Accelerating TV’s Evolution Toward Performance with A+E
Ethan Heftman, Senior Vice President of Precision & Performance Advertising Sales for A&E Networks, is accelerating TV’s evolution toward more accountability. He joined us on Simulmedia Live to share why A+E measures the value of TV advertising based on the impact it has on business metrics, instead of discreet media metrics like GRPs.
This shift toward performance attracts more outcomes-oriented advertisers to the network, is boosting revenue and inspiring other networks and brands to do the same. Ethan discusses everything from tips on improving agency relationships to managing multi-touch attribution.