AMC Networks Reveals New Advertising Data Product in Pre-Upfront Briefing
AMC Networks says that it is launching a first-to-market piece of ad tech that will connect viewership of its linear and streaming programming to consumer purchasing decisions, without having to wait weeks or months for detailed post-campaign analysis.
AMC announced the new product, AMCN Outcomes, at a tech breakfast for commercial partners in New York Tuesday, with other meetings set for the coming weeks in Chicago and Los Angeles.
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AMCN Outcomes is expected to be a 'key product' as part of the company's 2025-2026 upfront talks with advertisers.
The big innovation with the product is leveraging AMC's own Audience+ data and insights platform, paired with a clean room powered by Snowflake and the data provider LiveRamp, which can directly connect viewership data with specific purchasing outcomes.
'Being able to make a direct connection between television advertising and buying decisions is something advertisers have been seeking to prove performance in an increasingly fragmented marketplace. This capability is here today with the launch of AMCN Outcomes,' said Evan Adlman, executive VP of commercial sales and revenue operations for AMC Networks. 'This is the culmination of everything we have built in addressable and programmatic, in using data to create custom segments and reach viewers wherever they are with our popular and acclaimed programming. We've built this groundbreaking tool into our Audience+ platform and it is here for our advertising partners to use with no upsell or premium. Their success is our success, and that success can now be seen in real time through the power of AMCN Outcomes.'
The company gave some specific examples at its breakfast.
AMC said that research with an automaker found that consumers 'purchased new vehicles made by that automaker at a 16.4 percent higher rate than a control sampling. A specific truck model was a target vehicle of the campaign, and viewers exposed to the campaign purchased 10.8 percent more of those specific trucks compared to the control sample.'
And a campaign for Fruity Pebbles also delivered similar results: 'Households spent 14% more on Fruity Pebbles after being exposed to an ad, compared to the NCS National Household Panel,' AMC said. 'Households that saw the ad campaign maintained a higher spend against Fruity Pebbles even after the campaign ended.'
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