MCN Drives TV And Online Closer Together With Launch Of New Data-led Platforms

MCN Drives TV And Online Closer Together With Launch Of New Data-led Platforms

At the Foxtel and MCN Upfronts event, Multi Channel Network (MCN) unveiled a series of developments for 2015 to strengthen its position as Australia’s most advanced multi-screen trading and data-led sales network.

The new developments are:

  • MCN’s Programmatic Marketplace, a world-first collaboration with AOL Platforms’ Adap.tv to pilot the first private programmatic marketplace for television. The marketplace will fully integrate into MCN’s Landmark trading platform and will advance Australia’s TV industry towards unified ad sales across TV and digital screens.
  • MCN’s Landmark trading platform will enter its next phase with the introduction of Dynamic Scheduling, a new dynamic trading model which facilitates the trading of real consumer audiences rather than traditional TV spots.
  • Multiview XP – An extension to the existing Multiview television audience offering, allowing the incorporation of multi-screen data and data sets. Multiview XP will enable MCN to analyse real consumer behaviour across multiple platforms, delivering insight driven solutions for clients and agency partners.
  • Tech.Ops XP – A new operational team focused on cross platform technology and innovation, to further unify MCN’s multi-screen asset base.

MCN CEO, Anthony Fitzgerald, said the new platforms, combined with the recent Quantium partnership, are part of MCN’s strategy to deliver advertisers optimal campaign results, based upon highly targeted consumer audiences rather than fixed spot placement.

“These developments will continue to evolve the subscription television industry and put MCN at the forefront of the changes within the overall media landscape. Through our new platforms we have the most effective and efficient mass targeting television product ever seen in Australia. Advertisers will be able to purchase actual consumer segments, based upon real purchasing behaviour, instead of focusing purely on traditional age and gender demographics,” said Fitzgerald.

The programmatic TV marketplace

Scheduled to launch in early 2015, the MCN programmatic TV marketplace is a combined interface between AOL Platforms’ Adap.tv and TV trading platform, Landmark.

It will be the world’s first integrated programmatic private exchange for Linear TV, incorporating MCN’s TV inventory across their channel brands with online video from their rich array of digital assets, all traded from a single platform/interface. The tool will also combine MCN’s Multiview data, allowing advertisers to plan, buy and optimize against real consumer segments.

MCN group sales and marketing director, Mark Frain, commented, “MCN’s programmatic TV marketplace is a significant change in the way television can be traded in Australia. It opens up a whole new world of possibility to better align our linear TV and IP Video products.

“MCN is making Australian television inventory available for purchase through programmatic channels, enabling advertising clients to make more data-driven decisions in extending the value of their TV buys through highly targeted audiences.”

Dynamic Scheduling

To further advance MCN’s linear TV trading, MCN has launched the second phase of Landmark, Dynamic Scheduling. Through an algorithm driven,scheduling engine, MCN can more effectively target consumers by optimizing campaign placement as close as possible to the time of broadcast. Landmark’s Dynamic Scheduling allows MCN to quickly respond to changes in daily and weekly viewing habits, ensuring MCN delivers optimal campaign results for advertisers. This new dynamic trading model will enable MCN to fulfil its ambition to start trading real consumer audiences rather than just traditional TV spots.

Multiview XP

MCN’s recent agreement with data powerhouse Quantium, allows Multiview to combine detailed viewing patterns from MCN’s 110,000 home panel with actual consumer and purchase behaviour.

Multiview XP, announced last night, will be an extension to the existing Multiview television audience offering to incorporate multi-screen data and data sets. Multiview XP will enable MCN to analyse real consumer behaviour beyond television audiences to incorporate their multi-screen assets and beyond.

Multiview XP will be utilised throughout the whole advertising process. Providing detailed insights into audiences at the strategy and ideas stages; granular segmentation for increased efficacy during implementation; and thorough measurement during and post the campaign.

Mr Frain said: “Our new data brand, Multiview XP, will provide our partners and clients with unrivalled planning and targeting opportunities across our multi-screen portfolio. MCN, once again, is paving the way for the future.

“Finding a cross platform campaign that fits with a client’s brand and business objectives will be an entirely different proposition with Multiview XP. Whether the content is sport, lifestyle, general entertainment, drama or news, Multiview XP will provide us with detailed programme segmentation so we understand exactly what their typical purchasing and consumer behaviour is.”

