and times to share? Creating a social media calendar helps you deliver a steady flow of content to your followers. In this article you’ll discover how to create an effective posting schedule for your social media updates. #1: Determine a Daily Posting Frequency Just like you plan […]


This post How to Optimize Your Social Media Schedule for Maximum Impact first appeared on Social Media Examiner.


Social Media Examiner – Your Guide to the Social Media Jungle


How to Optimize Your Social Media Schedule for Maximum Impact

Nazis against Nazis

On November 15, 2014, neo-Nazis walking through the streets of German town Wunsiedel became caught up in a fund raiser for EXIT-Deutschland, a not-for-profit organising focused on helping neo-Nazis to escape the far-right community. The Nazis Against Nazis campaign was centred on the annual pilgrimage to the town where Hitler’s deputy Rudolf Hess had been buried. Grabarz & Partners worked with ZDK Society for Democratic Culture to empower the local residents to reclaim their town. Right wing marchers found themselves taking part in a charity walk. For every meter they walked, 10 Euros were donated to the Exit-Deutschland trust. Local used banners, bananas and road markings to cheer on the visitors. Phrases like “Donation, march!” and “Final spurt instead of final victory!” spurred on the demonstrators to keep walking. This new form of fundraising has received several fundraising awards, and was adapted soon afterwards by a number of cities for their own responses to neo-Nazi demonstrations.

Nazis Against Nazis


Nazis Against Nazis start line


Quick as a Greyhound


Thanks Old Sports


My Munch bananas


If only the Fuhrer knew


Final Sprint not Final Solution


Exit Deutschland certificate


The “ZDK Society for Democratic Culture” is based on three bases:

  1. Center for Democratic Culture in municipalities and regions, academia and the media for democratic values ​​and human dignity
  2. EXIT Germany in preventive and direct confrontation with violence and extremism in Germany and Europe
  3. Verbundnetz for Democracy and Tolerance for the community of citizens and the economy in eastern Germany


The Nazis Against Nazis campaign won the Grand Prix at the LIA for Non Traditional, the Grand CLIO for Guerrilla and Grand Prix LIA for Non-Traditional, a New York Festival Grand Prize, a yellow pencil, white pencil, graphite pencil and two wood pencils at D&AD Awards 2015, six gold, five silver and one bronze Lion at Cannes 2015, twelve gold one silver, two bronze and one audience choice award at ADC Germany.


This campaign won one yellow and one white pencil at D&AD 2015, and Best in Discipline, three gold and one silver at the 2015 One Show.



The concept was developed by Ina Bach (Grabarz & Partner) Philipp Schwartz (GGH Lowe) and Fabian Wichmann (ZDK)

The team at Grabarz & Partner were chief creative officer Ralf Heuel Grabarz, art director Yasemin Boyraz, copywriter Alina Meisenbach, agency producers Kai Struwe and Judith Uhrlau, account executive Ina Bach, working with Fabian Wichmann at ZDK.

The team at GGH Lowe were chief creative officer Florian Grimm, creative directors Jan Wiendieck and Boris Grunwald, strategist Philipp Schwartz, art directors Fiete Luehn and Anne-Grit Maier, copywriters Matthaeus Bauer and Michael Martin, web developer Jens Gardeler, online project manager Miriam Mueckner, screen designer Robert Stoof, technical director Steffen Zoering, motion designer Michael Sturm.

Filming was produced at 27 Kilometer Entertainment, Hamburg, by director of photography Martin Kaeswurm with camera assistant Leon Winkler. Editor was Mark Broszeit at Harvest Digital Agriculture, Hamburg. Sound was designed at Studio Funk, Hamburg. Music was produced at ROBA Production Music, Hamburg, and MOKOH Music, Berlin.

Nazis against Nazis

Hovis Good Inside Escape Outside

Hovis, the UK bakery, is promoting the new Good Inside bread range with “Stuck”, a TV advert featuring two boys and a girl riding their bikes to escape out-of-control buildings. Following on from the classic boy on a bike theme of previous advertising campaigns, the Hovis Good Inside commercial uses visual effects to show walls and ceilings spreading through the countryside to accentuate the sense of adventure. As the children finally break free, the voiceover encourages kids, “Don’t get stuck indoors, get outside and take a sandwich”. The new Hovis Good Inside range includes three loaves containing natural Omega 3, wheatgerm and fibre. The Hovis Good Inside integrated campaign includes TV, video on-demand, radio, digital, PR and in-store media.

