AETN Signs with Microsoft’s Admira

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To sell audience-optimized television advertising inventory, A and E Television Networks (AETN) and Microsoft Corp entered in an agreement.

To sell audience-optimized television advertising inventory, A and E Television Networks (AETN) and Microsoft Corp entered in an agreement. As per the agreement, AETN will use Microsofts Admira television industry to help optimize sales of its inventory on Bio, History International and History en Espanol channels. These channels are starting in April 2010.

Getting the right audience at the right time is the biggest challenge of advertisers and agencies. But, by make use of aggregated, anonymized cable and satellite set-top box viewership data, Admira solve this problem by participating AETN programs. Besides enabling advertisers and agencies to segment their advertising buys simply and effectively to better maximize campaign objectives, Admira will be used by AETNs sales force as an accountable planning, reporting and verification tool to construct customized media plans.

According to Scott Ferris, general manager of the TV/Video Business Group, Advertiser and Pu

blisher Solutions at Microsoft, AETN channels help us to grow further. We are also benefited to use anonymous, set-top box data to substantiate the audience value of television inventory on a national scale. Data-driven, audience-centric media buying are useful for the advertisers to better monetize their inventory and deliver increased value to advertisers and agencies. Microsoft is giving prime importance to television for advertising. Though this, we aim to help advertisers and publishers engage with consumers on any screen, anywhere, at any time.

Michael Peretz, senior vice president, Sales Revenue Management, A and E Television Networks said, It is our pleasure to collaborate with Microsoft and Admira. Truly speaking, it is our long cherished dream. We can surely simplify the sale of our inventory by using Admiras dynamic solution. This enables advertisers to benefit from the near-real-time set-top box viewership data to find the audiences theyre looking fo

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