Brian Steinberg Senior TV Editor AMC Networks is the latest of the nation’s big TV companies to work to marry advertisers to viewers in a venue that breaks most of TV’s long-standing rules.
The company, best known for cable networks like AMC, IFC and BBC America, expects to launch an ad-supported tier of its AMC+ streaming service later in 2023, according to Kim Kelleher, the company’s chief commercial officer.
The new offering will feature a “light” ad load that executives say is in keeping with standards currently set at other services, but the intention is to help marketers weave themselves into and around programming in bespoke fashion, Kelleher says. “We will place ads in ways that are not disruptive, that are really thoughtful,” says the executive. “Some movies will have no ads.
Some movies may have a mid-roll, or some will have a pre-roll. It’s not one-size-fits-all, and we get to be very careful” in how we place commercials in viewers’ streaming choices.
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