Cablevision, GroupM Combine For Addressable Ad Campaign
Cablevision Systems announced the simultaneous delivery of advertising from five different advertiser brands sharing a single 30-second unit across nearly three million households in the New York Metropolitan area. The initial household TV addressable campaign featured brands represented by GroupM.
Cablevision has previously executed more than a dozen addressable campaigns involving major brand marketers and their agencies. The campaign marked the first household TV addressable campaign to utilize the system’s full footprint. Each of the five brands participating in the campaign received separate metrics revealing how the targeted spots performed with each segmented audience’s actual commercial ratings.
During the campaign, which was conducted late in the fourth quarter of 2010, commercials for the five distinct brands were directed to the households based on likely relevance. The campaign sub-divided the 30-second spots across more than 25 cable networks.
Addressable advertising gives marketers a more precise method of providing consumers with highly relevant messages utilizing widely available general data and information, implemented on an anonymous basis. Advertisers benefit from increased measurability along with the ability to more directly engage with consumers; meanwhile, consumers are delivered commercials that are more likely to be relevant to them.
Cablevision is using technology from Visible World to deliver addressable advertising. Visible World enables advertisers, agencies and media companies to deliver addressable, interactive and measurable ads.