Hovis Good Inside Stuck commercial


Hovis want kids to get outside having adventures and enjoying a healthy, physical life, rather than sat around indoors all day. And behind every great adventure there’s a squashed sandwich, wrapped in tin foil and stuffed into a backpack. In this exciting spot we see three kids doing everything they can to escape the clutches of a house, who will stop at nothing to keep them inside. Will they make it out? Will the house have its way and keep them trapped in its clutches? There’s only one way to find out.

Hovis Good Inside Stuck commercial featured on Hovis Bakery Twitter page

Visual Effects

Visual effects were produced at MPC, London.

“To get the right feeling for the story that (director) Johnny wanted to tell, we needed to have full control of the way the brick wall was built, what the elements were made of and how they behaved” VFX Supervisor 3D, Anthony Bloor explains. “A procedural modelling and animation system was written to build and animate the walls. With this system the artists had the ability to dial the parameters and have all the elements automatically placed and modelled with physical accuracy. This allowed for great creative control and artistic fine tuning to achieve the directors vision for each shoot.

Thousands of high detailed models populate the house as it builds through the environment, but also much of the environment was enhanced too with everything from the sky to the grass replaced in several shots. The walls had various moods throughout, at first it was able to build quickly and straight, as the kids tried to trick it, but then the walls start to twist and turn, becoming less perfect and building with more and more random items. Towards the end it’s already wobbling, ready to fall over before the final destruction. We also simulated some light dust which helped to add realism without excessively covering the action.”


The Hovis Good Inside campaign was developed at Mother London.

Filming was shot by director Johnny Hardstaff via Academy Films with director of photography Carl Nilsson and producer Annabel Ridley.

Editor was Joe Guest at Final Cut.

Visual effects were produced at MPC by 3D VFX supervisors Andreu Lucio and Anthony Bloor, 2D VFX supervisor Adam Crocker, line producer Sandra Eklund, VFX team Steve Oakley, Jessie Amadio, Olivier Sicot, Edward Taylor, Amir Bazazi, Tushar Kewlani, David Filipe, Alessandro Granella, Nick Smalley, K. Gandhiraj, Manjunath Ramakrishnaiah, Monalisa Xess, Shashi Kant Kamal, Sravan Kumar, Abhinandan Madhu, Caroline Pires, Akhil K.P, Martin Joas and Zach Zhao, colourist Jean-Clément Soret, and producer Dionne Archibald.

Sound was designed by Sam Ashwell at 750mph. Music was composed by Tom Player at Wake The Town. The Dvorak New World Symphony track at the end of the commercial takes us back to the original 1973 Hovis Boy on a Bike commercial.

Hovis Good Inside Escape Outside

Beats by Dre Game Before The Game

Beats by Dre Game Before The Game campaign has won the Grand CLIO for Use of Music at the 2015 Clio Awards. Filmed in Rio de Janeiro, the commercial at the heart of the campaign shows football players listening to music on Beats by Dre Solo2 headphones while preparing to play in the FIFA World Cup. Music is “Jungle” by X Ambassadors and Jamie N Commons. The campaign includes a promotion of the Beats by Dre subscription streaming service offering a World Cup themed playlist. The Beats by Dre Game Before the Game campaign was launched before the FIFA World Cup, in time to make way for replacement by Sony’s official sponsorship.

Beats by Dre Neymar in Game Before the Game commercial


“Before the goals, before the glory, there is a game. “The Game Before The Game” shares the pre-game rituals of football (soccer) players, fans and celebrities around the world, as they silence all doubts, distractions and fears in their preparation for victory. Every ritual from every player and nation is completely authentic, as is the role that Beats headphones have come to play in each athlete’s preparation for the game.”

International football players include Neymar Jr (Brazil), Bacary Sagna (France), Bastian Schweinsteiger (Germany), Blaise Matuidi (France), Cesc Fabregas (Spain), Daniel Sturridge (England), Chicharito (Mexico), Jozy Altidore (USA), Luis Suárez (Uruguay), Mario Götze (Germany), and Robin van Persie (The Netherlands). Also appearing are football fans Neymar da Silva Sr (Neymar Jr’s father)., LeBron James, Lil Wayne, Nicki Minaj, Rafaella Beckran, Rio Ferdinand, Serena Williams, Sydney Leroux, Stuart Scott, and Thierry Henry.

