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Multi Channel Network to launch automated trading

Subscription TV buying is set to become more efficient in 2014 with its main sales house Multi Channel Network planning to launch Australia’s first automated trading system for the television industry.

MCN is investing over $30m in the system over seven years. MCN national sales director Mark Frain said: “We truly believe its a game changer to the core of MCN’s business.”

Frain said they system expected to launch in April and be fully operational by early July has already won support from advertisers as it would free up media buyers’ time.

Landmark is powered by global media software company Harris.

And MCN CEO Anthony Fitzgerald claimed it would help MCN to achieve double digit revenue growth for the business over the next year.

The announcement made to the media at yesterday’s MCN upfront came as the sales house launched a new strategic and creative division, Multiply, that brings together its integration, production and activation teams to deliver advertising campaigns across multiple screens.

MCN also plans to develop increasingly targeted advertising through data provided by its audience measurement panel Multiview.

Megan Reynolds

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