AMC Networks Offers Addressable Ad Slots For National TV, Amazon Is First Client
- by Wayne Friedman , February 17, 2022
Building on national networks' continued push into more addressable TV campaigns using their own inventory supplies, AMC Networks is offering three ad slots per hour of programming, with Amazon as its first client.
AMC says this will be available on its AMC and WE tv networks for its original programming this year. Addressable spots will run in shows including final seasons of “The Walking Dead” and “Better Call Saul.”
Addressable campaigns will be offered through a partnership with Canoe Ventures. The spots will run on Comcast, Charter and Cox cable systems, in more than 35 million homes in the U.S., with further expansion to come later.
AMC says it will be using data from 605, a TV viewership data company, to handle the attribution for the program to track and measure the results as the campaign progresses.
Earlier this week, addressable advertising technology company Adcuratio inked a new media agency deal with Horizon Media’s Horizon Next unit, to place targeted ad units in national TV programming.
Horizon Next is using technology -- Adcuratio’s National Custom Messaging -- that enables TV marketers to identify specific national TV inventory that can change out different creatives of its advertising to target households.
While the Horizon advertiser has not been disclosed, the campaign will run in national programming on A+E Networks and Fox Corp. channels in the homes of subscribers of Dish TV, Sling TV and DirecTV.
In 2021, ViacomCBS and satellite TV provider Dish Media said they successfully tested the first addressable campaign within a live national broadcast through an MVPD set-top box, using Adcuratio’s addressable technology.
In 2019, A+E Networks was one of the first TV networks to use its national TV ad inventory in a deal with Dish Media, also using Adcuratio’s technology, to swap different creative for national TV ads to target different viewers on a household-by-household basis.
In addition to high-profile AMC series -- The Walking Dead” and “Better Call Saul” -- addressable advertising during the year will also include availability in new original series including “61st Street,” “Dark Winds,” “Moonhaven,” “Tales of the Walking Dead,” “Anne Rice’s Interview with the Vampire,” and “Anne Rice’s Mayfair Witches,” as well as returning originals like “Gangs of London,” “Kevin Can F**K Himself” and “Fear the Walking Dead.”
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