Cablevision 'TAPPs' Into the Power of Addressable Advertising
Posted in: Uncategorized
For all the chatter in the system about data-enhanced network TV sales, the potential for seismic change may very well lie with the cable operators rather than the programmers.
Those who control the set-top box control the world, and no operator has done more with its STB data than Cablevision. Now, the Long Island-based cable company is about to lead the charge into next-gen addressability with the launch of its Total Audience Application, or TAPP, a proprietary software product that allows agencies to make more targeted, impressions-based TV buys.
Without getting too deep into the propellerhead side of things, suffice it to say that TAPP lets buyers, er, tap into Cablevision’s census-level audience data, which is derived from set-tops deployed in some 3 million subscribers homes. (The user data is anonymized.) With just a few jabs at an iPad screen, the TAPP interface allows buyers to target customers in specific high-density zip codes throughout the New York DMA who also happen to be in the market for a new car or a set of golf clubs.
Post a Comment