SPECTRUM REACH ANNOUNCES ROLLOUT OF NEW TOOL TO BOOST AD CAMPAIGNS' EFFECTIVENESS
Spectrum Reach, Charter Communications' advertising arm, has announced the full rollout of its Audience Reach Optimizer (ARO) tool. ARO leverages data insights to enhance advertisers' campaign effectiveness through household-level targeting across TV and streaming platforms.
Following a successful pilot in 2024 with over 5,600 reports, ARO combines broadcast and cable ad log data from MediaRadar and Spectrum's campaign orders. The tool revealed that over 80% of quarterly broadcast-only campaigns underperformed in reaching households, while cable advertising showed increased engagement.
A case study featuring Matter Brothers furniture store demonstrated ARO's effectiveness. The tool discovered that their target customers spent 70% of their time watching cable networks rather than local broadcast channels. After adjusting their strategy, Matter Brothers' sales exceeded industry benchmarks by 10%.
ARO distinguishes itself by tracking ad views on both traditional TV and the Spectrum TV App, which is the most-watched streaming service in the U.S. based on hours-per-household metrics.
Spectrum Reach, la divisione pubblicitaria di Charter Communications, ha annunciato il lancio completo del suo strumento Audience Reach Optimizer (ARO). ARO sfrutta le intuizioni dei dati per migliorare l'efficacia delle campagne pubblicitarie attraverso un targeting a livello domestico su piattaforme TV e streaming.
Dopo un pilota di successo nel 2024 con oltre 5.600 report, ARO combina i dati dei log pubblicitari di broadcast e cable forniti da MediaRadar con gli ordini di campagna di Spectrum. Lo strumento ha rivelato che oltre l'80% delle campagne trimestrali solo broadcast non ha raggiunto le famiglie in modo efficace, mentre la pubblicità via cavo ha mostrato un aumento del coinvolgimento.
Uno studio di caso che coinvolge il negozio di mobili Matter Brothers ha dimostrato l'efficacia di ARO. Lo strumento ha scoperto che i clienti target trascorrevano il 70% del loro tempo a guardare reti via cavo piuttosto che canali broadcast locali. Dopo aver adattato la loro strategia, le vendite di Matter Brothers hanno superato i benchmark del settore del 10%.
ARO si distingue per il tracciamento delle visualizzazioni pubblicitarie sia sulla TV tradizionale che sull'app Spectrum TV, che è il servizio di streaming più visto negli Stati Uniti in base ai metri di ore per famiglia.
Spectrum Reach, el brazo publicitario de Charter Communications, ha anunciado el lanzamiento completo de su herramienta Audience Reach Optimizer (ARO). ARO aprovecha las percepciones de datos para mejorar la efectividad de las campañas publicitarias a través de la segmentación a nivel de hogar en plataformas de TV y streaming.
Tras un piloto exitoso en 2024 con más de 5,600 informes, ARO combina los datos de registro de anuncios de broadcast y cable de MediaRadar con los pedidos de campaña de Spectrum. La herramienta reveló que más del 80% de las campañas trimestrales solo de broadcast no lograron alcanzar a los hogares, mientras que la publicidad por cable mostró un aumento en el compromiso.
Un estudio de caso que presenta la tienda de muebles Matter Brothers demostró la efectividad de ARO. La herramienta descubrió que sus clientes objetivo pasaban el 70% de su tiempo viendo redes de cable en lugar de canales de broadcast locales. Después de ajustar su estrategia, las ventas de Matter Brothers superaron los estándares de la industria en un 10%.
ARO se distingue por rastrear las visualizaciones de anuncios tanto en la TV tradicional como en la aplicación Spectrum TV, que es el servicio de streaming más visto en EE. UU. según las métricas de horas por hogar.
스펙트럼 리치는 Charter Communications의 광고 부문으로, 청중 도달 최적화기(ARO) 도구의 전면 출시를 발표했습니다. ARO는 데이터 통찰력을 활용하여 TV 및 스트리밍 플랫폼에서 가정 수준의 타겟팅을 통해 광고주 캠페인의 효과성을 향상시킵니다.
