AMC Networks, through ad-tech
company Canoe and as part of the On Addressability Initiative, is launching a multi-distributor, linear addressable TV campaign.
AMC will run multiple ads as a single order across Comcast and
Charter, which together account for a significant portion of the On Addressability partners’ total of 30 million-plus addressable linear and VOD TV homes.
The four-week campaign, for an
unidentified telecom company, has two 30-second ads — one the base creative and the other a variant, according to a spokesperson for AMC Networks.
“We are excited to help make
our network partners’ avails more valuable through On Addressability by allowing them to send more relevant creative, at scale, to households that are most likely to act on it, and therefore
make TV more competitive with digital alternatives,” commented David Kline, executive vice president, Charter Communications and president of Spectrum Reach.
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The On Addressability trade
group — formed by Comcast Advertising, Cox Media and Charter’s Spectrum Reach and also including AMC Networks and Discovery Communications — aims to accelerate addressable
advertising in all forms of television by developing best practices, enabling technical solutions and working on measurement and other challenges.
Canoe handles the delivery, service
management and reporting of addressable campaigns for On Addressability distribution partners.