AOL launches programmatic TV buyer platform with Multi Channel Network in Australia

AOL partners MCN to launch ONE by AOL:TV in Australia

AOL has partnered Multi Channel Network (MCN) to launch its global programmatic TV buyer platform, ONE by AOL:TV in Australia.

This follows similar efforts in Canada and Southeast Asia, as AOL ramps up efforts in the programmatic TV space.

This platform replaces AOL’s current offering in Australia, including a range of audience segments, features and insights for advertisers to buy premium, broadcast TV in an automated fashion.

The partnership with MCN allows trading of campaigns against targeted consumer segments from MCN’s audience measurement platform, Multiview, which fuses viewing behaviour with actual purchase data.

ONE by AOL:TV platform will see MCN increasing the number of tradeable multi-view audience segments from 15 to 47. The expanded segments are currently only available for users of ONE by AOL:TV platform.

“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,” said Yasmin Sanders, AOL ANZ senior director, programmatic TV, ONE by AOL: TV

“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,” she added.

Amnet Group, part of the Dentsu Aegis Network, has been named as a launch partner for the platform, and has begun buying on the platform.

“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,” said Nic Hawley, national head of screen Strategy & innovation at Amnet Group ANZ.

“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,” said Nick Young, national sales director, MCN.

“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,” he added.

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