Bringing Linear TV into the Addressable Market – The Spectrum and 605 Data Partnership

“Linear television does not come to mind when people think of advanced products,” noted Rob Klippel, Senior Vice President of Advanced Advertising Products and Strategy, Spectrum Reach, but being able to do targeted one-to-one addressable in linear television is becoming closer to a reality. 

Of course, “even just applying data to linear TV, even if it is not one-to-one targeted, to better find audiences and on the back end use data to find ad exposure is part of an advanced advertising group,” he concluded.

Now as the dust settles on the Spectrum and 605 data partnership, we begin to see how addressability in linear TV has taken a step forward with the introduction of their AudienceApp data platform. This new platform was developed in partnership between Spectrum Reach and 605 for linear media planning and optimization. I sat down with Ben Tatta, Co-Founder & President of 605 and Rob Klippel to learn more:

Charlene Weisler: What types of data points will be made available by Charter for 605?

Ben Tatta: As the second largest cable operator in the U.S., Charter provides 605 with aggregated TV platform data from all its cable system operations nationally resulting in more robust and granular audience measurement and analytics solutions. Charter data gives us broad national reach and deep coverage in 13 of the top 20 U.S. markets. As part of the partnership, we also have matching rights to Charter data giving us the ability to append a broad array of household attributes to the viewing data (in a secure manner that protects privacy).

Weisler: What are some of the challenges?

Tatta: This partnership is a major step in fueling the industry migration from sample-based measurement to true census-level measurement moving beyond traditional ratings to deeper, more actionable, impressions-based data. The challenge will be educating and encouraging the industry to embrace this transition, which will be of benefit to all from advertisers, programmers, providers – ultimately the buyers and sellers.

Weisler: Will there be the ability to use the data in some form to measure cross platform?

Klippel: Yes. We are capturing and providing aggregated and anonymized viewing across all platforms.    This gives us the ability to not only leverage cross-platform insights for planning and execution, but also post-campaign analysis and attribution.

Weisler: What other data sets will be part of this effort?

Tatta: 605 uses data from over 40 million addressable households to deliver its ad and campaign analytics services and also maintains a library of over 1,500 demographics, behavioral, transactional and psychographic attributes and possesses consumer records for 131 million unique households, containing 240 million adults.

Klippel: Charter has a robust set of first party and third party attributes that we leverage for the most effective and efficient way to deliver specific segments for our local and regional advertisers.  A unique aspect of our partnership with 605 is the broad append rights to enable similar detailed customer segmentation for national advertisers and programmers.

Weisler: What metrics will you use?

Tatta: In addition to more granular, household level impressions data, 605 also measures content and/or ad consumption on a second-by-second basis.  605 also developed a set of engagement and conversion metrics designed to measure ad response, ROI and attribution.  Ultimately, the metrics we utilize vary based on the unique objectives of our clients.

Weisler: Have any advertisers signed up for this yet?

Tatta: 605 currently works with blue-chip advertisers such as Walmart and Uber. We are also working with programmers such as A&E to help them understand specific audience attributes to enable them to serve their advertisers and connect with specific audiences. We have also added several new advertisers following the launch of AudienceApp.

Klippel: AudienceApp was launched in August and our goal is to have all markets launched by the end of Q2 2018.  In the markets that have launched, AudienceApp has had an immediate impact on our customers and the way campaigns are being planned.  We have seen early and open adoption by our local customers, changing the way existing customers are buying TV as well as bringing new advertisers to local TV.

Weisler: How will this be marketed?

Tatta: Our efforts center heavily on industry education and building awareness about the benefits of census-level audience measurement and advanced analytics relative to TV advertising and programming. Ultimately, it’s about doing really great client work so being able to communicate some of the interesting things we’re doing for clients like Walmart and Charter is truly a privilege.

Klippel: AudienceApp is a mobile tool that will be in the hands of our sales account executives to allow them to work in real-time with their customers to plan and optimize against audiences.  In addition, we will be working to build awareness of the benefits and effectiveness of using viewership and audience data to drive advanced campaign planning and advanced analytics, ROI and attribution.

This article first appeared in www.Mediapost.com