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Look Out, Telstra Ads To Invade Your Screen


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Multi Channel Network (MCN) is to become Telstra’s ad partner, selling ads for its online assets including:  T-Box, BigPond, AFL.com.au, NRL.com.au, V8 supercars, the Racing network and music streaming service MOG.

The new deal places Telstra as part of a top 5 digital advertising network in OZ and is part of its latest push to rev up advertising revenues as its traditional Sensis business goes into decline.

MCN, a joint venture between Foxtel and Fox Sports, will offer integrated sales packages which include 42 of Telstra’s online portals and sites for mobile, tablets and IPTV from October.

The agreement, announced today, will deliver advertisers a mass audience of 8 million eyeballs a month, on average, and give clients access to cross-platform marketing opportunities across Telstra entertainment brands, said Rick Ellis Group MD, Telstra Media. 

“The combined strength of MCN and Telstra Media’s assets will make the enlarged network one of the top five players in the Australian digital advertising market. This outcome makes strategic sense by strengthening Telstra Media and MCN’s capabilities to deliver innovative advertising solutions to the market,” Mr Ellis said.

The “significant synergies” available through MCN’s existing brands and Telstra’s digital assets will allow it connect across multiple channels, platforms and devices including TV, he added.

MCN’s existing portfolio of brands include Foxtel, FOX SPORTS, Sky News, E!, The Discovery Networks, BBC, Turner Broadcasting, NBCU, Showtime, ESPN and Sky Racing.

Anthony Fitzgerald, Multi Channel Network CEO, said significant move for MCN’s online business and for the Australian digital advertising landscape in general.

“Telstra has developed some of Australia’s leading online media and entertainment properties and we are delighted to be able to represent and leverage the value of those assets within the Australian market.”