MCN Launches Programmatic TV

MCN Launches Programmatic TV
SHARE
THIS


What best describes you?

Multi Channel Network (MCN), in partnership with technology provider AOL platforms, has launched MCN Programmatic TV which allows media agencies to buy broadcast linear TV inventory through a private exchange.

MCN Programmatic TV allows advertisers to trade against the most highly targeted consumer segments in television. Agencies can buy broadcast linear TV inventory like they would web-based video, for all MCN channels including FOX8, FOX SPORTS, The Lifestyle Channel, Sky News, Cartoon Network, Discovery, UKTV, E!, NatGeo, MTV, plus many other leading STV brands. It’s a culmination of a five-year and $30 million investment from MCN.

The platform also allows buyers to plan, buy and report against a number of consumer segments from MCN’s audience panel, Multiview, which combines detailed viewing patterns from 110,000 homes with actual consumer and purchase behaviour insights.

MCN CEO Anthony Fitzgerald said this shift is a significant departure in traditional TV trading and the results seen since turning the platform live is a clear indication of what the market can expect in future years.

“The last four weeks of results have demonstrated a profound shift in the Australian TV trading industry,” he said. “Advertisers are now able to purchase highly targeted television audiences, rather than be limited by fixed spot placement trading.

“Through this automation we are delivering advertisers a simpler and smarter way to buy television. Additionally, the Multiview targeting capabilities allow for greater data-driven campaign strategies, delivering more effective and powerful campaigns. The launch of MCN Programmatic TV will change the media landscape and I’m thrilled that together with AOL Platforms, we’re leading this transformation.”

The programmatic private exchange is powered by one of the worlds most sophisticated trading platforms, LandMark, and has been in operation since May 1, 2015. Four agencies have used the platform so far including Dentsu Aegis and OMD.

Peter Horgan, OMD CEO and MFA Chair, said: “Programmatic systems are critical to the Australia media industry moving forward. They streamline an inefficient transactional model and drive greater effectiveness for clients. This evolution allows our people to concentrate business impact and results. We see this shift as a major contributor in attracting and retaining great talent.”

Paul Brooks, MD Amplifi, group investment and partnerships – Dentsu Aegis Network, said: “MCN’s dynamic TV offering has been a huge success for our agency teams and clients and has improved the way we buy TV. We’ve seen increased efficiency, targeting and access to inventory thanks to the platform and believe the system is an excellent foundation into true Programmatic TV.

“We are committed at Dentsu Aegis Network in providing our clients with solutions that improve the outputs of their media investment and we see Programmatic TV, specifically MCN’s platform, as a way to significantly better campaign outcomes.”

MCN national sales director, Mark Frain, said: “It’s an enormously positive step for the TV industry. We have exceeded our own expectations with a number of agencies already on board in the first month MCN Programmatic TVhas gone live. These agency groups are also planning on booking subsequent campaigns for their different clients in the near future, most importantly across new Multiview consumer segments, which fits with our detailed rollout plan for this year. Many businesses have talked about bringing it to market; it’s nice to say it’s already arrived.”

AOL Platforms managing director ANZ, Mitch Waters, said: “This marks a quantum shift in how television is bought and sold. Using rich data and programmatic technology buyers can plan their TV based on highly targeted audience segments, within a customer centric platform, leveraging simplistic workflow automation and insightful reporting. It also marks a significant step towards the amalgamation of buying for digital and traditional TV, as the boundaries merge and advertisers look to build campaigns that can track consumers across all media.

“This is a significant development and I’m proud that Australia is leading the way.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]