TWC Media Launches Household-Based Ad Targeting

Time Warner Cable Media, the ad sales arm of Time Warner Cable, said its Ads Everywhere platform now offers addressable campaigns for linear TV and VOD that can be targeted to the household level.

That capability, supported across the MSO’s 10.8 million digital video households, also give marketers the ability to dynamically insert targeted ads on its authenticated TWC TV app,  which supports several platforms, including iOS and Android mobile devices, Roku players, Samsung smart TVs, and Xbox One and Xbox 360 consoles.

Update: For those keeping score, AT&T AdWorks noted in a statement that it already offers a linear TV addressable advertising solution in its live and playback modes in approximately 13 million households nationwide.

TWCM Ads Everywhere, a service introduced in 2014, lets marketers target consumers with specialized ads using demographic data such as household income, lifestyle, and purchasing preferences, the company said.

Notably, TWCM recently completed the rollout of KernelConnect, a campaign performance measurement tool that integrates anonymous aggregated linear TV data as well as digital advertising and third party data.

“We continue to develop better ad solutions for marketers as they strive to connect with consumers who have more control over their viewing experiences,” said Joan Gillman, Time Warner Cable’s EVP and COO, Media Services. “What sets TWCM apart is the greater ability for marketers to accurately target specific segments of audiences at the household level during live programming on TWC TV and VOD. As consumer usage of the TWC TV app and VOD offerings continue to grow and become more personalized, our addressable advances allow advertisers to capitalize across every screen in cable during television programming.”

TWC is in the process of being acquired by Charter Communications, which has developed a next-gen advanced ad platform called Spectrum Reach, and recently hired former Comcast exec Rob Klippel to SVP, advanced advertising products and strategy.