MCN partners with Near to offer geolocation-based mobile advertising

TV and digital content sales agency teams up with location intelligence provider for new advertising services

Multi Channel Network (MCN) has teamed up with location intelligence platform provider, Near, to launch new targeted geolocation advertising services nationally.

The new MCN Location offering is the result of an exclusive Australian agreement struck between MCN and Near in May and will see the TV and digital content sales agency selling data-driven, location-based mobile advertising packages to agencies.

Near’s technology identifies and verifies the location of mobile devices using Wi-Fi networks, telecoms tower reception, GPS location data and proprietary smarts. This information is being combined by MCN with third-party data sources including Roy Morgan Helix personas and behavioural data sets in order for advertisers to target specific mobile audience segments based on frequented location.

Advertisers will be able to use display, rich media and video assets – either pre-built or provided by MCN – to target consumers via the wide range of apps Near has access to, stretching from the Bureau of Meteorology to Angry Birds.

MCN said it has mapped more than 1 million points of interest using Near’s platform, including stadiums, shopping centres, retail outlets and restaurants. Near has also dynamically mapped about 15 million device locations as part of its offering, assigning certain behaviours to users of those mobile devices in order to segment them appropriately.

MCN said it can also can add in an advertiser’s location requisites such as their retail outlet or dealership, as part of any advertising delivery.

“We’ll be working with Near to extend the location datasets across the rest of our digital network to offer location-based targeting across our premium assets,” MCN digital partnerships and product development director, Suzie Cardwell, said. “Over the longer term, we’ll integrate Near’s location data across our marketing-leading data product, Multiview, to connect with audiences across any screen, at any location and at any time.”

Cardwell told CMO MCN will target specific audiences in a couple of ways. The first is by creating bespoke audience segments based on an advertiser’s brief and brand. For example, a luxury automotive brand may look to target affluent males aged 35 years or over, in which case MCN would serve up advertising on mobile devices that are regularly tracked at golf clubs or marinas.

It’ll also offer already devised audience segments using its combination of Near and third-party behavioural data sets.

Importantly, Cardwell said MCN hopes to close the loop on advertising attribution by being able to measure campaigns against footfall in an advertiser’s owned retail stores or location, for instance.

MCN has brought on former InMobi and Blis business and sales manager, Rob Marshall, as its new mobile sales manager to spearhead the partnership and offering. He will be based in Melbourne.

Near’s general manager for A/NZ, Cameron Curtis, said MCN’s reach made it a natural partner in the local market.

“Geo-behavioural data becomes more powerful as the audience samples grow larger and they spend time across multiple screens, so for us, MCN’s deep existing engagement with Australian audiences across multiple channels means we will be able to deliver strong results from the outset,” he said.

Cardwell said MCN was now in the process of test-and-learn with several trial customers on its first campaigns, but declined to disclose brands.

Targeting is clearly on the agenda for MCN. In June, the sales representative group confirmed the appointment of Mark Brandon as its first chief data officer to lead its Multiview research, insights and analytics teams, expand its data roadmap and drive a company-wide data strategy.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in