Beats by Dre Neymar Game Before The Game


Beats by Dre Fabregas Game Before The Game


Beats by Dre Gotze Game Before The Game


Beats by Dre Sagna Game Before The Game


Beats by Dre Suarez Game Before The Game


Beats by Dre Chicharito Game Before The Game



The Beats By Dre Game Before The Game campaign was developed at R/GA, New York, London and Los Angeles by executive creative director Rodrigo Sobral, creative director Iain Robson, copywriter Edwin Latchford, art director Ciaran McCarthy, producer Kelly Wood, head of production Kat Friis, global account team James Stephens and Marco Koenig working with Beats By Dre executive creative director Omar Johnson, creative director Diallo Marvel and producers Peter Feldman and Ana Julfayan.

Filming was shot by director Nabil Elderkin via The Sword Fight, Los Angeles, with executive producer Justin Benoliel, line producer Niko Maronn, and director of photography Danny Hiele.

Editing was done at Rock Paper Scissors, Los Angeles, by creative director Angus Wall and lead editor Damion Clayton, editor Austyn Daines, assistant editors Eric Alexander-Hughes, Ryan Seegers, executive producer Carol Lynn Weaver and producer Lauren Wilson.

Visual effects were produced at Brewster Parsons, Los Angeles, by lead flame artist Andrew Eksner.

Audio post production was done at Inner Circle Sound by sound mixer Josh Eichenbaum and sound designer Rommel Molina.

Music is “Jungle” by Jamie N Commons & The X Ambassadors. Original score is by Michael Einziger and Ann Marie Simpson.

Beats by Dre Game Before The Game

5 New (And Effective) Ways To Measure Event ROI

Events drive leads for sales and are a powerful networking tool that enables companies and brands to connect with their audiences and clients face to face. At least, that’s what we know. But as any marketer, sales rep and event organizer will tell you, qualifying those collected leads is anything but certain.


Because not all leads are created equal, and every individual at your event has their own unique journey to the final sale.

According to Statista, only 14% of B2B marketers’ budgets are being allocated for in-person trade shows in 2015. Because of this, event marketers are pressured to find the metrics that matter when it comes to proving value.

Traditionally most event organizers and sales reps have focused on the data that is generated before and after an event, which gives a good picture of who showed up, but not much else.

Here are 5 ways that event marketers can use the data that is being generated before, during, and after their events to create a richer experience for their attendees, while providing insights into the value of their show.

1. Social Listening

Using social media to track activity pre and post-event is nothing new, but keeping up with what your audiences are saying during your event could lead to valuable clues and insights to help optimize your event for the future. EventTrack revealed that nearly 77% of event marketers use social media as a key engagement strategy before an event. But that number drops to 61% after the event. It seems silly that most organizers would disappear on social after their event is over, and even sillier that we wouldn’t be prioritizing social media during events!

Try setting up a social listening dashboard to track your event’s unique hashtag. (And if you don’t have one of those, you’d better jump on that bandwagon!) Look for valuable clues such as sentiment, number of posts, images, etc. from your audience. Are they posting quotes from speakers who inspired them? Or are they complaining that the speaker went on too long? Are they posting a ton of photos about a specific exhibitor’s booth or product that they’re excited about? Those comments can go a long way to tailoring future events and finding the content that’s really connecting with your audience.

Using that social data will help you identify engaged attendees who really are invested in your event. Or use that social data to generate post-event content that you know your attendees loved by sending out notes from your most popular speakers, creating graphics based on trending quotes from your sessions, point audiences towards presentations that were used during keynotes, post photos of people having fun and enjoying themselves, or send out a newsletter highlighting all the great social activity that your event attracted to make attendees feel special.

Some tools you can use to set up an easy to use social listening dashboard:

  • Hootsuite – Set up an alert for your event’s unique hashtag or name and collect all social mentions on your registered social accounts. The mobile app will allow for real-time responses and monitoring no matter where you are on the floor.
  • Google Alerts – An “oldie but goodie” in terms of being able to have all mentions from around the web about your conference’s hashtag or name sent directly to your email account.
  • Mention – A personal favorite of mine for setting up a dedicated dashboard to listen for any mention of your show. Mention pulls in everything from blogs, to forums, to social posts all in one dedicated location.

