AMC Networks has set a deal with major cable providers Comcast, Charter and Cox for addressable ads to be shown in each hour of original programming on AMC and WE tv in 2022.The agreement is a significant step forward for the pay-TV business, which has sought for years to roll out addressable technology at scale.
Comcast, Charter and Cox have a combined reach into 35 million U.S. households. In keeping with fast-growing digital advertising, linear TV addressability means that individual viewers and households are shown specific ads based on a range of data points beyond age and gender.
The experience is unlike mass-viewing events like the Super Bowl, where rates are high because more than 100 million people are watching the same ads.
The aim of targeting different ads to different people is to make the product pitches more relevant and therefore keep viewers more engaged.Canoe Ventures, a technology and services company that enables advertising in VOD and linear addressable TV, helped broker the deal.Across the industry landscape, addressable ads represent just a single-digit percentage of overall inventory in the $60 billion-plus TV ad business.
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