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Ensequence signs two for interactive ad service

Wed, 12/11/2013 - 1:00pm
Brian Santo

AMC Networks, and ReelzChannel have both signed up to use the interactive advertising platform developed by Ensequence.

Ensequence’s AdConneqt+ system and service were announced in September; the accompanying program is expected to go live early next year.

AMC and ReelzChannel join a list of Ensequence programming partners that also includes NBCUniversal, Viacom Media Networks, Showtime Networks, Turner Broadcasting, HBO, QVC, WE tv, MSG, Fuse.

Ensequence had already announced that WEtv had signed up for the program. It is unclear what the involvement of its parent means, as AMC said that it would be using interactive ads on WEtv.

Arlene Manos, president, national advertising sales for AMC Networks said, “This is an excellent opportunity for WEtv, the first network to use AdConneqt+ to capitalize on advertiser interest in better metrics and qualified leads, while generating incremental advertising revenue for WEtv through Ensequence’s very effective platform.”

Success of the program will depend in part on the number of MVPDs that agree to participate. Ensequence says it has a total addressable market of 75 million households, through an MVPD customer base that includes Comcast, Time Warner Cable, Dish Network and Verizon.

When the program goes live, the company’s launch partners – still not identified – will together represent about 20 million households – roughly the size of Comcast alone. Ensequence said it expects to expand its addressable market for interactive ads to about 40 million households by the end of 2014.

Ensequence’s AdConneqt+ enables national advertisers to include interactive features in 30-second ads. The first interactive capability to be offered will be RFIs (requests for information). Fulfillment of the requests will be through SMS texts. The system will evaluate the responses of viewers, and provide measurements of engagement. Responses can be sifted for qualified leads.

Ensequence COO David Kline, said, “When we announced AdConneqt+ in September, we promised to share news of partnerships in the fourth quarter of this year.  One of our goals early on is to demonstrate the value AdConneqt+ adds to independent as well as corporately owned networks.  To that end, we are pleased to have reached agreements with AMC Networks and ReelzChannel.” Kline promised the company will be announcing additional customers in coming weeks. 

“As an ad supported independent network, we’re eager to implement AdConneqt+ to offer advertisers and affiliates new opportunities that enhance viewer engagement with our original programming,” said Bill Rosolie, SVP of Advertising Sales at ReelzChannel.  “We are pleased to be partnering with a company that has expertise in the enhanced TV environment.”

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