2. In-Event Surveys

Want to know what your audience thought about the speakers or exhibitors you’ve booked? Ask them while the content is still fresh in their mind! Sending out surveys during or the night of an event is a great way to gauge interest from your attendees and an excellent way to collect additional data that you can use when planning for your next one. How long did they spend at the session? Did they enjoy the topic? Is there anything else they wish the speaker would have covered? What topics are they most interested in?

Don’t forget to look at the metrics that come with your survey as well, such as open rate, bounce rate, time on page, etc. Those people who took the time to give you feedback might be qualified leads waiting to be added to your sales pipeline! And what a great excuse to follow up with them to thank them for their time, whether the response was good or bad!

Don’t forget to pool your exhibitors for their thoughts and feedback on the event. They are in the trenches talking to your attendees, and they can probably offer some unique insights as to how they thought the event’s marketing worked, what could be done better, attendee attitude, etc.




Some survey tools you can use during your event to maximize attendee response:

  • Your Mobile App – If your conference has a dedicated mobile app that allows for surveying, this is an effective way to reach those who are already engaged and using your content to find their way around. Create surveys on the fly or work with your speakers to craft a questionnaire that will give valuable insights.
  • Email – If you’re collecting attendee email addresses at your event (and you really should), then you already have a direct way to connect with them to gain insights. Not everyone will respond during the event, because hopefully they’re still engaged with the event itself, but you might be surprised who answers after the day is over.
  • SurveyMonkey – A powerful and free survey tool to help you manage the email addresses, which allows organizers to “jazz up” their content a bit. Pro tip: Add your company’s branding to legitimize the messaging and increase response rate.

3. Targeted Messaging




Image Source


If you’re tracking movement during your event using beacon or RFID technology, then you have a good idea of where people are gravitating on the floor. Most event organizers send out messaging via their conference app, or using emails to “remind” attendees of upcoming speakers, special offers, etc.

Use that digital data to help understand which messaging and attractions at your event really resonated with attendees or inspired them to attend. For example, you can correlate how many individuals were scanned going to the events that you messaged them about via your conference app or use the email analytics to understand who was reading your content and who wasn’t. Not only will you have a better understanding of what messaging really caught people’s attention, you can prove to speakers, exhibitors, and your boss, which partners you should be securing for future events who will really drive attendance and traffic.

4. Gamification

Gamification is a trend that’s worth looking into when it comes to live events. What better way to engage attendees and get them excited about exhibitors, speakers, and parties than by creating a fun game with swag to encourage them to discover?

Some examples of successful gamification methods would be:

  • Scavenger hunts – just as much fun as when you were a kid, but now you’re competing for grown-up prizes, and there’s networking along the way.
  • Photo quests – encourage attendees to find locations or people to snap photos of that they can post to their social channels; it gets them to use your event’s hashtag, while promoting how much fun they’re having (and again, there’s prizes).
  • Social check-ins – getting people to check in at certain event locations can be difficult, but not when you incentivize them or make it part of a bigger game!
  • Networking challenges – Who’s going to be the first to collect 100 business cards or gain 20 new followers on Twitter?

The data that these types of games collect will be invaluable to knowing whether or not your content was compelling, and will help you understand which of your attendees were really interacting with your event.

Getting exhibitors in on the game is another great way to collect data too. They will appreciate the increased networking opportunities, and you will be able to see how actively people participated and where they went. Those attendees who enthusiastically played along may qualify as sales leads for your organization or possible thought-leaders to partner with in the future to help promote upcoming events or content that you plan on releasing.

5. Mobile App Insights




Your event’s mobile app is a treasure trove of attendee activity that you can export and use to produce data-driven insights. Beyond the total number of downloads, ask your app provider for a full breakdown of who used the app and how to discover whether or not it was effective. Did your attendees use the messaging function? Or were they more focused on the app’s networking capabilities? You could even send out a survey to ask attendees what improvements you could make to your event’s app. Those metrics will drive a better understanding of your audience’s needs as well as improve functionality.


