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MCN to trial SIA addressable TV and programmatic advertising service

Multi Channel Network has announced its will be testing its SIA data platform to offer advertisers improved access to audience data, programmatic advertising and addressable TV across the various services the company manages.

The announcement of SIA, which is named after the Egyptian goddess of wisdom, follows Seven last week announcing it will be the first network to make addressable TV advertising services available to the Australian TV market.

“The best of all worlds”: MCN’s Mark Brandon

Scheduled to launch in 2018, the SIA service will integrate all of MCN’s different data sources, including TV, online, mobile, location and OOH, as well as data from agencies and advertisers. The system has been under development with US software company SAS since early this year.

“SIA will be a data management solution that will deliver a unique combined data offering. This data offering will then allow MCN to provide a single view of our audience,” Mark Brandon, MCN chief data officer told Mumbrella.

Established in 1997, MCN is responsible for the advertising interests of Network Ten’s 15 capital city channels, 74 Foxtel channels, Qantas’ in-flight entertainment services along with various out of home and digital services.

“The offering will be formed by integrating all of MCN’s different data sources, including TV, online, mobile, location and OOH,” continued Brandon. “We will also be able to integrate data from agencies and advertisers. As a result of this robust data foundation, MCN will be able to deliver new strategic data initiatives moving forward, including Programmatic TV and addressable advertising.

“Previously, it’s been difficult for advertisers to get a holistic view of their cross-screen buys as a result of disparate data reporting sources across these multiple platforms,” Brandon said.

“SIA will aim to solve this issue by consolidating the granular, real-time targeting of digital with the premium brand building environment and scale of television. This will help understand what true business outcomes were achieved. We will also be able to deliver cross-screen measurement of a campaign and understand the true reach and frequency of the viewer.

“Building on our pioneering work with Landmark and Programmatic TV, SIA evolves our sophisticated media data, targeting and trading capabilities,” Brandon said. “The platform will redefine how integrated media campaigns are developed, delivered and analysed in Australia.

Launched in April 2014, MCN’s Landmark service offers a programmatic advertising for subscription television and Network Ten inventory.

“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.

“Landmark allowed MCN to launch the world’s first integrated programmatic private marketplace for traditional linear subscription television – Programmatic TV. PTV allows media agencies to buy TV advertising spots through a private exchange, just as they would buy online video advertising spots. It’s the first time ever advertisers can trade TV automatically, plus target audiences beyond traditional age and gender demographics.

“SIA will be about bringing together datasets to help advertisers deliver the right message to the right audience at the right time,” Brandon concluded. “As part of this, we will always give clients full transparency and understanding of the environments their ads will be placed.”

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