MCN Unveils New Programmatic TV Trading Hub

MCN Unveils New Programmatic TV Trading Hub

Multi Channel Network (MCN) has announced the launch of Smarthub – its new proprietary platform that will facilitate the trading, tracking and reporting of automated bookings for broadcast linear TV.

The platform, which is now available to all agency groups across the country, will provide ease of transaction for bookings across MCN’s linear subscription and Free To Air television channels, plus digital video platforms.

To begin, Smarthub will facilitate Programmatic TV (PTV) trading on the Foxtel network, replacing the current AOL platform used to book and trade subscription TV campaigns. Programmatic TV bookings will be available to be booked against 40 targeted behavioural segments from Multiview – MCN’s 200,000 home audience panel as well as via OzTAM demographics. Smarthub is the only platform in market with the ability to transact both currencies.

Future capabilities for Smarthub will include digital video inventory utilizing Multiview segments and programmatic trading on Network Ten’s digital channels.

MCN chief sales and marketing officer, Mark Frain (main photo), said Smarthub was the next milestone in MCN’s legacy as a market leader of innovative solutions as it’s currently the only platform able to offer true PTV trading in broadcast linear TV not only locally, but globally.

“Smarthub aims to help accelerate the adoption of automated trading, which is fast becoming the growth area for Australia’s media sector as clients can receive both the data segmentation and trading delivery benefits from digital, plus the mass scale and reach of linear broadcast television,” he said.

“With the increasing concerns around brand safety on video-based platforms, and tech vendors retreating from supply side trading platforms, the solution also ensures the market can continue trading TV efficiently through a secure and locally produced portal.”

Smarthub, MCN’s third platform launch to market in the PTV space, has been designed to connect MCN to its buy-side customers using a simple and interactive interface built in collaboration with IPONWEB, a leading AI, data and engineering company.

MCN chief technology and systems operations officer, Angela Goodsir, said the development of the platform was testament to MCN’s commitment to provide first to market products for the industry that truly change the way we transact media bookings.

“MCN has a strong pedigree in building PTV platforms for broadcast linear inventory, and so developing Smarthub was a natural expansion of our automation roadmap,” she said. “With our strong innovation credentials in this space we are ensuring agencies and clients can progress their automation journey for broadcast linear TV.

“The platform will allow brands to connect with highly targeted audiences and move away from blunt age/gender demographics for subscription broadcast linear TV and then, ultimately, Free to Air digital channels and digital video, all within one system. The platform’s local roots will also ensure we can be agile and meet the market’s ever changing needs quickly and effectively.”

Goodsir added the partnership with IPONWEB afforded us great opportunities to explore further advancements in the automation space.

“IPONWEB have outstanding credentials, being well recognised as a global leader in programmatic real time ad technology and infrastructure,” she said. “This capability means MCN has the potential for integration and connectivity into the digital mindset and ecosystem for further advanced advertising models for broadcast. The agile delivery and flexibility of our partnership has also enabled the platform to be up and running within a record-breaking 12 weeks.”

A key foundation partner of MCN’s PTV offering, Dentsu Aegis Network’s programmatic and buying arm, Amnet, have been trading PTV with MCN since 2015. National Managing Director for Amnet, Indy Khabra, welcomed the launch of Smarthub as automated buying is driving more surety in market as well as reducing wastage.

“Automation helps brands better connect with their consumers in a highly targeted fashion and investment into systems that will help expand this thinking to broadcast linear TV is a huge step in driving the growth of this trading model,” he said. “In the time we’ve been working with MCN we’ve seen huge success – for example a retail campaign executed at Christmas saw a return of $19 for every dollar spent on Foxtel. Results like these only demonstrate the strength of automation for linear TV and the launch of MCN’s Smarthub portal is another milestone we are pleased to be partnering with.”

MCN’s Programmatic TV offering was originally launched in 2015. It was the world’s first private programmatic trading market allowing media agencies the ability buy behavioural targeted segments for their clients across traditional linear TV through a private exchange, just like they would buy online targeted video advertising.




