A+E Networks' Guarantees for Precise Outcomes Grow Wider and Deeper

The initiative called Precision and Performance combines optimization and attribution even in crossplatform campaignsquotFour years ago we were first to market in guaranteeing against business outcomes whether foot traffic to store locations or website visitationsquot said Roseann Montenes AE Networks39 Head of Strategic Audience Solutions Precision and Performance Advertising Sales From there the initiative expanded to a variety of different businessoutcome guarantees quotWe did a guarantee against app downloads guarantees against viewability guarantees against sales liftquot she explainedIn addition AE started guaranteeing on a different form of currency away from Nielsen quotThat led to actually proving out what matters most to our clientsquot she notedMore recent innovations include the ability to optimize across platforms Currently it is a manual procedure quotuntil we have full confidence in an automation vendor that can bring us true transparency and reliable methodologyquot Montenes said adding that AE is pretty far down the road with one vendor company quotWe39re gaining confidence in them and hoping to have some positive results by the end of second quarterquotMontenes noted that currently crossplatformsolution buys represent an average 35 of AE39s advanced audience booked ad revenueWhen advertisers need an assist in developing a strategic target AE can support them quotThere are clients that are new to TV and they want to make sure that they39re hitting the right audience at the right timequot she explained quotBut they don39t necessarily have their target figured out We listen to their brand brief and hear what some of their goals are and then we establish a strategic target for them executing that campaign on their behalfquotCurrency is a term that is hotly discussed nowadays but Montenes said that this is often a deadend discussion quotNobody has the same line of business the same KPI the same agenda and the same timelinequot she asserted quotSo how is it possible that we39re all going to transact off a completely new form of currency overnight It39s just not going to happenquotMontenes said that discussions with vendors about transaction tests that use different forms of currency are like a speed dating adventure quotWe listen to understand not to react We want to make sure we have match ability for us and our client What39s more boxing AE into one partnership with one vendor doesn39t make sensequotThe advertiser39s needs are paramount For Montenes it all depends on the KPI and then AE can establish the best vendor partner The translation of transacting off a new form of currency is essentially a mandate for all clients to use the same method of measurement within attribution quotI39m not going to connect you with a vendor like 605 to measure foot traffic if your KPI is conversionsquot she explained quotI may bring in iSpot for that Or if your KPI is brand awareness I39m not bringing in iSpot I39m bringing in ComscorequotThe response from advertisers has been welcoming and supportive They understand that this is a learning process and appreciate that AE is treating this as an educational experience quotEvery client I39ve talked to has thanked us for not putting pressure on them to do a test or demand that they have some of their impressions transacted off a new form of currencyquot she saidThe results for those who take the opportunity to embrace the full offering have been very successful especially with lift in areas that drive direct ROI quotWe saw a tremendous amount of lift within viewability as well as foot traffic metricsquot Montenes said quotWe39ve seen a tremendous amount of success amongst different categories that also translated to savings When we target efficiently it opens doors for making every dollar work harderquotWhere is AE going in the fifth year of this initiative It won39t be that different she explained quotWe are focusing a lot of attention on our crossplatform solution to really get that off the groundquot she said quotThat involves listening to understand new forms of currency and to better educate our clients in terms of what makes the most sense for them for the business and for the market in generalquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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A+E Networks' Guarantees for Precise Outcomes Grow Wider and Deeper

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Charlene Weisler

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A+E Networks' Guarantees for Precise Outcomes Grow Wider and Deeper

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