Cablevision and GroupM Combine for Industry First: Addressable Campaign for Five Distinct Brands Using Same Thirty Second Unit Across Three Million Households
NEW YORK, March 7, 2011 /PRNewswire/ — Cablevision Systems Corp. (NYSE: CVC) today announced a television industry first in interactive and advanced television advertising — the simultaneous delivery of advertising from five different advertiser brands sharing a single :30 unit across nearly three million households in the New York Metropolitan area. The initial household TV addressable campaign featured brands represented by GroupM.
Cablevision, which has the largest deployment of addressable advertising in the industry to date, has previously executed more than a dozen addressable campaigns involving major brand marketers and their agencies. The campaign marked the first household TV addressable campaign to utilize the system’s full footprint. Each of the five brands participating in the campaign received separate metrics revealing how the targeted spots performed with each segmented audience’s actual commercial ratings.
During the campaign which was conducted late in the fourth quarter of 2010, commercials for the five distinct brands were directed to the households based on likely relevance. The campaign sub-divided the 30 second spots across more than 25 cable networks.
“GroupM is proud to be at the forefront of addressable TV advertising and that our premier clients are among the first to run campaigns at scale,” said Irwin Gotlieb, GroupM’s CEO. “This is an important win for the entire industry ecosystem because advertisers get better targeting, consumers get more relevant messages, and media companies create more valuable inventory. And, the fact that major advertisers are now using these advanced targeting capabilities signifies a seminal shift towards broader adoption.”
“We appreciated the opportunity to work with GroupM for this groundbreaking campaign,” said David Kline, president and chief operating officer of Rainbow Advertising Sales Corporation, the advertising sales arm of Rainbow and Cablevision. “Household addressable advertising provides Cablevision’s marketing partners with value, efficiency and effectiveness – delivering the right messages to the right consumers.”
Addressable advertising gives marketers a more precise method of providing consumers with highly relevant messages utilizing widely available general data and information, implemented on an anonymous basis. Advertisers benefit from increased measurability along with the ability to more directly engage with consumers; meanwhile, consumers are delivered commercials that are more likely to be relevant to them.
Cablevision is using technology from Visible World to deliver addressable advertising. Visible World enables advertisers, agencies and media companies to deliver addressable, interactive and measurable ads.
Cablevision Systems Corporation is one of the nation’s leading media and entertainment companies. Its assets include cable television operations that provide industry-leading services to more than 3 million New York are households. A state-of-the-art cable system enables the company to offer a full suite of premier residential and business communications services that include its iO TVÃ‚® digital television, Optimum OnlineÃ‚® high-speed Internet, Optimum VoiceÃ‚® digital voice, Optimum WiFiÃ‚® wireless Internet, and its Optimum LightpathÃ‚® integrated business communications solutions. Cablevision also delivers advanced video, voice and Internet services to more than 300,000 households in Colorado, Montana, Wyoming and Utah. Through Rainbow Media Holdings LLC, Cablevision operates several successful programming and entertainment businesses, including AMC, IFC, Sundance Channel, WE tv and IFC Entertainment. Cablevision serves the New York area with compelling local content through News 12 Networks, a local news leader; MSG Varsity, a suite of television and online services covering high school activities; and, Newsday Media Group, a business unit that includes Newsday, Long Island’s leading daily newspaper. The company also owns and operates Clearview Cinemas, which includes Manhattan’s famed Ziegfeld Theatre, a frequent and historic venue for film premieres and events.
SOURCE Cablevision Systems Corp.