But that doesn’t mean it isn’t still a relationships business.
In this video interview with Beet.TV, Roseann Montenes, VP, Precision & Performance Ad Sales, A+E Networks, explains why she is focusing on people.
In November, Montenes’ A+E joined Crown Media Family Networks, representing Hallmark, in selecting Xandr’s Invest TV suite to help sell national linear inventory.
She says it helps facilitate relationships between buy and sell side.
“The way that Invest TV has it set up is that we have direct communication with the actual client or the agency, or whoever’s activating the buy, which is most important to us because we are maintaining that relationship,” Montenes explains.
“While a client is submitting the buy and activating through it on the actual Invest TV platform, I’m the one that’s having the conversation, my team is the one that’s having the conversation direct with the one that’s activating that campaign from start to finish
“So it does make it very easy for us to be able to maintain relationships. And like I said, keep that dialogue going because without dialogue comes a failed campaign.”
TV Automation Is Critical: Xandr’s Mitchell Takes ‘Invest TV’ Up To 90% Coverage
A+E Networks was relatively early to announce it would offer its advertisers guaranteed business outcomes.
And, now more than ever, Montenes says it is important to help marketers “move some of those products off of shelves for our clients”.
“We’re listening to our clients in what they need for their KPIs, whether foot traffic into store locations, website visitation, and most recently talking about attention measurement and doing a guarantee against attention,” she says.
A+E’s Roseann Montenes: With Client Expectations, There’s No ‘One-Size-Fits-All’
Montenes says A+E Networks is using platforms to new business.
“We already do a ton of business with (Xandr-owned) Clypd on a day-to-day basis in terms of utilising them as our day-to-day optimizer,” she says. “So to partner with Invest TV was just our natural progression in terms of our partnership.
“So us, having that kind of exposure on their platform allows us to open doors to new partnerships, new relationships, and really have access to clients that maybe we weren’t having that conversation with originally that now we are having that conversation.”
You are watching Where We Go From Here: The Lessons and Opportunities of 2020, a Beet.TV series presented by Xandr. For more videos, please visit this page.
]]>There’s no one-size-fits-all approach to client expectations, but focusing on performance goals is a good way to start.
“No matter what that KPI is and no matter what that expectation is of our client, we want to be able to say, ‘How do we make the most?’” says Montenes. “‘How do we then pivot to determine what vendor to use to then be able to provide that client back the best offering from an attribution perspective?’”
Another factor that is changing expectations is the growth of direct-to-consumer. According to Montenes, most direct-to-conusmer clients already have their own tools and proof of measurement, but with A+E’s own tools and measurements, they’re able to see what the client is doing and blend it with a more collaborative solution.
Lately, they’ve been moving a lot towards national buying because with direct-to-consumer in particular there’s a need to get down to the program level. They also recognize the need for cross-platform optimization, but there’s still no picture perfect solution.
“We know that our library has such demand across the board,” says Montenes. “If you look at some of the platforms that A+E Networks partners with, and we’re number one or number two with some of the shows that we had in our library.”
This means A+E is being strategic in placing their inventory across the entire portfolio rather than randomizing.
“The same audience is not viewing TV the same way that they are on our other platforms,” says Montenes. “So it’s very important to ensure that we’re optimizing against that different audience that’s viewing on other platforms and then watching the audience that’s watching across just our linear arm. We blend those two together and that’s how we get back to our cross-platform optimization.”
This video is part of Beet.TV’s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide. For more videos from the series, please visit this page.
]]>But A+E Networks is now letting ad buyers recalibrate the mix mid-campaign.
The TV channel operator earlier this year began offering performance-based guarantees for some of its ad spots – that is, ensuring, with appropriate attribution, ad spend would only be tied to certain provable business outcomes for the advertiser.
Now it is adding in mid-campaign optimization, too. In this video interview with Beet.TV, A+E Director, Precision & Strategic Audience Sales Roseann Montenes explains why.
“Every single marketer is essentially challenged with the declining ratings,” she says. “They’re challenged every day to be more innovative but also make the dollars that they’re spending within media work so much harder.”
TV is changing. What was once considered a top-of-funnel medium for building brand awareness but which could do precious little to secure an actual sale is evolving to do just that.
That is thanks to a mix of new targeting capabilities, but also full-funnel attribution technology, which allows publishers and marketers to log when a consumer has seen an ad, and track it all the way through to any subsequent purchase.
“Every single client attribution is tied back to a business outcome,”Montenes adds. “So, for every client that we have come to us, the main KPI is to be able to show that a dollar is working so much harder for them than it traditionally does through a regular linear buy.”
This series “Growing Brands and Driving Results,” was produced at the ANA Masters in Marketing ’18 conference in Orlando. The series is sponsored by the FreeWheel Council for Premium Video. Please find additional coverage here.
]]>