MCN enters digital out-of-home fray – bolsters investment

Rachael Micallef
By Rachael Micallef | 21 January 2016

Channel Ten and Foxtel content will screen in Aussie shopping centres, as Multi-Channel Network (MCN) looks to expand in the digital out-of-home (DOOH) sector.

The group has made an additional investment in its TV-OOH offering, taking its network to 36 large format, full motion 16:9 screens.

TV-OOH is a content-driven network of digital HD television screens designed to close the loop between television and the cash register.

It has also partnered with QIC and Vicinity Centres, which own sites including Chadstone, to roll out the expansion.  

MCN CEO Anthony Fitzgerald says the screens are part of its strategy to create a unified platform for advertisers to reach the customer journey.

“The outdoor media market is one of the most rapidly growing advertising sectors in Australia,” Fitzgerald says.

“With MCN investing and innovating in a true television-style OOH network, we can offer advertisers an incredible opportunity to close the loop and extend their message through to the point of purchase.”

TV-OOH can be used by advertisers for localised messaging, day parting, augmented reality, social media amplification and live-streaming.

MCN also plans to leverage its Multiview panel and partnership with Quantium to enable media buyers to better identify which malls their key buying demographics are shopping in.

MCN national director – TV-OOH and Qantas In-Flight Entertainment, Paul Sutcliffe, says the ability to offer a “television style experience’ out-of-home is increasingly important.

“In 2016 we will see increased demand for a combined screen experience, giving audiences a seamless content experience regardless of where they are,” Sutcliffe says.

“Expanding our TV-OOH Network is an integral part of MCN’s broader unified television strategy, providing best-of-class content for our clients to their customers in all spaces.”

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