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AMC Networks says it has made it possible for advertisers to use programmatic tools to buy ads on AMC, WE tv and BBC America, calling it an industry first.
Programmatic advertising, which is ubiquitous on the internet, has been increasing its presence in the TV business in recent years, though its adoption has been gradual. Programmatic technology allows buying and selling to occur via real-time bidding and a high-speed, automated process. It enables far more precision than the “spray-and-pray” offerings of traditional television, particularly in terms of managing reach and frequency. AMC Networks said it expects the new capability to not only enhance the experience for existing linear advertisers but also to open opportunities for ad buyers that had previously been digital-only.
AMC Networks said the move, which followed a pilot program last month, is the first time across the industry that live linear ad inventory will be offered for purchase programmatically. The company enlisted teamed with Comcast-owned ad tech firm FreeWheel as well as The Trade Desk and Canoe Ventures. L’Oréal, working with its agency, Omnicom Group, was the first national advertiser to purchase ads programmatically as part of a pilot.
“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,” said Evan Adlman, EVP of commercial sales and revenue operations for AMC Networks. “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.”
The programmatic initiative follows another step forward in ad tech two years ago, when AMC Networks began offering addressable advertising spots on AMC, WE tv and BBC America. Addressable ads are aimed at specific viewers based on a wide range of data points going beyond the usual Nielsen metrics of age and gender. The company is continuing to offer addressable inventory in every hour of live linear and VOD programming.
“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,” said Shenan Reed, SVP and head of media at L’Oréal USA.
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