#USA #New York #Advertising #Spectrum Reach #Audience Insights

Spectrum Reach Rolls Out New Audience Reach Optimizer (ARO)

Spectrum Reach, the advertising sales entity of Charter Communications, officially announced the market introduction of its innovative tool, the Audience Reach Optimizer (ARO), designed to significantly improve the effectiveness of advertising campaigns. This new tool allows advertisers to target their intended audiences more efficiently, increasing engagement and overall campaign success.

Utilizing unique data insights in a privacy-conscious manner, ARO simplifies audience targeting at the household level. The tool identifies opportunities for engagement across both traditional TV and streaming services, ensuring that advertisements reach their desired viewers. Senior Vice President Jason Brown emphasized that the goal is to provide advertisers with better resources in an increasingly competitive landscape. He stated, "By empowering advertisers with these unique, data-backed insights, we help them refine their targeting strategies and optimize their media expenditures. Ultimately, this will yield improved business outcomes for our clients."

Spectrum Reach initiated the pilot of ARO in key markets during 2024 and has since run over 5,600 reports, offering full access to performance data for advertisers. The tool gathers its broadcast ad log information from an extensive partnership with MediaRadar, now enhanced by the integration of Vivvix's data services. By amalgamating this rich data set, ARO provides a comprehensive understanding of campaign performances and enables advertisers to find more targeted opportunities for engagement.

For instance, a case study of Matter Brothers, a luxury furniture retailer in Tampa, showcased the tool's capabilities. After implementing ARO, the retailer discovered that a significant majority (over 70%) of its target audience preferred cable networks over local broadcasting channels, where they had been focusing their advertising budget. This pivotal revelation allowed Matter Brothers to shift its spending towards cable, resulting in sales surpassing the industry average by 10%.

Marketing Director Kim Dominguez shared their experience, noting, "Initially, Spectrum Reach identified imbalances in our advertisement efforts. The insights from ARO revealed that over 60% of our local broadcast investment was attracting just 8% of our sales. Consequently, we strategically redirected funds from broadcasting to cable, fostering a better connection with our audience. The impact has been notable, with enhanced results in engagement."

ARO stands out in the advertising tool market for several reasons. It incorporates well-defined methodologies and transparent metrics, allowing clients to accurately assess the performance of their advertising efforts. Furthermore, ARO offers access to exclusive data by tracking views across both traditional TV and the Spectrum TV App, recognized as America’s top streaming service measured by hours viewed per household.

As the advertising landscape evolves, Spectrum Reach continues to lead with innovative solutions that enhance advertisers' capabilities. More information about Spectrum Reach can be found at www.spectrumreach.com.