Multi Channel Network (MCN) has expanded its out of home (OOH) footprint with the announcement of a new partnership with Lendlease to represent 18 high impact, audio enabled digital screens across 11 Lendlease-managed shopping centres in urban and regional areas across Australia. The partnership will enable Lendlease’s in-house media team to focus on its relationships with retailers and brands, with MCN managing relationships with advertising agencies.
Sunshine Plaza
The deal will see Lendlease’s premium national digital screen network join the MCN OOH network, rebranded from TV-OOH, providing advertisers with an additional average weekly traffic of 1.56 million people. As part of the partnership MCN will also represent advertising opportunities for Lendlease’s transparent LED mesh screen technology launched in November 2018 in collaboration with Techfront Australia. The technology allows brands to play any video based content on the screens using less energy han projection and LCD screens.
Currently, MCN OOH represents 117 high quality, audio enabled screens in 32 premium Vicinity shopping centres across Australia. The addition of Lendlease’s OOH screen network brings MCN’s total OOH reach to more than eight million consumers weekly, and more than 170,000 weekly impressions. Lendlease’s high impact, large format assets also enable MCN to amplify channel partner content in key Australian regional shopping districts.
Lakeside Joondalup
Lendlease has an in-house team dedicated to generating revenue through physical and digital channels. The team of experienced sales professionals are focused on curating and tailoring packages to suit business objectives and building strong relationships with partners to deliver high impact campaigns.
Lendlease GM, Pop Up & Commercialisation, Sally Harding said: “Retailers and brands are rapidly diversifying their marketing channels, seeking more creative options such as video and interactive digital content. This partnership with MCN will create a premium offering, with our in-house analytics team able to empower marketers and drive innovation.”
MCN CEO, Mark Frain, welcomed the new partner, stating Lendlease’s innovative technology and extensive screen network would provide new opportunities for both Foxtel advertisers and partners.
“Since the re-launch of the MCN business we have been focused on securing new acquisitions which reinforce our role as a strategic marketing channel for Australian brands and content partners. We’re thrilled to have Lendlease as part of the MCN family, the first of many new business opportunities in development this year.” he said
Macarthur Square
MCN Partnerships Director, Daniella Serhan, said the Lendlease partnership means Australian brands can expect greater scale across the MCN network and the delivery of full 360 degree advertising solutions.
“What makes MCN unique is our ability to provide an advertising journey from couch to check out, and the Lendlease partnership means we can further strengthen this offering,” she said. “Our extensive range of broadcast and digital platforms allow us to amplify OOH campaigns, offering mass audiences at scale, and Lendlease’s assets add further reach into high traffic regional retail sites.”
Serhan added MCN’s advanced data proposition, combined with Lendlease’s extensive analytics capability, will generate deep consumer insights to help profile consumers and allow clients and agencies to understand campaign performance and better plan for future campaigns.
Caneland Central
“Using our mobile location data we can deliver insights on human mobility for brands looking to execute integrated campaigns that connect with consumers across all of MCN’s touchpoints: broadcast, digital and OOH,” she said.
“We’ll be able to extract consumer interest and brand preferences from consumers visiting Lendlease locations and then leverage those insights to better place advertising across our broadcast and digital network. There is also opportunity to compare the propensity to take action between an exposed versus non exposed consumer – before, during and after a campaign on our OOH assets based on our mobile location data.”
