How A+E Networks Problem Solves with Custom Content

The team resembles forensic detectives from an AampampE show As expert problem solvers they combine their curiosity with creative strategies to develop bespoke campaigns For clients who want to raise brand awareness and drive business outcomes finding the right audience content and placement to maximize those efforts is keyquotOur approach is simple It will always be rooted in our partners39 goals It39s our job to understand how to amplify those goals and drive business outcomes through our creative solutionsquot explained Niki Mandell pictured Vice President of Ad Sales Partnerships quotSolutions come to life through our content and audience interactions They can be a big splash or a series of smaller experiences across our platforms It all depends on outcomes the advertiser wants to attainquotThe right creative solution from the partnerships team can range from 20 seconds to two minutes or even a fulllength twohour documentary special It may be one piece of creative an entire campaign or a coproduced digital series Once developed AE can distribute the content across digital and social platforms FAST channels streaming services and their linear brands No two solutions are alike but there is a common thread Leaning into AE39s beloved networks popular websites social handles hit shows and beloved hosts to amplify the messagequotEach platform has unique format implications as we are consistently aiming to create the most engaging formats for each while optimizing as we see behaviors shiftquot Mandell explainedWhile AE39s linear networks are its crown jewels the company embraces a quotTV Everywherequot approach and distributes content across the entire media ecosystem Its branded content can be TVfirst digitalfirst or a combination and live crossplatform Mandell said this approach increases exposure and adds incremental audiencesquotOur footprint is well beyond our linear audiencequot she noted quotThere are so many paths for our fans to be able to interact with our content that it would be a disservice for us to not include a variety of platforms within our solutionsquotThat approach helped genealogy service Ancestry For its latest campaign AE created a multiplatform program tied to The HISTORY Channel39s Peyton Manninghosted hit The Greatest of All Time One element of custom content they developed for the advertiser featured boxing great Laila Ali hosting vignettes about famous women or GOATS that ran exclusively on digitalquotLaila is a GOAT in her own rightquot Mandell explained quotShe was the perfect person to spark and empower journeys of personal discovery on behalf of AncestryquotA digitalfirst solution has technical advantages too Mandell said her team can track and optimize the content in realtime to increase reach and measure performanceIn creating partner solutions AE boasts a clear advantage It owns the rights to its library That allows AE flexibility to distribute on any platform and integrate brands into the content any way it likes While other media companies have similarly followed suit AE has owned the playbook for yearsHaving ownedandoperated assets quotallows us to offer partnerships for brands within trusted environmentsquot Mandell said quotWe can build these communities around our content and create exclusive ownable opportunities for brandsquotPractically speaking AE can integrate a sponsor into a show or series feature products in an episode or deploy popular hosts to endorse products or host events It can distribute to any thirdparty distributors such as Hulu a frequent partnerOf course brands need to measure the efficacy of their campaigns AE tracks realtime social interactions and video shares and the research department and thirdparty firms measure brand lift factors including purchase consideration brand awareness and favorabilityAE works with strategic partners that reflect its corporate commitment to diversity equity and inclusion The Creative Partnerships Team embraces female and minorityowned partners in front of and behind the cameraquotWe39re committed to diverse storytelling and providing purposedriven opportunitiesquot Mandell notedThat effort shined through in a recent Rocket Mortgage campaign spotlighting its Built for Zero initiative to end veteran homelessness AE produced four custom vignettes for The HISTORY Channel highlighting the program39s local efforts and successThe videos were hosted by Vernice Armour the country39s first Black female combat pilot and were directed by several female veterans The series was coproduced with The Light a femaleled organization dedicated to equityIn a testament to AE Creative Solutions39 successes Rocket Mortgage is in its third year of work Several other bluechip companies including SherwinWilliams and Ancestry are repeat customersMandell said her team is a group of expert problemsolvers quotIdeas can start anywherequot she concluded quotThey can be as big or as small or as custom or turnkey as a partner might need We have the creativity and production capabilities to deliver bestinclass content that delivers actionable measurable resultsquotClick 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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How A+E Networks Problem Solves with Custom Content

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Alli Romano

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