MCN Launches Programmatic TV

MCN Launches Programmatic TV
SHARE
THIS



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.”

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]