With the right number of partnerships and extended sales forces, national television networks can provide local and national advertisers with \u201ca higher frequency of opportunity,\u201d says A+E Networks\u2019 Jason DeMarco. In the process, there can be a reduction in repetitive ads.<\/p>\n

A+E\u2019s<\/a> core sales team handles linear, set-top box VOD and on-demand digital, Demarco explains in this interview with Beet.TV.<\/p>\n

\u201cWe also then started to extend partnerships into the local station groups and MVPD\u2019s\u2026and tapping into DSP\u2019s and SSP\u2019s,\u201d says DeMarco, who is VP, Programmatic & Audience Solutions. \u201cWhen you look at all of those different pieces in one kind of pie, each represents a specific percentage that doesn\u2019t necessarily overbear on the other pieces.\u201d<\/p>\n

As a result, \u201cWe\u2019re not too reliant on any specific piece of the demand makeup, which allows us to run a yield management tool and process and strategy to maximize the revenue efforts.\u201d<\/p>\n

The higher frequency of opportunity for advertisers arises \u201cas we look at all inventory and make it available to everyone. Lastly and most importantly, it also helps the user experience.\u201d This is because ad frequency that might have originally emanated from 100 advertisers in a given month can balloon to 1,000 or even 10,000 across different DMA\u2019s and regions.<\/p>\n

\u201cWhat we\u2019re doing is limiting the amount of repetitive ads that someone may see while they\u2019re enjoying our content in a time-shifted, on-demand experience,\u201d says DeMarco<\/a>.<\/p>\n

Asked about partnering with local station groups like TEGNA, it\u2019s easy if the technology is unified. \u201cThat\u2019s the way the TEGNA piece has operated for us. We\u2019re both FreeWheel clients, so it\u2019s truly a server-to server ad-server integration that allows us to avail inventory to them as if they were any other seller or partner within our network.\u201d<\/p>\n

DeMarco welcomes the transformation from several years ago when advertisers were \u201clooking purely at data and wanting to be targeting a person, and that was the main KPI.\u201d<\/p>\n

Now putting the right ad in front of the right person at the right time is still key, but \u201cthey have to be paying attention and engaged. If we think about the connected TV environment or time-shifted, appointment viewing, someone is in the comfort of their own living room, they\u2019re relaxed and enjoying full-episode type content, so it\u2019s the right environment to have your brand associated.\u201d<\/p>\n

This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page<\/a>. This series is presented by Premion<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

With the right number of partnerships and extended sales forces, national television networks can provide local and national advertisers with \u201ca higher frequency of opportunity,\u201d says A+E Networks\u2019 Jason DeMarco. In the process, there can be a reduction in repetitive ads. A+E\u2019s core sales team handles linear, set-top box VOD and on-demand digital, Demarco explains […]<\/p>\n","protected":false},"author":17,"featured_media":60539,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7954],"tags":[5572,7401,7955,7989],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60537"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60537"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60537\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60539"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60537"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60537"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}