SPECTRUM REACH GIVES SMALL LOCAL BUSINESS ADVERTISERS ACCESS TO BROADER INVENTORY, GREATER SCALE THROUGH NEW COLLABORATION WITH AMAZON ADS

Rhea-AI Summary

Spectrum Reach, the advertising arm of Charter Communications, has announced a multi-year collaboration with Amazon Ads, becoming a Local Reseller for Amazon Ads inventory. This partnership aims to provide small and medium-sized businesses with access to a broader advertising reach, potentially covering almost every household in their region.

The collaboration combines Spectrum Reach's streaming and traditional TV inventory with Amazon Ads offerings, creating a comprehensive advertising solution. Spectrum Reach, already a leading streaming solution in its footprint, reaches nearly 90% of viewers watching. This partnership allows local SMB advertisers to simplify media fragmentation and more accurately measure and optimize their advertising spend using first-party data.

Spectrum Reach's advertising inventory includes access to over 450 streaming and traditional networks, enabling ad placement across TV, streaming, online video, display, search, and social media platforms.

Positive

• Collaboration with Amazon Ads expands Spectrum Reach's advertising inventory and market reach
• Partnership allows SMBs to access nearly every household in their region, including non-Spectrum subscribers
• Spectrum Reach reaches 90% of viewers in its footprint
• Access to over 450 streaming and traditional networks for ad placement
• Improved ability to measure and optimize advertising spend using first-party data

Negative

• None.

Insights

Marketing Analyst

This collaboration between Spectrum Reach and Amazon Ads is a significant development for local advertising. It addresses a important pain point for small and medium-sized businesses (SMBs) by offering a comprehensive advertising solution that combines traditional TV, streaming and Amazon's vast reach.

The partnership leverages Spectrum's first-party data and Amazon's advertising capabilities, potentially enabling more precise targeting and measurement. This could lead to improved ROI for local advertisers, who often struggle with fragmented media landscapes and budgets.

However, the success of this venture will depend on pricing, ease of use and the actual performance metrics it delivers. It's also worth noting that while this expands reach, it may also increase competition for ad space, potentially driving up costs for SMBs in the long run.

Media Industry Expert

This collaboration marks a significant shift in the local advertising landscape. By combining Spectrum's local dominance with Amazon's e-commerce and streaming presence, it creates a powerful omnichannel offering. This move could potentially disrupt traditional local advertising players, including local TV stations and digital marketing agencies.

The partnership also highlights the growing importance of first-party data in the advertising ecosystem, especially as third-party cookies phase out. Spectrum's ability to leverage its subscriber data alongside Amazon's vast consumer insights could provide a compelling value proposition for advertisers.

However, the success of this venture will largely depend on the seamless integration of these diverse platforms and the ability to provide clear, actionable insights to SMB advertisers who may not have sophisticated marketing teams.

Spectrum Reach Becomes a Local Reseller for Amazon Ads; Now Small and Medium-Sized Businesses Can Reach Virtually Every Household in Region

NEW YORK, Sept. 18, 2024 /PRNewswire/ -- Spectrum Reach, the advertising sales business of Charter Communications, Inc., the number one TV provider in the nation¹, today announced a multi-year collaboration with Amazon Ads, making Spectrum Reach a Local Reseller for Amazon Ads advertising inventory. Spectrum Reach will bring together its streaming and traditional (i.e., linear) TV inventory, data and overall scale alongside Amazon Ads offerings to offer local small and medium-sized business advertisers the ability to reach nearly every household in their respective region.

Spectrum Reach is a leading streaming solution in its footprint in terms of its audience engagement, reaching nearly 90 percent of viewers watching.² This is in addition to Spectrum Reach already being the leading streaming and traditional TV advertising solution in the local areas it serves.³

"Our work with Amazon Ads means local SMB advertisers can now access a modern solution to simplify media fragmentation and reach almost every household in their service areas, including both Spectrum customers and non-subscribers," said David Kline, Executive Vice President at Charter Communications and President of Spectrum Reach. "By bringing together Amazon Ads' capabilities alongside our first-party data, we can offer small to medium-sized businesses the ability to more accurately measure and optimize their advertising spend."

Spectrum Reach provides custom advertising solutions for local, regional and national clients, using its privacy focused first-party data to help advertisers reach relevant audiences on any platform. Its advertising inventory offers access to more than 450 streaming and traditional networks and publishers, enabling advertisers to effectively place ads on TV, streaming, online video, display, search and social media platforms.

More information about Spectrum Reach advertising solutions is available at www.spectrumreach.com

¹Based on earnings results of paid TV video providers with linear programming.
²Comscore CTVi, May 2024 Total US, CTV HHs Reached.
³Nielsen NLTV, Footprint Metered Markets, Live + Same Day, Q1 2024 (01/04/2024 - 03/27/2024), Daypart: M-Su 6a-6a, P2+, Spectrum Ad-Insertable Networks Equivalized Impressions, Local Broadcast (ABC, CBS, NBC, FOX affiliates in all 21 Spectrum Reach Nielsen Metered Markets).

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 spectrumreach.com.

View original content to download multimedia:https://www.prnewswire.com/news-releases/spectrum-reach-gives-small-local-business-advertisers-access-to-broader-inventory-greater-scale-through-new-collaboration-with-amazon-ads-302252209.html

SOURCE Charter Communications, Inc.

FAQ

What is the new collaboration between Spectrum Reach and Amazon Ads?

Spectrum Reach has become a Local Reseller for Amazon Ads advertising inventory, allowing small and medium-sized businesses to reach nearly every household in their region through combined streaming and traditional TV inventory.

How does this partnership benefit local advertisers for Charter Communications (CHTR)?

The collaboration simplifies media fragmentation, provides access to a broader audience, and allows more accurate measurement and optimization of advertising spend using first-party data.

What is Spectrum Reach's market position in streaming solutions?

Spectrum Reach is a leading streaming solution in its footprint, reaching nearly 90% of viewers watching, and is the leading streaming and traditional TV advertising solution in the local areas it serves.

How many networks does Spectrum Reach's advertising inventory cover?

Spectrum Reach's advertising inventory offers access to more than 450 streaming and traditional networks and publishers.