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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in