Ben Tatta recalls the early days of addressable television experiments at Cablevision as \u201creally just 100,000 households in Brooklyn\u201d New York. Now there\u2019s more than 35 million homes nationwide capable of receiving addressable ads, but David Kline, who gave Tatta his start at Cablevision, says it\u2019s not enough.<\/p>\n

\u201cNational advertisers don\u2019t want 40 million. It\u2019s a good start, but I think we\u2019ve got some catch-up to play,\u201d Kline says in this one-on-one discussion with Tatta at the recent Beet Retreat in the City<\/a>.<\/p>\n

Upon the sale of Cablevision to Altice, Tatta joined the startup 605, on whose board Kline now sits while also holding the roles of President of Spectrum Reach and EVP of Charter Communications. Tatta is President of 605<\/a>.<\/p>\n

Asked by Tatta<\/a> to define the state of addressable TV, Kline points to the traditional business model of the cable providers whose participation is needed to expand the national footprint by using their two minutes of local ad time.<\/p>\n

\u201cI think a big reason for that is many operators, many distributors are in the subsection television business. They\u2019re not in per se the advertising business, and I think that perception is starting to change,\u201d Kline<\/a> says.<\/p>\n

\u201cThey\u2019re always going to be in the subscription business, selling video products and high-speed data and telephony and soon mobile phone service for some of us,\u201d Kline adds. \u201cAdvertising has always sort of been, \u2018hey we\u2019ll take that money, it\u2019s great high margin, but we\u2019re not going to invest that much in it.\u2019\u201d<\/p>\n

Having just launched linear addressable in Los Angeles, Charter\u2019s \u201cfootprint in New York will be months away. I think it\u2019s not moved fast. Maybe it\u2019s moved fast in cable years, but it hasn\u2019t moved fast in anything else,\u201d Kline says.<\/p>\n

On the way to additional scale, addressable is providing a foundation upon which TV networks can enhance the value of their national inventory, according to Kline.<\/p>\n

\u201cIf they really want to make their network inventory more valuable, they need to get it better targeted. More relevant. And we have the platforms that can do that.\u201d<\/p>\n

In the meantime, he sees the model for networks as acquiring the widest possible amount of distribution and collecting license fees from distributors. \u201cBut I\u2019m not na\u00efve. We know that things will evolve and viewership will move to other places. But there is still a ton of viewership on what we would call traditional platforms, and I think that\u2019s going to continue for quite some time,\u201d Kline says.<\/p>\n

This video was produced at the Beet Retreat in City & Town Hall<\/a> on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Ben Tatta recalls the early days of addressable television experiments at Cablevision as \u201creally just 100,000 households in Brooklyn\u201d New York. Now there\u2019s more than 35 million homes nationwide capable of receiving addressable ads, but David Kline, who gave Tatta his start at Cablevision, says it\u2019s not enough. \u201cNational advertisers don\u2019t want 40 million. It\u2019s […]<\/p>\n","protected":false},"author":17,"featured_media":53467,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7289],"tags":[5092,5143,5524,5883,6012,6730,6922,7265,7292],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53433"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=53433"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53433\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/53467"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=53433"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=53433"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=53433"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}