MCN delivers over 60 per cent of all advertising campaigns on the Foxtel network through Dynamic Scheduling
Sydney, Monday 10 October, 2016: Multi Channel Network (MCN) this month reached its ambitious end-of-year goal to deliver 60 per cent of all Foxtel advertising campaigns through Dynamic Scheduling, establishing a new benchmark for highly targeted and efficient television trading in Australia.
The Australian industry-first solution allows MCN to trade audiences rather than just traditional TV spots by optimising campaign placement and responding to changes in viewing habits across the Foxtel platform.
MCN Chief Sales and Marketing Officer, Mark Frain, said achieving their end-of year-goal ahead of schedule was a milestone for MCN and sets a new precedent for the way television advertising is traded in Australia. It also highlights that when you fill a requirement in the industry, the market will follow.
“Moving from a spot transactional model to a dynamic audience and campaign delivery model has allowed MCN to manage and optimise campaign delivery. Fundamentally, this has enabled MCN to guarantee and deliver targeted television campaigns, as well as lower the operation burden for agencies and create enormous efficiencies around campaign management and schedule building.”
In a marketplace where TV audiences have continued to fluctuate, the Dynamic Trading product has enabled MCN to deliver on campaign commitments. From January to September 2016 inclusive, MCN delivered for 329 different advertisers, 994 different products, 4607 campaigns, all traded against 42 different demographics.
Frain continued: “As the landscape becomes increasingly complex, market innovations like Dynamic Scheduling plays a significant role in keeping things simple, consistent and efficient.
“Sophisticated and automated spot placement based on up-to-date audience predictions, campaign delivery and inventory utilization is the way of the future – it is reflective of the digital marketplace and it allows for a more targeted, quality campaign outcome,” Frain said.
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MULTI CHANNEL NETWORK
Louise Proctor, Launch Group
Ph: (02) 9492 1000/ 0452 574 244
About MCN: MCN is Australia’s leading media sales company, representing the advertising interests of Foxtel, Network Ten, FOX SPORTS, Telstra Media, plus many other premium content brands.
Accounting for the biggest commercial audience share of television and the largest broadcast-quality digital video network in Australia, MCN represents 15 capital-city free-to-air channels from Australia’s fastest growing free-to-air network, Network Ten, 71 premium subscription television channel brands across Foxtel, 117 premium digital publishers, plus online catch-up and streaming TV services tenplay and Foxtel Go.
MCN also represents 31 Digital-Out-Of-Home-TV screens and partners with Qantas to manage its domestic and international inflight entertainment network. MCN is a partner in MBX, a programmatic advertising exchange with NewsCorp.
A pioneer of innovative digital advertising solutions, MCN has led the development of local and world leading initiatives including Australia’s largest TV audience panel, Multiview, Australia’s most advanced trading platform, Landmark, and the world’s first integrated programmatic private marketplace for TV.
Established in 1997, MCN is a joint venture between Foxtel, FOX SPORTS and Ten Network.