Charter Communications, through its Spectrum Reach business, has launched a new tool for advertisers that aims to boost the effectiveness and efficiency of their campaigns.
The tool, called the Audience Reach Optimizer (ARO), is designed to ensure that an advertiser or brand’s campaign messaging reaches their intended TV audience by utilizing Spectrum Reach’s unique data insights to better target TV viewers at the household level.
ARO uses a number of features that differentiate it from other ad planning products, including unique insights from traditional TV services and Spectrum’s own video apps. That combination allows ARO users to have the most-relevant and valuable information for their campaigns, Charter posits.
The use of those data points is done in a privacy-mindful way, and Charter says the ARO allows advertisers and brands to deliver their spots and campaigns at the household level across traditional TV and streaming video platforms, which will maximize their effectiveness and efficiency.
“We are delivering solutions that make it easier for advertisers in today’s competitive advertising landscape,” said Jason Brown, the Senior Vice President and Chief Revenue Officer for Spectrum Reach. “By providing unique, data-driven insights on campaign reach and frequency through tools like ARO, we empower advertisers to fine-tune their targeting strategies, optimize media spend and maximize audience engagement with information they cannot access elsewhere. Ultimately, this insight drives better business outcomes for our clients.”
Some Spectrum Reach clients have already utilized ARO since last year, when the tool became available in a handful of markets where the company operates. There, ARO has produced more than 5,600 reports for advertisers that provided them with full access to performance data, including insights from partners like MediaRadar and Vivvix.
In one area, ARO helped Spectrum Reach and an unnamed advertising partner realize that their quarterly, broadcast-only campaigns were under-delivered to households. Using the insights from ARO, the advertiser shifted some of their spending to cable TV, which increased audience engagement, Charter said. (Charter operates Spectrum TV, a pay TV product that delivers live broadcast channels and national networks over traditional cable TV and via streaming.)
In another case, Spectrum Reach worked with a high-end furniture store called Matter Brothers, which sells its products in the Tampa Bay area of Florida. Utilizing ARO, Matter Brothers realized most of its customers were watching cable TV networks around 70 percent of the time; at the time of that discovery, Matter Brothers were spending most of their advertising budget against broadcast TV.
Utilizing the reports generated from ARO, Matter Brothers shifted some of its advertising budget from broadcast TV to cable networks — and wound up generating sales that exceeded the furniture industry benchmark by more than 10 percent, Charter said.
“When we first started working with Spectrum Reach, they identified inefficiencies in our ad campaigns,” Kim Dominguez, the Marketing Director at Matter Brothers, said in a statement. “With ARO, we found that more than 60 percent of our local broadcast investment was targeting only 8 percent of sales. To address this, we shifted our ad budget from local broadcast to cable to better connect with our intended audience. We are already seeing the benefits through improved results and increased audience engagement.”
ARO pairs well with other services and tools offered by Charter through its Spectrum Reach business, including Kernel, its in-house creative agency for developing campaigns and spots, and AudienceTrak, which offers real-time insights into campaigns on TV and digital platforms.
