Jennifer Maas TV Business Writer AMC Networks is courting advertisers with a new tool: a way to measure not just how many people saw their commercials, but what people did in response to them.
With the launch of “AMCN Outcomes,” the cable-networks company behind “The Walking Dead” franchise and “Interview With the Vampire” and “Mayfair Witches,” says it will allow “advertising partners to view the performance of their campaigns, across all platforms, in real-time based on their desired consumer outcomes.” AMC Networks’ streaming platforms include AMC+, Acorn TV, Shudder, Sundance Now, ALLBLK and HIDIVE.
Those digital offerings are in addition to the company’s linear channels: AMC, BBC America, IFC, SundanceTV, WE tv and IFC Films.
AMC Networks says the new tool, announced Monday at an event that leads into TV’s annual “upfront” market, “starts with privacy compliant ad exposure data showing where specific ads ran across the company’s distribution footprint, and the viewer segments that received the messages.” Per the media company, the Outcomes service will give marketers access to the “buying activity driven by their advertising messages, without having to wait for detailed studies and analyses that take weeks or months to determine which ads worked.” In an early example of the service’s results, AMC Networks revealed that a campaign from Post Consumer Brands that ended Jan.
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