MCN Rolls Out New Data And Trading Platforms As It “Unifies” Television

MCN Rolls Out New Data And Trading Platforms As It “Unifies” Television
SHARE
THIS



Multi Channel Network (MCN) has announced the rollout of two new data and trading platforms designed to bring together screens across all platforms into a “Television Unified” vision for the future of media.

The platforms include both data (Multiview XP) and Programmatic XP that allows MCN’s partners to make use of a single portal for advertising content across free-to-air, subscription TV and digital video.

e75b6ab0-ac23-457d-a4e9-2051ce964532_Frain_mark_1

Chief sales and marketing officer Mark Frain (pictured above) told B&T the new platforms were all about MCN transforming into a data-led business. Frain said about 40 per cent of the business was already traded programmatically and he believed that figure would rise to about 60 per cent by mid-next year particularly with its newly acquired Ten business moved across to its trading platforms.

“From an agency and advertiser perspective they get the benefit of highly targeted segmentation across all parts of television,” Frain said of the technology. “Critically for them they start to have a common currency across free-to-air, subscription television and online video, and from an agency perspective they now get all these different data sets across all the different screens and devices.

“We’ve solved those problems for them; across all of our assets they’ll have the ability to use that targeting product.

“And from the consumers’ point of view it takes it one step further, the ads are becoming more targeted and they’re more relevant and that’s only good for the viewing experience,” he said.

Frain said the main advantage of Multiview and Programmatic XP was that advertisers could better target audiences, get better ROI on campaigns and better efficiencies too.

However, Frain believed a strong human-to-human interaction would always remain in parts of the buying process. He added: “The areas that won’t really be affected will be the big premium ticket partnerships and sponsorships to key programs that require ideation, seamless integration, and that will be 20-30 per cent of the MCN business. And there’ll always be a certain part of the business that will be highly program specific, fixed placement model where certain advertisers want to align themselves with 10 or 15 cores shows and those models will always exist.”

Frain admitted there had been initial concerns that agencies weren’t staffed properly to trade programmatically – an education and training issue, he said – but overall agency-land had thus far embraced the change. What programmatic would do, he said, would force “agency trading desks, digital teams and television trading teams to work closer together”.

Despite some murmurings around programmatic’s secrecy and concerns there were a lot of people in the process taking a “cut of the ticket”, Frain said he’d not encountered any concerns from MCN’s advertisers.

“I think the MCN stable is highly brand safe, it’s premium content, it’s premium brands. So when we’re talking programmatic it’s about adding a layer of automation and targeting that already has a lot of trust and buy-in from advertisers. So we’ve not had any concerns thus far from our perspective,” he said.

“Advertisers will continue to get more efficient and effective outcomes which is only a good thing. The most exciting part of this is it truly starts to reignite television in the eyes of advertisers, it enables them to be swept-up in digital and all its capabilities and you start to bring those TV and digital worlds together and, from an advertisers’ perspective, it’s immensely exciting.”

Nor did Frain believe there would be a backlash from viewers concerned about data collection, privacy issues or having to view more ads on pay TV which they were already subsidising through subscription fees.

“Interestingly enough there has been some work done by Sky in the UK and their AdSmart platform that delivers highly targeted advertising and, from a viewer perspective, where they’ve used that model they’ve seen viewers stay with channels longer and increase their dwell times and that gives us confidence that a more targeted model is not only better for the advertiser but better for the viewer as well,” he concluded.

Please login with linkedin to comment

#lifewelltravelled Advertising Standards Bureau ARN Give Me 5 for Kids

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]