Spectrum Reach® Delivers Curated Content Plus Data Transparency at Scale to Drive Conversion
Rain the Growth Agency challenged Spectrum Reach, the advertising sales division of Charter Communications, Inc., to deliver on the needs of a leading multinational e-commerce brand using premium streaming TV bought programmatically. The client's primary objective was to drive subscriptions below a defined Customer Acquisition Cost (CAC) target.
The Approach: Spectrum Reach partnered with Rain the Growth Agency to develop an innovative programmatic streaming campaign for the client. According to the agency's Associate Director of Video, David Nyurenberg, "Spectrum Reach was the first MVPD selected by the agency for programmatic television support due to an extensive live premium video line-up that includes world class sports, entertainment, and local news that could be curated. Spectrum Reach activated their portfolio by offering up a diverse set of Private Marketplace deals (PMPs) that aligned with our content-driven strategy."
In addition to focusing on the CAC goal, Spectrum Reach delivered advanced content and data signals to enable back-end measurement and targeting capabilities. Taken together, Spectrum Reach set up a buying path that resulted in efficiency, scale and transparency.
The Results: Spectrum Reach Exceeds Expectations
- Subscription target was 5% below the Customer Acquisition Cost goal.1
- Superior results were achieved in half the time vs. other leading programmatic TV providers.1
- Transparent data and content signals were provided to enable measurement and targeting.
- All objectives were delivered in a diverse, brand-safe, fraud-free, live premium video environment, at scale.
Data Matters: Spectrum Reach leveraged aggregated and de-identified first-party data, and dynamic client device IDs that allowed for a 1:1 deterministic data match. This data aligned those consumers that were exposed to an ad to those who took action, or in this case, to those that created an account profile with the e-commerce client. The data also provided programmatic campaign details including network programmer, channel and genre, allowing the agency to identify which channels are most effective at producing results. Those insights continue to inform campaigns.
"Spectrum Reach provides industry leading transparency in terms of data," Nyurenberg explained. "Without the data signals, you're flying blind. We need that information to adequately measure campaign performance in a privacy focused way."
Content Matters: The agency originally chose to work with Spectrum Reach's award-winning Programmatic Sales Team because they were focused on the deeper engagement provided by premium content. "The flip side to data transparency is content transparency," Nyurenberg said. "The agency's PMPs were curated to deliver sports, entertainment and local news to quantify performance."
Spectrum News, an integral part of the plan, is the number one news network in Spectrum households and appeals to local business owners who rely on local news as a currency.3 "Spectrum News is doing particularly well," Nyurenberg added. "We're putting more investment in that environment to take advantage of relevant and abundant audience reach and performance that is also brand safe. Spectrum News has content that matters to local merchants."
The agency also is using Spectrum Reach sports offerings to test and plan future sports activity where they are seeing ESPN exposure as a driver alongside other popular national and regional sports nets. The entertainment PMP Spectrum Reach assembled included all the leading networks that don't carry sports, including Food Network, Hallmark, HGTV, Lifetime, Syfy, TLC, TV Land, USA, and more.2 Spectrum Reach is now partnering with Rain the Growth Agency to develop a Programmatic Guaranteed (PG) campaign to drive more effective outcomes at scale.
Final Thoughts
"What separates Spectrum Reach from other providers is they're firing on all cylinders," Nyurenberg said. "They provide great content and the ability to curate that content. I'm not being offered that capability elsewhere in programmatic TV. And they're providing data signals."
To learn more, visit SpectrumReach.com.
Source:
1. Rain the Growth Agency, Period analyzed, 6/1-7/13/2023 for CAC Goal for e account.
2. SR campaign reporting based on internal exposure data 6/1/23-7/13/23.
3. Spectrum Reach Household Viewing Data, July 2022 Calendar Month. Household Viewership in markets with a local Spectrum News station. Qualified Audiences: Minimum 5-consecutive minutes. #1 in Daily Viewing Households, outperforming ABC, CBS, FOX, NBC, CNN, Fox News, and MSNBC. Some Spectrum News markets may vary.
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