Cablevision's (NYSE: CVC) trial of its addressable advertising system with several large ad agencies has resulted in a long-term deal with GroupM's MODI Media.
Under the agreement, announced by the MSO, MODI Media will have access to Cablevision's Total Audience Applications (TAPP) platform, which is also under trial by Horizon Media and Starcom MediaVest Group.
TAPP leverages aggregated, non-identifiable audience data culled from around 7 million 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.
Citing an example in an interview conducted with FierceCable in November, Cablevision Media Sales President Ben Tatta noted how Cablevision's viewer data could be combined with data from third-party sources. For example, a maker of high-end luxury SUVs could mix in publicly available DMV data to locate and target affluent Cablevision viewers with expiring automotive leases.
"Over an array of campaigns from CPG to automotive, we've shown clients that addressable TV works and can effectively drive marketing results," said Mike Bologna, president of MODI Media. "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."
Cablevision is also using the addressable capabilities of its set-tops to forge advanced advertising deals with programmers. In May, the MSO signed a multiyear agreement in which ESPN and its broader parent company, Disney, would have the ability to access first-party, "census-level" audience data, culled from Cablevision set-tops.
Tatta wouldn't be specific when asked by FierceCable how much all this advanced advertising activity is bringing into the company.
"We don't report it publicly, but over the last 18 months, [serving national advertisers with addressable data from set-tops] has grown to be pretty big part of our data business," he said. "We're now able to offer advertisers much more granular measurement, and it's opened up opportunities we haven't had before."
- read this Cablevision press release
Special report: From DAI to programmatic: Why advanced advertising is giving pay-TV operators a reason to stay in the video biz
TWC and Cablevision team up on quarterly NYC DMA reports
Cablevision confirms addressable advertising deal with Disney/ESPN
Cablevision secures key patent for set-top analytics system