ORLANDO, Fl – The broadcast company behind A&E, History and Lifetime believes that engaging modern audiences overwhelmed by choice is all about serving them wherever they are in their journey.
A+E Networks has been an active player in connected TV (CTV) for several years.
For advertisers, the company aims to match the audience at the right place and time, said Roseann Montenes, Head of Strategic Audience Solutions/Partnerships at A+E Networks, in this video interview with Beet.TV.
QR for A+E
Montenes highlighted the importance of capitalizing on the engaged nature of CTV viewers, who have actively chosen their content.
By integrating tools like QR codes, A+E Networks can measure engagement more accurately—tracking how long viewers interact with an ad and what journey they embark on afterward.
This data is invaluable in refining advertising approaches and delivering enhanced results to clients.
“We’re able to bring them on that journey and then report back to the client once they’ve set that form of engagement,” Montenes said. “We’re able to understand all the different nuances of what worked, what didn’t work, how long they engaged with the ad, and then where we brought them after that.”
Measurement is Key
The company produces and distributes content across genres, including reality, drama, and documentary, for its various cable networks.
“Every advertiser’s KPIs are distinct, even within the same category,” she said.
But Montenes emphasized the importance of one commonality – understanding what keeps the lights on for advertisers – as this knowledge is crucial for delivering the right return on investment.
The company’s partnership with vendors like Innovid plays a role in identifying optimal opportunities that align with each advertiser’s unique objectives, Montenes said.
Pushing the Boundaries of Innovation
Montenes expressed excitement about the unknown possibilities that each year brings in the advanced TV world. She emphasized the importance of recreating and reinventing strategies from previous years.
“Our landscape is different now,” she said.
“So we’re going to keep up with it, and we’re going to really start to create new and exciting opportunities.”
You’re watching “The CMO’s Guide to CTV Advertising in 2025 & Beyond”, a Beet.TV Leadership Series at ANA Masters of Marketing 2024, presented by Innovid. For more videos from this series, please visit this page.
