Global TV and video advertising software provider, Videology, will be the next tech vendor to partner with MCN’s Programmatic TV platform and gain access to highly segmented audience data under a new open platform arrangement.
The expansion of MCN’s programmatic solution follows the success of the company’s world-first partnership with AOL Platforms in 2015, and is the industry’s first programmatic private marketplace for television. MCN Programmatic TV allows media agencies and advertisers to buy premium, brand safe, traditional linear (broadcast) TV advertising spots through a private exchange. The platform provides efficiency using MCN’s automated booking system, Landmark.
The new partnership will see Videology’s interface integrated into Landmark. It provides their agency partners with the ability to trade at their rapid speed of business, plus trade against Multiview’s – highly targeted consumer segments, which extend beyond traditional demographics. Multiview is Australia’s largest and most accurate audience measurement panel, drawing on rich viewing behaviour of a 200,000 homes and matched with actual purchase data.
Scott Ferber (pictured above), founder and CEO, Videology said: “In the last decade, data has become a keystone priority for advertisers. We’re thrilled to partner with MCN and bring their data-enablement to Videology’s TV platform. MCN advertisers can now run campaigns using our interface against the same premium content they’re accustomed to, but with audiences segmented beyond traditional age/gender demographics. This, coupled with workflow automation and increased transparency, is a huge step forward for Videology’s agency partners. We look forward to a fruitful partnership as we move to the ultimate goal of true cross-screen convergence.”
MCN Chief Sales and Marketing Officer, Mark Frain said the move to open up the platform allows more Australian advertisers and agencies to perform highly targeted, data-driven audience buying, and deliver real-time analytics and audience insights across the network.
“Our significant investment in technology platforms such as Landmark, MCN Programmatic TV and Multiview across the past five years sets us apart within the Australian and global media industry. And we’re continuing to push the envelope by providing our programmatic platform to multiple vendors – we’re one of the first to do that here in Australia,” Frain said.
“MCN is committed to delivering high performance innovation to its partners. Having a strong ecosystem of vendor partners leveraging the MCN programmatic platform is a win for agencies and audiences. We are delighted one of the world leaders in advertising, Videology, is on board, further strengthening the value of MCN Programmatic TV.
“MCN has seen significant interest from our partners since we launched our programmatic platform, and the number of brands utilising MCN Programmatic TV has been steadily growing as they achieve strong commercial outcomes. In 2017 MCN will extend its market leading position in Programmatic TV with a number of technology innovations, which will continue to deliver advertisers next level value.”
Earlier this week MCN also announced an expanded set of tradeable Multiview audience segments in collaboration with AOL. The increased segments, 15-47, are available through AOL’s new global self-service programmatic TV buyer platform, ONE by AOL: TV.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]