Time Warner Cable (NYSE: TWC) has expanded the capabilities of its Ads Everywhere platform, allowing advertising clients to target ads at the household level.
TWC Media, the media sales arm of the MSO, first launched Ads Everywhere in 2014, enabling advertisers to reach viewers on both multiscreen and VOD platforms.
The expansion fits into a trend in the pay-TV industry, whereby operators are offering advertisers the ability to target specific households in their networks with impressions.
Marketers can now dynamically insert targeted ads within TWC's Ads Everywhere platform, which includes 10.8 million homes. These ads can be inserted into live TV on the TWC TV app across multiple devices, as well as during presentations of VOD programs.
"As consumer usage of the TWC TV app and VOD offerings continue to grow and become more personalized, our addressable advances allow advertisers to capitalize across every screen in cable during television programming," said said Joan Gillman, executive VP and COO of media services for TWC.
TWC follows AT&T (NYSE: T), Dish Network (NASDAQ: DISH) and Cablevision (NYSE: CVC) into pay-TV's advanced advertising market. In fact, both AT&T and Dish have moved beyond merely offering marketers addressable opportunities on their set-top networks and are now deploying fully automated "programmatic" advertising exchanges.
For more:
- read this Time Warner Cable press release
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