Television audiences tend to divide their time among a variety of video sources to see a full range of programming. To help local businesses to reach these multiscreen audiences, Spectrum Reach collaborated with Amazon Ads, the advertising platform of the e-commerce giant, as a local reseller for Amazon Ads advertising inventory.
“We’re bringing together our streaming and traditional TV inventory, our data and our overall scale alongside Amazon Ads, offering to offer small- and medium-sized businesses the ability to reach almost every household in their respective region,” Rob Klippel, senior vice president of product, technology and operations, at Spectrum Reach, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“Adding Amazon in our local markets, it’s added on average about 20% unique reach to each market,” Klippel said. “Along with the strength of the data that each of us brings to the table, we can do all the things we normally do for advertisers which is advanced targeting, reporting and deduplicated reach and frequency and attribution, but now on a much larger footprint.”
Klippel said these efforts are intended to help local businesses overcome difficulties with running televised campaigns.
“Local businesses all have marketing goals. Some of it might be ‘we want to reach general audiences across a geography,’ but most have their audiences specific audiences they’re trying to reach,” he said. “Amazon has really helped us to increase the scale that we have already had, but to extend that scale out to the point where we can reach virtually every household in the markets where we serve with the addition of that partnership with Amazon.”
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