Cablevision Unveils Tapp—An Advanced Media Planning Platform Powered By Census-Level Television Audience Data

GroupM, Horizon Media and Starcom MediaVest Group First to Trial Breakthrough Platform

Philadelphia, PA – April 30, 2015 – Cablevision Media Sales today announced Total Audience Application (TAPP), an advanced data-driven tool that automates the planning of addressable and optimized linear television advertising campaigns. GroupM, Horizon Media and Starcom MediaVest Group are the first to trial the platform for impression and audience-based media campaigns. Cablevision unveiled the new platform, along with a successful addressable advertising case study with a major automaker at the Wharton Customer Analytics Initiative annual conference today in Philadelphia.

TAPP brings unprecedented access to Cablevision’s aggregated, de-identified census-level audience tuning data, based on millions of set-top boxes in the New York market. TAPP combines unique and comprehensive first-party data with the actionable insights marketers need to plan advanced television advertising campaigns in an intuitive interface, transforming the model from spot-based to audience and impressions-based media planning.

“TAPP will reduce the complexity and improve work flow which will help us crank out smarter, more efficient addressable media plans for our clients,” said Mike Bologna, president of Modi Media, GroupM.

TAPP gives agencies immediate access to granular, census-level audience data, available impressions and dynamic pricing on a CPM basis. When designing a campaign, agencies can use TAPP to select or build target audience segments, run accurate household counts instantaneously and specify campaign details such as scheduling parameters, campaign budgets, target impressions and network exclusions. Based on the selections, the platform recommends complete media plans for direct execution of the campaign, reducing the media planning process from weeks to just minutes.

“What strikes us most about TAPP is the simplicity of the platform—there is no need for an instruction manual,” said Tracey Scheppach, executive vice president of Precision Video, SMG. “TAPP harnesses very complex elements of the future of TV buying seamlessly into one easy-to-use application that allows us to further leverage data and technology for greater precision, as well as improved effectiveness for clients.”

By automating and streamlining the end-to-end media planning process, TAPP allows agencies to easily validate inventory availability, enhance optimization and reduce waste, increasing ROI. TAPP also incorporates Cablevision’s programmatic API to provide discovery, segmentation, delivery and accurate measurement of television audiences in real-time for more relevant and effective campaigns.

“We are delighted to put TAPP and the power of census-level audience data into the hands of some of our most advanced and valued agency clients,” said Ben Tatta, president of Cablevision Media Sales.

“Working together, we look forward to ushering in the next phase of growth for addressable and impression-based advertising on television.” Cablevision Media Sales is focused on delivering the right messages to the right audiences for its advertisers and television viewers. It has developed a comprehensive portfolio of advanced data analytics solutions that maximize the ROI of television advertising investments for clients.

Primary Contact:
Charlstie Veith
Media Contact
Cablevision
(516) 803-2357
[email protected]