Press release from Cablevision and GroupM, Dec. 2, 2015:
Cablevision Systems Corporation today announced a long-term addressable TV partnership with MODI Media, GroupM’s advanced television business. This deal gives MODI Media the ability to reach premium audiences through impressions-based inventory for its clients, complete with advanced campaign planning, measurement and analytics, and will support the continued rapid growth of Modi’s addressable TV business.
The partnership provides MODI Media access to Cablevision’s Total Audience Application, a proprietary platform that automates planning and optimization of advanced TV advertising campaigns. Using the platform, MODI Media will be able to break free from the arduous manual campaign planning process undertaken by most agencies. Total Audience Application also gives MODI Media access to premium, targeted TV impressions with maximum efficiency.
The pact reflects the growing market demand for addressable and data-driven advertising, currently more than one third of Cablevision’s total advertising business, and provides MODI Media direct access to addressable impressions and census-level data to serve their clients in the increasingly competitive marketplace.
— MODI is a true pioneer in the advanced advertising space, and we are extremely proud to partner with them in scaling addressable and data driven TV advertising,‖ said Ben Tatta, President of Cablevision Media Sales. “By making ad operations, data and analytics more turnkey, we hope to streamline the entire campaign process for Modi and their clients.‖
— Cablevision’s investments and ingenuity to enable addressable TV campaigns with tools and data have significantly advanced what we are able to accomplish on TV at scale,‖ said Mike Bologna, President, MODI Media. ―Over an array of campaigns from CPG to automotive, we’ve shown clients that addressable TV works and can effectively drive marketing results. We’re pleased to have forged a long-term deal with Cablevision to secure access to consumers in one of the country’s most important DMAs.‖
Cablevision’s addressable and advanced TV platforms are grounded in the company’s Total Audience Data. This aggregated, de-identified census-level audience tuning data originates from seven million set-top boxes across nearly 2.6 million households in the largest DMA in the country and allows advertisers to buy based on audiences most receptive to their message.