AMC Networks Selling Addressable Ads in All AMC and WE tv 2022 Original Shows

A year after completing its first national linear TV addressable campaign, AMC Networks is expanding its addressable offerings to include all original programming from AMC and WE tv this year. The company is selling three addressable ad units in every hour of those shows—across three ad pods in each program—throughout 2022, to ensure that households see the most relevant creative ad from an advertiser. Offered in partnership with Canoe Ventures, the spots will run across Comcast, Charter and Cox cable systems, which will reach more than 35 million U.S. homes, with future expansion through the industry's Go Addressable initiative. AMC has tapped measurement and data analytics company 605 to handle attribution for the addressable offering, tracking and measuring campaign results. AMC Networks has signed Amazon as its first client for the offering, with a year-long buy across several programs, starting with The Walking Dead’s return Sunday on AMC. AMC+’s First-Ever Super Bowl Ad Touts Better Call Saul, Walking Dead Finales One advertiser, different creative spots All of the addressable spots are SASO (single advertiser slot optimization), meaning that the brand owns the full national spot and can deliver different creative ads to the addressable footprint based on the target viewer or households. That approach keeps the spots national (even though only a portion of the audience will fall into the addressable footprint) and doesn’t disrupt the C3 rating. Amazon’s first addressable spot will run in Sunday’s The Walking Dead, which kicks off the final season’s middle eight episodes. The company has purchased spots across all of its original programming for the whole year, including in episodes of The Walking Dead and Better Call Saul. “2022 will be the biggest year of original programming in our company’s history, and we are meeting that moment with the most valuable and relevant ads that have ever been possible on linear television, fully addressable spots reaching tens of millions of homes in every hour of original programming on AMC and WE tv,” Evan Adlman, svp of advanced advertising and digital partnerships, AMC Networks, said in a statement. “We are thrilled to be able to offer advertisers this capability and enhanced relevance.” AMC’s 2022 slate includes many of the originals that were touted in AMC+’s first-ever Super Bowl ad on Sunday: the final seasons of Better Call Saul (which will be split into two parts) and The Walking Dead, new shows like Anne Rice’s Interview With the Vampire and Tales of the Walking Dead and returning series including Kevin Can F**k Himself and Fear the Walking Dead. A year ago, AMC Networks completed national linear TV addressable campaigns that began in late 2020 with Volkswagen and a second, unnamed client. At the time, ad sales chief Kim Kelleher said “Our goal for 2021 and beyond is to make 100 percent of our linear, VOD and digital inventory addressable, with advanced cross-platform reach, measurement and sophisticated data analytics with attribution.” On Wednesday, AMC Networks said it had generated $845 million in U.S. ad revenue during 2021, a 5% increase from 2020.