MCN Announces Six-Second Ads

MCN Announces Six-Second Ads

Multi Channel Network (MCN) has today announced a media innovation first for linear television, creating a new advertising break structure that will house six-second ads across selected broadcast assets.

The new 12-second break structure allows brands to run two six-second ads during Foxtel’s news content segments.

It’s the first time an advertiser can run the short-length format within a custom made ad structure for linear television.

The new initiative has been developed to provide viewers with an advertising experience that’s tailored to their environment, plus offer brands a new, unique advertising solution.

To launch the new spot format, MCN will conduct a trial with two advertising partners, Jaguar Land Rover and Rebel, which will go live this week on the Fox Sports news channel.

Viewer experience during the two brand campaigns will be monitored via the Foxtel set-top box, with MCN collating feedback.

Following the trial, MCN will expand the new format to other channel partners.

It will also continue to develop additional ad formats and loads across the entire Foxtel platform as part of its advanced advertising proposition.

New formats will include different ad lengths across different content genres and diverse break structures

MCN CEO, Mark Frain, said MCN was proud to be back innovating advertising solutions for brands and launching first to market opportunities.

Frain commented: “This is just one of the ways we are partnering with advertisers to reinvent the advertising market.

“We are laser focused on matching brands with the events and series that best meet their marketing objectives – and providing them with the best formats to create lasting impact, while still giving viewers a superior experience.

“In essence, it’s about pairing best content in the world with the most appropriate ad format for that content.”

Frain added: “Additionally, thanks to our unique access to viewing data through Foxtel technology, we can also trial, review and improve how we deliver advertising.

“This new ad format is one we are excited to test and learn from, as it will ultimately help us build new solus models that will have an even bigger impact for brands.”

MCN’s director of advanced advertising, Nev Hasan (featured image), said the new break structure is about providing smarter, not additional ad breaks for viewers.

Hasan said: “Rather than running six-second ads within a standard two and a half minute ad break, which gives viewers the perception there are more ads or longer ads, we’ve created something bespoke that better engages the user.

“For brands, this means a more meaningful way to stand out from the crowd and get better cut-through by enhancing, and not interrupting, the viewer experience.”

Hasan added the six-second ad break initiative was part of MCN’s mission to build attention capturing solutions that resulted in more efficient trading and effective use of creative.

He said: “Clients are already creating six-second ads and viewers are increasingly used to short, snappy creative, so we decided to take the success of these digital creative formats and extend them to linear broadcast to provide a true, alternative advertising option for brands.

“It’s the perfect opportunity for advertisers who are already investing in producing the creative to now also utilize the digital assets for our linear broadcast channels, and then ultimately all of MCN’s multi-screen network, including out of home assets.”

Jaguar Land Rover GM, communications and public relations, Tim Krieger said: “As our consumers are pushed more and more communication messages, Land Rover wanted to look at a new and innovative way to engage our audience and stand out amongst the noise.

“Being part of MCN’s six-second ad trial means cut through for our brand, whilst taking what is traditionally known as a digital creative execution and running that across the power of linear television.

“We look forward to kicking off the campaign this week.”


Please login with linkedin to comment

Land Rover MCN Nev Hasan

Latest News

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
  • Campaigns

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union

Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria
  • Media

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria

The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast
  • Media

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast

Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]

Attracting Customers With Horseshoe Magnet
  • Advertising
  • Opinion

How To Nurture Your Online Customers And Turn Them Into ‘Brand Evangelists’

Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]

by B&T Magazine

B&T Magazine
Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’
  • Campaigns

Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’

In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]

Have You Seen Trevor?
  • Marketing

Have You Seen Trevor?

Love an opinion piece with a mystery headline? You'll love this. Even more so if you're stuffing your gob with cake.


by Kathleen Farmilo

Kathleen Farmilo