FORT LAUDERDALE — New York cable TV company Cablevision‘s Total Audience has been making waves for allowing ad deals to benefit from super precision. But getting there hasn’t been a walk in the park.
“Once the sales reps see incremental sales revenue … they become converts. But bringing the horse to water required a lot of time and effort,” COO Kristin Dolan concedes.
The proof is now clear, though. “You can do almost a laser-like media schedule for an advertiser that has never done television advertising before because they didn’t think they could afford it,” Dolan adds.
Here are three examples of how local addressability can work on Cablevision:
- “Our favourite one right now is Horseback Riding School. If you re trying to target upper-income families who live within a certain distance of a riding school, there are certain type so programming they watch, you can do that.”
- “We saw an ad on our systems last week for a local car dealership – at the end they had the photos of the sales reps at that particular dealership.”
- “Even a local jewellery store can do a quick tag at the end (of the ad) and not have to spend a ton of money.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The questions were asked by Vertere Group CEO Tim Hanlon.
You can find more videos from the Beet Retreat on this page.