Using this kind of digital data to help inform the layout, agenda, and messaging for your event will take a lot of the guesswork out of planning, not to mention deliver a more qualified list of leads to your sales teams! And because events are an expensive and immersive experience for everyone involved, marketers need these kinds of insights to help them prove value to their attendees, sponsors, speakers, and exhibitors.


Connecting with your prospects and clients in person is key to driving your sales and marketing. As described in this post, I am proposing several ways that you can learn about the actual experience of your attendees. Because each attendee has their own agenda, priorities and social behavior, it is complicated to understand every journey throughout your event.

At the very least, you should identify and understand those attendees who are the most engaged at the event. By focusing on these attendees, you will be able to optimize your messaging before, during, and after future events? With the right combination of tools, you can reveal much about your attendees and translate this on broader scale into successful sales and marketing campaigns.

Watch Our Upcoming Webinar

Brian Friedman will be the presenter in our upcoming webinar, How to Leverage Data to Drive Event Marketing Decisions. Signup if you’d like to learn more.

About the Author: Brian Friedman is the founder and CEO of Loopd. Design driven product leader socializing technology through wearables and analytics.

5 New (And Effective) Ways To Measure Event ROI

Nine’s Footy Show grand final spectaculars dominate night as The Bachelorette drops off

nrl footy showafl footy showThe Bachelorette posted its first audience decline of the series last night as Nine’s The Footy Show stole viewers from all competitors for its traditional grand final extravaganza.

Last week Ten’s dating show managed 973,000 viewers, but that dropped to 875,000 last night as The Footy Show topped the night with 987,000 viewers for a two hour show at 8.30pm.

Gogglebox returned at 8.40pm and managed 563,000 viewers, well up on the 495,000 viewers who watched the show when it first came to Australian screens in February, according too OzTam overnight metro ratings.

It helped Ten to an audience share of 15.3 per cent, well behind Nine’s 26.9 per cent but ahead of Seven’s 14.3 per cent on a night where no shows again beat the million mark.


Seven’s failure to trouble Nine and Ten last night came off the back of a rather muted lineup after its news offering, which managed 907,000 viewers at 6pm to hold off Nine News’ 860,000 in that timeslot.

However Nine’s 6.30pm news beat Seven with 860,000 viewers to 857,000.

Nine put up RBT (730,000) and Kings Cross ER (688,000) against The Bachelorette at 7.30pm and 8pm, while Seven had Home and Away at 7pm which had 677,000 for an hour-long run.

ABC’s Chaser’s Media Circus had 557,000 viewers at 8pm.

Top 15 shows:

1 THE FOOTY SHOW Network Nine 987,000

2 SEVEN NEWS Network Seven 907,000

3 NINE NEWS 6:30 Network Nine 886,000


5 NINE NEWS Network Nine 860,000

6 SEVEN NEWS / TODAY TONIGHT Network Seven 857,000

7 A CURRENT AFFAIR Network Nine 815,000

8 ABC NEWS-EV Network ABC 766,000

9 RBT Network Nine 730,000

10 KINGS CROSS ER Network Nine 688,000

11 HOME AND AWAY Network Seven 677,000

12 7.30-EV Network ABC 609,000

13 THE PROJECT 7PM Network TEN 590,000

14 GOGGLEBOX Network TEN 563,000


Audience share:

Network 9 26.9%

Network TEN 15.3%

Network 7 14.3%

Network ABC 11.1%

Network 7TWO 5.4%

Network GO! 4.7%

Network Gem 4.0%

Network SBS 3.6%

Network ONE 3.1%

Network ELEVEN 2.8%

Network ABC2 2.8%

Network 7mate 2.4%

Network SBS 2 1.4%

Network ABC News 24 1.3%

Network ABC3 0.8%

Network NITV 0.1%

Total network share:

Network 9 TTL 35.6%

Network 7 TTL 22.2%

Network TEN TTL 21.1%

Network ABC TTL 16.1%

Network SBS TTL 5.0%

Data OzTAM Pty Limited 2013. The Data may not be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without the prior written consent of OzTAM.

The post Nine’s Footy Show grand final spectaculars dominate night as The Bachelorette drops off appeared first on mUmBRELLA.

Nine’s Footy Show grand final spectaculars dominate night as The Bachelorette drops off