One of the main players behind this is Multi Channel Network’s (MCN) and it is significantly expanding TV-OOH offering across Australia.
The new TV-OOH offering now includes a total of 36 large format, full motion 16:9 screens driving advertising opportunities with broadcast quality content provided by Network Ten and Foxtel to ensure shoppers enjoy a ‘true television’ experience when out and about.
The expansion is a key part of MCN’s strategy to provide advertisers with a unified platform which connects brands with their customers through the journey from their living room to the point of sale. The network’s full audio capabilities allow advertisers to air their TVC and provide a consistent message from couch, to cash register.
MCN CEO, Anthony Fitzgerald, said: “The outdoor media market is one of the most rapidly growing advertising sectors in Australia. With MCN investing and innovating in a true Television-style OOH network, we can offer advertisers an incredible opportunity to close the loop and extend their message through to the point of purchase.”
Advertisers can also benefit from localised messaging, dayparting, plus truly innovative advertising opportunities such as augmented reality, social media amplification and live streaming. Additionally, customised call-to-action messages can be inserted to run immediately following any advertisement.
MCN National Director – TV-OOH and Qantas In-Flight Entertainment, Paul Sutcliffe, said with an increasing number of buyers seeking true unified advertising solutions for their clients, the ability to offer a television style experience out of the home is more important than ever.
“In 2016 we will see increased demand for a combined screen experience, giving audiences a seamless content experience regardless of where they are,” said Mr Sutcliffe. “Expanding our TV-OOH Network is an integral part of MCN’s broader unified television strategy, providing best-of-class content for our clients to their customers in all spaces.”
To rollout the expansion, MCN have partnered with shopping centre managers QIC and Vicinity Centres (whose portfolio includes Australia’s largest shopping centre, Chadstone, in Melbourne, and Castle Towers in Sydney).
MCN is a joint venture between Foxtel, FOX SPORTS and Network Ten. MCN is responsible for the advertising interests of 15 capital-city free-to-air channels from Network Ten, 70 subscription television channel brands across Foxtel, 118 premium digital publishers and online catch-up and streaming TV service tenplay. Additionally, MCN represent 3 IPTV services, 31 Digital-Out-Of-Home-TV screens and Qantas’ domestic and international inflight entertainment network.
MCN’s TV-OOH business accounts for over 215 million shopper visits and $8.2 billion in retail turnover annually. MCN also has plans to leverage their 200,000 strong Multiview panel and partnership with Quantium to enable media buyers to accurately identify which malls their key buying demographics are shopping in.