Skylar Kim and Jen Taylor: ‘Trying and Learning’ Paramount to Tune-In Marketing Partnership

What does a successful client-agency partnership look like when centered around tune-in marketing? In conversation with Beet.TV at the Beet Retreat in New York hosted by Horizon Media, Skylar Kim, svp of digital strategy and innovation at Horizon Media and Jen Taylor, senior director of digital marketing at A+E Networks, explained what has made their […]

 

A+E Network’s Taylor: ‘Attribution Exists in a Way It Didn’t 5 Years Ago’

As A+E Network’s director of digital marketing, Jen Taylor is up against a lot of competition. No longer competing only against other channels, the network has to fight for attention against YouTube, other social media platforms and digital streaming channels. “The biggest challenge is the breadth of content available,” Taylor told Beet.TV at the Beet […]

 

Adapting To Advanced TV: A+E, NBCU, LiveRamp Execs Discuss

Advanced TV ad targeting tactics present the promise of up-ending the traditional way in which TV ads are bought – upfront and for a mass audience – in favor of something more real-time and personalized. But buyers need to be walked through the transition, and an ultimate conversion to 100% addressable may not be the […]

 

Outcomes Priced On ‘Cost Per Whatever’: A+E’s Heftman

SANTA BARBARA — Television ad salespeople need to go beyond just selling impressions and brand marketers need to empathize with the underlying goals of their companies  in an age where outcomes are becoming more in-demand. That is the message from one leading advertising exec at US TV company A+E Networks. The company, which operates channels […]

 

A+E Sales Extensions Benefit Advertisers And Viewers: VP DeMarco

With the right number of partnerships and extended sales forces, national television networks can provide local and national advertisers with “a higher frequency of opportunity,” says A+E Networks’ Jason DeMarco. In the process, there can be a reduction in repetitive ads. A+E’s core sales team handles linear, set-top box VOD and on-demand digital, Demarco explains […]

 

Hearst Television Integrates With FreeWheel Monetization And Revenue Management Platform

Hearst Television’s Hearst Anyscreen OTT offering is adding scale through an integration with FreeWheel’s Monetization and Revenue Management platform. It’s a first step toward also enhancing the value of its local broadcast inventory. “They’ll be putting demand into our marketplace and doing audience extension to find their audiences on other premium content in service of […]

 

FreeWheel Unifies A+E’s Ad Decisioning

A 1980s TV commercial for the combined shampoo-and-conditioner Wash & Go made famous the catchphrase: “Take two bottles in to the shower?!” Now ad-tech firm FreeWheel is effectively uniting the “shampoo” and “conditioner” of TV ad sales – creating a unified product in which A+E Networks can manage two different kinds of ads. Comcast-owned FreeWheel has […]

 

Re-Thinking TV Ad Load: NBCU, A+E, TiVo & NCC Tell Forrester’s Joanna O’Connell

SAN JUAN — How long should a commercial break be? How lengthy should a TV ad be? And how many is too many? Over the last 18 months, TV networks have wrestled with that question, as booming VOD subscriptions has gone hand-in-hand with growing consumer frustration toward excess interruption. That has spurred many networks to […]

 

The Tension Between Cost Efficiency, ‘Proper Business Rationale’: A+E’s Heftman

SAN JUAN, Puerto Rico—As traditional television networks weigh the benefits of completely upending their business models, they also find themselves as middlemen of sorts between advertisers and agencies. This is the view of Ethan Heftman, VP, Precision/Performance, A+E Networks, who notes “a bit of a bifurcation, a division between what brands want and what the […]

 

TV Providers, Viewers Both Seeking The Best Ad Choices: A+E’s Olsen

ORLANDO—It’s not just advertisers that are in the business of balance as they try to figure out where to allocate their media spending. Consumers are seeking the right mix of ad-free and ad-supported video—an exercise that could get even trickier if, or more likely when, more providers adopt the latter option, according to A+E Networks’ […]

 

How Horizon Leverages Addressable TV For Entertainment Clients

One of the easier sells when it comes to addressable television advertising is the entertainment category, where advanced targeting can give a major boost to tune-in messaging. “I think it is something that we feel is a pretty integral part of the buy. We’re beyond trying to extol the virtues of addressable. It’s a base […]

 

A+E’s Nancy Dubuc: TV Landscape More Than Just Putting Out Great Shows

As mantras go, “know thy audience” certainly speaks volumes about cross-platform television viewing. Content providers that take this to heart will become preferred partners to agencies and advertisers as innumerable publishing options are inevitably winnowed out by their capabilities and the quality of their offerings, says Nancy Dubuc. The President and CEO of A+E Networks […]

 

A+E, 605 Dissect Viewing, Transactional Data And Bust Some Myths In The Process

CANNES – Even if unified cross-screen audience measurement remains a bridge too far at present, understanding linear television audiences gets better all the time. This is something that A+E Networks can attest to following an engagement with TV analytics firm 605 in which ad exposure data was matched with transactional records. The result, as moderator […]

 

A+E’s Mel Berning: Less Intuition, More Data Inform Advertiser Program Decisions

CANNES – Advertisers aren’t getting less protective of their audience targeting data but they are increasingly willing to work with data and content providers. At the same time, they’re relying less on intuition to choose the most suitable programming for their brands, according to Mel Berning, A+E Networks’ President of Sales. He sees these trends […]

 

The Importance Of Video Ad Measurement, By A+E’s Boykoff

FORT LAUDERDALE — Until now, effectively measuring digitally-bought video and TV ads has to discover true effectiveness has been a bit of a problem – but that’s set to change, according to US TV channel operator A+E Networks‘ digital analytics VP Lee Boykoff. “There was a mature measurement system in place for TV. As we moved into mobile […]