What if your TV ad could follow you from the living room, to the bedroom, to the restaurant?
In 2018, that is the reality that many TV companies are now engaged in – ensuring that advertisers can get guaranteed outcomes, like driving footfall from people who watched an ad.
And it’s one which A+E Networks has also been offering to its ad buyers.
An this video interview with Beet.TV, A+E VP advanced TV David Ernst says the company has two main platforms in this regard:
- Precision: for advanced viewer targeting
- Performance: for effectiveness and attribution measurement
Whilst the company has already been using Precision to get traction for clients who want to target better, Ernst says something new is bubbling.
“That, increasingly, is just kind of table stakes for us and the entire industry,” he says.
“Really, where we’ve been getting the most traction is with advertisers in being able to show them how effective campaigns have been, to be able to actually even guarantee on outcomes.
“If we have let’s say a QSR (quick service restaurant) client, we could craft a campaign. First we define the target in such a way that it’s not just demographically driven by people (like) heavy fast food eaters. Then we can guarantee that our campaign will drive a certain amount of incremental traffic to their locations.”
A+E is working with Data + Math, iSpot, Nielsen, Millward Brown, Acxiom and others to see the consumer behaviors driven by the ads it shows.
But Ernst says buyers are still “in the bottom of the sceond inning” when it comes to this new way of buying ads.
“Certainly some clients are very advanced and some are still trying to test the waters in this area,” he adds.
This video is part of a Beet.TV series on advanced TV produced at the WideOrbit Connect conference. WideOrbit is the sponsor of this series. Please find more videos here..