Dynamically trading free-to-air television

Dynamic trading is being rolled out across Australian Free-to- Air networks. This television trading module optimises campaigns, based on the most up-to-date audience predictions, to respond to viewing behaviour in-campaign. This means trading by total campaign audience based on dynamic scheduling building audience delivery across the network, rather than manual spot by spot placement into individual programs. MCN, which has been pioneering dynamic trading on Subscription TV in Australia since October 2016, claims to have a success rate of 95% against agreed KPIs for their dynamic campaigns. Initially, Dynamic trading is limited to secondary FTA and subscription TV channels, with some placement possible on FTA primary channels but only in off-peak time zones.

Our take

With growing unpredictability in TV audience delivery (currently, Total FTA audiences are down 5% YOY, with larger decreases in key buying targets), the Dynamic Trading model should remove inefficiencies in buying across FTA channels, thereby increasing audience and potentially campaign reach. Implementation of dynamic trading requires marketers to accept that audience delivered by the channel overall is more important than the individual programs that spots appear in.

Bettina Benjamin

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