Making good on its promise to grow its addressable advertising business, Cablevision (NYSE: CVC) has rolled out a new platform that offers census-level data on campaigns delivered over its set-tops.
According to a release put out by the MSO Thursday, Total Audience Application (TAPP) is already under trial by major ad-buying shops including GroupM, Horizon Media and Starcom MediaVest Group.
TAPP leverages aggregated, non-identifiable audience data culled from millions of Cablevision set-top boxes dispersed throughout the nation's biggest TV market, the New York metropolitan area. The platform is designed to deliver buying shops an advanced interface for controlling targeted ad campaigns across this network of set-tops.
Using TAPP, agencies can build target audience segments, run accurate household counts, and specify campaign details such as scheduling parameters, campaign budgets, target impressions and network exclusions.
"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.
Cablevision reported 9 percent growth in media sales in the fourth quarter, a benchmark it says is partly attributed to the development of its addressable advertising business.
- read this Cablevision press release
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