It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Multi Channel Network (MCN) is bringing its audience-based programmatic trading capabilities to Network Ten.
The decision to launch the Dynamic Trading model across the commercial TV network comes after a trial in the latter part of 2016, as well as the rollout of the Landmark system at Network Ten in May last year. Under the model, select advertisers will be able to trade audiences rather than just airtime over coming months.
According to MCN, proof of the effectiveness of the real-time, audience-based trading platform was demonstrated in 2016 when the group delivered 60 per cent of all Foxtel advertising campaigns through Dynamic Trading.
MCN chief sales and marketing officer, Mark Frain, said automated tools will play an increasingly significant role in helping advertisers optimise their campaigns.
“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,” he said in a statement.
“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 the MCN relationship was about offering advertisers better integrations and greater engagement with its audiences.
“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 was one of the agencies involved in the trial period. Head of implementation and investment operations, Louise Romeo, said it had worked to test automation beyond STV and onto Network Ten for a number of clients and claimed positive results on campaign delivery.
MEC MD, Royce Zygarlicki, noted consumption of video content continues to fragment, leaving networks and agencies 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,” he said. “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.”
Foxtel’s MCN struck a partnership with AOL Platforms back in 2015 to launch programmatic TV inventory buying in Australia through a private exchange. The deal was based around consumer segments out of MCN’s audience panel, Multiview, which uses viewing patterns from 100,000 Australian homes to deliver consumers and purchase behaviour insights, along with the Landmark trading platform.
At the time, MCN and industry pundits said the $30 million platform launch marked a significant departure away from traditional TV trading based on fixed spot platforms and would transform the way TV networks worked with advertisers.