A+E Will Make Audience-Based Ad Guarantees

Viceland now included in Precision-targeted campaigns
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A+E Networks says it will offer to guarantee its data-based campaigns will reach specific target audiences, rather than a number of viewers in the traditional broad demographic categories during the upcoming ad market.

The company launched its A+E Precision platform last year and tested it with a handful of clients. Those clients have returned, launching more campaigns using Precision and spending more money.

A+E is also extending the Precision platform to include Viceland, the network A+E owns with Vice Media, and will use the platform to buy audiences for multiplatform campaigns across linear, digital VOD and over-the-top.

TV companies have been diving into data as a way to compete with digital outlets that promise more targeted and accountable advertising. Lately, advertisers have been having doubts about those promises and so ad dollars have been swinging back to TV.

Data enables networks to identify shows that have viewers that fit a marketer’s target consumer and to sell those specific audiences, rather than broader audiences measured by Nielsen’s C3 and C7 commercial ratings, which have been falling across the industry.

Read more at broadcastingcable.com.

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