A+E Networks Tells Marketers Content Matters More Than 'an Algorithm'

A+E Networks has a simple message for marketers at the 2022 NewFronts: Content matters. During its virtual NewFronts presentation on Thursday morning, A+E Networks promoted everything from its cross-platform offerings in legacy brands such as History, Lifetime and A&E to podcasts and even a new FAST channel called 4UV, all while focusing on the quality of its content. “We're a content creator. So there is a benefit to working with the content creators versus just an algorithm,” Peter Olsen, president of ad sales at A+E Networks, told Adweek. “First-party data is great. Hyper-targeting has a role in the landscape, but what draws in your customers is great content.” Olsen said the total consumption of A+E content was 3% higher in 2021 than in 2018, showing consumers are returning to brands they love in a cluttered media landscape. The ad sales president said the company’s goal is to get marketers as close to the content as possible to amplify messaging and do it all with transparency. “We don’t have anything to hide," said Stacie Danzis, svp digital ad sales at A+E Networks. "We're hearing out in the marketplace, from clients to agency partners, that with these big aggregators and these big players, sometimes their impressions aren't necessarily running where they want them to run. They get kind of pushed onto home pages or extensions. So when you come to A+E Networks, you know where you're going to run because we can control that premium content." A+E Networks has its own Multi-Viewing Precision platform to follow audiences at the right time within the right program, which Danzis said is all about working with buyers to connect with audiences and meet their goals. “We continue to create flexible, digital direct and programmatic purchase paths that are strategic and create more value for our buyers’ needs. Whether our advertisers want to target audiences leveraging first-party publisher and advertiser data, demographics, contextual relevancy or reach and frequency, we have a solution,” Danzis said. Be inclusive According to the company, viewers for A+E Networks’ cross-platform content have median ages that range from 26-49 but can go down to as low as 22 across certain shows. However, execs said that success goes beyond demographics. “We have to get away from age and gender demographics on linear or digital or anything and get much more into how partnering with us on this particular initiative helps drive the marketer’s business. Let’s not lose sight of that fact,” Olsen said. The sentiment echoes what Olsen told Adweek in March ahead of the company's virtual upfront presentation. “You really have to value every potential customer. Every person counts when it comes to all things diversity,” he said at the time. New FAST channel, more content Ensuring A+E Networks' content reaches even more consumers, regardless of demographics, the company is unveiling several new programming initiatives, including 4UV, which is created by and for unheard voices. The new FAST channel, which debuts this fall, takes an intersectional approach to DEI to create stories that go across the spectra of race, gender, sexuality and neurodiversity, according to the company. In addition, A+E Networks is making 4UV available across platforms to elevate the impact on younger, diverse audiences and introduce a variety of new storytellers. The company made several other content announcements during the event, including History’s I Was There, an immersive series that goes back in time with host Theo Wilson, bringing exclusive content to History apps, site and FAST and social channels. Additionally, A&E's upcoming Origins of Hip Hop series will receive an accompanying podcast featuring Grandmaster Caz. The podcast launches on May 18. Home.Made.Nation will grow from a programming block to a multi-platform lifestyle brand, with Rachael Ray becoming the face of two Home.Made.Nation shows. Finally, A+E Networks will also introduce a cross-platform programming block for History focusing on innovation. Overall, the company's NewFront pitch is about marketers staying “connected to the content," said Olsen. “That's the reason people come to the platforms that come to the aggregators that come to us. They want to actually be entertained or hear a story. So you got to respect and stay connected to the content creators and storytellers."