Cablevision and Group M have joined forces for what the companies say is an industry first–delivering advertising simultaneously from five different marketers during a single 30-second commercial spot, MediaPost reports.
The achievement involves almost 3 million homes in the New York City market, and represents a significant milestone as the industry moves increasingly toward a model of addressable advertising. Cablevision has been actively involved in that process, having previously handled a number of smaller campaigns for major marketers.
The companies said the latest effort was the first to involve Cablevision’s entire New York footprint.
“Each of the five brands participating in the effort (the marketers were not disclosed) received separate post-media metrics, showing how the targeted spots performed with each segmented audience’s actual commercial ratings,” the story says. “The five-brand campaign ran in the fourth quarter of 2010, with commercials directed to TV homes based on likely relevance. The messaging ran across more than 25 cable networks.”
Group M CEO Irwin Gotlieb said: "This is an important win for the entire industry ecosystem because advertisers get better targeting, consumers get more relevant messages, and media companies create more valuable inventory. The fact that major advertisers are now using these advanced targeting capabilities signifies a seminal shift towards broader adoption."