MCN launch new ID Insights product to enhance audience reporting

Multi Channel Network’s digital department has launched ID Insights, a new premium reporting product that will uses credible ID services to provide brands with post campaign analytics.

The announcement:

Multi Channel Network’s (MCN) digital department have today launched ID Insights, a new premium reporting product that will uses credible ID services to provide brands with post campaign analytics.

MCN Insights utilises MCN’s ID Targeting data platform, which accesses a highly accurate audience data set on consumers’ age, gender, postcode, income and more[1]. ID Insights breaks down digital media campaigns against these data filters to deliver in-depth analysis, beyond a standard impression and click report.

MCN’s National Digital Sales Director, Nick Young, said the reporting technology would help brands gain a deeper understanding of how audiences have engaged with the campaign, creating better and more meaningful insights for their clients.

“Currently, campaigns are broken down by site and placement, however, ID Insights means brands can go beyond environment reporting and understand exactly who has engaged with the campaign – for example, we’ll not only be able to report back on females 25-45 within NSW but break this down further to identify an even more specific age segment, their average income, if they have kids within the household and if they live within Sydney Metro,” he said.

“By having granular insights like these, brands can gain a greater understanding around how different audience groups interacted with the campaign and then utilize the post campaign data to find potential new consumer opportunities moving forward, as well as refine their campaign to deliver a greater ROI for their clients.”

To support the launch of ID Insights, MCN has partnered with Maxus to trial a campaign for Mortgage Choice’s Selling Houses Australia multi-screen sponsorship.

Maxus – National Digital and Trading Director, Ricky Chanana said: “This is a great initiative developed by MCN and we are very excited to partner with them. I truly believe these insights will help agencies have a deeper understanding of publishers’ audience data. As an industry, we sometimes get too hung up on impressions and clicks, so it’s great to see these emerging statistics from premium publishers which will eventually help to put audience credibility on the map as we move more aggressively into “In demo” impressions as a currency.”

MCN ID Insights will launch over the coming weeks to key agencies partners, allowing them to access a unique set of consumer insights. The product will develop and evolve as MCN continues to reinforce our ability to utilise data and insights to deliver our agency partners optimal campaign results.

Source: Launch Group media release


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