Big Changes Ahead for AMC Networks, Including Theatrical Ads
AMC Networks may have its origins in its cable network, but it seems they're keen to reinvent themselves for new technology, too. With some newly announced changes to both their advertising efforts and a new AI partnership up their sleeve, there's a lot to look forward to, as our entertainment attorney from Blake & Wang PA, Brandon Blake, outlines for us. Brandon Blake
Advertising Shifts
Last year, AMC Networks launched its “AMC Networks Outcomes” attribution product. Now, it's getting an expansion into movie theaters and in-person locations. They will be doing this backed by data from Fandango, the digital brand and ticketing service, and iSpot, an ad tracking firm. Cuebiq will be supporting location and visitation measurement. The AMC Network Outcomes has already been brought into the fold of their Audience+ ad platform since its debut.
Like many of the legacy companies still mostly rooted in linear programming, AMC Networks is trying to address the tricky challenge of moving its ad revenue, a staple for cable and linear, into the streaming world. After all, digital now accounts for the largest share of their revenue, and it has shown in their recent quarterly results. Despite overall advertising declines, they have seen decent growth for both streaming and digital ad sales.
With this new initiative, ad buyers can now show up anywhere AMC has a physical presence. Blake & Wang Lawyers
Advancing AI
Another initiative they added last year was their partnership with Runway for AI programming development. This will also be seeing an expansion, as well as some in-house use to help AMC Networks with their marketing needs. Now, access to the technology will come standard as part of their in-house studio, Content Room.
As part of this expansion, AI will now be used to fully index their library content. The idea is that advertisers will be able to contextually search for the right moment or sentiment in scenes with an ad break, letting them better bring together the programming and their ads. This should support vastly improved placements across all their platforms.
As you can guess, this is a result of taking outcomes-based advertising into the core of how they work. This is a change we've seen come to prominence recently, especially as more and more platforms find themselves competing for the same ad bucks.
At the heart, this shifts results away from the tried and true clicks or impressions, as these can easily (and quickly) become mere vanity numbers instead of real measures. Instead, it refocuses on outcomes, as the name suggests. How many sales were made? Did anyone actually visit the store? Did we get new users? With ad spending and the economy both tightening, it's becoming a way stronger to relate advertising spending directly to actual goals. And, of course, AI is making crunching the data to prove it all easier.
With this year's Upfronts coming up soon, there's no time like right now to get their advertising house in top shape, and it seems AMC Networks is rising to that challenge.