Inside A+E Everywhere: A Multi-Video Strategy Outpacing Industry Giants

In an interview Stacie Danzis Senior Vice President Digital Ad Sales at AE explained the effectiveness of AE39s innovative quotcommunity gardenquot approach quotWe are providing our agency and advertiser partners with a competitive edge and unique value proposition by empowering them to access broad and varied markets Research shows we39re consistently outperforming top streaming platforms in both reach and engagementquotquotAE39s commitment to transparency operational efficiency and tailored solutions encompass all of the touchpoints where our premium video can be seen viewed found or followedquot Danzis explained quotIt39s given us an opportunity to reach new and unique audiences with little overlap We like to look at it as one plus one equals many We39re garnering an audience that is diverse in viewing habits and we39re not putting all our eggs into one basketquotAE reports it reaches twothirds of the 18 population with a 30 incremental reach in digital endpoints alone Danzis emphasized that while AE may not be the largest entity in terms of scale they offer a diverse range of values that set them apart from competitors with transparency being a top priority quotSince we39re a content creator we own 100 of our IP assets and titles This gives us unique leverage in the marketplace and allows us to tell people where their ads are running and where they39re delivering across all our endpoints A lot of our competitors can39t do that because of the distribution deals with publishers whose content they aggregatequotquotWe compete with some of the big guys and dwarf some of the smaller competitionquot Danzis claims quotIt39s not just because of scale but because of efficiency We know that we can be a better partner that can deliver the scale advertisers are looking for and bring down their bottomline costsquotAE39s commitment to providing consultative service and customized solutions is a cornerstone of AE39s approach ensuring white glove customer service AE has a quotboutiqueplus mentalityquot as Danzis describes it quotWe39re a place where people can try experiments try something new and get the benefit of that momandpop feel where everyone knows who they arequotDanzis highlighted a recent partnership with beauty brand Maybelline which sought to enhance their Super Bowl activation AE crafted a custom multiplatform partnership with Maybelline and the hit series Dance Moms to help raise brand awareness engage with real people and celebrate beauty quotThat39s a huge audience for us especially for reaching younger viewers We did a social and streamingled sponsorship that highlighted talent in a way to grow the halo and also bring in that Lifetime superfanquotLooking ahead AE is continuing to provide flexibility and innovation in the programmatic space with Danzis noting the shift from direct 39insertion order39 business to programmatic AE is also expanding their innovation in FAST free adsupported streaming television AE39s library currently consists of 36 FAST channels set to exceed 50 by the end of 2024 Current offerings include Crime 360 HomeMadeNation Little Women Historia En Espaamp241ol Paranormal and Food NationquotAE has been at the forefront of FAST since its inceptionquot Danzis shared quotWe39ve seen major success in this area whether it39s curated channels that include a mix of shows from our networks or single show channels We have one for Dance Moms coming up and one for WWEquotDanzis shared that one of the challenges that AE has had to tackle head on was the growing volume of digital and video content in the marketplace But she sees it as an opportunity to grow alongside it quotWe are nimble and we are scrappy We are known as that 39boutiqueplus39 player that can get things done without the red tapequotquotAE39s goalquot Danzis concludes quotis to ensure that we constantly are producing the best entertainment to keep people coming back and to keep them engaged We39re proud of the diversity and talent that we bring whether it39s age gender or ethnic backgrounds in front of and behind the cameraquotAE Everywhere showcases a forwardthinking model in an increasingly competitive media landscape By leveraging its complete ownership of intellectual property and a commitment to transparency AE not only delivers unparalleled value to its advertising partners but also creates engaging diverse content that resonates with a broader audience The media brand39s strategic pivot towards programmatic sales and an expanding presence in the FAST channel market further underline its adaptability and drive for excellence and how this approach can lead to sustained success and influence in the dynamic world of digital media and entertainmentSourceAmpere 4Q3923 Amazon Prime Video estimates via AmpereForbes 11124 quotAmazon Prime Video Is Launching Ad Supported Tier Later This Monthquot Peacock subs estimate via Variety 124 quotPeacock39s StreamingOnly NFL Wild Card Game Drove Record 28 Million SignUps Research Firm Estimatesquot AE Source Amobee Q33923 Projections applied with MSA Exposures Adobe UVs Nielsen DAR P18 AE Ad Supported EndPoints onlyClick 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 MediaVillageorgMyersBizNet

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Inside A+E Everywhere: A Multi-Video Strategy Outpacing Industry Giants

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Juan Ayala

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