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Charter Adds Advanced Ad Products at NewFronts

Charter Communications media unit Spectrum Reach introduced a handful of advanced advertising products at its NewFront presentation in New York Friday, including an app that lets advertisers target ads to specific customer attributes.

The Spectrum Audience App uses anonymized subscriber viewing data to target specific attributes like education level or car-ownership information.

Other products unveiled at the New Fronts included:

  • Spectrum Reach Digital Dashboard – A state-of-the-art planning and reporting tool that gives advertisers one place to view their digital campaign.
  • Household Addressability – This allows advertisers to pinpoint very specific targets by household. The plan is to launch household addressability on linear networks (using Charter's retained 2 ad minutes per hour, as is typical) in New York and Los Angeles by the end of the year, extending into other markets in 2018, executives said.
  • Ads Everywhere – This non-linear TV product, that allows digitally-inserted ads into the Spectrum app, cable networks' apps, Video On Demand apps' and the set-top-box, is being extended to every Charter market.

The NewFront presentation was held at The Edison Ballroom in Manhattan. Among the presenters at the invitation-only event were former Los Angeles Lakers star and current Spectrum SportsNet studio analyst James Worthy, Spectrum NY1 news morning anchor Pat Kiernan, traffic reporter Jamie Stelter and weekend evening anchor Cheryl Wills; Spectrum News 13 anchor Ybeth Bruzual and Spectrum NY 1 News “Inside City Hall” host Errol Louis. The theme for the presentation was Maximum Impact, emphasizing Charter's multi-screen marketing solutions anchored in programming across 26 million households and nearly 100 markets.