MCN promises to learn from Seven and Nine’s ‘mistakes’ in addressable TV
MCN says the delay in taking its addressable TV solution to market could be a blessing in disguise, by giving it the chance to perfect its offering off the back of experiments – both failed and effective – from rivals Seven and Nine.
“The great thing is, we’ll let these two [Seven and Nine] go off, learn all the mistakes, and then we’ll just copy [the good stuff]. That’s a nice way to look at it,” MCN’s director of advanced advertising, Nev Hasan, said at the Think TV Think Tank event.
MCN has recently undergone a brand refresh
So 2019 is the year of addressable TV? This is getting like ‘the year of mobile’. Although at least that finally arrived.
MCN should probably start with learning from their own mistakes rather than worrying what the others are doing.
The tech underpinning Addressable TV is tough, but the advertiser solution itself is not. At it’s core it’s simply dynamic ad insertion on a live stream to enable data driven targeting, where previously audiences took a dirty feed. Everything we’ve all been doing on VOD for a number of years can now be done with Live. Addressable TV is the future of our industry, and we’ll all benefit as it scales and standardises across players.
We’ve been running Addressable TV across all of our live streams on 7plus for over 12 months, starting in the Rugby League World Cup last November and then right throughout events like the Winter Olympics, Commonwealth Games, Super Bowl & Melbourne Cup as well as our tent pole programming and gen ent schedule. It’s now a core, foundational piece in our digital product suite.
We’re keen to work collaboratively to simplify and standardise language and demystify the space… which will be a great outcome for all.