With its recent acquisition of ZAPP360, Altice’s a4 Local Solutions fills the geo-marketing space in its single-platform solution for local advertisers.
Active on both the national and local side, a4 regularly confronts the complexities of trying to help local advertisers, who “don’t have a lot of time and don’t have a lot of bandwidth to deal with multiple parties,” says President Paul Haddad in this interview with Beet.TV.
“So when they talk to someone, they would like to buy a solution for their advertising,” he adds, citing local television, digital video and display, social media and mobile targeting.
With its previous acquisition of Audience Partners, a4 added local, audience-based optimization. What ZAPP360 brings to the table is the mobile targeting piece.
“What we were missing was geo-targeted mobile messaging,” says Haddad, who founded and led Cablevision’s data business, which used census-level audience data from set-top boxes in millions of households in the New York DMA. Netherlands-based Altice acquired Cablevision Systems Corp. for $17.7 billion in 2016.
After testing with ZAPP360 for about a year, “the results were phenomenal and we decided we might as well start adding them to our portfolio. We completed the acquisition two weeks ago and we’re very excited about it.”
This segment is from a Beet.TV series “It’s an OTT World” presented by BrightLine. Please visit this page for additional videos.
