SAN JUAN, PR — In 2020, the tools on offer in the TV industry allow advertisers to use data to plan and target the optimum ad campaign.<\/p>\n
But driving widespread adoption is going to take a culture shift.<\/p>\n
So says Kim Norris, VP at Charter\u2019s\u00a0Spectrum Reach<\/a> ad sales division.<\/p>\n “First, you have to change culture. And one thing I’ve learned – being a change agent, and a very large company, we have 3,000 employees – just in the advertising group, is (the importance of) changing culture.<\/p>\n “If it’s between culture and change, culture always wins. So I think education is key.<\/p>\n “We embed digital sellers into our local markets. They all come from digital, they help our TV people learn how to speak the language of data.”<\/p>\n Spectrum Reach’s offering includes an app for better campaign planning<\/a>, a portal for uploading and targeting TV ads<\/a> and ad inventory across Spectrum News<\/a>, the news service operating across New York areas.<\/p>\n Whilst Spectrum operates in local markets, Norris thinks its developing expertise in advanced TV capabilities could spread up to larger markets.<\/p>\n “Some of the stuff that we and other companies are doing in local markets could actually help us with how we want to push the national footprint forward,” she adds.<\/p>\n Norris was interviewed by Furious Corp CEO Ashley J. Swartz at Beet Retreat San Juan 2020, where she was a participant.<\/em><\/p>\n