2024년에 5,600건 이상의 보고서로 성공적인 파일럿을 진행한 후, ARO는 MediaRadar의 방송 및 케이블 광고 로그 데이터를 Spectrum의 캠페인 주문과 결합합니다. 이 도구는 분기별 방송 전용 캠페인의 80% 이상이 가정을 도달하는 데 저조하였으며, 케이블 광고는 참여도가 증가했음을 보여주었습니다.
가구 매장 Matter Brothers를 포함한 사례 연구는 ARO의 효과성을 입증했습니다. 이 도구는 그들의 목표 고객이 지역 방송 채널보다 케이블 네트워크를 시청하는 데 70%의 시간을 소비하고 있음을 발견했습니다. 전략을 조정한 후, Matter Brothers의 판매는 업계 기준을 10% 초과했습니다.
ARO는 전통적인 TV와 미국에서 가구당 시청 시간 기준으로 가장 많이 시청되는 스트리밍 서비스인 Spectrum TV 앱에서 광고 시청을 추적함으로써 차별화됩니다.
Spectrum Reach, la branche publicitaire de Charter Communications, a annoncé le déploiement complet de son outil Audience Reach Optimizer (ARO). ARO exploite les données pour améliorer l'efficacité des campagnes publicitaires grâce à un ciblage au niveau des foyers sur les plateformes de télévision et de streaming.
Après un pilote réussi en 2024 avec plus de 5 600 rapports, ARO combine les données des journaux publicitaires de diffusion et de câble de MediaRadar avec les commandes de campagne de Spectrum. L'outil a révélé que plus de 80 % des campagnes trimestrielles uniquement diffusées n'atteignaient pas efficacement les foyers, tandis que la publicité par câble montrait un engagement accru.
Une étude de cas mettant en avant le magasin de meubles Matter Brothers a démontré l'efficacité d'ARO. L'outil a découvert que leurs clients cibles passaient 70 % de leur temps à regarder des réseaux câblés plutôt que des chaînes de diffusion locales. Après avoir ajusté leur stratégie, les ventes de Matter Brothers ont dépassé les normes de l'industrie de 10 %.
ARO se distingue par le suivi des vues d'annonces à la fois sur la télévision traditionnelle et sur l'application Spectrum TV, qui est le service de streaming le plus regardé aux États-Unis selon les heures par foyer.
Spectrum Reach, die Werbesparte von Charter Communications, hat die vollständige Einführung ihres Audience Reach Optimizer (ARO) Tools angekündigt. ARO nutzt Datenanalysen, um die Effektivität der Werbekampagnen durch zielgerichtete Ansprache auf Haushaltsebene über TV- und Streaming-Plattformen zu verbessern.
Nach einem erfolgreichen Pilotprojekt im Jahr 2024 mit über 5.600 Berichten kombiniert ARO die Werbeprotokolldaten von Broadcast und Kabel von MediaRadar mit den Kampagnenaufträgen von Spectrum. Das Tool zeigte, dass über 80% der vierteljährlichen nur Broadcast-Kampagnen bei der Erreichung von Haushalten schlecht abschnitten, während die Kabelwerbung ein erhöhtes Engagement zeigte.
Eine Fallstudie mit dem Möbelgeschäft Matter Brothers demonstrierte die Effektivität von ARO. Das Tool stellte fest, dass ihre Zielkunden 70% ihrer Zeit mit dem Anschauen von Kabelnetzwerken verbrachten, anstatt lokale Broadcast-Kanäle zu sehen. Nach der Anpassung ihrer Strategie übertrafen die Verkäufe von Matter Brothers die Branchenbenchmarks um 10%.
ARO zeichnet sich dadurch aus, dass es die Anzeigenaufrufe sowohl im traditionellen Fernsehen als auch in der Spectrum TV App verfolgt, die basierend auf den Stunden pro Haushalt der meistgesehene Streaming-Dienst in den USA ist.
