A&E Television Networks Signs With Microsoft's Admira

AETN is the latest national cable network to use Microsoft's Admira marketplace to sell audience-optimized television advertising inventory.

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Microsoft Corp.

Apr 01, 2010, 09:00 ET

NEW YORK and REDMOND, Wash., April 1 /PRNewswire-FirstCall/ -- A&E Television Networks (AETN) and Microsoft Corp. today announced an agreement in which AETN will use Microsoft's Admira television marketplace to help optimize sales of its inventory on Bio, History International and History en Espanol channels starting in April 2010.

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Through the use of aggregated, anonymized cable and satellite set-top box viewership data, Admira will help advertisers and agencies find the right audiences at the right times across participating AETN programs. Admira will enable advertisers and agencies to segment their advertising buys simply and effectively to better maximize campaign objectives. In addition, AETN's sales force will use Admira as an accountable planning, reporting and verification tool to construct customized media plans.

"The addition of AETN channels to our growing footprint further validates not only Microsoft's Admira television marketplace, but also the use of anonymous, set-top box data to substantiate the audience value of television inventory on a national scale," said Scott Ferris, general manager of the TV/Video Business Group, Advertiser and Publisher Solutions at Microsoft. "Programmers recognize that data-driven, audience-centric media buying can help them better monetize their inventory and deliver increased value to advertisers and agencies. Television is an increasingly important part of Microsoft Advertising's vision to help advertisers and publishers engage with consumers on any screen, anywhere, at any time."

"We knew from the start we wanted to collaborate with Microsoft and Admira," said Michael Peretz, senior vice president, Sales Revenue Management, A&E Television Networks. "Admira's dynamic solution will allow us to simplify the sale of our inventory and allow advertisers to benefit from the near-real-time set-top box viewership data to find the audiences they're looking for across our networks and platforms. Models like Admira are the future of selling television."

Beginning in the second quarter of 2010, AETN will make available select inventory from its national Bio and History International channels, which are received in more than 47 million U.S. households, and its History en Espanol channel, which has 29 million subscribers across the U.S.

Terms of the deal were not disclosed.

About A&E Television Networks

A&E Television Networks, LLC (AETN) is an award-winning, global media content company offering consumers a diverse communications environment ranging from television networks to websites, to home videos/DVDs to gaming and educational software. AETN is comprised of A&E Network®, Lifetime, History™, Lifetime Movie Network, Bio™, History International™, History en Espanol™, Crime & Investigation Network™, Military History™, Lifetime Real Women, A&E IndieFilms®, AETN International, AETN Digital and AETN Consumer Products. AETN channels and branded programming reach more than 250 million households in over 140 countries. AETN is a joint venture of Disney-ABC Television Group, Hearst Corporation and NBC Universal.

About Microsoft's Admira

A solution from Microsoft Advertising, Admira provides a simple, effective and accountable way for advertisers to buy national TV media and for programmers to help maximize the value of their inventory using real-time audience measurement data. More information is available at http://admira.navic.tv.

About Microsoft Advertising

Microsoft Advertising provides advertisers and publishers with media, tools and services designed to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as MSN, Windows Live, Xbox LIVE, and partner properties such as WSJ.com and Verizon. The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages. Visit http://advertising.microsoft.com for more information.

About Microsoft

Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

SOURCE Microsoft Corp.