Please login with linkedin to comment

Mark Frain MCN Network Ten programmatic TV trading

Latest News

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative
  • Media

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative

Reconciliation Australia has launched National Reconciliation Week 2024 (27 May–3 June) with the theme ‘Now More Than Ever’, supported by a national, integrated campaign via social change creative agency Carbon Creative. A national media campaign to support National Reconciliation Week launched in May in the lead up to National Reconciliation Week 2024 across TV, outdoor, […]

Best Of The Best: Indie Media Agency Bosses
  • B&T Exclusive

Best Of The Best: Indie Media Agency Bosses

Welcome back to B&T’s Best Of The Best! For this week’s entry, we’re looking at the bosses guiding some of the biggest indie media shops in the country – not a holding co in sight. There are ten names on this list, but there are plenty more who just missed out. We’ve based this list on the […]

The Benevolent Society Empowers Aussies To Live Life Their Way In Latest Brand Campaign
  • Advertising

The Benevolent Society Empowers Aussies To Live Life Their Way In Latest Brand Campaign

The Benevolent Society has launched its second integrated brand campaign in collaboration with Jack Nimble. The uplifting stories, created and produced by the hybrid agency, aim to raise awareness about The Benevolent Society’s comprehensive support services. In the second iteration of the campaign, the stories reimagined Aussie rock royalty Spiderbait and their iconic track ‘Calypso’, […]

Nine Metro Mastheads Launch Get Fit Content Series With Colonial First State
  • Advertising

Nine Metro Mastheads Launch Get Fit Content Series With Colonial First State

The new six-part Super Fit editorial series – with launch partner Colonial First State – from the Money experts at Nine‘s metro mastheads Sydney Morning Herald, The Age, Brisbane Times, and WAtoday will take readers step-by-step through how to create the strongest possible super balance. Lead image: Dominic Powell, money editor, Sydney Morning Herald & […]

Married At First Sight New Zealand Returns To 9Now
  • Media

Married At First Sight New Zealand Returns To 9Now

Married at First Sight New Zealand is returning next month for its fourth season. The program will be fast-tracked and streamed exclusively on 9Now from June 2 at 4pm AEST. The New Zealand version of the marriage experiment show will drop episodes on Sunday and Tuesday, promising more fiery drama and explosive love stories. Two […]

Shark Tank’s Sabri Suby Ranks Influencer E-Commerce Businesses To See What Businesses Can Learn To Do (And Not Do)
  • Marketing

Shark Tank’s Sabri Suby Ranks Influencer E-Commerce Businesses To See What Businesses Can Learn To Do (And Not Do)

As a seasoned entrepreneur and investor with billions in online sales, Sabri Suby recently turned the tables and reviewed e-commerce businesses launched by the world’s greatest money-spinning brand builders–AKA influencers. Lead image: Sabri Suby, Shark Tank CEO and judge “Influencers’ brands are often built on the back of massive social media followings, and I wanted […]

Rising Festival Partners With News Corp To Revive mX Newspaper
  • Media

Rising Festival Partners With News Corp To Revive mX Newspaper

Melbourne’s premier festival of new music, art and performance, RISING, has partnered with News Corp to revive the mX newspaper for two exclusive festival editions. The collaboration brings back the iconic mX newspaper, featuring a remastered masthead and packed with festival highlights and engaging content tailored for Melbourne’s commuter population. Special mX RISING editions will […]

Carsales & Sydney Swans Launch First Collaborative Ad Campaign
  • Campaigns

Carsales & Sydney Swans Launch First Collaborative Ad Campaign

Carsales has launched its first collaborative advertising campaign in partnership with the AFL powerhouse, Sydney Swans. The new ad campaign was launched in time for the Swans’ win against the Western Bulldogs last week. It follows on from a successful ad campaign with Melbourne Storm. The new ‘More’ ad campaign engages buyers and is centred […]

Porsche Reviews Creative Agency
  • Advertising

Porsche Reviews Creative Agency

The luxury sports carmaker has launched a review of its creative agency requirements, placing the incumbent DDB Australia on notice. Porsche confirmed the creative review with B&T but declined to comment.   DDB’s Melbourne office has led creative work on Porsche since it first won the account in 2015 from The Ross Partnership. The agency defended […]

Footy Fans Front & Centre In Youi’s Latest Partnership Platform
  • Campaigns

Footy Fans Front & Centre In Youi’s Latest Partnership Platform

Footy fans across Australia are finally getting their premiership moment. National insurer Youi has unveiled its latest partnership platform, Footy. Made by Fans, emphasising its recognition of the true contributors to the game: the fans. As a brand dedicated to understanding customers, Youi identified an unmet need for acknowledging fans’ efforts at every level of […]

Deloitte Digital Named Adobe Partner Of The Year
  • Technology

Deloitte Digital Named Adobe Partner Of The Year

Adobe has named Deloitte Digital as its partner of the year at its Best of Adobe Summit in Sydney. The ANZ Adobe Partner Awards recognise and celebrate the work of Adobe partners in driving customer success and innovation in Australia and New Zealand. Deloitte Digital was lauded for its performance in FY23, excelling in key areas […]

