Amnet Group, a Dentsu Aegis Company, first of multiple Australian agencies to sign up
AOL today announced that it has launched its global programmatic TV buyer platform, ONE by AOL: TV, in partnership with Multi Channel Network (MCN). The platform replaces AOL’s programmatic TV offering in market and includes a range of new audience segments, features and insights for advertisers. The programmatic TV platform provides Australian advertisers the opportunity to buy premium, brand safe, broadcast television in an automated fashion.
Built on proprietary technology, ONE by AOL: TV is a self-service programmatic TV platform that allows advertisers to trade campaigns against highly targeted consumer segments from MCN’s Multiview panel – Australia’s largest and most accurate audience measurement platform. Multiview fuses viewing behaviour from a 200,000 home strong panel with actual purchase data.
MCN is increasing the number of tradeable Multiview audience segments within the ONE by AOL: TV platform from 15 to 47, in turn expanding MCN’s programmatic TV offer for Australian media agencies and advertisers. MCN Programmatic TV is a world-first private exchange for linear subscription TV that was launched by MCN and AOL in 2015 in Australia. The expanded 47 segments are currently only available to users of ONE by AOL: TV and will help progressive clients trade television in a smarter, more efficient way. The new platform also includes best in market proprietary decisioning capabilities.
According to Yasmin Sanders, AOL ANZ Senior Director, Programmatic TV, ONE by AOL: TV will further revolutionise the way TV media is valued, bought, and sold. “AOL is an established pioneer in programmatic TV in Australia and the introduction of our new and enhanced self-serve TV global buyer’s platform is another milestone in TV’s advancement towards addressability.”
She added “ONE by AOL: TV will transform the ability of Australian brands to gain further insights into the impact of their TV dollar spend. It will put intelligent automation, insights and analytics, together with AOL’s proprietary TV decisioning capabilities, directly into the hands of buyers. Our decisioning capabilities are unique to the market, and when combined with exclusive access to the largest number of MCN’s Multiview segments in Australia, are expected to give advertisers unprecedented insight into campaign measurement performance. Most importantly, the platform delivers audiences who are highly engaged with premium, brand safe broadcast television.”
Amnet Group, the programmatic experts for Dentsu Aegis Network, one of the launch partners for ONE by AOL: TV, has already begun buying on the new platform on behalf of its leading Australian clients.
Nic Hawley, National Head of Screen Strategy & Innovation at Amnet Group ANZ said, “ONE by AOL: TV provides our clients with access to a brand safe TV private marketplace that offers market-leading control, insights and access to premium linear TV inventory at scale. This is a significant milestone as programmatic technology transcends into more traditional media channels. It is Amnet’s mission to drive more effective, targeted and accountable advertising and this is a critical step towards household level addressability at scale in TV and gives our clients next-level screen buying innovation and efficiency. A lot of time and energy has been dedicated to this project and it’s exciting to see it come to fruition.”
MCN’s National Sales Director, Nick Young, commented: “Following the two year anniversary of the launch of MCN Programmatic TV, MCN will extend our market leading positioning with a number of new key technology innovations. We’re thrilled to kick start the year with our partners AOL and the new global buyer’s platform, ONE by AOL: TV. MCN has invested significantly into Multiview over the last six years and the expansion of tradable consumer segments will once again revolutionise efficiency and effectiveness in television trading and deliver advertisers value.”
He continued: “In the last two years we have seen an increasing number of media agency partners join us in the journey. Once they’ve used the platform and experienced the benefits of driving greater business outcomes for clients, we’ve seen significant, repeated increase in investment over the last year. We, therefore, estimate TV campaigns traded programmatically on the Foxtel platform will grow from just under 10% today to over 25% in three years.”
ONE by AOL: TV is an extension of AOL’s flagship ONE by AOL technology stack and allows advertisers to select audience targets, set campaign parameters and execute against a media plan directly through the platform. It leverages access to AOL’s proprietary decisioning tool, which is unique to the Australian market meaning advertisers can then gain critical insights into campaign performance measurement.
Specifics benefits include:
- Transparency & control: Advertisers buying linear TV through AOL’s interactive, self-serve module have greater control in selecting audience targets, establishing KPIs and setting campaign parameters. They can plan, purchase, and measure campaign performance with enhanced inventory and pricing transparency, transacting highly targeted programmatic buys.
- Intelligent Automation: The platform’s automated data exchange lowers operational burdens on campaign planning and purchasing, which increases workflow efficiency and speed to market. Once the buyer has generated the plan that meets their goals, they can submit the order directly from within the platform through a fully automated integration within the network.
- Rich data and measurement: With up to 47 audience behaviour segments available through MCN’s Multiview panel, we are bringing marketers the most extensive data and targeting solutions available for TV today, allowing them to make more effective media buys driven by person-level data.
- Premium inventory: AOL has a longstanding partnership with MCN to offer premium, brand safe subscription TV inventory at scale.
AOL is a global, mobile media technology company with a mission to build brands people love. AOL is recognised as a leader in the digital space, dedicated to delivering premium content to consumers and innovative advertising solutions to brands and publishers. A subsidiary of Verizon, AOL is shaping the digital future.
MCN is Australia's leading media sales company, representing the advertising interests of Foxtel, Network Ten, FOX SPORTS, Telstra Media, plus many other premium content brands.
Accounting for the biggest commercial audience share of television and the largest broadcast-quality digital video network in Australia, MCN represents 15 capital-city free-to-air channels from Australia's fastest growing free-to-air network, Network Ten, 74 premium subscription television channel brands across Foxtel, 107 premium digital publishers, plus online catch-up and streaming TV services tenplay and Foxtel Go.
MCN also represents 70 Digital-Out-Of-Home-TV screens and partners with Qantas to manage its domestic and international inflight entertainment network. MCN is a partner in MBX, a programmatic advertising exchange with NewsCorp.
A pioneer of innovative digital advertising solutions, MCN has led the development of local and world leading initiatives including Australia's largest TV audience panel, Multiview, Australia's most advanced trading platform, Landmark, and the world's first integrated programmatic private marketplace for TV.
Established in 1997, MCN is a joint venture between Foxtel, FOX SPORTS and Ten Network.
About Amnet Group
Amnet Group are the programmatic experts for the Dentsu Aegis Network, specializing not only in programmatic buying, but also in the strategic planning, analysis and activation of smart audience-centric data. Our expert team specializes in enriching relationships between brands and their customers and the experiences that they have with each other.
By leveraging automation efficiencies across data, technology and media to enable relevant conversations with consumers, Amnet Group delivers on its mission to enable more meaningful and personalized messaging insights by providing a single, consistent and deep view of the audience.
With over 80 programmatic specialists, Amnet Group ANZ is headquartered in Sydney with offices in Melbourne, Brisbane, Perth and Auckland. Globally, Amnet operates in 39 markets with over 800 employees. www.amnetgroup.com