As media companies continue to overhaul the traditional “spray-and-pray” nature of television advertising, AMC Networks has launched a new ad-tech tool focused on consumer outcomes.
While a number of programmers and ad sellers have made similar moves, AMCN Outcomes is described by the company as a “first-to-market capability” allowing advertisers to gauge the effectiveness of their campaigns. It is based on consumer response across built into the company’s Audience+ data and insights platform, which was introduced in 2023.
The new offering was announced Tuesday at a type of tech-forward ad gathering increasingly favored by media companies. (Disney has recently slated its annual “tech-and-data showcase” at CES in Las Vegas, while NBCUniversal has hosted annual “developer conference-style” events touting its OnePlatform.) The AMC Networks breakfast event kicked off the company’s upfront sales process in New York, with similar events planned in Chicago and Los Angeles in the coming weeks.
AMCN Outcomes leverages Audience+, a data platform built by AMC Networks to create audience segments and reach viewers wherever and whenever they are watching the company’s high-quality content. Like other traditional network operators, AMC Networks is invested in streaming, operating a portfolio of niche services led by AMC+. The company credited tech vendors Snowflake and LiveRamp for helping to bring AMCN Outcomes to market.
“Being able to make a direct connection between television advertising and buying decisions is something advertisers have been seeking to prove performance in an increasingly fragmented marketplace,” said Evan Adlman, EVP of commercial sales and revenue operations for AMC Networks. “This is the culmination of everything we have built in addressable and programmatic, in using data to create custom segments and reach viewers wherever they are with our popular and acclaimed programming.”
As part of the launch, the company shared some examples of positive results it tracked in preliminary runs with the tool. The custom audience built via Audience+ that was exposed to the campaign purchased new vehicles made by that automaker at a 16.4% higher rate than a control sampling, AMC Networks said. A specific truck model was a target vehicle of the campaign, and viewers exposed to the campaign purchased 10.8% more of those specific trucks compared to the control sample.
Post Consumer Brands ran a campaign that ended on January 1, targeting a custom audience segment and running across the AMC Networks portfolio. NCS Solutions, a third-party vendor, reported that households spent 14% more on Fruity Pebbles after being exposed to an ad, compared to the NCS national household panel. Households that saw the ad campaign also spent more on Fruity Pebbles even after the campaign ended.
