Charter Communications’ advertising sales unit Spectrum Reach has integrated the ability to plan streaming TV campaigns within its self-service online platform.
With the addition, Charter said its Ad Portal is now a true multiscreen self-service media planning tool. Businesses can create, plan and schedule both live TV and streaming TV ad campaigns. The portal launched in 2019 and in addition to campaigns, enables businesses to build custom 30-second TV ads.
Part of the aim is to help users reach more targeted audiences, with Charter saying business can target to the zip-code level using aggregated and de-identified data. The portal extends to streaming and live TV advertising on over 450 networks and publishers, including Spectrum’s own News App and Spectrum TV app.
“Advertising on any screen should be easy to buy and execute,” said Michael Guth, SVP of Marketing at Spectrum Reach, in a statement. “With Ad Portal, we have simplified the process by offering a do-it-yourself solution for businesses to deliver their message to more customers, on more screens, through live TV and streaming TV advertising.”
According to Charter, adding streaming to a TV-only campaign lifts reach by 28%.
To tout the “do-it-yourself” advertising capabilities, Spectrum Reach initiated a new ad campaign of its own across 88 markets. The ad campaign includes 30- and 15-second TV and radio spots, along with social media ads.
On the advanced advertising front, last year Spectrum Reach debuted a new cross-platform attribution product built in coordination with Blockgraph and TVSquared.
Charter reported second quarter earnings last week, recording $460 million in ad sales revenue – a 12% bump over the same quarter a year ago, which was primarily driven by higher political advertising revenue. Without revenue from political ad spending, sales revenue declined by 0.7% as Charger cited lower local and national advertising revenue, particularly from the automotive category, partly offset by higher advanced advertising revenue.