Cablevision Systems is expanding its addressable advertising capabilities. The expanded deployment includes national brands from media partners GroupM, Starcom MediaVest Group and Universal McCann.

The deployment follows a successful 18-month trial covering 100,000 households, in which Cablevision tested addressable advertising for its Optimum-branded services. The trial successfully illustrated the effectiveness and efficiency of addressable advertising, showing a double-digit lift in results compared with a non-addressable advertising approach. Over the next year, the deployment is anticipated to extend to up to 500,000 households across multiple zones within the New York DMA, the first beyond a single advertising zone.

Cablevision is using technology from Visible World to deliver addressable ads in the New York City area. Visible World currently works with more than 200 advertisers to dynamically customize TV ads at the national, local, and now household levels, as well as for an online audience.

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