Anheuser-Busch InBev worked with A+E Networks to strike ad deals that guarantee people actually watched its commercials.
The results mark a step in TV advertising as it works to match the compatibilities of digital targeting and effectiveness.
A+E worked with AB's Budweiser brand and its agency Dentsu to guarantee against viewability. In the fourth quarter of last year, AB ran its creative for Budweiser across A&E, History, FYI and Vice. AB also expanded its scatter buy through the first quarter of 2021.
“As an advertiser, as a marketer, it gives me the confidence of having a direct response of seeing how many people are actually available to watch, rather than having a basic reach and basic impression served,” says Paolo Provinciali, vice president, media, Anheuser-Busch InBev.
Budweiser saw an increase of 7.6% in impressions served through the campaign compared to a third-quarter benchmark, according to Roseann Montenes, VP, precision and performance, A+E Networks. She noted that the campaignsaw improvements not just on one network, but on every single one of the networks inside the optimization.
The test puts A+E one step closer to achieving a goal long sought after by the linear TV networks: the ability to target receptive audiences at the same rate as internet advertising giants.
“It’s transformational to bring this concept to TV because it can allow us to break down these silos in the way we manage media,” Provinciali says. He adds that consumers accustomed to digital advertising do not expect a distinction in traditional advertising, and the technology helps close that gap.
A+E was one of the first network groups to experiment with offering business outcome-based guarantees to marketers. Letting clients target audiences and optimize commercial buys on a network gives networks similar capabilities to digital advertising.