Brave New World of True Accountability: An Interview with A+E Networks' Roseann Montenes

Convincing the IndustryThere is something a little unnerving to advertisers about moving from the comfort of demographics to true accountability quotIt is essentially like moving a small mountainquot she admitted quotYou have clients that are so used to doing business one way since the dawn of time It was almost like when we made the shift to C3 and had to get clients into that mindsetquot The shift began to occur after quottons of education and tons of case studies that demonstrated to clients that they could take the demo guarantee out of it and focus on who their true audience isquotThe first step is to quotprioritize all of the client39s KPIs to see what matters mostquot Montenes explained quotIs it targeting households that have anyone from adults 1849 in them Or is it targeting someone who is inmarket to purchase a new vehiclequot The answer is usually to move product quotAt the end of the day that39s what matters mostquot she continued quotThat is how we started to change the conversationquot And yet even with this great effort it took a full broadcast year cycle to get a client onboard comfortable and then implementDelivering the KPIWhat is the most meaningful metric to offer in place of demographics For AE Networks it is the change in currency moving from demographic guarantees to measurable business outcomes quotWe are getting creative and moving away from demosquot Montenes noted quotFor example we just did our first guarantee against attention measurement in fourth quarterquot which was done with partner TVision She added that MVP has the ability to ingest any data set quotOur management doesn39t limit us to what kind of datasets we can partner withquot she said quotAny third party dataset we can onboard an advertiser39s own first party data onto our platform and any other standard generic statements whether it is a Polk dataset or MRI For those advertisers who don39t have their own strategic target in place they can come to us and we can help them create onequotTo craft a plan MVP enables a drill down quotto the sell title level to the half hour levelquot Montenes explained quotThis allows us to make those incampaign optimizations based off of the pacing of whether it39s our target measurement or a guarantee against a business outcome or whether we are optimizing against reach or a particular strategic targetquot This enables the network to maximize the value of all of its programs regardless of demographic performance levels quotThere are no two programs that are equal when you are talking about a customized strategic targetquot she noted as opposed to being able to compare programs based on demographics which are more standardized but less targetedHow MVP WorksMVP offers marketers true cross platform optimization But how does it actually work quotWhat we do is take a strategic target audience and optimize through our Precision platform which is our linear arm and find the audience therequot she said quotWe then do an optimization on the digital side through our Digital Precision offering and then we blend those two plans together We allow the client to have full access into the allocation of impressions within the linear and digital arm and then it is figuring out the balancequot Notably each campaign is monitored by hand to carefully consider how each spot whether linear or digital contributes best to the KPI goal Both the linear and the digital teams are in constant contact to make sure that the overall plan is on targetImpact of the PandemicWith multiple advertisers on board the teams at AE Networks have been able to monitor a full broadcast year39s worth of MVP performance quotNow that we feel comfortable and know that it works this is something we are going to bring to other clients as an opportunity to change the total outlook of currency and how to trade off of itquot she assured Of course the landscape has changed since fourth quarter 2019 with the pandemic but a marketer could successfully pivot amp8230 and shouldquotFor a really long time we were all about foot traffic into store locations dealerships and into family dining establishmentsquot Montenes recalled quotOnce COVID hit we felt this sense ofamp16039oh no39 now that foot traffic has stopped because you are not allowed how do you reimagine what a partnership looks likequotAfter the initial sense of panic due to the pandemic dissipated quotit quickly fixed itselfquot she said So instead of actually dining in a restaurant consumers were downloading the app quotWe switched the conversation and KPI to be reimagined and looked at differently It went from foot traffic to app downloads and foot traffic to conversionsquot Notably in some cases the advertiser still wanted to deliver on foot trafficGoing ForwardFor Montenes there is a new normal for media now quotClients have gotten a peek under the hood in terms of what their business could look likequot she said quotThere is now efficiency in seeing the world that once was and measuring it in the world that now is How can you go back to the way it was before now that we see what the new world actually looks likequotMontenes added that she is very optimistic about the future quotIt39s exciting to see how much has changed since last Marchquot she concluded quotIt hasn39t changed for the worse It39s changed for the betterquotClick 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 MediaVillagecomMyersBizNetamp160

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Brave New World of True Accountability: An Interview with A+E Networks' Roseann Montenes

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Charlene Weisler

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