Rutledge: ‘Better clustered’ Charter has improved advanced advertising capabilities 

Thanks to its vastly expanded footprint post the acquisitions of Time Warner Cable and Bright House Networks, Charter Communications will become a much more effective seller of advanced advertising services, MSO President and CEO Tom Rutledge told investors Tuesday.

“The other part of scale that comes out of [the mergers] is that the footprint, the coverage of the DMA (designated marketing area) and our ability to use mass advertising, as well as sell advertising in the DMA is improved by the efficiency of our coverage of local markets, meaning in historic terms, we're better clustered,” Rutledge said during Charter’s second-quarter earnings call.

“So, we have our ownership of assets by particular DMA more concentrated than we did at Charter,” he added. “That gives you two things. It gives you the opportunity to be a better seller of services and products and it gives you the opportunity to be a better seller of advertising and targeted advertising in local products sold at – on all the various platforms, the TV, the internet and voice platforms, wireless platforms, and it also gives you, from a commercial sales perspective, a more likely footprint to serve medium-sized businesses and all the facilities those businesses pass or use within your footprint.”

While Rutledge and his executive team haven’t spoken in too much public detail about their advanced advertising strategies, the newly consolidated MSO does seem to be making moves to bolster its Spectrum Reach operation, the unit run by David Kline

In March, the MSO announced the hiring of longtime Comcast executive Rob Klippel as senior VP of advanced advertising products and strategy. And in June, the company tapped Keith Bowen chief revenue officer of Spectrum Reach

For more:
- read this Seeking Alpha transcript

Related articles:
Charter opens ‘black box’ of Bright House Networks in Q2
Charter joins AT&T in battling Google Fiber in Louisville
Charter officially closes deals for Time Warner Cable and Bright House Networks
Charter clips Comcast's Klippel for advanced advertising post

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