AOL Platforms, a division of AOL, and Multi Channel Network (MCN), MCN ,
have launched a programmatic private marketplace for television. This
marks a milestone for the global media industry and a bellwether for how
advertisers can access television audiences through the use of data and
automation.
"Whatever can be automated will inevitably be automated, especially TV.
Data is the main driver of this shift in marketing, and AOL, in
collaboration with MCN, has put together the blueprint model for how
television will adopt programmatic globally and align digital with TV,"
said Bob Lord, President of AOL. "The initiative combines the
media, automation and data at scale necessary to drive real value for
marketers and a much greater efficiency and yield for TV programmers."
“In effect, through our trading platform, advertisers now have the same
rich view of a customer’s journey experienced when booking web-based
video,” said Mitch Waters, Managing Director, AOL Platforms, ANZ.
“It’s an exciting development.”
In October 2014, the two companies announced their intention to build
and pilot a true programmatic platform for TV, MCN Programmatic TV.
Launched in May 2015, MCN Programmatic TV brings together AOL’s leading
programmatic platform ONE by AOL: TV, rich consumer insights with
first-party viewing data from 110,000 anonymous homes via MCN’s
Multiview panel, and access to a full range of broadcast linear TV
inventory across all dayparts.
Four agencies have used the platform since the launch four weeks ago,
including Dentsu Aegis Network (Carat) and OMD.
"The legacy media model, predicated on the notion that scale equals
value, is antiquated and no longer works. Value for our clients today is
now measured in agility, powered by data and technology. We believe that
the future of media planning and investment will move from reserved
inventory to a more agile approach enabled by programmatic, and are
committed to leading this transformation with innovative and
collaborative partners like AOL,” said Doug Ray, Global President and
US CEO, Carat.
MCN National Sales Director, Mark Frain, said: “The MCN and AOL
Programmatic TV marketplace initiates a significant evolution in
traditional TV trading, with early results indicating a clear course of
what’s to come in future years. Through automation we are delivering
advertisers an easier, more efficient and smarter way to buy television.
Additionally, the targeting capabilities allows for greater data-driven
advertising strategies, thus more effective and powerful campaigns.”
The platform will make it easier for planners to drive campaigns against
a wide portfolio of broadcast linear channels, including FOX8, FOX
SPORTS, The Lifestyle Channel, Sky News, Discovery, Cartoon Network
UKTV, E!, NatGeo, MTV, plus many other leading STV brands.
The shift to programmatic TV is expected to be swift. AOL Platforms
Australia and IAB Australia’s State of the Video Industry Report,
published in October last year, showed that 27 percent of agencies were
already using an automated data-driven process to inform their TV
investment. The increase will grow further with the cross screen buying
capability facilitated by the AOL Platforms-MCN initiative.
About 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 a global partner of choice for leading publishers,
advertisers and agencies seeking to maximize the value of their brands
online. For more information about AOL Platforms, 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 68
television channel brands, 122 websites, 33 m-sites/optimised mobile
sites, 59 apps, 3 IPTV services, 3 Digital-Out-Home locations and Qantas
In-Flight Entertainment. 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
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