AMC Networks believes it has new technology that will move advertisers closer to their desired goal of being able to buy ad time across linear TV and its digital counterparts.
The company, which owns the AMC, BBC America and We TV cable networks, among others, says it has enabled programmatic ad buying on three of its linear outlets after a successful pilot last month. It marks what is believed to be the first time live, linear ad inventory can be bought through programmatic means, in which the purchase of ad time is governed by real-time bidding as well as delineations built into algorithms.
AMC is working with FreeWheel, a global technology platform for the TV advertising industry, The Trade Desk, an ad-technology that has a specialty in the programmatic space, and Canoe Ventures.
The new technology “gives the digital advertiser the ability to reach an incremental audience on linear in a unified campaign,” says Evan Adlman. executive vice president of commercial sales and revenue operations for AMC Networks, in an interview.
Beauty giant L’Oréal and the advertising company Omnicom Group took part in last month’s pilot, along with other national advertisers that AMC declined to name. Trade Desk and AMC also tested promos as part of the effort. Beginning this month, programmatic buying is live and operational across programming on AMC, WE tv and BBC America, says Adlman, typically for approximately three spots per hour.
“We were excited to be the first brand to pilot this important advancement in how TV advertising is purchased, which aligns well with our interest in automation and efficiency and being able to buy all forms of inventory together as part of the same process,” says Shenan Reed, senior vice president and head of media at L’Oréal USA, in a prepared statement.
AMC Networks began offering addressable advertising on three of its networks last year and is today selling addressable spots in every hour of its live linear and VOD inventory across AMC, WE tv and BBC America.
