Encompassing powerhouse entertainment brands including A&E, HISTORY, Lifetime and VICELAND, A+E Networks is at the forefront of storytelling for today’s audiences. Since its founding in 1983 with just two cable channels, A+E Networks is now in four out of five American homes, cumulatively reaches 335 million people worldwide and has 500+ million digital users. Expanding its success in linear TV and digital, A+E Networks is exploring opportunities in the OTT space as well. We caught up with Tyler DeNicola, A+E Network’s Programmatic Manager to find out what excites him about connected TV and what he hopes to see the industry work towards in the near future.
What excites you about connected TV advertising?
Video advertising has seen impressive growth in recent years. This started with how quickly the industry took to mobile app and now it’s happening even faster with connected TV. Consumers are changing the way they watch content, and time-shifted viewership on CTV is giving them the ability to watch programming when they want, while maintaining the traditional full screen living room experience. As the industry continues to evolve around this changing behavior, I am looking forward to the technical advancements for data targeting and addressability at a household level, creating a more valuable and efficient marketplace for all parties.
What are the top three considerations you look for when choosing an ad tech partner?
When exploring opportunities with new partners, our top three considerations are scale, data targeting capabilities, and last, but certainly not least, brand safety. Our consumer experience is of top priority, so we strive to work with partners who share the same principles we do when it comes to working with reputable advertisers and having the capability to adhere to frequency capping and competitive separation guidelines. We measure success in terms of revenue, eCPM, fill rate, demand opportunities and the ability to troubleshoot technical issues.
How do you keep up with the latest and greatest programmatic strategies?
We greatly value our relationships with our partners and always make sure we are in constant conversation with them surrounding new opportunities. We are flexible and willing to test out new solutions with both existing and new potential partners. This worked particularly well with Telaria as it opened the door for us to monetize non-traditional ad units such as BrightLine through programmatic pipes.
What is the most important thing that the industry has to solve for?
To date, there seems to be no universally adopted solution for data targeting and measurement across CTV. Also, as viewing patterns continue to increase on MVPD platforms, we need to solve for the lack of standardization in passing advertising IDs.