Spectrum Reach® Delivers Curated Content Plus Data Transparency at Scale to Drive Conversion

The Approach Spectrum Reach partnered with Rain the Growth Agency to develop an innovative programmatic streaming campaign for the client According to the agency39s Associate Director of Video David Nyurenberg quotSpectrum Reach was the first MVPD selected by the agency for programmatic television support due to an extensive live premium video lineup that includes world class sports entertainment and local news that could be curated Spectrum Reach activated their portfolio by offering up a diverse set of Private Marketplace deals PMPs that aligned with our contentdriven strategyquotIn addition to focusing on the CAC goal Spectrum Reach delivered advanced content and data signals to enable backend measurement and targeting capabilities Taken together Spectrum Reach set up a buying path that resulted in efficiency scale and transparencyThe Results Spectrum Reach Exceeds ExpectationsSubscription target was 5 below the Customer Acquisition Cost goal1Superior results were achieved in half the time vs other leading programmatic TV providers1Transparent data and content signals were provided to enable measurement and targetingAll objectives were delivered in a diverse brandsafe fraudfree live premium video environment at scaleData Matters Spectrum Reach leveraged aggregated and deidentified firstparty data and dynamic client device IDs that allowed for a 11 deterministic data match This data aligned those consumers that were exposed to an ad to those who took action or in this case to those that created an account profile with the ecommerce client The data also provided programmatic campaign details including network programmer channel and genre allowing the agency to identify which channels are most effective at producing results Those insights continue to inform campaignsquotSpectrum Reach provides industry leading transparency in terms of dataquot Nyurenberg explained quotWithout the data signals you39re flying blind We need that information to adequately measure campaign performance in a privacy focused wayquotContent Matters The agency originally chose to work with Spectrum Reach39s awardwinning Programmatic Sales Team because they were focused on the deeper engagement provided by premium content quotThe flip side to data transparency is content transparencyquot Nyurenberg said quotThe agency39s PMPs were curated to deliver sports entertainment and local news to quantify performancequotSpectrum News an integral part of the plan is the number one news network in Spectrum households and appeals to local business owners who rely on local news as a currency3 quotSpectrum News is doing particularly wellquot Nyurenberg added quotWe39re putting more investment in that environment to take advantage of relevant and abundant audience reach and performance that is also brand safe Spectrum News has content that matters to local merchantsquotThe agency also is using Spectrum Reach sports offerings to test and plan future sports activity where they are seeing ESPN exposure as a driver alongside other popular national and regional sports nets The entertainment PMP Spectrum Reach assembled included all the leading networks that don39t carry sports including Food Network Hallmark HGTV Lifetime Syfy TLC TV Land USA and more2 Spectrum Reach is now partnering with Rain the Growth Agency to develop a Programmatic Guaranteed PG campaign to drive more effective outcomes at scaleFinal ThoughtsquotWhat separates Spectrum Reach from other providers is they39re firing on all cylindersquot Nyurenberg said quotThey provide great content and the ability to curate that content I39m not being offered that capability elsewhere in programmatic TV And they39re providing data signalsquotTo learn more visit SpectrumReachcomSource1 Rain the Growth Agency Period analyzed 617132023 for CAC Goal for e account2 SR campaign reporting based on internal exposure data 6123713233 Spectrum Reach Household Viewing Data July 2022 Calendar Month Household Viewership in markets with a local Spectrum News station Qualified Audiences Minimum 5consecutive minutes 1 in Daily Viewing Households outperforming ABC CBS FOX NBC CNN Fox News and MSNBC Some Spectrum News markets may varyClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Spectrum Reach® Delivers Curated Content Plus Data Transparency at Scale to Drive Conversion

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Spectrum Reach® Delivers Curated Content Plus Data Transparency at Scale to Drive Conversion

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