MCN grows programmatic offering with 'Australian first'

Josh McDonnell
By Josh McDonnell | 12 November 2018

Multi Channel Network (MCN) continues to build upon its proprietary Programmatic TV trading platform, Smarthub, with the launch of a new digital video and dynamic TV capability.

The move makes MCN the "first media owner in Australia" to offer the automated booking of both TV and digital via one interface.

The latest addition to the Smarthub platform, due to go live in a month, will see the integration of digital Video and dynamic trading into Smarthub allowing media agencies, advertisers and SMEs to access broadcast and digital video inventory utilising MCN’s verified Multiview data, plus OzTAM via one platform.

Since the launch of Smarthub in July this year, MCN has already transacted over 130 campaigns to date and over $4.6 million in revenue.

With the integration of digital video and dynamic trading into Smarthub, MCN expects to see revenue transacted through the platform to increase to $100 million by the end of 2019.

“We are confident phase two of the Smarthub roadmap will see rapid adoption as it directly addresses what the market is looking for in terms of an easy to use platform that allows agencies and clients to execute all their trading needs in one place, quickly and efficiently,” MCN director of advanced advertising Nev Hasan said.

“Not to mention, the take-up for phase one of Smarthub has been the fastest ever adoption of a technology platform MCN has seen in its history, completely exceeding our expectations. I mostly put this down to agencies embracing the ability to be able to target both rich behavioural segments via MCN’s 200,000 Audience panel, Multiview, and OzTAM demographics on the one platform.”

Hasan added that Smarthub’s new capability is about providing agencies and clients with the opportunity to work differently with MCN, following its recent rebranding and plans to accelerate "growth and innovation" within the business, following the recent sales house split form Network Ten.

The upcoming capability for Smarthub includes providing agencies and clients with the ability to access MCN’s 200,000 home audience panel, Multiview.

“We first trialled trading via MCN’s Programmatic TV platform, Smarthub, in August. The results have shown that the automated manner of the offering has driven excellent business efficiencies internally, whilst also delivering on client objectives," Wavemaker Sydney trading director Philippa Noilea-Tani added.

"As a result, more and more clients have traded through Smarthub and experienced similar results. MCN's focus on automation to deliver efficiency and better business outcomes is in line with Wavemaker’s vision and we look forward to enhancing our partnership with MCN is this space.”


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