Automation of Australian TV ad sales brings unprecedented level of
efficiency and impact through a data-driven strategy
Company Website:
http://www.aolplatforms.com
SYDNEY & NEW YORK -- (Business Wire)
AOL Platforms, a division of AOL, and Multi Channel Network (MCN),
Australia's most progressive media advertising company, today announced
their intent to pilot the media industry’s first integrated programmatic
private marketplace for television.
The world-first offering enables advertisers and agencies to perform
targeted, data-driven, audience buying, and deliver real consumer led
analytics and insights for dynamic campaign optimization across the 70
subscription television channels from Foxtel, FOX SPORTS, BBC,
Discovery, NBCUniversal, FOX International Channels, Viacom, Sky News
and many others.
The move is designed to greatly advance the $4 billion TV industry in
Australia* towards unified ad sales across TV and digital screens. The
announcement was made at the annual Upfront event in Sydney, Australia
presented by MCN and Foxtel.
“Australia is a burgeoning market that has been ahead of the
programmatic trend, particularly in video,” said Dan Ackerman, Head of
Programmatic TV, AOL Platforms. “MCN fully understands the shift
occurring in our industry and, through our partnership with them, is
putting a stake in the ground as a leader in moving the TV industry
forward towards its inevitable converged future with digital through
data-driven audience buying. We look forward to continuing to innovate
alongside them and delivering on that vision through an advanced
technology platform.”
MCN Group Sales & Marketing Director Mark Frain said: “Our world-first
collaboration with AOL Platforms is a profoundly exciting move for MCN
and will create brilliant opportunities for our agency partners and
advertisers. The marketplace will fully integrate into MCN’s Landmark
trading platform delivering on MCN’s broader vision to unite the power
of video content, across linear TV and online and to make MCN a truly
data led media company.
“More than two years of industry research and consultation tells us
automation and programmatic TV are exactly what the Australian TV
industry needs to stay relevant in this digitally driven environment.
MCN’s market-leading Multiview data will power this exchange, allowing
advertisers to plan, buy and optimize against real consumer segments,”
Mr. Frain said.
MCN is making Australian television inventory available for purchase
through programmatic channels, enabling their advertising clients to
make more data-driven decisions in extending the value of their TV buys
through highly targeted audiences.
The marketplace will be powered by Adap.tv, AOL Platforms’ programmatic
video platform, and will leverage MCN’s Multiview data, Australia's
largest TV audience measurement panel. Multiview data goes beyond
traditional TV age and gender metrics, to unlock comprehensive and
actionable consumer insights segmented from return-path-data aggregated
from 110,000 anonymous homes.
By automating this process, MCN can more effectively package highly
targeted audiences across their network programming, such as regular
purchasers for specific products and brands. This also aligns television
ad sales closer to digital, which has traditionally employed similar
targeting methods to reach connected audiences.
AOL acquired Adap.tv in September 2013, and the Adap.tv programmatic
television platform will be part of ONE by AOL, which is being designed
to be the first platform that empowers brands and agencies with a
holistic view of the consumer’s journey through the marketing funnel,
and makes that insight actionable, in real-time.
According to the Australia State of Video report published in October
2014, more than one-quarter of agencies have already adopted data-driven
methods for TV ad buying. Read the full 2014 State of Video Industry
report at: http://www.aolplatforms.com/AU_SOI2014_Report.
* Source: Commercial Economic Advisory Service of Australia (CEASA).
AOL Platforms
AOL Platforms enables the world's top marketers and media brands to
reach consumers across desktop, mobile, tablet and TVs with impact
through premium experiences, programmatic buying and performance driven
campaigns. It is the global partner of choice for leading publishers,
advertisers and agencies seeking to maximize the value of their brands
online.
For more information, please visit www.aolplatforms.com.
About Multi Channel Network (MCN)
Established in 1997, MCN is a joint venture between FOXTEL and FOX
SPORTS. MCN is responsible for the advertising interests of 70
television channel brands, 138 websites, 69 m-sites/optimised mobile
sites, 59 apps, 4 IPTV services and 3 Digital-Out-Home locations. MCN
delivers optimum campaign results for clients by combining high value
audiences with an unmatched choice of premium content. MCN specialises
in creative solutions, which bring life to ideas and deliver clients a
better advertising experience. In addition to being the third largest
television network in Australia by commercial audience, MCN has
Australia's largest combined online and mobile network in Australia with
a monthly online reach of 8.4m unique audiences and a monthly mobile
audience of 4.7m. For more information: www.MCN.com.au
Contacts:
Media
For AOL Platforms:
Gerry
Manolatos, +1 (646) 367-7050
Director of Communications, AOL
Platforms
Gerry.Manolatos@teamaol.com
or
Einsteinz Communications
Dana Dobbie, + 61 (0)2 8905 0995
dana(at)einsteinz(dot)com(dot)au
or
Pru Quinlan, + 61 (0)2 8905 0995
pru(at)einsteinz(dot)com(dot)au
For MCN:
Laura Douglas, +61 2 9492 1000 +61 452 505 859
laura@launchgroup.com.au
Source: AOL Platforms
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