MCN bolsters Aussie first programmatic TV trading platform with Dynamic and Digital Video capability

Multi Channel Network (MCN) has announced its proprietary Programmatic TV trading platform, Smarthub, will launch Digital Video and Dynamic TV capability, making MCN the first media owner in Australia to offer the automated booking of both TV and Digital via one interface.

Currently, Smarthub facilitates the trading, tracking and reporting for broadcast linear TV. It provides simple transactions for bookings across MCN’s linear subscription TV channels.

The next evolution of the Smarthub platform, due to go live in a month, will see the integration of Digital Video and Dynamic Trading into Smarthub. This means media agencies, advertisers and SMEs will be able to access premium broadcast and digital video inventory utilising MCN’s highly creditable and verified Multiview data, plus OzTAM via one platform.

Initially, the update will house all campaign delivery and reporting separately for broadcast and digital, however, there are plans to continue to unify MCN’s data offering to allow for a single view of our consumer.

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. In under three months, all five major consortium groups have also now signed onto the platform and are booking, trading and delivering programmatic TV campaigns for clients, from SMEs to Blue Chip brands.

MCN Director of Advanced Advertising, Nev Hasan, said MCN expects the new capability will increase revenue to be transacted on the platform 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,” he 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.”

Wavemaker Sydney Trading Director, Philippa NoileaTani, commented: “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. 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.”

Hasan added that Smarthub’s new capability is about providing agencies and clients with the opportunity to work differently with MCN now and into the future.

“For MCN, we want to provide better ways for our partners to target audiences using programmatic and automated methods,” he said. “Our new Advanced Advertising unit will be focused on continuing to lead the market and develop new, innovative products that make it easier for agencies and advertisers to connect with consumers and transact in a fast and efficient way.”

Upcoming capability for Smarthub includes dropping in the ability to access MCN’s 200,000 home audience panel, Multiview.

MCN’s Programmatic TV offering was originally launched in 2015. It was the world’s first private programmatic trading market allowing media agencies the ability buy behavioural targeted segments for their clients across traditional linear TV through a private exchange, just like they would buy online targeted video advertising.