605 establishes strategic data partnership with Charter CommunicationsTuesday, July 25th, 2017
Charter makes investment in 605; Capitalizing on significant industry movement towards data-driven advertising
- Representatives of Charter will join 605 Board of Directors
NEW YORK — 605, an advanced data and analytics company focused on the media and entertainment industries, today announced it has established a strategic data partnership with Charter Communications, Inc. (Nasdaq:CHTR), a leading broadband communications company and the second largest cable operator in the country, designed to fuel the growth of census-based TV measurement and analytics while fully protecting customer privacy. To provide further strategic direction, enhance collaboration and drive the growth of the business, Charter will appoint two members to the Board of Directors of 605.
As part of the agreement, Charter will provide 605 with aggregated and anonymized television platform data from all of its cable system operations nationally. Charter will not share customers’ personally identifiable data with 605. In turn, 605 will utilize its proprietary data infrastructure and analytics capabilities to enhance advertising and campaign measurement solutions for Spectrum Reach, the advertising sales division of Charter. Spectrum Reach is an established leader in driving multiplatform audience targeting and measurement for national, regional and local advertisers and marketers across the country.
“Charter is an important and strategic partner that brings a powerful and significant data set to 605,” said Kristin Dolan, Founder and CEO of 605. “Programmers, distributors, advertisers and agencies are moving quickly to embrace audience-based advertising and measurement and we are at the forefront of this trend. We believe our efforts can accelerate the transformation in the advertising industry’s approach to measurement and accountability by moving beyond traditional ratings to include impressions in buying decisions. Given our close and longstanding relationship with their management team, we are pleased to have Charter as our strategic partner at 605.”
“At Spectrum Reach, we are focused on being the marketing platform of choice in every community we serve,” said David L. Kline, Executive Vice President, Charter and President of Spectrum Reach. “605’s data and analytics capabilities will revolutionize our approach to advertising sales by improving our ability to provide our clients with solutions to reach the right target audiences and ensure that every dollar invested in advertising with us delivers a real and meaningful return.”
Creating New and Innovative Data-Driven Advertising Products
In May, Spectrum Reach introduced an innovative new product developed in partnership with 605 for linear media planning and optimization called the AudienceApp. The AudienceApp makes it possible for Spectrum Reach customers to better identify and target specific audiences on linear television and execute more effective campaigns. Spectrum Reach will launch the product in Austin on August 15 and complete the roll out across the company’s entire footprint by mid-2018.
Spectrum Reach is providing marketers with solutions that capitalize on a unique combination of media assets. This includes access to premier cable programming on more than 50 of today’s most watched networks. In addition, Spectrum Reach has national scale through access to more than 100 DMAs across 41 states and 26 million homes. The division is continuing to invest in innovative multiplatform targeting and measurement tools and has a dedicated team of 2,700 sales and marketing professionals who have unprecedented local market insight and knowledge.
Industry-leading Board of Directors that Spans Cable, Programming, Advertising and Data
The initial Board of Directors for 605 will be comprised of:
- James L. Dolan, Executive Chairman, The Madison Square Garden Company
- Kristin Dolan, Managing Partner, Dolan Family Ventures and Founder & CEO, 605
- David L. Kline, Executive Vice President, Charter and President of Spectrum Reach
- James Blackley, Executive Vice President, Engineering and Information Technology, Charter Communications
605 was established by Dolan Family Ventures through its acquisition of Analytics Media Group in November 2016. In forming this partnership with Charter, 605 is furthering its ability to offer unique, independent audience measurement and analytics that optimize programming and marketing initiatives within the media and entertainment industries. Investment banking firm PJT Partners is providing consulting services to Dolan Family Ventures and provided advisory support for the Charter partnership.