“We really want to be front and center with creating new innovative solutions that will help articulate our value to our advertising partners,” Suzanne Persechino, svp, revenue research, said. “InterAction is really shorthand for the value that A+E delivers to our advertising partners across that consumer purchase journey from taking a customer from the point of seeing an ad to taking an action.”
Rosanne Montenes, svp of ad sales and audience solutions, explained the initiative is just the latest offering in A+E Networks’ toolkit, including solutions such as Precision, an optimizer for advanced audience targeting, and Performance, which guarantees against business outcomes.
“We play with all the same vendors that all the big guys play with, but we have more of a boutique approach,” Montenes said. “We’re able to knock it out of the park and give them all of the results—upper funnel, mid-funnel, lower funnel, every part—and do it in a very efficient way.”
Helping with that efficiency, A+E Networks recently realigned its ad sales team, adding new team members to strategically bolster its digital, multiplatform and data-driven capabilities.
Additionally, as proof the company can meet advertisers at their needs, Olsen noted that A+E “doesn’t really care” which company wins the ongoing industry currency battle, as it’s focused on working with clients whatever their currency requirements.
“They have to work with certain partners. We want them to want to work with us,” Olsen said. “Because we are focused on their goals, their needs, not our own. We don’t jam anything down their throat. We just say, ‘Here are all of our ways to help solve your problems.’”
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