AMC Audience+ Offers Advertisers Addressable Targetability for the Best of AMC Programming

As Adlman explained Audience quotallows an advertiser as well as our internal media planning teams to understand who is watching what are they watching when are they watching and where are they watchingquot This platform brings together all of AMC Networks39 addressable capabilities across all of their platforms where he noted quotthe advertiser can take those insights build a segment and target that audience across linear VOD FAST and as of October our adsupported AMCquotThe ability of an advertiser to message across all available platforms through segmentations that are deduplicated is currently offered to advertisers at three spots per hour but will soon expand to twelve quotWe believe in 100 addressability across all of our inventoryquot Adlman saidEssentially the system can quottraffic a single campaign in the delivery system It optimizes and delivers the advertisement across all available inventory based on where the audience is as well as the standard flight information all within 24 hours for every campaign that runs in real timequot he added The ease at which reporting can be done seamlessly is one big competitive advantage for Audience over competitorsAs far as data is concerned Audience can accommodate AMC39s firstparty data and a range of thirdparty data including advertiser proprietary datasets With AMC firstparty data quotwe have all of our viewership data which is unique to AMCquot he said quotWe understand what shows are being watched when they39re being watched on what platforms and so on We have the ability for an advertiser to bring their data to create a segment and we work with our MVPDs our distributor partnerships to match against their footprint Once it matches we curate the inventory and away we go We also have the ability to create a segment for themquotThis according to Adlman enables the system to quotbuild something that is the closest to or that exact audience profile of what the advertiser is looking to reachquotIn order to get the most value out of the system Adlman advises advertisers to quotlet Audience do what it39s supposed to doquot and follow the segment that is targeted even if that means going against an advertiser39s gut feelings or previous buy compositions It all goes back to whatever consumer target is more important quotYou may think you need more prime but in reality 70 of your delivery may be during daytime and that39s because that39s where they arequot he explainedIn terms of the future the next step for Audience is quoteducation for the market We want to be bold with advertisers and show them that they can really buy media this way and make linear more efficientquot he saidAdlman understands that the viewer holds all the control quotToday it39s the viewer that is more and more setting the appointments of where they39re going to watch when they39re going to watch what they39re going to watchquot he noted Everyone has their own premiere viewing depending on when and where they decide to tune in With viewership so fragmented today the ability to seamlessly integrate all platforms with deduplicated data to more efficiently match the desired target segmentation is quoteven more important to make sure you39re getting the most reach that you wantquot he concluded quotViewers are in a lot of different places rather than just onequotClick 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 MediaVillageorgMyersBizNet

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AMC Audience+ Offers Advertisers Addressable Targetability for the Best of AMC Programming

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Charlene Weisler

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