Dentsu Aegis Network leads market with introduction of people-based marketing platform M1 in Australia

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Dentsu Aegis Network is the first communications group in Australia to develop a true people-based digital advertising solution with today’s announcement that M1 will soon launch locally. 

M1 is Dentsu Aegis Network’s people-based planning and activation platform – a central global resource that will serve all of the network’s agency brands. Australia is the second global market behind the US to introduce M1. 

Simon Ryan, CEO of Dentsu Aegis Network in ANZ, said: “Designed to help our clients reach real people at scale, M1 enables us to leverage what we know about a person and their passion points to tailor their ad or content experience, while optimising digital activations for effectiveness, efficiency and brand safety.” 

“M1 is the first phase of realising our vision for media planning and activation to be people-based, underpinned by deterministic information related to real people. Dentsu Aegis Network is the leader in data and programmatic, and will continue to offer an integrated planning and buying service across all media touch points. M1 further bolsters our accountability and effectiveness in delivering business results for our clients.” 

M1 will capitalise on the increasing scale of global addressable media opportunities and the industry-wide desire for better accountability of media reach and impact.

M1 campaigns in the US have resulted in 20% improvement in performance, 25% improvement in unique audience reach, with the added benefit that 100% of the spend is reaching the intended audience (real people vs. proxies) helping to address industry issues with ad fraud.

Ollie Fifoot, General Manager of M1 Australia, has led the local development of M1 over the past 18 months. “We believe the future of our industry is a personalised and addressable one; requiring a holistic understanding of people's behaviours and motivations. It’s exciting to be launching M1 in this market and to be part of something that is at the forefront of our industry,” he said. 

“Through our approach to people-based marketing – allowing us to reach individuals with messages that are relevant and interesting – we are truly riding the next wave of progression in marketing to the benefit of our clients and their audiences.” 

M1 will support all Dentsu Aegis Network agency brands to deliver people-based media planning and activation to clients. M1 uses data gathered from many different sources, including DataSource, Dentsu Aegis Network’s proprietary database of consumer data, allowing Dentsu Aegis Network to build and create the most appropriate group of people or audience for a marketing campaign.