AMC Networks Inc. is looking to become more agile with its data capabilities to help advertisers.
The programmer has created a dedicated sales team to support its suite of products, notably the expanded availability of its proprietary Aurora Video Targeting Solutions platform. Adam Gaynor will lead the AMCN Agility sales group as its vice president.
Developed internally by the company's business intelligence unit, Aurora Video Targeting Solutions offers insights across the company's five national networks — AMC (US), IFC (US), SundanceTV (US), WE tv (US) and BBC America (US) — and the universe of ad-supported cable and broadcast networks.
Aurora Video Targeting Solutions deploys ratings data and proprietary analytics to help advertisers plan more effectively and efficiently. AMCN said the product has been refined and enhanced and will be integral to its selling efforts for the upcoming sales process ahead of the 2018-19 TV season.
Together, the enhanced Aurora Video Targeting Solutions platform and AMCN Agility team will aim to help content producers secure more schedules aimed at audience segments, rather than the traditional practice of writing business against Nielsen Holdings' age and demographic measures.