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.”