A+E Networks Deepens Its Precision + Performance Solution, Helping Advertisers Achieve Better Outcomes

While everyone understood the importance of data many were grappling with some big questions the same questions that are being asked throughout the advertising industry at large quotEveryone is asking 39What do we do with it How do we action on it How do we make sense of it39quot said BarnesAE Networks is laserfocused on providing compelling answers that help advertisers drive their businesses forward A key part of that is their Precision Performance solution Since it launched five years ago Precision Performance has broadened its scope so that it provides deep insights about the entire customer journey and AE Networks has accumulated evidence of how the solution39s insights have helped client marketing strategies become more effectiveBefore getting into that here39s an explanation of exactly what Precision Performance is The team operationalizes the optimization and measurement of an audience buy Precision ensures that a campaign appears in the highest concentration programming with the highest concentration of the advertiser39s desired audience Performance proves out specific outcomes across a fullfunnel customer journeyquotPerformance is relativequot said Barnes For a startup with little existing brand awareness increasing that awareness by 40 would be deemed a success and worth celebrating Likewise for a wellknown brand with brand awareness already at 90 increasing that awareness by 1 or at most 2 is hard If it39s achieved it39s a major success also worth celebratingFive years ago conversations that compared different outcomes were hard to have said Barnes Today thanks to advancements in measurement and attribution advertisers have come to understand that their performance goals should be relative to their own benchmarks and past performanceWhen Precision Performance debuted the team was hyperfixated on attributing lowerfunnel results like foot traffic or web conversions Now the solution takes the whole customer journey into account showcasing the value of a fullfunnel campaign from the topfunnel awareness to midfunnel purchase intent to lowerfunnel goalsThe team is so confident in the solution that they provide outcome guarantees across a myriad of conversion types from foot traffic to viewability to EDO data EDO is a platform for measuring the search engagement impact of TV advertising across linear and streaming quotIt39s about being nimble and flexible in order to reach the guarantee on the outcomes brands are looking forquot Barnes explainedWhile providers have always been able to talk about performance outcome in the digital space not all are able to connect it to linear campaigns or a combination of the two The evolution of AE Networks39 solution allows for that connection With its MultiViewing Precision function which applies targeting across digital solutions it starts to paint a deeper picture quotOur research shows that there is an 80 unduplicated reach across digital making it a must buyquot Barnes noted As a result campaigns shouldn39t be quotjust linearquot or quotjust digitalquot but a combination of both in order to reach their desired outcomesquotWe pride ourselves on acting as consultants in the marketplacequot she added quotWe39ve had many successful campaigns but it39s not always about providing good results it39s about providing actionable resultsquot One case study she shared highlighted a quick service restaurant QSR advertiser which leveraged AE Networks39 PerforMAX multifunnel attribution solution to perform an AB test on messages One highlighted a wellknown product another focused on a limitededition productInterestingly while the limitededition product message drove high brand awareness it drove little foot traffic Alternatively the wellknown product had smaller lifts in brand awareness for the QSR chain but drove significant foot trafficFor the advertiser the results led to insightful conversations about messaging and goals For AE Networks it was an example of the unbiased crossplatform attribution metrics supplied by working with partners like inMarket and iSpot quotWe don39t grade our own homeworkquot said BarnesIn this space being nimble is important In one campaign for a retail provider with a goal of driving foot traffic AE Networks realized that the data coming back was statistically insignificant Instead of continuing in that direction they encouraged a pivot midcampaign to a different attribution provider allowing them to provide relevant resultsWith those kinds of deeper understandings advertisers are in the driver39s seat like never before quotIn a place where there is a lot of data out there and a lot of providers it39s a great time to for a brand to be innovativequot Barnes concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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A+E Networks Deepens Its Precision + Performance Solution, Helping Advertisers Achieve Better Outcomes

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Brandie Feuer

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