A+E Dives Into Outcome-Based Guarantees

Altering PerceptionsWhile much of the industry talk during Upfront season focuses on intranetwork competition for TV ad dollars Olsen pictured below doesn39t see his competition as other networksamp160amp160NBCU and Turner have recently made headlines for advances in both audience targeting and performance tracking and that39s just fine by himamp160 quotWe applaud the things the others are doingquot he saidamp160 quotThey39re all great for the businessquotInstead Olsen is looking to retake territory that is now considered to be digitalonly to steal share back from Google and Facebook and quotgive TV its fair sharequot as he puts itquotWhat we have seen particularly over the last four or five years is this perception that digital seems to be better at lower funnel metrics and TV is relegated to only the upper funnelquot Olsen saidamp160 quotAnd even that is shrinkingquotThis perception persists despite clients39 understanding that TV advertising does workamp160 quotWhat we39re combatting is the feeling of 39Oh we have to be moving our dollars to Snapchat39quot Olsen saidamp160 quotWe39re trying to combat FOMOquot Fear Of Missing Out in current culture acronym jargonThe Evolution of the OutcomeThere isn39t just one cure for FOMOamp160 But rather than focus on incremental steps like advanced audience targeting last year Olsen and his team began working with partners like Nielsen Catalina and Data Plus Math to craft a scientifically sound approach to TV advertising39s Holy Grail outcomebased guaranteesWith the digital players quotthere are all of these things out there that are unprovenquot Olsen saidamp160 quotWe39re trying to equip the clients with information If something works there39s nothing wrong with sticking with it Especially if we can prove it worksquotAE has crafted a threepronged approach to make these guarantees a realityamp160 There39samp160Precision Targeting which handles the audience targeting for clients the Performance team which will assess ad effectivenessamp160and AE Intelligence a think tank that offers custom insights for clientsquotThis has kind of leapfrogged a step going from traditional demos to advanced targeting solutions to what we think is even more powerful which is getting right to the desired outcomes that the clients care aboutquot Olsen saidOlsen and his team will work with marketers on identifying the outcomes that matter the most to themamp160be it increased site or foot trafficamp160the Precision team will optimize placementamp160and the Performance team will measure whether the desired outcome was reached using a mountain of dataThat data is coming from a wide variety of sources including iSpot Nielsen Catalina Data Plus Math Millward Brownamp160and othersamp160 Synthesizing this data is by no means a simple process but Olsen relishes the opportunity to take interested clients through it quotWhat39s great about Data Plus Math is they really know the TV industryquot heamp160saidDemand vs SupplyIt was just a few weeks before the announcement that Olsen and his team decided to take the outcomebased leapamp160 All the testing done over the last year proved to Olsen that AE was readyquotWe39re willing to bet on our content our brandsamp160and our tools to prove to clients we can drive these outcomesquot Olsen assertedamp160 quotWe39re comfortable with thatamp160 The more deals we do the more data we have the more we can optimize on the frontendamp160 It39s a big virtuous circlequotAlthough it39s been less than a week since AE made its announcement about outcomebased guarantees Olsen said the response has been uniformly positiveamp160amp160quotWe39re talking to our biggest partners and trying to transform those relationships and going on the offensive with smaller emerging sectorsquot Olsen explainedamp160 quotGoogle and Facebook have become the first place that marketers now go to start to build their businessamp160 We as an industry have to bring more clients into the industryquotThe demand is thereamp160 The technology is in placeamp160 But only time will tell when exactly the sun will risePhoto credit Benjamin DaviesUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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A+E Dives Into Outcome-Based Guarantees

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