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New Media Panel Still Sees Much to Like in TV

NEW YORK — Even as multiplatform ad campaigns become the norm, traditional tenets — targeting consumers with top-notch creative among them — are still at the core of successful advertising.

“We are making sure we are providing content, viewers are where they want to watch it, and then building ad models around that,” Rob Klippel, senior vice president of advanced advertising products and strategy at Charter Communications’ Spectrum Reach, said during the Advanced Advertising panel which focused on extending advanced-TV advertising across other platforms.

On the heels of its recent major acquisitions — Time Warner Cable and Bright House Networks — Charter is testing improvements to viewer experiences across linear TV and digital, said Klippel: “Those are the platforms that will then allow us to take our advertising business to the next level.”

And Christine DiLandro, senior vice president and director of media and integrated marketing, U.S. Cards, for Citi, said nothing is more important than what you’re putting in front of consumers.

“At the end of the day, what we are delivering is content,” DiLandro said.

Tim Spengler, president and chief revenue officer at agency Simulmedia, added that leveraging linear TV “is still really key” to successfully reaching consumers. “Why don’t you nail mass media, really get that right” before expanding to other platforms, he said.

Once ad buyers are ready to do that, the benefits can be great, Spengler said, explaining that advertisers expand their reach as much as 500% when they advertise on broadcast and Facebook.