MCN launches new single customer view for linear and digital TV

Multi Channel Network (MCN) has struck a deal with analytics vendor, SAS, to develop what the pair claim will be Australia’s first data platform providing advertisers with a single consumer view across linear TV and digital platforms.

Named SIA, the new data management solution aims to unite all of MCN’s different media data sources, including TV, online, mobile, location and out-of-home, with data from agencies and advertisers. This platform will be used to manage MCN’s programmatic TV and addressable advertising, as well as provide a foundation for additional data-driven business models.

Work on SIA kicked off earlier this year and test cases are expected in coming months. MCN said a range of new data products will be rolled out from 2018.

MCN chief data officer, Mark Brandon, said the SAS-based data engine builds on the group’s work around Landmark and programmatic TV, upping the sophistication of its media data, targeting and trading capabilities.

Landmark was launched in 2014 as a way of dynamically trading media across both TV and digital video media platforms based on audiences rather than transactional trading spots. In 2015, MCN struck a partnership with AOL Platforms to launch programmatic inventory TV buying, then in 2016, the trading solution was rolled out across Network Ten.

“The platform will redefine how integrated media campaigns are developed, delivered and analysed in Australia,” Brandon claimed, adding a significant part of the initiative will be cooperation between MCN and its agency partners on success metrics.

“Agencies and advertisers working with MCN will receive the best of all worlds: The granular, real-time targeting of digital, combined with the premium brand building environment and scale of television, the greatest standards of transparency around where advertising appeared, who that advertising reached, and what business outcome occurred.”

SAS A/NZ VP, David Bowie, described the platform as a major advance in the use of technology to better service the advertising industry.

“The adoption of SAS will enable MCN to gain maximum productivity from its numerous and highly diverse data sources, for the benefit of clients,” he commented.

MCN is a joint venture between Foxtel, Fox Sports and Network Ten.

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