Cablevision To Aim Ads At 500,000 Subscribers

Addressable targeting to sub's demographic data follows 18-month trial

Cablevision Systems announced it will expand its addressable-advertising capabilities to be able to deliver TV spots based on an individual subscriber's demographic data to some 500,000 households across the New York metro area this summer.

The half-million-homes deployment -- representing cable's largest with addressable advertising to date -- comes after an 18-month trial covering 100,000 households, in which Cablevision tested the targeted form advertising for its Optimum-branded services.

According to Cablevision, the trial showed a "double-digit" lift in sales in areas that received the addressable ads compared with homes that did not. After building out to 500,000 households across multiple zones within the New York DMA, Cablevision ultimately expects to bring addressability to all of its 2.8 million digital TV subscribers.

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