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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in