- Launch of new data-driven advertising tool (ARO) enhancing campaign effectiveness
- Demonstrated success with Matter Brothers case study showing 10% above-benchmark sales performance
- Unique competitive advantage through exclusive data tracking across traditional TV and Spectrum TV App
- Evidence of superior cable advertising performance over broadcast-only campaigns
- None.
Insights
Charter Communications' launch of the Audience Reach Optimizer (ARO) represents a strategic move to enhance its advertising revenue stream amid evolving media consumption patterns. The full rollout follows successful pilot testing that generated over 5,600 reports, indicating significant advertiser interest in the platform.
What makes this tool potentially valuable is its ability to leverage Charter's unique first-party data across both traditional cable and streaming platforms. The company's finding that 80% of advertisers' broadcast-only campaigns underdelivered to target households provides a compelling case for shifting ad dollars to Charter's cable networks—directly benefiting their advertising business unit.
The Matter Brothers case study demonstrates the tool's practical application: after discovering their target customers spent 70% of viewing time on cable versus broadcast channels, they shifted spending accordingly and exceeded industry sales benchmarks by over 10%. This success story serves as a powerful selling point to other advertisers.
However, the announcement lacks specific financial projections or metrics regarding expected adoption rates or revenue impact. Charter doesn't disclose what percentage of its overall revenue comes from advertising versus its core subscription business, making it difficult to assess how material this product launch will be to company-wide performance. While ARO strengthens Charter's advertising value proposition in an increasingly competitive media landscape, investors should view this as one component of a broader strategy to diversify revenue streams amid ongoing cord-cutting pressures.
Spectrum's Audience Reach Optimizer (ARO) Provides Advertisers with Even More
Comprehensive, Data-Driven Insights
ARO leverages Spectrum Reach's unique data insights in a privacy-focused way to simplify the process for advertisers to target audiences more efficiently at the household level. The innovative new planning tool identifies new opportunities for multiscreen engagement across traditional TV and streaming platforms, maximizing campaign impact and audience engagement.
"We are delivering solutions that make it easier for advertisers in today's competitive advertising landscape," said Jason Brown, Senior Vice President, Chief Revenue Officer for Spectrum Reach. "By providing unique, data-driven insights on campaign reach and frequency through tools like ARO, we empower advertisers to fine-tune their targeting strategies, optimize media spend and maximize audience engagement with information they cannot access elsewhere. Ultimately, this insight drives better business outcomes for our clients."
Spectrum Reach began piloting ARO in key markets in 2024 and has since run over 5,600 reports providing advertisers with full access to performance data. ARO sources its broadcast ad log data from Spectrum Reach partner MediaRadar, now including the data and capabilities of Vivvix, and its cable ad log data from Spectrum's campaign orders. By combining its unique broadcast and cable ad log data sources at scale, ARO gives Spectrum Reach's clients a broader view of their campaigns, helping them to identify more targeted opportunities to connect with potential customers. For example, Spectrum Reach found in a sample that more than
That was the case for Matter Brothers, a high-end furniture store chain in
"When we first started working with Spectrum Reach, they identified inefficiencies in our ad campaigns," said Kim Dominguez, Marketing Director for Matter Brothers. "With ARO, we found that more than
ARO includes several features that differentiate it from other ad planning tools on the market. For example, it uses well-defined methodologies and transparent definitions, allowing advertisers to see exactly how their ads are performing and make better decisions. ARO also provides exclusive data that no other planning tool offers by tracking ad views on both traditional TV and the Spectrum TV App, the most watched streaming service in the
More information about Spectrum Reach is available at www.spectrumreach.com.
*Comscore CTV Intelligence Report 2022 through December 2024,
About Spectrum Reach
Spectrum Reach®, the advertising sales business of Charter Communications, Inc. (NASDAQ:CHTR), provides custom advertising solutions for local, regional and national clients. Operating in 36 states and 91 markets, Spectrum Reach creates scalable advertising and marketing services driven by aggregated and de-identified data insights and award-winning creative services. Spectrum Reach helps businesses of all sizes reach anyone, anywhere, on any screen. Additional information about Spectrum Reach can be found at https://www.spectrumreach.com.
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SOURCE Charter Communications, Inc.
FAQ
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