The advertising sales business of Charter Communications is moving ahead with a full-market rollout of its newest planning tool, Audience Reach Optimizer (ARO). The offering from Spectrum Reach is designed to boost the effectiveness and efficiency of advertisers’ campaigns, delivering their TV ads to their intended audience.
ARO leverages Spectrum Reach’s data insights in a privacy-focused way to simplify the process for advertisers to target audiences more efficiently at the household level. The product identifies new opportunities for multiscreen engagement across traditional TV and streaming platforms, maximizing campaign impact and audience engagement.
“We are delivering solutions that make it easier for advertisers in today’s competitive advertising landscape,” said Jason Brown, SVP/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.”
ARO sources its broadcast ad log data from Spectrum Reach partner MediaRadar, now including the data and capabilities of Vivvix, and its cable ad log data from Spectrum’s campaign orders.
— RBR+TVBR in Long Island City, N.Y.
