Spectrum Reach's David Kline on Tapping AudienceApp to Drive Sales

Charlene Weisleramp160 At what point have you seen data truly impact the sales processDavid Klineamp160 The industry has used data in some capacity for many yearsamp160 But now it is taking place at an entirely different level with advertisers of all sizes taking advantage of data amp160It is amazing the data that we use in every one of our 80plus marketsamp160 You can go on an iPad andamp160if you want to reach a segment of people making 100k that own a home and have a car lease is up in six months we can optimize that buy using that data like we never had beforeWeisleramp160 How much is your current job dependent on dataKlineamp160 I think about what data means to our clients and for them it is absolutely essentialamp160 Data is the new demand for advertisersamp160 They need it to competeamp160 Since we are only as successful as our clients it39s incredibly important to me and everyone at Spectrum Reachamp160Weisleramp160 How finely can you get to target segmentsamp160 When do you know when a segment is too small to be stableKlineamp160 If a segment is too small to be stable or representative it is usually less than a couple of percentage pointsamp160 We always advise our advertisers when it is not a big enough targetWeisleramp160 Tell me about AudienceAppKlineamp160 It39s the most advanced linear planning tool out there giving our advertisers a simple effective way to target their desired audiences on TVamp160 amp160We rolled AudienceApp out over the last 18 months in over 80 marketsamp160 It is accessed through mobile devices such as an iPad so you can for example walk into a car dealership ask what target audience you need to look at choose from all types of propensities to buy study demographic information and then choose the schedule when you want it to run and how much you want to spend or how many impressions you are seekingamp160 In seconds it will sift through what could be millions or hundreds of millions of impressions looking at the viewership data optimizing that buy and looking at what inventory is available at the best priceamp160 In seconds you have a schedule that you can share with your advertisersamp160 It has revolutionized what we doamp160amp160Weisleramp160 So this is a planning toolamp160 Can you use it to buy and sell and do you guaranteeKlineamp160 Usually in local businessamp160we don39t guaranteeamp160 But we are using our data so if there are more uses for this platform in the future we will be readyWeisleramp160 Are there plans through your work with the VAB to nationalize this platform using data from several MVPDsKlineamp160 Not at this timeamp160 However we can use that same platform to help national networks in their own time do better targetingWeisleramp160 What data do you useKlineamp160 We use our proprietary anonymized and aggregated viewership data from our set top boxesamp160 We have millions of boxesamp160 We append our dataset with thirdparty attributesamp160such as demographic automotive political and lifestyle dataamp160 We also capture ad exposure data from all of our media platformsWeisleramp160 So are you talking about impressionsamp160 And does this have an attribution componentamp160 If so whatKlineamp160 Yes impressionsamp160 It doesn39t have an actual attribution component built into the app itself but we can do that manually for clients on the backendamp160 If they are willing to show us their results like how many cars were sold or how many service calls they got from the campaigns built from AudienceApp then we can build a ROI modelWeisleramp160 Does this have the capability of being cross platformKlineamp160 Yes it doesamp160 Moreover we have a product called AudienceTrak that provides clients with a dashboard where clients track results in one place from all aspects of their campaign including linear television nonlinear viewing in such places as the Spectrum TV app and online display and videoamp160Click 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 amp160

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Spectrum Reach's David Kline on Tapping AudienceApp to Drive Sales

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Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Spectrum Reach's David Kline on Tapping AudienceApp to Drive Sales

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