NEW YORK — A “Total TV” campaign forecasting, planning and optimization-focused global ad technology company is partnering with Charter Communications’ Spectrum Reach advertising arm. It’s a relationship that brings tvbeat’s programmatic capabilities to linear TV advertising in the U.S.
And, the result is the creation of “a fully automated, data-driven buying experience to linear TV,” allowing digital advertisers to access traditional TV advertising inventory with “the precision and ease of Connected TV.”
The tvbeat deal, which positions traditional linear television as an advertiser ad-on, allows Spectrum to become the first U.S. MVPD to execute video ad campaigns in a Connected TV-like manner — using traditional TV ad inventory.
Spectrum explains, “Unlike typical linear ad buys that require manual negotiation and facilitation by a campaign manager, this inventory can be bought programmatically, meaning it can be purchased automatically through digital platforms. Advertisers can now buy TV ads in a smarter, more automated way, similar to how ads are purchased for online streaming services.”
Spectrum Reach SVP/Chief Revenue Officer Dan Callahan notes, “This collaboration is a great example of how tvbeat and Spectrum Reach are innovating to meet shifting advertiser expectations and consumer viewing behaviors. With tvbeat’s technology, we’re enabling our customers to purchase traditional TV ads as easily and precisely as they would with CTV—a capability previously unavailable for linear buys. This innovation aims to advance the industry by simplifying and enhancing the ad-buying experience.”
The Spectrum team also plays up a key topic of conversation in a time when macroeconomic uncertainty is the biggest explanation for revenue dips: the tvbeat arrangement brings “cost effective” opportunities for advertisers who will “only pay when their ads are watched by their target audience.”
Once campaigns have run, advertisers have access to detailed impression-level reports to gauge ad performance, Spectrum Reach notes. The system also supports Video Ad Serving Template (VAST) tag execution, a method for organizing and delivering video ads, which is crucial for CTV and digital video ad campaigns.
“By aligning with Spectrum Reach’s innovative approach, we can help digital advertisers streamline their processes, boost their returns and reach wider TV audiences with the precision of CTV planning,” Robert Farazin, CEO of tvbeat, added. “But more importantly,
through this partnership, we’re delivering solutions that make it easier for advertisers in today’s competitive landscape.”
