MCN reveals major OOH client, rebrands division

Josh McDonnell
By Josh McDonnell | 5 April 2019

MCN has expanded it’s out of home operations with the announcement of a new representation partnership with Lendlease, AdNews can reveal.

Originally reported by AdNews, MCN had been tipped to win a major retail client as part of its efforts to further develop its OOH operations.

As part of the deal, MCN will represent 18 audio enabled digital screens across 11 Lendlease-managed shopping centres in urban and regional areas across Australia.

AdNews understands the account was previously held by major out of home player Ooh!Media.

The partnership will enable Lendlease’s in-house media team to focus on its relationships with retailers and brands, with MCN managing relationships with advertising agencies.

The deal will see Lendlease’s premium national digital screen network join the MCN OOH network, rebranded from TV-OOH, providing advertisers with an additional average weekly traffic of 1.56 million people.

As part of the partnership MCN will also represent advertising opportunities for Lendlease’s transparent LED mesh screen technology launched in November 2018, in collaboration with Techfront Australia.

The technology allows brands to play any video based content on the screens using less energy than projection and LCD screens.

“Since the re-launch of the MCN business we have been focused on securing new acquisitions which reinforce our role as a strategic marketing channel for Australian brands and content partners,” MCN CEO Mark Frain says.

“With the continued growth of Foxtel’s ground-breaking iQ4 set top box, we will be looking to expand our experiential marketing capabilities to ensure we deliver advertising solutions that capture and engage the attention of high value consumers.”

Lendlease GM, pop up and commercialisation Sally Harding says retailers and brands are "rapidly diversifying" their marketing channels, seeking more creative options such as video and interactive digital content.

She added the partnership with MCN will create a premium offering, coupled with its in-house analytics team able to "empower marketers and drive innovation".

AdNews previously spoke with MCN regarding its position in the OOH market, with the business indicating the it would ramp up its investment in its digital screen business in 2019.

Last week MCN appointed Daniella Serhan as partnerships director to lead the company's partnerships team and ensure the delivery of strategic campaigns with channel partners and advertisers. Serhan will be leading the Lendlease team.

“Using our mobile location data we can deliver insights on human mobility for brands looking to execute integrated campaigns that connect with consumers across all of MCN’s touchpoints: broadcast, digital and OOH,” she says.

“We’ll be able to extract consumer interest and brand preferences from consumers visiting LendLease locations and then leverage those insights to better place advertising across our broadcast and digital network."

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