A&E looks to woo direct-to-consumer and smaller brands to TV
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A&E Networks is looking to woo brands that don’t typically advertise on TV with a new tool that lowers the cost of entry and offers enhanced digital-style metrics. Dubbed “P1,” the tool will allow small and mid-size clients to target audiences and optimize their commercial buys on a single network, and receive reports that are more akin to those they would get from a Facebook or Google.
Since the tool allows for optimization on one network as opposed to the full A&E portfolio, which is how these types of deals are typically constructed, the cost of entry is significantly lower at under $500,000, says Peter Olsen, exec VP, ad sales, A&E Networks. That’s at least 50 percent lower than what it would cost for a marketer to do something similar across A&E’s portfolio. Aside from the flagship channel, A&E’s networks also include History and Lifetime.
The tool is meant to target a brand that wants to dip its toe in TV and see if it works, Olsen says. This applies to direct-to-consumer brands that have historically spent the majority of their marketing dollars on digital channels, as well as smaller brands that are part of larger companies that don’t tend to get funding for TV campaigns.
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