MCN has revealed it will be bringing a new advertising format to its linear television offering, bringing six-second ads to selected broadcast assets.
Operating as the main sales house for pay-TV network Foxtel, MCN will introduce a new advertising break structure running for 12 seconds, which will allow brands to run two six-second ads during Foxtel's news content segments.
According to the business, it’s the "first time" an advertiser can run the short-length format within a "custom made ad structure for linear television".
To launch the new spot format, MCN will conduct a trial with two advertising partners, Jaguar Land Rover and Rebel, which will go live this week on the Fox Sports news channel.
Viewer experience during the two brand campaigns will be monitored via the Foxtel set-top box, with MCN collating feedback.
“We are laser focused on matching brands with the events and series that best meet their marketing objectives – and providing them with the best formats to create lasting impact, while still giving viewers a superior experience," MCN CEO Mark Frain says.
"In essence, it’s about pairing best content in the world with the most appropriate ad format for that content."
Following the trial, MCN will expand the new format to other channel partners. It will also continue to develop additional ad formats and loads across the entire Foxtel platform as part of its advanced advertising proposition.
New formats will include different ad lengths across different content genres and diverse break structures.
“Rather than running six-second ads within a standard two and a half minute ad break, which gives viewers the perception there are more ads or longer ads, we’ve created something bespoke that better engages the user,” MCN director of advanced advertising Nev Hasan says.
“For brands, this means a more meaningful way to stand out from the crowd and get better cut-through by enhancing, and not interrupting, the viewer experience.”
Hasan says the six-second ad break initiative was part of MCN’s mission to build "attention capturing solutions" that leads to efficient trading and effective use of creative.
The new initiative has been developed to provide viewers with an advertising experience that’s tailored to their environment, plus offer brands a new advertising solution.
"As our consumers are pushed more and more communication messages, Land Rover wanted to look at a new and innovative way to engage our audience and stand out amongst the noise," Jaguar Land Rover GM, communications and public relations Tim Krieger says.
"Being part of MCN’s six-second ad trial means cut through for our brand, whilst taking what is traditionally known as a digital creative execution and running that across the power of linear television."
The announcement is the first in a series of new innovations to come out of the two brands, as they prepare for the launch of Foxtel on Oxford, a new alternative to the typical upfronts model.
AdNews reached out to leading industry players on the decision by the companies, with buyers reacting positively to the news.
It was also recently revealed that Foxtel had received a $300 million injection of funding from parent company News Corp, as the pay-TV network looks to grow its audiences while also scaling back on its current sports rights deals.
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