LIMA — Spectrum Reach is currently working with companies to promote their businesses with its marketing data, a local representative said Thursday.
One of Spectrum Reach’s most powerful marketing data is propriety household data, which connects businesses with their best potential customer, said Dino Gerdeman, Spectrum Reach’s local sales manager.
“We can give you an unfair advantage in helping you reach your customer,” Gerdeman said during the Connections event at Shawnee Country Club on Thursday.“Today is not all about reaching everybody. It’s about reaching the people who are in the market for your product and services, and that’s what powerful marketing data can do for you.”
Propriety household data allows Spectrum to find information regarding residents in particular neighborhoods, which helps businesses target people with certain habits, interests and more.
Spectrum found that an average Spectrum customer in Lima watches more than seven hours of television every day. Gerdeman believes that television is the foundation to advertising for a business.
Through the use of software algorithms, Spectrum’s Audience App searches the Spectrum network and builds a television schedule to help businesses reach the best potential customers.
“For years, it was all about targeting age and gender,” Gerdeman said. “Now we are taking that further by looking at audience income, whether they are married, have kids, their education level, interests and passions and the type of vehicle they own.”
Spectrum also offers audience track, which allows companies to log in online to see when its commercials run on TV or where their ads are placed online.
Although TV is a great way to advertise, Gerdeman encouraged businesses to advertise beyond TV and consider advertising on over-the-top platforms.
OTT is a term that defines the service or device that is used to consume streaming content over a high-speed internet connection, such as Netflix, Hulu, Roku, Google Chromecast, Xbox and PlayStation.
Through research, Spectrum found that millennials watch the most OTT. In 2017, 193 million people watched OTT monthly, and and an estimated $17.9 billion will be spent on digital advertising for OTT in 2018.
“We are recommending as professionals to explore this space, test and try it out in your marketing mix because if you don’t get familiar with it and don’t try it out, you might be left in the dust because everyone else is going to get on board with this,” said Joe Santoli, Spectrum Reach’s digital strategy manager.
Reach Camri Nelson at 567-242-0456 or on Twitter @CamriNews