A+E Networks' recent announcement about the significant incremental revenue increase it garnered with its outcome-based conversion guarantees to advertisers has sparked greater interest in the value of attribution-based sales for the 2018 Upfront. "We truly believe in outcomes as a game changer for the industry," said Peter Olsen, Executive Vice President, Ad Sales, A+E Networks. "Everything we have done for decades has been creating proxies for what really matters: Did my marketing campaign drive business outcomes? Thus, we are taking the long view on this and didn't expect massive changes in year one. We are very pleased with the dialogue we are having with clients and agencies on this front."
"A+E Networks has taken a clear leadership position in embracing attribution reporting and truly highlighting the power of TV to drive results for marketers," said John Hoctor, CEO of Data Plus Math, whose company is working closely with A+E to track and measure the results.
Olsen (pictured below) recently spoke with MediaVillage about what this type of guarantee has done to service clients and spur their ad sales.
Charlene Weisler: What was the reaction from the clients?
Peter Olsen: They are just happy that we are listening and taking action on what really matter most to them and that's providing true ROI on their