“A+E Networks is looking to woo brands that don’t typically advertise on TV with a new tool that lowers the cost of entry and offers enhanced digital-style metrics,” reports Jeanine Poggi for Advertising Age.

The story continues, “Dubbed ‘P1,’ the tool will allow small and mid-size clients to target audiences and optimize their commercial buys on a single network, and receive reports that are more akin to those they would get from a Facebook or Google.”

For example, take a huge advertiser such as Unilever. That company, writes Poggi, “has 100 brands [according to Peter Olsen, A+E Networks’ executive vice president for ad sales], but only about 30 or so of them actually advertise on TV. P1 is meant to help these smaller brands test commercials and learn if TV can work for them as well.

“The goal is to create awareness that TV is feasible, Olsen says.”

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