Paul Haddad Explains How a4 Is Inventing the Way Advertising Works

His evolution from entrepreneur to data geek an epithet that we both agree is a source of pride to president has been facilitated by his early work at Cablevisionamp160the mentorship of thendepartment headamp160Kim Norris currently the division vice presidentamp160Spectrum Reachamp160the acquisition of Cablevision by Altice Patrick Drahiamp8217s support of disrupting status quos Dexter Goeiamp8217s coaching on building growthdriven businessamp160and the recognition by the industry of the value and power of data and targetingA OneStop Advertising ShopUtilizing data culled from many sources and offers a4 is quotaamp160onestop shop for audiencedriven integrated multiscreen advertising and endtoend ROI analytics across the USquot Haddad saidamp160 But as complete as that sounds that is not all it isamp160 Owned by Altice which purchased Cablevision in 2015 a4 is actually a large advertiser in its own right representing Altice39s 200 million budget as an inhouse agencyamp160 So a4 not only offers capability in both the buying and selling aspects of advertising it also manages and stewards small 250 campaigns to multimilliondollar campaigns as well as national and local accounts through an interface platform controlled by the advertiseramp160 a4 is helping to transition the media world by quotinventing the way advertising worksquot and it has been very successfulamp160 quotWe now have over 500 million in total media revenue over 500 employees and the fastest growing business at Alticequot Haddad notedGoing from Local to NationalTransitioning from local MVPD operation to a national footprint was not without some internal questionsamp160 quotWhat is an audience to usquot Haddad posited quotIs it marketdriven or is it locationdriven or is it sizedrivenquotamp160 After two years of tests he realized that quotaudience targeting has no location or specific sizequotamp160amp160So the conclusion was that quotwhen it comes to audience we do not see the world as local or national at allquot he explainedamp160 quotWe do not see the world as TV or digitalamp160 We see the world as household targetsamp160 We deliver a householdbased audience targeted campaign across all screens anywhere in the US atamp160any timeamp160and at any size of segmentquotamp160 In sum a4 essentially removes the need to label anything other than audience at a household level and that appears to be the wave of the futureHaddad said that those still operating under the legacy mindset of local versus national are quotlimitingquot themselves and warned that his competitors who stick to the old parameters of measurement are quotbeing held as technohostagesquotFinding Intent in Targetinga4 has access to a myriad of datasets at the MVPD settop box level at the device level at various digital touch points and through third and firstparty partnershipsamp160 To ensure privacy and create effective reach pathways quotour datasets are focused on household targetingquot he explainedamp160 quotTo target a household you need to understand and provide to our advertising clients the means to create a segmentamp160 And the way to create the segment is to collect data that finds intentquotHe noted that intent on a household level is based onViewing and content consumption a4 currently covers 125 million homes at the settop box level covering 210 DMAsSpending patterns such as luxury items or beauty products or techgadgets Consumer profile data totaling 300 million homesGeolocation data sports stadiumamp160visits or highend storeamp160or auto dealershipamp160visitsIP targeted data with a platform deployed behind the firewall at most MVPDs in the US accessing 50 million household data on digital and mobile devices for in and outofhome addressabilityquotWhen you put it all together you can use the data for audience creation on the front of a campaignquot he explainedamp160 quotYou can then use the 39same39amp160segment to plan when and how to reach themamp160 Finally you measure and report all the impressions for that 39same39amp160segment across all their devices and clearly analyze the effect and whether you reached these audiences or not and what was the ROIquotIn addition a4 gives the client an onboarding selfservice full stewardship platformamp160where proprietary CRM data can be uploaded privately and safely and matched with all of a439s data free of charge and within hours not daysamp160 So from audience creation to media planning to media activation across all screens which includes linear and optimized TV OTT digital video and display social media mobile display and inapps banner quotwe provide the measurement at the household level plus all of these screens for the campaign from the exposure to the medium to how often and then we post at the end of the campaignquotamp160As far as privacy is concerned Altice applies a strict and disciplined compliance approach to all its data operations and business use casesamp160 amp160quotPrivacy is extremely important and serious to usquot Haddad assertedTime for a quotDatalutionquotGiving the client full access and control over all aspects of a campaign by targeting the intent of households is something that few companies offer Haddad shepherds his company in a new direction that is poised to change the business of advertising as we know itamp160 quotThe advertising world is broken into a fast lane of borndata companies and the slow lane of legacy processesquot he saidamp160 quotThe slow lane has no choice but to revolutionize the way they do businessamp160 It39s a question of timequotThe clock is tickingClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Paul Haddad Explains How a4 Is Inventing the Way Advertising Works

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Paul Haddad Explains How a4 Is Inventing the Way Advertising Works

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