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.