Time Warner Cable Media today announced the launch of a new advertising platform that lets marketers customize and target their brand messages in live programming from televisions to tablets across more than 50 cable networks.
Time Warner Cable Media (TWC Media) said its TWC Media Ads Everywhere was the first multi-screen ad service for iOS and Android devices. It works in conjunction with Time Warner Cable’s TWC TV app.
“TWC Media Ads Everywhere makes multi-screen advertising simpler and more effective for marketers. Time Warner Cable and Time Warner Cable Media continue to innovate and make it easy to connect marketers to consumers where and when they are viewing the latest and greatest live programming,” said Joan Gillman, executive vice president and chief operating office, TWC Media. “The new TWC Media Ads Everywhere solution is a major milestone in making TV more targeted and easier to buy and execute across screens.”
TWC Media Ads Everywhere pulls together the audience and content from both linear TV and the TWC TV app to help marketers advertise their customized solutions across multiple demographic groups. By sending targeted ads to highly engaged users on multiple screens, TWC Media said it was able to offer advertisers a platform for more effective ad campaigns.
TWC Media said it would be adding the live ad insertion capabilities to other platforms and additional networks, but didn’t give a time frame.
The new service will launch with an initial set of options to target marketers’ messages, including demographic and content-specific bundles. It also allows advertisers to reach consumers on multiple screens in a low-cluttered and dynamic environment. Some of the benefits include:
• Amplify a brand message with audiences who are always “on” through high-quality video content, driving high ad engagement;
• Reach consumers who view programming wherever they are and whenever they want;
• Extend a TV message through a unique cross platform opportunity increasing overall brand awareness and recall.