The Future is Now: AMC Networks and Omnicom Media Group Complete First National Addressable Campaign
February 24 2021 - 9:15AM
AMC Networks and Omnicom Media Group (OMG) today announced the
successful completion of two first-to-market national linear
addressable campaigns, a significant and long-awaited step to
unleashing the potential of addressable advertising on television
at scale. The November and December campaigns featuring Volkswagen
and another major advertiser utilized AMC Networks’ On
Addressability partnership with Canoe Ventures, with spots running
across the nation on Comcast and Charter cable systems, reaching
nearly 25 million homes across the U.S. Future executions will
include Cox cable systems as well.
“This is a moment television networks, distributors and our
advertising partners have been anticipating and working toward for
many years, unleashing the power and potential of addressable
advertising on the national level to deliver highly relevant and
customized commercial spots to viewers,” said Kim Kelleher,
president of commercial revenue and partnerships for AMC Networks.
“Our goal for 2021 and beyond is to make 100 percent of our linear,
VOD and digital inventory addressable, with advanced cross-platform
reach, measurement and sophisticated data analytics with
attribution.”
“The success of these campaigns is great proof that true
addressability in linear at scale is possible and more importantly
effective,” said Geoffrey Calabrese, chief investment officer,
Omnicom Media Group. “This is a great example of what can happen
when partners, agencies and clients work together toward a shared
goal that advances the industry.”
“AMC Networks’ addressable offering provides a great combination
- the specificity of digital, the broad storytelling canvas of a
flat screen TV and a meaningful measurement approach,” said
Volkswagen Senior Vice President of Marketing Kimberley Gardiner.
“Incorporating this capability into our media strategy will allow
us to more effectively focus on and reach our target
customers.”
Running in November, the first campaign was designed to reach
entertainment enthusiasts and digital streamers. The campaign
achieved higher delivery performance and optimal levels of
frequency compared to non-addressable advertising.
In December, Volkswagen’s campaign was directed at viewers
planning to buy an SUV vehicle, and also achieved higher delivery
and frequency than non-addressable advertising. The Volkswagen
campaign later included video on demand (VOD) inventory in addition
to linear spots, increasing the reach of the effort and also
allowing enhanced tracking.
The company plans to make addressable advertising a major
element of its upfront discussions with advertising partners this
spring and summer, leveraging these capabilities to deliver
increasingly effective and relevant advertising across its linear
networks as well as its video on demand inventory.
About AMC Networks
AMC Networks is a global entertainment company
known for its popular and critically acclaimed content. Its
portfolio of brands includes AMC, BBC AMERICA (operated through a
joint venture with BBC Studios), IFC, SundanceTV, WE tv, IFC Films,
and a number of fast-growing streaming services, including the AMC+
premium streaming bundle, Acorn TV, Shudder, Sundance Now and
ALLBLK (formerly branded “UMC”). AMC Studios, the Company’s
in-house studio, production and distribution operation, is behind
award-winning owned series and franchises, including The
Walking Dead, the highest-rated series in cable history. The
Company also operates AMC Networks International, its international
programming business, and Levity Entertainment Group, its
production services and comedy venues business.
Contact:
Jim Maiellajim.maiella@amcnetworks.com
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