MCN brings audience-based programmatic advertising to Network Ten

Launch of programmatic trading on commercial network follows trials in the latter part of 2016

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.


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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in