Australia is one of the world’s leading\u00a0online advertising markets. So how will the year ahead play out in the nascent field of “programmatic” TV advertising? TV companies have to get onboard or risk being left behind, says one sector exec.<\/p>\n

“2015 will be the year many of them realize they\u2019ve got to get on this programmatic TV\u00a0journey to\u00a0imp the relevance of TV\u00a0in this digital era,” according to\u00a0Mark Frain<\/a>,\u00a0sales head of MCN<\/a>, a joint venture of News Corp’s Australian subsidiaries Foxtel and Fox Sports which sells ads on channels.\u00a0“If they don\u2019t , doomsayers about TV\u00a0will be proved right.”<\/p>\n

Frain’s MCN is already making in-roads on that journey.\u00a0In October, it announced it\u00a0was going “fully programmatic” by launching a private marketplace using AOL, as WSJ reported<\/a>.<\/p>\n

The firm,\u00a0whose assets number\u00a068 television channel<\/a> brands and 122 websites including Fox8 and Fox Footy, recently launched its own initiatives this year to, Fraine says, “apply the dynamics of programmatic in a digital sense and bring that to linear TV:”<\/p>\n

\n
• “We brought in a platform called Landmark<\/a> to give us the opportunity to automate the linear TV\u00a0buying and selling\u00a0process.”<\/li>\n
• “We invested in a data product we called Multiview<\/a>\u00a0– that\u2019s a 110,000-home panel. That allows us to start to change the conversation away from buying demographics to buy real consumer segments.\u00a0We\u2019re seeing the majority of our advertisers using that data panel…”<\/li>\n<\/ul>\n

  A new Foxtel set-top box, iQ3<\/a>, that is “100% IP-driven”, will further allow advertisers to buy household-level addressable ads in the next year, Frain says.<\/p>\n

  We spoke with him\u00a0this week at a taping of industry titled Why<\/em>\u00a0TV Advertising Will Never Be the Same<\/em>. The event was co-produced at AOL in partnership with Beet.TV. \u00a0For more videos, please visit this page<\/a>.\u2019<\/p>\n","protected":false},"excerpt":{"rendered":"

  Australia is one of the world’s leading\u00a0online advertising markets. So how will the year ahead play out in the nascent field of “programmatic” TV advertising? TV companies have to get onboard or risk being left behind, says one sector exec. “2015 will be the year many of them realize they\u2019ve got to get on this […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5049],"tags":[5265,2950,3211,3573,3845,5051,5052,2782,4857],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33153"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=33153"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33153\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=33153"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=33153"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=33153"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}