MCN launches new single customer view for linear and digital TV

Multi Channel Network strikes deal with SAS to develop a data platform providing advertisers with a single TV customer view

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

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
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in