MCN Offering Advertisers New Single View Of Consumers Across TV & Digital

MCN Offering Advertisers New Single View Of Consumers Across TV & Digital
SHARE
THIS



Multi Channel Network (MCN) has entered a new data partnership with SAS, the leader in analytics and the world’s largest privately held software company.

MCN and SAS are developing SIA, Australia’s first data platform unifying market leading data sources and ultimately providing advertisers with a single consumer view across linear TV and all digital platforms.

Launching in 2018, SIA is a data management solution that will integrate all of MCN’s different data sources, including TV, online, mobile, location and OOH, as well as data from agencies and advertisers. 

Acting as a ‘central nervous system’ for MCN’s data assets, SIA will manage all of MCN’s data driven business initiatives, including Programmatic TV and Addressable advertising, as well as help develop new business models around data.

MCN chief data officer, Mark Brandon, said partnering with a world class advanced analytics business such as SAS would enable MCN to continue to maintain its historical position of innovation and market leadership in the development of cutting-edge data driven advertising and marketing solutions.

“Building on our pioneering work with Landmark and Programmatic TV, SIA evolves our sophisticated media data, targeting and trading capabilities,” he said. “The platform will redefine how integrated media campaigns are developed, delivered and analyzed in Australia. 

“Agencies and advertisers working with MCN will receive the best of all worlds: the granular, real-time targeting of digital, combined with the premium brand building environment and scale of television, the greatest standards of transparency around where advertising appeared, who that advertising reached, and what business outcome occurred.

David Bowie, vice president of SAS Australia and New Zealand, said: “MCN’s new SIA platform represents a major advance in the use of technology to better service the advertising industry and we are delighted to be part of it. The adoption of SAS will enable MCN to gain maximum productivity from its numerous and highly diverse data sources, for the benefit of its clients.”

Development of SIA commenced in early 2017, and test cases will be executed later this year. The platform will encompass a range of new data products that will be rolled out in 2018 and onwards.

Brandon added: “The most efficient products for the industry are built in collaboration with the industry and a significant component of this initiative is our cooperation with MCN agency partners across the industry. Sharing key success metrics to further develop our solutions and address client needs will be fundamental to the success of the platform.” 

Please login with linkedin to comment

MCN

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]