As the upfront market approaches, A+E Networks is guaranteeing its ads will work.
Starting with a limited number of clients, A+E is going beyond the data-driven audience-based buying that is becoming more popular among programmers. Ads will create foot traffic into retail stores and dealer showrooms or drive visits to websites, or else.
“Strategic target guarantees are a nice step, but we believe that outcomes are what matter most to our clients who are under increasing pressure to prove the effectiveness of their media spend, said Peter Olsen, executive VP of ad sales at A+E Networks. "We are willing to take this leap because we know TV works."
Many clients and networks have started to work with research companies to calculate the impact individual ads have on customers, which is known in the business as attribution.
A+E is working with a number of analytics companies, including Data + Math, Nelsen Catalina, Millward Brown, Axciom and iSpot.tv to provide attribution information. Their findings will determine whether ads on A+E are performing as well as guaranteed.
In the upfront, Olsen said, A+E wants to do about 10 deals that guarantee outcomes.
The outcomes A+E is comfortable with are foot traffic using geo-targeting and website visits, which are measures with pixels embedded on the client’s site.
Those outcomes are also easier to attribute than sales, which can also be driven by other factors out of the network’s control, ranging from the quality of the product to its price.
Read more at broadcastingcable.com.