Consumer targeting software specialist Cable Scope has launched a new company, Centriply, which aims to deliver targeted TV solutions for advertisers looking to maximise the value of their TV/video investments.
The Centriply platform is available as a managed/white label service that agencies and other users can brand as an enhancement to their existing media services. The platform focuses on media analytics and insights, allowing the agency to free up resources to manage the overall strategy and client relationship.
Centriply’s emergence as a stand-alone company stems from the success Cable Scope has had utilising data and scientific analysis to leverage the power of digital targeting. With Cable Scope’s help, several national retailers, pharma brands, automotive clients, and entertainment groups are enjoying significant success in lifting reach and improving share of voice.
The Centriply platform applies syndicated or proprietary data including predictive and behavioural consumer targets, measuring TV audiences through both geographic and programme targeting. It provides a way for agencies to scale their clients’ audience targeting by applying best-in-class data from digital and mobile, layering geographies and media types, and activating in both programmatic and relationship-based exchanges.
Centriply accesses inventory from video media outlets including cable systems, interconnects, regional news/sports networks, addressable TV, satellite providers, telcos, wireless systems, gaming consoles, connected TVs, OTT, mobile and out-of-home.
Centriply is fueled by Cable Scope’s specialised, proprietary software, Tango Media Suite, which identifies opportunities across multiple geographies. Custom audience universes can be created and measured as broadly as region, state or DMA, or as granularly as cable system, zip code, congressional district or census block. Centriply also measures programming for granular and national campaigns using Nielsen, Rentrak or SQAD data.
“In many respects, Centriply was 27 years in the making,” noted Scott Stansfield, owner and president, Cable Scope. “We launched Cable Scope in 1988 to provide targeted TV advertising solutions, always pushing towards the dream of a future in which we could target right down to zip codes in individual zones using an array of video media options. Today, the confluence of big data, highly sophisticated analytical tools and a video everywhere explosion has made this dream a reality, and a company like Centriply possible.”
According to Stansfield, by offering Centriply as a managed/white label solution, everyone from consultants to established media agencies can now have the ability to include targeted services and, more importantly, activation, for their clients, without upsetting current department resources.
Tom Sassos, chairman, Media Audits International and long-time Cable Scope board member, said that Stansfield and his team have done a great job of taking Cable Scope beyond its local cable television roots and into all video media, including capitalising on the rapidly growing online sector. “Centriply offers an incredible opportunity for national marketers looking to get the most out of their video investments,” he suggested.
Stansfield said Centriply will enable marketers and agencies to use targeted TV as part of their broader national media plans to test/control based not only on digital ROI (bottom funnel), but also TV/digital video communication goals (mid funnel.)
“The potential of targeted TV via data-driven programming measurement is becoming well understood,” said Stansfield. “Geographic consumption deltas, for many large advertiser categories, is still vastly underestimated. We provide advertisers the power to multiply impressions across media.”