AMC Networks brings real-time biddable programmatic to linear TV, marking a first for the industry

TV networks have been trying to crack the code on programmatic advertising in national, linear TV for some time. Typically, that’s taken the form of a more controlled form of programmatic—meaning no real-time bidding and limited to remnant inventory on digital channels. AMC Networks is taking one of the first steps to bring programmatic akin to digital to linear TV, allowing for real-time bidding on ad inventory across its linear channels, including its namesake network as well as WeTV and BBC America, the company announced today. Check out the latest Ad Age events and award programs Although programmatic buying has increasingly become the norm for media buying as advertisers seek ways to aggregate and automate buys, linear TV buying has been siloed from digital media because of the different way it is purchased by advertisers and delivered by publishers. For example, a programmatic buy in streaming and connected TV is able to adjust the content in which it’s served from moment to moment based on the parameters set by the advertiser. But linear TV has been much more regimented, even when purchased through programmatic platforms, often controlled by guaranteed or fixed terms. Now, AMC’s linear channels are offering the same real-time capability and can be purchased on the same terms as an advertiser’s digital media. This allows marketers to manage a campaign across all channels rather than having to juggle separate terms for linear TV. It will also enable digital-only advertisers to begin adding AMC inventory to their media mix without having to alter workflows. Three spots per hour AMC will offer three spots per hour to be transacted programmatically across all programming on the three networks. The inventory is available through a private marketplace, meaning it is open only to clients and agencies doing direct deals with AMC, rather than being available openly across the programmatic ecosystem. L’Oréal—one of the world’s top advertisers according to Ad Age Datacenter’s new ranking—was the first advertiser to test the capability in September through a national campaign, with its media agency Omnicom Media Group. Internally, AMC also put its own marketing on trial with advertising for its series “The Walking Dead: Daryl Dixon” and its FearFest Halloween slate. AMC partnered with ad tech companies The Trade Desk, FreeWheel and Canoe Ventures to enable the capability. During its tests, AMC was able to serve seven different pieces of creative simultaneously during a single ad slot, according to the company. “We were excited to be the first brand to pilot this important advancement in how TV advertising is purchased, which aligns well with our interest in automation and efficiency and being able to buy all forms of inventory together as part of the same process,” Shenan Reed, senior VP and head of media at L’Oréal USA, said in a statement. In 2021, AMC Networks was the first to enable addressable advertising—the ability to swap ads in a single commercial break to reach a marketer’s desired audience—for its cable channels. “The business of buying TV ads is being rewritten, and right now is the moment the industry needs to fully embrace programmatic advertising,” Tim Sims, chief revenue officer at The Trade Desk, said in a statement. “This integration brings the power of data-driven decisioning to linear ad buys, while giving brands and agencies the insight to build even more sophisticated, omnichannel campaigns.” Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

AMC Networks brings real-time biddable programmatic to linear TV, marking a first for the industry

Featured Stories