GroupM’s advanced TV unit Modi Media and cable TV operator Cablevision Systems have struck a long-term addressable TV partnership, the company’s said Wednesday.
The firms said the deal gives Modi the ability to reach premium audiences through impressions-based inventory for its clients, using advanced campaign planning, measurement and analytics tools.
The partnership provides Modi with access to Cablevision’s Total Audience Application, a proprietary platform that automates planning and optimization of advanced TV advertising campaigns. Cablevision unveiled the TAPP platform earlier this year. At the time, Modi President Mike Bologna said: “TAPP will reduce the complexity and improve work flow which will help us crank out smarter, more efficient addressable media plans for our clients.”
The pact reflects the growing market demand for addressable and data-driven advertising, which the cable operator says now represents more than one-third of its total advertising business. In addition to access to addressable impressions Modi will also receive census-level set-top-box data, which should provide greater insights into the viewing behavior of audiences watching programs and ads.
Cablevision has 7 million set-top boxes across nearly 2.6 million households in the New York market. Using data from those boxes, advertisers believe they can deliver more relevant ads to more receptive audiences.
Commenting on the deal, Bologna said: “Over an array of campaigns from CPG to automotive, we’ve shown clients that addressable TV works and can effectively drive marketing results. We’re pleased to have forged a long-term deal with Cablevision to secure access to consumers in one of the country’s most important DMAs."