AMC Networks has expanded its outcome-based advertising efforts to movie theaters and consumer locations, drawing on data from digital brand/ticketing service Fandango and ad tracking firm iSpot.
The company announced the move Tuesday during a breakfast event for advertisers focused on ad technology. AMC Networks Outcomes, an attribution product, was introduced at last year’s debut ad tech breakfast. A number of innovations in AI stemming from a partnership with emerging firm Runway were also featured at the event.
AMC Networks Outcomes is incorporated into the company’s Audience+ ad platform. Like its peers in the linear programming business, AMC Networks is managing through a significant transition of ad dollars and viewing from linear TV to streaming, with digital now accounting for the largest share of total revenue. Recent quarters have shown steady declines for advertising overall, but growth in streaming revenue and in digital ad sales.
The movie theater offering has expanded its capabilities to include movie ticket sales through partners Fandango and iSpot and consumer location and visitation measurement through Cuebiq. The company can now help ad buyers show up anywhere they have a physical presence, across categories like retail, banking and quick-service restaurants.
Among the case studies presented at Tuesday’s event featured a campaign promoting a horror film release last fall, without the names of the studio or film being revealed. The studio, AMC Networks said, executed a cross-platform campaign on Shudder, the horror streaming service that is part of the company’s roster of niche streamers. (It also operates traditional cable channels like AMC, IFC and BBC America.)
The horror movie campaign drove significantly higher levels of interest in the film, according to Fandango data. Viewers exposed to the ads were 25% more likely to visit the film’s main page on Fandango, 28% more likely to research movie times and 46% more likely to purchase tickets on the Versant-owned platform.
On the AI front, AMC Studios teamed with Runway last year to mobilize its generative AI platform for programming development. The companies are jointly working with creative talent to visualize new worlds, upcoming seasons of shows and specific sequences. AMC Networks said it is also using Runway and other AI tools for some of its own marketing needs, and access to the technology is being incorporated into Content Room, AMC Networks’ in-house branded content studio.
The company also announced it is using AI to index its full library of original content. That project will allow advertisers to contextually search for moments or sentiments in scenes proximate to ad breaks. In success, that effort will optimize the impact of the placements across all platforms.
“While much of the industry is still moving toward outcomes-based advertising, we’ve already built it into how we transact, and the expansion of our Outcomes product takes that a step further,” Evan Adlman, EVP of commercial sales and revenue operations for AMC Networks, who hosted the event. “The upfront is where our clients put real investment behind outcomes-based advertising with AMC Networks.”
AMC Networks has scheduled its main upfront presentation for April 29.
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