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Cablevision announced a new data-driven tool that allows ad agencies to program audience-based linear TV ad campaigns.

The Total Audience Application (TAPP) allows access to Cablevision’s census-level audience data. The anonymous data is derived from millions of set-top boxes used by Cablevision subscribers within the New York market. Media holding companies GroupM, Horizon Media, and Starcom MediaVest will trial TAPP for media campaigns that are impression and audience-based.

The tool incorporates Cablevision’s application programming interface so a user can find, segment, and measure TV audiences. This capability allows a user to shape an ad campaign around an audience’s needs in real-time.

TAPP recommends media plans to execute the ad campaign once selections related to audience data and details of an ad campaign are made. This faculty reduces time spent on media planning from weeks to minutes.

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