As viewers consume content on their own timetables and on an expanding array of platforms, cross-platform buying is the only way for marketers to achieve meaningful reach and ensure messages are being seen by their target consumers. The good news is that this fragmentation in consumption has come with the arrival of advanced tools like addressable advertising, programmatic buying and data insights that boost relevance and make reaching the right consumer with the right message in or alongside the right content possible.
Speakers
Key Takeaways
- The audience for television content is growing, it’s just watching in many more places today. As audiences continue to fragment, smart marketers are embracing a cross-platform approach to buying that ensures they are reaching their target consumers.
- What's a premiere? The definition is changing from Sunday night at 9 p.m. to whenever and wherever a viewer decides to watch. The viewer is in control, and programming companies and their partners need to adapt to this new reality.
- The industry has moved to embrace advanced tools and data insights, particularly new capabilities in addressable advertising and programming buying, to boost relevance and reach the right audience with the right message.
- AMC Networks, a leader in enabling programmatic buying on linear TV, has seen advertising partners use programmatic on linear to achieve conversion rates 4-5 time higher than traditional linear campaigns, with boosts in incremental, unduplicated reach.
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