Cablevision Systems Corporation has been making a lot of acquisitions recently. The company did not seem to be much active recently however in the past months, it has been in a lot of news when it comes to acquisitions and making deals with other companies. Similarly, GroupM and Cablevision have embraced a massive breakthrough where both the parties have signed a long term addressable deal. The idea behind this collaboration is to simplify the rigorous process so that the addressable television advertisements can be bought.
It is believed that the advanced TV business of GroupM which is known as Modi Media will get to access the Total Audience Application of the company as mentioned in the deal. It is a specific audience planning tool by Cablevision that assists agencies and companies to strengthen and improve their targeted, impressions based TV buys.
It is believed that the deal will prove to be beneficial for both parties. The deal was made especially so that the procedure of buying addressable ads become more automated using the Total Audience Application. It will further be removing the barriers that were making it difficult for the agencies and well as the marketers to enter and experiment such things.
According to the President of Modi Media, Michael Bologna stated “Addressable is complicated. There is a lot of data, technology and manual labor that goes into doing these deals. What we have done here is set the parameters and done as much of the leg work upfront as possible to allow us to execute quickly and as real-time as possible.”
Mr. Michael Bologna further added that his business and Cablevision already discussed in a type of pre planning meeting regarding how to go about this deal in the future. According to the discussion, it can be said that both companies are already done with their setting of cards per segment rate in order to execute it as early as possible for their clients.
The president of media sales at Cablevision Corporation, Ben Tatta, stated in an interview “By making ad operations, data and analytic more turnkey, we hope to streamline the entire campaign process for Modi and their clients.”
Furthermore, it was decided during the agreement of this deal that Modi Media will be spending an ‘undisclosed’ amount on the Cablevision’s addressable ad product. This will help both parties to boost each other’s businesses within no time. However, Modi Media is also in talks with other providers in order to sign similar deal to boost its business.
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