MCN Goes Live With Dynamic Trading On Network Ten

MCN Goes Live With Dynamic Trading On Network Ten
SHARE
THIS



Multi Channel Network (MCN) is establishing a new benchmark for highly targeted and efficient television trading on Australian free-to-air channels by now offering its innovative Dynamic Trading model on Network Ten.

The announcement follows a successful trial of the model across Network Ten’s channels at the end of 2016.

This latest technical evolution for MCN and Network Ten’s partnership follows the latter’s move to the Landmark system in May 2016. It means MCN will now offer advertisers the opportunity to trade audiences rather than just airtime across Network Ten, helping improve targeting and audience campaign delivery. The rollout will progress over 2017 with selected partners.

MCN’s premium trading product uses up-to-date audience predictions to respond to changes in viewing behaviour, in turn, optimising campaign placement. In 2016 MCN demonstrated the success of this Dynamic Trading model by meeting the end-of-year goal to deliver 60 per cent of all Foxtel advertising campaigns through Dynamic Trading. The achievement reflected the market’s enthusiasm around dynamic trading, as well as MCN’s ability to deliver results.

MCN chief sales and marketing officer, Mark Frain (pictured above), said: “As the industry landscape becomes increasingly more complex, sophisticated and automated tools like Dynamic Trading play a significant role in helping advertisers trade with greater ease, flexibility and efficiency. This is the future of the television industry, and we’re excited to be the first to deliver it on free-to-air in Australia in partnership with Network Ten.

“Our proven model combined with Network Ten’s continual audience growth momentum and highly anticipated programming suite for 2017 creates more effective and efficient campaigns for advertisers. It’s an important shift for Network Ten, but more so for the Australian television industry as a whole.”

Network Ten director of revenue and client partnership, Rod Prosser, said: “Ten’s partnership with MCN continues to deliver improvements and innovations for our advertisers and the introduction of Dynamic Trading across Network Ten is another great step forward.

“As audiences continue to grow across our portfolio, through our MCN partnership, we are able to offer advertisers better integrations and greater engagement. The next step for us all is the introduction of Dynamic Trading to provide both advertisers and agencies the benefit of buying the audiences they want, with ease and efficiency,” he said.

Carat Sydney’s head of implementation and investment operations, Louise Romeo, said: “In 2017, we continue to pioneer Carat’s vision of helping our clients navigate through the digital economy. This means we are driving and leading areas such as automation, better targeting and programmatic investment.

“At Carat, we have always been early adopters of automation technology as this allows us to effectively target consumers, remove the volatility around audience performance, as well as deliver greater efficiencies for our clients within their screen strategies. In collaboration with MCN, we were able to test automation beyond STV and onto Network Ten for a number of our clients and there have been positive results on campaign delivery. We are always looking for ways to improve how we have traditionally approached media and have been working with our partners to take advantage of MCN’s landmark platform to deliver real growth and improved business results for our clients.”

MEC managing director, Royce Zygarlicki, said: “As consumption of video content continues to fragment, networks and agencies alike remain under pressure to address linear TV audience declines. Taking advantage of alternatives to the traditional fixed spot buying model helps MEC to alleviate these pressures and deliver consistency in a volatile market.

“Trading ‘Dynamically’ across the Subscription TV platform with MCN over the past couple of years – with a heightened focus on audiences, rather than spots – has reduced the instances of campaign under-deliveries. We’re pleased to see MCN extend its dynamic trading model to the free-to-air platform.”

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]