Are Media Gives Australian Women A Brand New Way To Shop
  • Media

Are Media Gives Australian Women A Brand New Way To Shop

Are Media has announced the launch of two new digital marketplaces, delivering more than 14,000 of Australia’s favourite products via The Australian Women’s Weekly and Home Beautiful brands. The Australian Women’s Weekly marketplace has a strong focus on fashion, accessories, jewellery, shoes, homewares and gifts; while the key product categories in the Home Beautiful marketplace […]

ARN iHeart Launches Series To Unearth Next Gen Of Podcasting Talent
  • Media

ARN iHeart Launches Series To Unearth Next Gen Of Podcasting Talent

ARN’s iHeart and Indigenous Podcast Network BlakCast has launched a new podcast series Find and Tell that attempts to unearth the next generation of diverse storytellers. Hosted by esteemed broadcaster and author Jamila Rizvi, Find and Tell is similar to a TV singing competition for budding podcasters. It will feature people from all walks of […]

Ahm And HOYTS Launch 2-For-1 Movie Tickets On Fridays
  • Marketing

Ahm And HOYTS Launch 2-For-1 Movie Tickets On Fridays

Australian health insurance company ahm has partnered with Val Morgan Cinema to launch their Feel Good Fridays movie ticket partnership with HOYTS. Launched in conjunction with media agency Carat, the Feel Good Fridays partnership offers ahm members an exclusive opportunity to enjoy a special 2-for-1 movie ticket deal. Members can purchase two cinema tickets for […]

GumGum Snares Niall Hogan From Ogury Singapore
  • Advertising

GumGum Snares Niall Hogan From Ogury Singapore

GumGum has announced the appointment of Niall Hogan as general manager, JAPAC (Japan, Australia, and Asia Pacific), effective immediately. In his pivotal role, Hogan will spearhead Sales, Customer Success, and Operational Delivery of GumGum’s media advertising business across Japan, Australia, New Zealand, Singapore, and emerging JAPAC markets. Leading a team of over 100, Hogan’s primary […]

Experts Unpack The Future Of Loyalty Programs & Gen AI
  • Partner Content

Experts Unpack The Future Of Loyalty Programs & Gen AI

It’s not news that technology, particularly Generative AI, has disrupted many traditional marketing strategies. But knowing the world has changed isn’t the same as knowing how to adapt to that changed world. The inaugural Asia Pacific Loyalty Awards recently identified some industry-leading innovators. We speak to a couple of the award winners, Accor, which took […]

Partner Content

by B&T Magazine

B&T Magazine
Today The Brave Appointed Westmead Fertility Centre Agency Of Record
  • Advertising

Today The Brave Appointed Westmead Fertility Centre Agency Of Record

Today the Brave has been appointed by Westmead Fertility Centre as its agency of record. The full-service independent agency will be providing integrated support across strategy, creative, design, media, social and PR. Today the Brave will be working with Westmead Fertility Centre to break the silence around infertility while raising awareness of innovative fertility treatments […]

Connection Is Key: Wavemaker’s Peter Andrew’s Lessons From LA
  • Advertising

Connection Is Key: Wavemaker’s Peter Andrew’s Lessons From LA

Wavemaker’s group director Peter Andrew recently spent a fortnight in Los Angeles as part of the agency’s talent exchange program, Provocative Pioneers. Here, he says that the experience made him better at his job — though it sadly didn’t land him a spot on the silver screen. I spent the last two weeks of April […]

European OOH Firm Appoints oOh! Co-Founder Noel Cook To Lead Australian Expansion
  • Media

European OOH Firm Appoints oOh! Co-Founder Noel Cook To Lead Australian Expansion

European media infrastructure owner Wildstone has announced plans to launch and scale in Australia’s OOH market, marking the next stage of the company’s international expansion. Following successful growth across Europe, where it has acquired and developed over 5,000 static and digital OOH assets since 2010, Wildstone said it “sees Australia as the ideal market to […]

Claxon Announces Pro-Bono Partnership With Serving Our People
  • Advertising

Claxon Announces Pro-Bono Partnership With Serving Our People

Full-service indie Claxon has announced a pro-bono partnership providing marketing support with charity Serving Our People (SOP). As marketing partner Claxon will provide strategy, creative, content creation, media planning and buying support to SOP, helping raise awareness of the charity’s offering so it can continue its vital work supporting Australians in need. Established in 2020 […]

Turtle Bay CMO: ‘AI Has Swept Away Our Competitors’
  • Marketing

Turtle Bay CMO: ‘AI Has Swept Away Our Competitors’

The chief marketing officer of the Turtle Bay resort in Oahu, Hawaii has claimed that AI has had such a transformative effect on his marketing operations it has seen the business sweep away its competitors. Speaking on a panel at the Salesforce Connections marketing summit in Chicago, Robert Marusi told a room full of journalists […]

by B&T Magazine

B&T Magazine