LAS VEGAS– With a streaming landscape that continues evolving, client expectations have changed as well. In an interview with Beet.TV at the Consumer Electronics Show, Roseann Montenes, vice president of precision & performance ad sales at A+E Networks, explains that these changes vary depending on how each client defines “performance”.
There’s no one-size-fits-all approach to client expectations, but focusing on performance goals is a good way to start.
“No matter what that KPI is and no matter what that expectation is of our client, we want to be able to say, ‘How do we make the most?’” says Montenes. “‘How do we then pivot to determine what vendor to use to then be able to provide that client back the best offering from an attribution perspective?’”
Another factor that is changing expectations is the growth of direct-to-consumer. According to Montenes, most direct-to-conusmer clients already have their own tools and proof of measurement, but with A+E’s own tools and measurements, they’re able to see what the client is doing and blend it with a more collaborative solution.
Lately, they’ve been moving a lot towards national buying because with direct-to-consumer in particular there’s a need to get down to the program level. They also recognize the need for cross-platform optimization, but there’s still no picture perfect solution.
“We know that our library has such demand across the board,” says Montenes. “If you look at some of the platforms that A+E Networks partners with, and we’re number one or number two with some of the shows that we had in our library.”
This means A+E is being strategic in placing their inventory across the entire portfolio rather than randomizing.
“The same audience is not viewing TV the same way that they are on our other platforms,” says Montenes. “So it’s very important to ensure that we’re optimizing against that different audience that’s viewing on other platforms and then watching the audience that’s watching across just our linear arm. We blend those two together and that’s how we get back to our cross-platform optimization.”
This video is part of Beet.TV’s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide. For more videos from the series, please visit this page.
