MTG launches programmatic platform

DetailsJoseph O'Halloran | 28 April 2015

In a further demonstration as to how content monetisation is maturing, Nordic pay-TV group MTG has launched a programmatic trading platform.

MTGpayTVThe first service of its kind in each market it services, the new VideoRange platform is designed to provide automated advertisement video on demand (AVOD) inventory sales in Sweden, Norway and Denmark. It will enable media buying agencies and advertisers to buy full-length premium video advertising inventory and will also include MTG's AVOD services in the Baltics, Bulgaria and the Czech Republic.

Explaining its rationale for the launch, MTG quotes research that it says estimates that 15% of total online video spend will be programmatic in 2015, and that this proportion will grow to 36% in 2020 in its European AVOD markets. The company adds that programmatic advertising spending is also expected to grow by 31% annually until 2020 in these territories.

MTG says that VideoRange, to be rolled out by MTG's digital accelerator MTGx, will not only streamline and speed up the process of buying premium online video advertising, but also offer advertisers a higher level of precision by providing access to an increased amount of data. As a result, the company, advertisers can design better and more precisely targeted campaigns.

"The market for programmatic advertising trading is still young and our service is the first one covering full length professional TV and sports content," commented MTG President and CEO Jørgen Madsen Lindemann. "We look forward to making it even easier for our ad buyers to use our digital entertainment platforms to reach and understand their customers."