In 1997, MCN launched advertising on the Foxtel platform and since that time MCN have been continually building an operational framework and systems architecture to support an increasingly complex business on a strong growth trajectory. In 2009 MCN began architecting and building new platforms and sales solutions to support the business and provide enabling technology to support a fresh approach to trading for the Australian market.
In April 2014, MCN launched the best multi-channel sales solutions in Australia and one of the best in the world - an integrated solution comprising Imagine Communications’ Landmark system and several bespoke system integrations. The Landmark system is well utilized throughout the world, most notably by Sky Media in the UK who transact 250 channels and 30 million spots per annum through the system.
The Landmark project has brought significant benefit to MCN and also to our varied stakeholders including our channel partners, agencies and advertisers. The operational and inventory efficiencies and audience targeting capabilities are substantial as are the diverse opportunities that the solution brings to market for advertisers. From the Landmark platform MCN has launched 2 significant initiatives to date;
- MCN was the first sales house in the Australian marketplace to introduce a new, innovative and disruptive trading model called Dynamic Trading. This initiative has allowed the market to move from a spot based transactional trading model to an audience based trading model (more akin to digital trading principles). This model offers unique and intuitive solutions for advertisers that allow for better schedule delivery outcomes for clients and lowered operational costs for all parties.
- In May 2015 MCN launched a world first bespoke TV programmatic platform built in partnership with our partners AOL – the MCN Programmatic TV platform. This programmatic trading platform allows the combining of broadcast and digital video content and for dynamic trading across more highly delivered customer segments including the integration of Multiview segments. This platform is powered by Landmark’s capability through customised integrations.
Looking forward, next generation Landmark in Australia considers concepts like the Landmark XG Open platform – an exciting concept allowing for true cross platform and workflow integration through real time connections and cloud based technology.
MCN’s on-boarding of the TEN Network onto Landmark and integration into the programmatic platform will take place in 2016.
For more information please contact your MCN representative
(02) 9209 6300