Cablevision To Launch Data Tool To Optimize TV Campaigns

On the eve of the big TV upfront advertising marketing, more traditional TV companies are pushing out new data-driven planning tools.

Cablevision Media Sales, a unit of cable TV company, Cablevision Systems Corp., has announced a data-driven tool automating the planning of addressable and optimized linear TV advertising campaigns, called Total Audience Application (TAPP).

For its trial phase, media agencies GroupM, Horizon Media and Starcom MediaVest Group are participating.

Based on millions of set-top boxes in the New York market via Cablevision homes, TAPP aggregates de-identified census-level audience tuning data, and then combines it with marketers insights to plan advanced television advertising campaigns.

The company says TAPP provides immediate access to granular, census-level audience data, available impressions and pricing on a CPM [cost per thousand viewer] basis. Marketers can specify campaign details such as scheduling parameters, campaign budgets, target impressions and network exclusions.



The effort is intended to push further changes from traditional spot-TV based media buying to audience and impressions-based media planning.

Tracey Scheppach, executive vice president of Precision Video, Starcom MediaVest Group, stated: “TAPP harnesses very complex elements of the future of TV buying seamlessly into one easy-to-use application that allows us to further leverage data and technology for greater precision.”

“TAPP will reduce the complexity and improve work flow which will help us crank out smarter, more efficient addressable media plans for our clients,” said Mike Bologna, president of Modi Media, GroupM.

A day before, Viacom announced Viacom Vantage, a data-driven advertising service that enables advertisers to reach their custom targets at the program level across the Viacom Media Networks.

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