Multi Channel Network (MCN) is establishing a new benchmark for highly targeted and efficient television trading on Australian free-to-air channels by now offering its innovative Dynamic Trading model on Network Ten.
The announcement follows a successful trial of the model across Network Ten’s channels at the end of 2016.
This latest technical evolution for MCN and Network Ten’s partnership follows the latter’s move to the Landmark system in May 2016. It means MCN will now offer advertisers the opportunity to trade audiences rather than just airtime across Network Ten, helping improve targeting and audience campaign delivery. The rollout will progress over 2017 with selected partners.
MCN’s premium trading product uses up-to-date audience predictions to respond to changes in viewing behaviour, in turn, optimising campaign placement. In 2016 MCN demonstrated the success of this Dynamic Trading model by meeting the end-of-year goal to deliver 60 per cent of all Foxtel advertising campaigns through Dynamic Trading. The achievement reflected the market’s enthusiasm around dynamic trading, as well as MCN’s ability to deliver results.
MCN chief sales and marketing officer, Mark Frain (pictured above), said: “As the industry landscape becomes increasingly more complex, sophisticated and automated tools like Dynamic Trading play a significant role in helping advertisers trade with greater ease, flexibility and efficiency. This is the future of the television industry, and we’re excited to be the first to deliver it on free-to-air in Australia in partnership with Network Ten.
“Our proven model combined with Network Ten’s continual audience growth momentum and highly anticipated programming suite for 2017 creates more effective and efficient campaigns for advertisers. It’s an important shift for Network Ten, but more so for the Australian television industry as a whole.”
Network Ten director of revenue and client partnership, Rod Prosser, said: “Ten’s partnership with MCN continues to deliver improvements and innovations for our advertisers and the introduction of Dynamic Trading across Network Ten is another great step forward.
“As audiences continue to grow across our portfolio, through our MCN partnership, we are able to offer advertisers better integrations and greater engagement. The next step for us all is the introduction of Dynamic Trading to provide both advertisers and agencies the benefit of buying the audiences they want, with ease and efficiency,” he said.
Carat Sydney’s head of implementation and investment operations, Louise Romeo, said: “In 2017, we continue to pioneer Carat’s vision of helping our clients navigate through the digital economy. This means we are driving and leading areas such as automation, better targeting and programmatic investment.
“At Carat, we have always been early adopters of automation technology as this allows us to effectively target consumers, remove the volatility around audience performance, as well as deliver greater efficiencies for our clients within their screen strategies. In collaboration with MCN, we were able to test automation beyond STV and onto Network Ten for a number of our clients and there have been positive results on campaign delivery. We are always looking for ways to improve how we have traditionally approached media and have been working with our partners to take advantage of MCN’s landmark platform to deliver real growth and improved business results for our clients.”
MEC managing director, Royce Zygarlicki, said: “As consumption of video content continues to fragment, networks and agencies alike remain under pressure to address linear TV audience declines. Taking advantage of alternatives to the traditional fixed spot buying model helps MEC to alleviate these pressures and deliver consistency in a volatile market.
“Trading ‘Dynamically’ across the Subscription TV platform with MCN over the past couple of years – with a heightened focus on audiences, rather than spots – has reduced the instances of campaign under-deliveries. We’re pleased to see MCN extend its dynamic trading model to the free-to-air platform.”