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

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

We supply petroleum product such as JP54, D2, D6, JET A1, Serious buyer should contact now for SCO in order to work with seller workable ...

Vico Peißker

ACCC releases Consumer Data Right draft framework for comment

Read more

What is your opinion about chatbots serving your customers? My belief is bots are going to be the future of customer service and fulfilme...

Giridhar Prathap Reddy

NAB taps power of AI chatbots for business customer service

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Latest Podcast

More podcasts

Sign in