Today ’ s complex multiscreen landscape presents challenges for marketers . Constant churn and overwhelming choice are making it difficult for campaigns to reach a critical mass of viewership . However , there are solutions to these problems .

At this year ’ s Streaming Media NYC , Spectrum Reach ’ s SVP for marketing , Michael Guth , presented a vision for how to unify fragmentation , mitigate churn , and reach audiences across platforms . Read below for five major takeaways from the keynote address , in which Guth began with one simple question : Where do today ’ s audiences spend the most time watching TV ?

Go where audiences are watching .

The fragmented multiscreen landscape can be simplified by focusing on where audiences spend the most time . Consumers no longer make a distinction between broadcast , cable , and streaming – they watch what they want , when they want to watch it .

Share of viewership matters .

With access to the most aggregated linear and streaming viewing , SR is the # 1 multiscreen video partner in our markets . 4 And if you look at Spectrum Reach relative to others in the market , you can see how we ’ ve harnessed fragmentation by seamlessly delivering audiences across channels and platforms better than anyone else .

Embrace a common definition of “ linear .”

Linear is alive and well . Not only does it represent more than half of all TV watching , 1 but it now also includes FAST channels and vMVPD apps . Linear should now be defined as TV on a schedule , not as a platform or method of delivery .

When it comes to inventory sources , 1 + 1 = 3 !

Audiences switch back and forth between live and on-demand content . Spectrum Reach analyzed nearly 1,500 multiscreen campaigns to see the impact of adding streaming to linear set-top box TV schedules and vice versa . On average , streaming extended the reach of linear set-top box schedules by 52 %, and linear extended streaming ’ s reach by 131 %. 2

High-quality , privacy-focused first-party data is essential .

Spectrum Reach has a direct relationship with over 30 million Spectrum households , allowing us to gather valuable insights that provide brands with precisely targeted , efficient campaigns . These insights can also be layered with third-party data from over 70 data partners to deliver even more effective results . Traditional methods for CTV addressable , like matching a user through an IP address , produce around a 60 % match rate . Our approach enables advertisers to achieve a 95 % addressable match rate — unheard of in the business ! 3

As an advertiser , it ’ s important to work with providers who can transact across programmatic , managed service and offer addressable solutions across platforms , so you can find the audience you need . Make sure to find a partner who offers optionality , interoperability , and data transparency , so you know what ’ s working . At Spectrum Reach , we ’ re building a re-imagined , simpler TV future , where it ’ s easy for brands to reach audiences and drive results .

1 . https :// www . nielsen . com / data-center / the-gauge / 2 . Spectrum Reach AM Campaign Data . Date – Q42023 . O & O & Partner Affiliates . * Includes all campaigns with Streaming TV & linear set-top box . Total Campaigns – 1,476 * Reach Lift - % of new HHs reached 3 . CIMM , Guidelines for Planning & Buying Addressable TV Advertising , February 2024 4 . Nielsen NLTV , Metered Markets within our footprint , Live + SD , Q1 2024 ( 01 / 04 / 2024 - 03 / 27 / 2024 ), Daypart : M-Su 6a-6a , P2 + Nielsen Local Streaming Meter Insights Report , Metered Markets within our footprint , Total Persons 2 +, Q1 2024 ( 01 / 04 / 2024 - 03 / 27 / 2024 ) 6a-6a Average Impressions