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.

But driving widespread adoption is going to take a culture shift.

So says Kim Norris, VP at Charter’s Spectrum Reach ad sales division.

“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.

“If it’s between culture and change, culture always wins. So I think education is key.

“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.”

Spectrum Reach’s offering includes an app for better campaign planning, a portal for uploading and targeting TV ads and ad inventory across Spectrum News, the news service operating across New York areas.

Whilst Spectrum operates in local markets, Norris thinks its developing expertise in advanced TV capabilities could spread up to larger markets.

“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.

Norris was interviewed by Furious Corp CEO Ashley J. Swartz at Beet Retreat San Juan 2020, where she was a participant.

This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.