Delivering Real Consumer Segments
MCN's analytics division, Multiview is the result of a multi-million dollar investment which is transforming the Australian media landscape and advertisers’ ability to measure real audience targets.
Multiview's innovative research methodology is an Australian first which launched in late 2010, combining return-path-data from 10,000 homes with comprehensive consumer insights.
Every second of every day, set-top-box and user interactions are being captured in Multiview's return-path-data panel. When crossed with detailed demographic, income, consumer behaviour and product usage data from the recruitment questionnaire, Multiview generates highly granular TV viewing data across a multitude of real consumer segments.
Being engineered from the ground up, the panel has the correct proportions of tier and set-top-box types, Multiview data delivers an enhanced level of accountability.
This integrated analytics operation enables complete accountability with the capacity to measure interactive advertising. Multiview has the ability to capture valuable insights today and into the future, as TV increasingly moves from broadcast to IP functionality.
Multiview provides Subscription TV platforms and channels with the opportunity to unlock real value through new insights. In addition to maximising advertising opportunities through MCN, STV channels are using these insights to improve channel management, programming and marketing.
Multiview's advanced segmentation allows advertisers to progress from using traditional, blunt demographics, to a sharpened ability to focus on real audience targets. This allows improved effectiveness of STV buys as the same target remains throughout the creative, planning and buying processes. Multiview’s rich insights are enabling advertisers to make more informed media decisions and deliver better ROI.
For more information please contact:
Murray Love – Insights and Analytics Director
(02) 9209 6316
murray.love@mcn.com.au