Streaming TV advertising is set to boom this year, and Rob Klippel is taking a range of offerings to Cannes Lions in a bid to capitalize.
Klippel is SVP, Advanced Advertising Products & Strategy, Spectrum Reach, the advertising sales division of Charter Communications.
In this video interview with Beet.TV, he says the outfit has a number of partnerships with which it is enhancing its advertiser offer.
The whole spectrum
Though Spectrum Reach was traditionally focused on local advertisers, Klippel says “we serve advertisers and customers of all sizes, including national”, through its partner Ampersand, offering national addressable targeting, programmatic offerings, and its Spectrum TV streaming service.
To help prove effectiveness to advertisers, Spectrum Reach has partnered with attribution vendors such as Innovid, and invested in Blockgraph for secure data management with transparency and privacy.
Their goal is to find solutions that are simple, scalable, brand safe, and privacy compliant.
Spectrum Reach also launched a linear addressable platform and is working on simplifying workflow with Blockgraph and Cadent.
Executives converge on Cannes, France, from June 19 for Cannes Lions International Festival of Creativity 2023.
Xumo’s changes
In November, Charter and Comcast announced they would reboot their streaming joint venture as Xumo, previously the name of the streaming TV service Comcast acquired in 2020, also renaming Flex as Xumo Stream Box, Xumo’s eponymous FAST service as Xumo Play and XClass TV as Xumo TV. Xumo-branded TV devices are set to be retailed by Walmart and others.
Finally, Klippel is excited about the Xumo joint venture, he says, as it will transform how Spectrum Reach delivers its core video platform to customers.
The joint venture will allow them to participate in third-party inventory and provide an improved experience for customers. The launch of Xumo is set for the second half of this year, and Klippel looks forward to engaging in discussions around it at Cannes.
You’re watching “The Road to Cannes 2023 – Making TV Advertising Relevant Across Screens, Platforms and Cultures,” a Beet.TV Leadership Series presented by FreeWheel. For more videos from this series, please visit this page. For more information on FreeWheel’s activations at Cannes Lions 2023, please visit freewheelcannes.com.
