AMC Networks is taking a big step forward with addressable advertising by committing multiple ad slots in its original shows for the technology.
According to Deadline, three ad slots in each hour of originals will be fully addressable this year and 605 will handle measure attribution for the ads. They’ll run across Comcast, Charter and Cox footprints with a potential reach of more than 35 million addressable homes. Amazon has already signed up for a full year of addressable ads during AMC’s original series including “The Walking Dead” and “Better Call Saul.”
“We are meeting that moment with the most valuable and relevant ads that have ever been possible on linear television, fully addressable spots reaching tens of millions of homes in every hour of original programming on AMC and WE tv,” Evan Adlman, senior vice president of advanced advertising and digital partnerships for AMC Networks, told the publication. “This is the culmination of years of work and planning, building most recently on the first national addressable campaigns we ran in partnership with Canoe in late 2020 and earlier this year.”
RELATED: AMC Networks runs addressable TV ads across Comcast, Charter
Charter’s Spectrum Reach said in 2020 that AMC was the first national cable network to run multiple ads in a single avail across multiple distributors, using aggregated and de-identified data.
“We are thrilled to make AMC the first cable network to offer a first ever addressable, performance-based solution across a national footprint,” said Kim Kelleher, president of advertising sales and partnerships at AMC Networks, in a statement. “On Addressability is an important step toward realizing the future of addressable television advertising. There is so much potential to bring an audience-first product to our advertising partners that reaches desired viewers and allows the delivery of relevant messages to the household level. We are proud to be on the forefront of this meaningful technological advancement.”
AMC Networks joined the three cable operators’ On Addressability initiative in June 2020 with plans to allocate some of its commercials to addressable ads. On Addressability has been working on defining common practices and standards, enabling technical solutions and working to solve challenges surrounding addressability like measurement. The cable operators partner with Canoe Ventures as their technical implementation and service management arm.