AMC Networks Pioneers Programmatic Ad Buying on Linear Networks
Following a successful trial in September, AMC Networks announced that it has authorized programmatic ad buying on three of its linear networks. It was a noteworthy and ground-breaking first for the business. This technology breakthrough is significant because it allowed live linear inventory to be biddable in real-time and acquired programmatically for the first time. This month marks the launch of programmatic buying, which is available for all AMC, WE TV, and BBC America content.
An industry-first programmatic live linear inventory purchase
The company developed and carried out this ground-breaking collaboration with Canoe Ventures, The Trade Desk, a global provider of advertising technology, and FreeWheel, a global technology platform for the TV advertising sector. Through these technological partners, advertisers can buy digital advertising in a real-time biddable environment that is recognizable to consumers of connected TV (CTV) and over-the-top (OTT) advertising.
Benefits for advertisers
Traditional programmers are searching for innovative strategies to counteract digital advertising as viewers cut the cord and go to streaming. With the help of this service, advertisers can use current programmatic buying systems to purchase both digital and linear ad inventory for a single, cohesive campaign. Better reach and frequency management results from this and advertisers that were previously limited to digital platforms can now reach new incremental linear audiences.
AMC Network’s Pilot Program for programmatic
AMC Networks was the pioneering programming company to provide targeted advertising on linear television two years ago. Addressable spots are currently being sold in each hour of its live linear and VOD inventory on BBC America, WE TV, and AMC. Advertising partners who wish to reach viewers of the company’s well-liked and superior programming with targeted, relevant, and automated advertising will greatly benefit from the introduction of linear programmatic buying and the company’s addressable capabilities.
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The Premier Promo Campaign
As part of a test that ran in September and featured other national brands, L’Oreal became the first national marketer to purchase advertising programmatically, collaborating with their agency Omnicom Group. In September, The Trade Desk and AMC Networks conducted promotional activities to validate and assess the effectiveness of this novel feature. They also sought to make sure that the purchasing procedure was as easy, quick, and seamless as they could. The Walking Dead: Daryl Dixon and the network’s yearly FearFest programming event were the main topics of AMC’s ads.
Here’s what they said
Evan Adlman, executive vice president of commercial sales and revenue operations for AMC Networks said,
Programmatic buying offers enhanced targeting, greater efficiency and has been the preferred way to transact on digital platforms for years, but until now has never been possible for national linear television commercials. During this pilot, we were able to deliver seven distinct creative executions to viewers simultaneously as part of the same national linear commercial slot, through a real-time biddable process. This is a huge advance for us and for the industry and, like our pioneering efforts in addressable advertising, makes our inventory even more valuable.
Shenan Reed, senior vice president and head of media at L’Oréal USA stated,
We were excited to be the first brand to pilot this important advancement in how TV advertising is purchased, which aligns well with our interest in automation and efficiency and being able to buy all forms of inventory together as part of the same process. AMC Networks, The Trade Desk and FreeWheel were great partners and we look forward to being part of the continuing future of programmatic ad buying on linear television.
Mark McKee, general manager, FreeWheel commented,
This innovation brings together two extremely timely advertising technologies to help advertisers reach and engage with current and prospective audiences: programmatic ad buying and addressable TV advertising. The first gives advertisers greater control, automation, and efficiency in the overall TV ad buying process, and when layering this with addressable TV advertising, the result is advertising that reaches the right target consumer, within an enhanced and enriching viewer experience.
Tim Sims, chief revenue officer, of The Trade Desk, added
The business of buying TV ads is being rewritten, and right now is the moment the industry needs to fully embrace programmatic advertising. This integration brings the power of data-driven decisioning to linear ad buys, while giving brands and agencies the insight to build even more sophisticated, omnichannel campaigns. It’s a major win for both publishers and buyers.
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