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Outcomes Are Best Barometer of TV Advertising: A+Es Roseann Montenes Beet.TV [Video]

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Social Media Marketing

NEW YORK – Digital media channels such as internet search and social networks typically prioritize ad-performance metrics such as click-through rates, viewability and video completion rates. Performance metrics in the past few years have come to television networks as advertisers seek to attribute business outcomes to their campaigns.

“We decided that we were going to guarantee against any KPI [key performance indicator] that mattered most to our clients,” Roseann Montenes, head of strategic audience solutions and partnership at A+E Networks, said in this interview with Lisa Granatstein, editorial director of Beet.TV. “What we ended up getting in return was this influx of interest — of showing proof of performance pre-campaign, in-campaign as well as post-campaign.”

A+E Networks, a joint venture between Hearst Communications and Walt Disney, has a variety of media brands including A&E, Lifetime, History Channel, FYI, LMN and Vice TV, along with streaming channels.

Montenes said this year there’s greater …

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