Multi Channel Network (MCN) this month reached its end-of-year goal to deliver 60 per cent of all Foxtel advertising campaigns through Dynamic Scheduling, kickstarting a new benchmark for highly targeted and efficient TV trading down under.
The Australian industry-first solution allows MCN to trade audiences rather than just traditional TV spots by optimising campaign placement and responding to changes in viewing habits across the Foxtel platform.
MCN chief sales and marketing officer, Mark Frain, said achieving their end-of year-goal ahead of schedule was a milestone for MCN and sets a new precedent for the way television advertising is traded in Australia.
“Moving from a spot transactional model to a dynamic audience and campaign delivery model has allowed MCN to manage and optimise campaign delivery,” Frain said.
“Fundamentally, this has enabled MCN to guarantee and deliver targeted television campaigns, as well as lower the operation burden for agencies and create enormous efficiencies around campaign management and schedule building.
“As the landscape becomes increasingly complex, market innovations like Dynamic Scheduling plays a significant role in keeping things simple, consistent and efficient.
“Sophisticated and automated spot placement based on up-to-date audience predictions, campaign delivery and inventory utilization is the way of the future – it is reflective of the digital marketplace and it allows for a more targeted, quality campaign outcome,” Frain concluded.
From January to September 2016 inclusive, MCN delivered for 329 different advertisers, 994 different products, 4607 campaigns, all traded against 42 different demographics.