Legacy Brands May Struggle to Adopt DTC Brands’ TV Advertising Tactics says A+E Networks’ Heftman

One of the themes of this year’s TV Rise event was the ways that direct-to-consumer (DTC) brands are driving changes in how TV advertising is traded and measured. Legacy brands understand the value of these new methods says A+E Networks’ SVP of Precision and Performance Ethan Heftman, but their business models make it harder for them to capitalise on their benefits. In this interview Heftman also discusses the high costs of attribution for TV advertising, and how A+E Networks is trying to make it more affordable. Filmed at TV Rise 2019 in San Sebastian.

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