Ten’s new cross-media sales platform Connect is due to launch within weeks – with Facebook as an official partner.
Securing Facebook as a partner puts Ten on a more level online playing field with Nine, which has NineMSN, and Seven, which has Yahoo!7. It still does not, however, have an online search engine partner and is continuing talks with Google, The Australian reports.
Connect will offer advertisers packages to advertise on Ten’s media assets, meaning they can advertise across multiple platforms and media owners to target different audiences. Facebook has signed up on a campaign-by-campaign basis and is already being sold to Connect clients.
Barry O’Brien, chief sales officer at Ten, said Connect will enable Ten to offer clients more options, as it will be able to draw on a range of different media. “We’re agnostic in terms of if we want to bring in another partner, be it a radio network, outdoor company, online company or subscription television operator,” he told The Australian.
The partnership with Ooh! Media follows Ten’s sale of out-of-home advertising business Eye to Ooh! Media, which is owned by Champ Private Equity.
Champ director Darren Smorgon said: “I think Eye has benefitted from Connect and we see some merit in continuing to work with Ten as part of that... It wouldn’t mean that we couldn’t work with Nine or Seven.”
Ten’s social TV app Zeebox is also due to be launched in October and will become part of Connect.
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