Impression-Based Scheduling Offers New Opportunities for Ad Effectiveness
New York [April 29, 2014]—Visible World and Suddenlink Communications announced today a new partnership to enable programmatic scheduling for MSO cross-channel inventory. Using the Visible World Schedule Optimizer platform to evaluate how well certain programs reach certain audiences, Suddenlink is now able to automatically allocate ads within their schedule so that the ads are most effective.
This new partnership uses Visible World technology to realize a materially greater impression yield from the identical pool of inventory. Visible World’s Schedule Optimizer system monitors and values units on an impression basis, using real-time, data-driven forecasting, to automatically optimize and schedule the placement of specific ads. The system provides daily pacing adjustments to ensure that goals are met, without over- or under-delivery.
“Impression-based scheduling opens up new opportunities to increase the value of inventory,” said Seth Haberman, CEO and Founder of Visible World. “We’re pleased to partner with Suddenlink and help them become the first cable company to take advantage of this new technology.”
“Getting the right spots in the right programs and dayparts was previously a very manual process. This new tool now makes that process much easier, more efficient and ultimately more effective,” said Jerry Dow, CMO of Suddenlink Communications.
Programmatic trends have taken the advertising world by storm in the last year. While most often applied to ad sales transactions, programmatic processes—using data-based, automated systems to apply business rules to advertising for increased efficiency and effectiveness—are beginning to be adopted by MSO marketing organizations. The use of programmatic techniques creates new value from the same inventory while greatly reducing operational expenses.
About Visible World
Visible World is the leading provider of targeted television advertising solutions. The company’s suite of products and services makes it easy to produce, target and measure TV ads that are more relevant for viewers and more effective for advertisers, making advertising inventory more valuable. Visible World empowers over 300 advertisers to deliver more effective and more accountable campaigns to consumers in approximately 80% of US cable homes. More information can be found at www.visibleworld.com.
Suddenlink (suddenlink.com) is the seventh largest cable operator in the United States, supporting the information, communication and entertainment demands of approximately 1.4 million residential and commercial customers in Arkansas, California, Louisiana, North Carolina, Oklahoma, Texas, West Virginia and elsewhere. Suddenlink simplifies its customers’ lives through one call for support, one connection, and one bill for TV, Internet, phone and other services.