Spectrum Reach, the advertising sales business of Charter Communications, has rolled out its newest planning tool, Audience Reach Optimizer (ARO), designed to boost the effectiveness and efficiency of advertisers’ campaigns, delivering their TV ads to their intended audience.
ARO leverages Spectrum Reach’s unique data insights in a privacy-focused way to simplify the process for advertisers to target audiences more efficiently at the household level. The new planning tool identifies new opportunities for multiscreen engagement across traditional TV and streaming platforms, maximizing campaign impact and audience engagement.
“We are delivering solutions that make it easier for advertisers in today’s competitive advertising landscape,” said Jason Brown, senior vice president, chief revenue officer for Spectrum Reach. “By providing unique, data-driven insights on campaign reach and frequency through tools like ARO, we empower advertisers to fine-tune their targeting strategies, optimize media spend and maximize audience engagement with information they cannot access elsewhere. Ultimately, this insight drives better business outcomes for our clients.”
Spectrum Reach began piloting ARO in key markets in 2024 and has since run over 5,600 reports providing advertisers with full access to performance data. ARO sources its broadcast ad log data from Spectrum Reach partner MediaRadar, now including the data and capabilities of Vivvix, and its cable ad log data from Spectrum’s campaign orders. By combining its broadcast and cable ad log data sources at scale, ARO gives Spectrum Reach’s clients a broader view of their campaigns, helping them to identify more targeted opportunities to connect with potential customers. For example, Spectrum Reach found in a sample that more than 80% of advertisers’ quarterly broadcast-only campaigns underdelivered to households in the overall market, whereas shifting their spend to cable increased audience engagement.
Spectrum said ARO includes several features that differentiate it from other ad planning tools on the market. For example, it uses well-defined methodologies and transparent definitions, allowing advertisers to see exactly how their ads are performing and make better decisions. ARO also provides exclusive data that no other planning tool offers by tracking ad views on both traditional TV and the Spectrum TV App, the most watched streaming service in the U.S. on an hours-per-household basis. This gives advertisers the most relevant and valuable information for their campaigns.
