| A CYNOPSIS MESSAGE FROM A+E GLOBAL MEDIA |
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A+E Global Media: Simply Powerful
By E.B. Moss
What’s in a name? For what used to simply be A+E Networks, a lot. One of the media industry’s most established players has entered a new chapter in its history of groundbreaking achievements, reflected in its rebrand as A+E Global Media. This change underscores A+E’s shift from its origins as a group of traditional cable networks to its current incarnation as a global multiplatform content powerhouse, with around 70,000 assets deployed worldwide across streaming, digital, and traditional platforms.
As Simple as A+E…Media Solutions
A constant in the A+E evolution has been a dedication to flexibility and customization, or what it now calls a “simple as A+E” approach. Toby Byrne, just months into his own new title as President, Ad Sales, is on a mission to further uncomplicate the media landscape. “Our partners already have a lot on their plate and we have a formula that works. No matter how you choose to work with us, we ensure efficiency and impact every step of the way,” he promises.
As part of the overall philosophy behind A+E Global Media’s embracing its much-bigger picture as a trend-setting, multiplatform company, “A+E Media Solutions” is now the new moniker for the salesforce, with a focused mission of providing smart solutions that continue to drive even better ROI for their partners.
“Partnering with the A+E Media Solutions team means streamlined access to premium content, advanced targeting, and flexible business models – all designed to make media investments work harder and smarter,” Byrne says. |
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| A CYNOPSIS MESSAGE FROM A+E GLOBAL MEDIA |
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Partnerships Success Stories
A+E Global Media has also led the way with creative solutions. EVP of Partnerships, David DeSocio reminds us, “We have always been flexible with content formats, creating ideas that attract your audience and pay off with business results, whether that’s foot traffic to a QSR or booking a vacation for your family.”
They have delivered, thanks to continuously emphasizing great storytelling. “It’s at the heart of everything we do – whether that’s a premium documentary or piece of branded content,” DeSocio says. “Our goal is to turn audience attention into action. And the best way to do that is to ensure the stories are well-crafted and resonate. That’s why we use our in-house screenwriters, programming executives, and creatives that come from our family…They understand the voice of our brands, how to connect with our viewers, and how to translate that connection to our brand partners. We then translate the story across every platform to drive ROI.”
A recent example – A+E worked with Chili’s to celebrate an underappreciated holiday, National Margarita Day. This heartwarming story had all the beats of a Lifetime holiday movie, delivered in a crisp and fun-filled 15 minutes. That story, featuring Taye Diggs and Maria Menounos, launched with a :60-second trailer and included a push to digital platforms via Lifetime, and social posts across YouTube, TikTok, Instagram, and even the stars’ socials.
A+E Global Media also generated a first-of-its-kind collaboration with Holland America Line to launch exclusive Shore Excursions and Cruise Itineraries curated by The HISTORY Channel™ designed to bring history to life for cruise-line passengers. The collaboration also includes the exhibition of custom videos created by The HISTORY Channel™ on Holland America ships, and on both brands’ digital, social and linear platforms. |
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| A CYNOPSIS MESSAGE FROM A+E GLOBAL MEDIA |
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Digital-Forward Thinking
The rebrand aligns with a corporate reorganization, emphasizing digital-first operations. Ann McGowan, recently hired as EVP and General Manager for the company’s expanding digital division says, “This is an incredibly exciting time to join A+E Global Media. The future of media is being ‘everywhere’ and what resonates with me is that A+E is no stranger to innovation.”
To add a finer point, the company’s footprint extends globally but also goes well beyond traditional television, encompassing FAST channels, partnerships with major MVPD and vMVPD providers, SVOD/AVOD platforms, TV Everywhere apps, and multiple production studios.
There’s been an evolution and enhancement going on in each of those areas as well and McGowan is ready to participate, saying, “With expanded digital capabilities and a footprint like never before, we’re giving advertisers more ways to connect with engaged audiences across every screen. I’m looking forward to building on this spirit of innovation and, of course, strengthening our commitment to meet viewers where they are while delivering measurable impact for our partners.” |
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| A CYNOPSIS MESSAGE FROM A+E GLOBAL MEDIA |
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The HISTORY Channel™ + Sports: The New Dynamic Duo
A+E Global Media’s recent Upfront also highlighted some interesting findings from their Research division. At their Upfront, Byrne discussed the importance of sports investments saying, “We know these are good investments for your ad dollars; and our research shows that The HISTORY Channel™ can be a strong complement to your sports buys in delivering a quality, incremental audience.”
Suzanne Persechino, SVP, Revenue Research adds that, “We know that sports programming is a crucial part of the video ecosystem, and a genre that many of us enjoy as consumers. Our goal was to demonstrate that The HISTORY Channel™ can add value to an advertiser’s sports investment by using data and testing how our content connects with viewers to make them more receptive to ads.”
A+E Global Media Incredibly Well Positioned
These new findings are just part of their commitment to understanding and reaching valuable audiences across genres and platforms. With its combination of brand trust, digital innovation, and flexible advertising solutions, A+E Global Media is positioned to build and innovate on its heritage while maximizing the value of the media company’s multiplatform future. |
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