MCN Team changes

As part of MCN’s emphasis on bringing TV and online closer together, MCN has announced structural changes to the team. This includes merging the television operations department with its digital ad operations team to create a new cross-platform focused unit called Tech.Ops XP.

The new team of 40 staff will be led by Operations and Systems Development Director, Angela Goodsir, who has been part of the MCN business for 12 years.  Most recently Ms Goodsir led the team which implemented Landmark.

As part of the company changes, MCN’s Insights and Analytics team have merged their TV and digital research, creating unified insights and data products. This team will be led by Murray Love, Insights and Analytics Director, who has been with MCN for 15 years. Gareth Jones will join the Insights and Analytics team as the new National Insights and Strategy Manager. Mr Jones, who has been with MCN for two years, will be focused upon delivering audience insights, which drive multi-screens solutions for advertisers.

  • MCN’s finance team will take over TV and digital reporting, becoming a multiscreen reporting unit for all of MCN’s partners. This will be headed by Shaun Rafferty, MCN’s Head of Finance. Mr Rafferty will be tasked with delivering a holistic reporting tool for MCN’s portfolio of 70 television channels, 138 websites, 69 mobile sites, 59 apps, 4 IPTV services and digital out of home partners.

Latest News

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed
  • Media

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed

It appears a Roseanne-free version of Roseanne is set to get the go ahead with producers in the US green lighting plans for a spin-off show to be called The Connors. Roseanne – a revival of the long-running sitcom which ran from 1988 to 1997 – was swiftly axed following a racist tweet by the show’s star, […]

by B&T Magazine

B&T Magazine
Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs
  • Campaigns

Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs

As any gay man will tell you, when it comes to insults they’ve probably heard them all- Pillow biter, fairy or sword swallower to name just a few inappropriate ones. However, Coca-Cola in Brazil has turned a common local insult into a strong anti-homophobia campaign. Apparently, “this Coke’s a Fanta” is a common insult to describe gay men […]

by B&T Magazine

B&T Magazine
Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director
  • Marketing

Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director

Ikon Communications has appointed Melissa Roberts as agency director, Ikon Melbourne. Roberts will report directly to CEO Lesley Edwards and will take a key position on Ikon’s national leadership team. Edwards said she was delighted Roberts has decided to re-join the Ikon family to lead its burgeoning Melbourne office, as the agency embarks on an […]

HT&E Chairman Tenders Resignation Following Adshel Sale
  • Media

HT&E Chairman Tenders Resignation Following Adshel Sale

Here, There & Everywhere (HT&E) has announced that Peter Cosgrove has tendered his notice to retire as chairman and a director of the company. Cosgrove has been on HT&E’s board for 14 years and chairman of the company for five of those years. The resignation of Cosgrove comes just after oOh!media acquired HT&E’s outdoor media […]

by B&T Magazine

B&T Magazine
Cut out letters on keyboard
  • Advertising

Advertisers Should Enrich Australian Culture, Not Fake News Merchants

Australian News Channel CEO, Angelos Frangopoulos, has urged Australian advertisers to carefully consider how their media investments impact Australian society. Applauding the ACCC’s digital platforms inquiry, Frangopoulos said its outcome would be “absolutely critical”, not just for Australian media companies, but for Australian culture. “This is about Australian stories being told by Australians,” he said, […]

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman
  • Advertising
  • Campaigns
  • Marketing

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman

Professional networking platform LinkedIn has unveiled a consumer-targeted social campaign featuring Aussie members expressing their own takes on success. The campaign, titled ‘In It Together’, is based on the insight that the traditional notions of success have changed and is no longer defined by securing a corner office or a promotion. A survey conducted by […]

Weight Watchers Launches First Global  Marketing Campaign
  • Campaigns

Weight Watchers Launches First Global Marketing Campaign

Weight Watchers International has launched its first global marketing campaign that celebrates the liveability of the WW Your Way+TM program and how it’s possible to enjoy the foods, behaviours and occasions tied to the season, while continuing to develop healthy habits. The campaign is part of the company’s “Season of Impact” and marks two firsts […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.