Press release from A+E Networks, May 9, 2018:
A+E Networks is offering a limited number of outcome-based guarantees to its advertising partners in the 2018 Upfront, with plans to expand the offering over time. The announcement was made today by Peter Olsen, Executive Vice President of Ad Sales, A+E Networks.
“We are proud to announce that we are putting our assets on the line and offering outcome-based guarantees to our customers,” said Olsen. “Strategic target guarantees are a nice step, but we believe that outcomes are what matter most to our clients who are under increasing pressure to prove the effectiveness of their media spend. We are willing to take this leap because we know TV works.”
Through its breakthrough programming, global brands and scale across all platforms, A+E Networks has long been known for its ability to deliver creative-led capabilities and distribution opportunities to its advertising partners. As marketers have placed greater emphasis on understanding their consumers, using all available tools to effectively target those consumers, and driving true ROI on their media investments, A+E Networks has developed a best in class targeting and attribution model that goes beyond what anyone else in the market is offering.
“There is great power in the combination of understanding the mindsets of the American consumer, implementing best-in-class targeting solutions to reach them, and putting it all on the line with the promise of performance,” added Olsen. “Our approach, rooted in three specific pillars – insights, targeting and measurement – is a truly holistic solution which we are thrilled to bring to market to help solve the needs of our partners.”
A+E Networks three-pronged approach to drive business results for their clients includes:
A+E Performance is an attribution product which provides television ascription and cross-screen measurement. Through the Attribution Council, an industry initiative led by Data+Math and prominent media companies, A+E Networks can measure how premium video advertising drives desired outcomes. Bolstering the Performance unit is a suite of analytics partners such as Nielsen Catalina, Millward Brown, Axciom and iSpot.tv which combine to strengthen A+E Networks ability to meet the needs of a broad array of client KPI’s.
A+E Precision is the company’s audience-based targeting platform. Its origins can be traced back to 2012 when the network launched its programmatic digital video offering. As the unit has grown, Precision now delivers a collaborative, hands-on approach to ensure marketers connect their brand message with their target customers. The Precision unit will identify the proper placements for a marketers’ messages, and the Performance unit will assess the campaign’s effectiveness according to the metrics that matter most to each client.
A+E Intelligence is a dedicated think tank that takes a consultative approach to delivering insights and analytics to marketers who want to better understand what matters to their consumers. The team fuses social sciences such as anthropology, sociology, demography, economics and history, with robust qualitative and quantitative research methodologies to deliver compelling insights to partners. Current studies include: SheReports: Women & Money, SheReports: Womanhood Study and HISLIFE: Being a Man Study. Clients can tap into these insights to help decide on the appropriate creative messaging or the Intelligence unit can be hired to develop custom insights.