AMC Networks is moving more deeply into addressable TV advertising on internet-connected TV devices.
In a deal with Sorenson Media and its targeted advertising unit Sorenson Addressable, AMC Networks will use the platform on its live, linear TV programming across national networks, including AMC, WE tv, SundanceTV, IFC. BBC America will come online at a later date.
Sorenson Media partners with smart TV manufacturers -- primarily Samsung -- using anonymized data to deliver, in real-time, targeted ads directly to TV screens of households regardless of cable, satellite or telco TV provider.
The companies say TV commercials are replaced in real-time with content relevant to TV household demographics and interests.
The platform will work with AMC Network’s Agility sales group.
Adam Gaynor, vice president, AMCN Agility, says Sorenson Media is AMC Networks’ first national network partner; it and will add addressability to its suite of advanced TV products.
In 2017, AMC Networks posted 3% lower advertising revenues to $960 million, according to the company. For the first quarter, ad revenues declined 8.8% to $226 million from the same period in 2017.