MCN launches six-second ad format to be trialled with Jaguar Land Rover and Rebel

Multi Channel Network (MCN) has announced the creation of a new advertising break structure that will house six-second ads, in a first for linear television.

The new 12-second break structure allows brands to run two six-second ads during news content segments on Foxtel, and will be trialled on Fox Sports with Jaguar Land Rover and Rebel.

MCN CEO Mark Frain

CEO of the group, Mark Frain, said MCN was reinventing the advertising market,

“This is just one of the ways we are partnering with advertisers to reinvent the advertising market,” he said.

“We are laser focused on matching brands with the events and series that best meet their marketing objectives – and providing them with the best formats to create lasting impact, while still giving viewers a superior experience. In essence, it’s about pairing best content in the world with the most appropriate ad format for that content.”

The trial with Jaguar Land Rover and Rebel will go live this week, with MCN monitoring viewer experience during these campaigns via Foxtel’s set top box and collating feedback.

MCN said that it will expand the format to other channel partners after this trial, and continue to develop additional ad formats across the entire Foxtel platform, including different ad lengths and diverse break structures.

“Additionally, thanks to our unique access to viewing data through Foxtel technology, we can also trial, review and improve how we deliver advertising,” Frain added.

“This new ad format is one we are excited to test and learn from, as it will ultimately help us build new solus models that will have an even bigger impact for brands.”

MCN said the new initiative will provide viewers with an advertising experience that’s “tailored to their environment” and offer brands a new advertising solution.

MCN’s Nev Hasan

“Rather than running six-second ads within a standard two and a half minute ad break, which gives viewers the perception there are more ads or longer ads, we’ve created something bespoke that better engages the user,” MCN’s director of advanced advertising, Nev Hasan, said.

“For brands, this means a more meaningful way to stand out from the crowd and get better cut-through by enhancing, and not interrupting, the viewer experience.

“Clients are already creating six-second ads and viewers are increasingly used to short, snappy creative, so we decided to take the success of these digital creative formats and extend them to linear broadcast to provide a true, alternative advertising option for brands. It’s the perfect opportunity for advertisers who are already investing in producing the creative to now also utilise the digital assets for our linear broadcast channels, and then ultimately all of MCN’s multi-screen network, including out of home assets.”

Jaguar Land Rover general manager, communications and public relations, Tim Krieger, explained that Land Rover wanted to “stand out amongst the noise”, and that the “new and innovative” spot was a way to do that.

“Being part of MCN’s six-second ad trial means cut through for our brand, whilst taking what is traditionally known as a digital creative execution and running that across the power of linear television. We look forward to kicking off the campaign this week,” he said.


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