Multi Channel Network (MCN) has launched a new reporting product, ID Insights, which it says goes beyond the standard impression and click report to provide granular, post analysis for digital campaigns.

To support the launch MCN has partnered with media agency Maxus to trial a campaign for Mortgage Choice’s Selling Houses Australia multi-screen sponsorship.

Nick Young, MCN’s national digital sales director, said: “Currently, campaigns are broken down by site and placement, however, ID Insights means brands can go beyond environment reporting and understand exactly who has engaged with the campaign – for example, we’ll not only be able to report back on females 25-45 within NSW but break this down further to identify an even more specific age segment, their average income, if they have kids within the household and if they live within Sydney Metro.

“By having granular insights like these, brands can gain a greater understanding around how different audience groups interacted with the campaign and then utilize the post campaign data to find potential new consumer opportunities moving forward, as well as refine their campaign to deliver a greater ROI for their clients.”

Maxus’ national digital and trading director Ricky Chanana added: “As an industry, we sometimes get too hung up on impressions and clicks, so it’s great to see these emerging statistics from premium publishers which will eventually help to put audience credibility on the map as we move more aggressively into “In demo” impressions as a currency.”