Free the Data and Optimization Will Follow: Spectrum Reach's AudienceApp

quotI was very lucky to get exposure around data I did a lot of work around the advanced products at Cablevisionquot she said We had RFI at that time and dedicated channels and the reporting of those channels Those opportunities morphed into overseeing the research into attribution of addressable advertisingCohen39s career has always centered on television research starting in local at Group W then to the unwired network ITN and then to national syndication at BKN before moving to Cablevision She39s now in the role of vice president market research and insights for Spectrum Reach where she not only manages a staff of 44 people researching nearly 100 markets but is also empowering local researchers to establish the value of local cable television Additionally Cohen is working with the rollout of Spectrum Reach39s exclusive AudienceApp product for local sales which she describes as a sales tool that quotputs the power of settop box and other data into the hands of our customersquotquotWe empower our customers with all of this data so they can find better opportunities for targeting and effective campaign proposalsquot Spectrum Reach is the first company that connects this capability across all of its markets quotOne of our biggest missionsquot she added quotis to create an application that can take full advantage of audience data across all of the Spectrum marketsquotThe data and inventory are collected daily and is reported on a rollingmonth basis quotIt is close to real timequot Cohen said This tool optimizes the marketers39 target consumer using all available data looking at the available inventory at a given time for the campaign parameters choosing the most effective opportunities dayparts and networks to build out the campaign for the advertisers39 budget resulting in a proposal in either PowerPoint or an export file into StrataquotWe freed the dataquot she statedA Range of DataDriven ServicesThe company has according to Cohen quotput a huge investment in being able to leverage data for our advertisers39 benefitquot And with all of its firstparty data aggregated and anonymized maintaining consumer privacy is a core priority The range of services and portals that Reach39s dataset powers include Audience Finder which Cohen describes as an internal research tool AudienceApp and a new doityourself TV advertising platform for small businesses All are designed to help advertisers feel the full impact of their advertisingThe majority of the way data is being used today from a sales perspective is optimizing on networks and dayparts based on a particular attribute or audience Spectrum has the settopbox data appended to multiple thirdparty datasets including Epsilon Experian and PolkquotWe are optimizing based on tuning behavior amp8212 what are the best networks and dayparts amp8212 but we can also look at the data on a custom basis like how people are watching television across screens because we have access to audience data from VOD and the Spectrum appquot They are also able to do matchback workaround VOD and advertiser campaignsProving the ResultsCohen and her team have examined AudienceApp campaigns compared to traditional campaigns using age and sex demographics Cohen found that when advertisers used Audience App quotthey are increasing impressions the number of networks double and there is an amount of efficiency because the CPM goes downquotShe conducted two studies to prove this out amp8212 one in Q4 and the other in Q1 amp8212 with the following results When comparing a traditional campaign to one created by Audience App the app resulted in 37 more spots 60 percent more household impressions double the network counts and 38 percent drop in CPMquotEssentially the app39s algorithm maximizes on available inventory and the best network choices for our customers to reach their target audiencequot she addedKeeping Up with the Changing LandscapeCohen39s team has recently changed its name to Market Research and Insights from Field Research quotResearch39s role continues to evolve as data is more readily available to craft the story as to why television is the number one brandbuilder and should be looked on as the anchor to all media buysquot she notedOver the span of her career Cohen has seen local research evolve quotSome of it has changed dramatically The tools and the data that are available have become more granular and we are able to empower our researchers with several different options Research39s job is to build out the story as to why advertisers should be advertising on TV on any screen It has become more complicated with more competition so you really have to fight for your sharequot she concluded quotBut with the data we now have available and innovations like AudienceApp advertising on the undisputed leading media platform amp8212 from timespent each day to its ability to influence online behavior amp8212 TV advertising is a better option than ever before And it39s our job to tell that storyquotClick 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

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Free the Data and Optimization Will Follow: Spectrum Reach's AudienceApp

Author

Publish date

Channel

Charlene Weisler

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Free the Data and Optimization Will Follow: Spectrum Reach's AudienceApp

Enjoying This Commentary? There's More to Love

Charlene Weisler

Stay in the know with more from MediaVillage

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies