As Adlman explained, Audience +, “allows an advertiser, as well as our internal media planning teams to understand who is watching, what are they watching, when are they watching and where are they watching.” This platform brings together all of AMC Networks’ addressable capabilities across all of their platforms, where, he noted, “The advertiser can take those insights, build a segment and target that audience across linear, VOD, all we are streaming and, soon on October first, our ad supported AMC+.”
The ability of an advertiser to message across all available platforms through segmentations that are de-duplicated is currently offered to advertisers at three spots per hour but will soon expand to twelve spots. “We believe in 100% addressability across all of our inventory,” he asserted. This is important because this offering expands to, “all networks, all programming and all platforms so it doesn't matter what the viewers are watching. We enable this capability. We also fully integrate it into all of our trafficking systems so there is no managed service behind it.” Essentially the system can, “traffic a single campaign in the delivery system and it optimizes and delivers the advertisement across all available inventory based on where the audience is as well as the standard flight information all within 24 hours for every campaign that runs in real time,” he noted. The ease at which reporting can be done seamlessly is one big competitive advantage for Audience+ over competitors.
As far as data is concerned, Audience+ can accommodate AMC’s first party data, a range of third party data including advertiser proprietary datasets. With AMC first party data, “We have all of our viewership data which is unique to AMC. We understand what shows are being watched, when they're being watched, on what platforms and so on. We have the ability for an advertiser to bring their data to create a segment and ingest it using LiveRamp, for example, and we work with our MVPDs, our distributor partnerships to match against their footprint. Once it matches, we curate the inventory in FreeWheel (a Comcast-based platform that integrates media) and away we go. We also have the ability to create a segment for them.” This, according to Adlman, enables the system to, “build something that is the closest to, or that exact audience profile of, what the advertiser is looking to reach.”
In order to get the most value out of the system, Adlman advises advertisers to, “let Audience+ do what it's supposed to do,” and follow the segment that is targeted even if that means going against an advertiser’s gut feelings or previous buy compositions. It all goes back to whatever consumer target is more important. “You may think you need more prime but in reality 70% of your delivery may be during daytime, and that's because that's where they are,” he explained.
In terms of the future, the next steps for Audience+ on an internal basis are, “expanding the types of creatives that we can run through the platform and continuing to refine the delivery and capabilities.” Externally, for advertiers, the next steps are, “Education for the market. We want to be bold with advertisers and show them that they can really buy media this way and make linear more efficient.”
Adlman understands that the viewer holds all of the control. “Today it's the viewer that is more and more setting the appointments of where they're going to watch, when they're going to watch, what they're going to watch,” he asserted. Everyone has their own premiere viewing depending on when and where they decide to tune in. With viewership so fragmented today, the ability to seamlessly integrate all platforms with de-duplicated data to more efficiently match the desired target segmentation is, “even more important to make sure you're getting the most reach that you want. Viewers are in a lot of different places than just one,” he concluded.
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
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