Time Warner Cable Introduces KernelConnect
Time Warner Cable Media, the advertising sales arm of Time Warner Cable, has completed its enterprise-wide rollout of KernelConnect, a campaign performance measurement tool that integrates anonymous aggregated linear TV data as well as digital advertising and third-party data.
KernelConnect gives clients transparency into their media investments, with a count of impressions to allow them to dynamically insert ads and optimize campaigns in real time by better understanding the analytics behind their media buys across screens.
TWC Media's KernelConnect, which features anonymous census-level viewing information, helps provide for better quantification of every TV impression across all digital media, including linear, iPad, and mobile screens. KernelConnect uses advanced capabilities to aggregate near real-time data across multiple platforms including display, TV Everywhere, Facebook, Twitter, Google Analytics, and other third-party data. Each day the measurement tool sorts and integrates more than 180 million records across five internal and external sources, and collects 100 gigabytes of data and more than 150 terabytes of collected, processed and stored cable set-top box data. The data is then combined into one user-friendly dashboard, allowing clients to measure and strategically adjust omni-screen campaigns in real time.
"KernelConnect is a ground-breaking campaign measurement platform designed to capture TV impressions and equip our advertisers with comprehensive analytical data that helps them understand how their campaigns perform. By providing complete transparency into their campaigns, we remove the guesswork to offer a clear view into their media investments," said Joan Gillman, Time Warner Cable's executive vice president and chief operating officer of Media Services, in a statement. "The national rollout of KernelConnect illustrates our commitment to helping clients achieve their marketing goals."
KernelConnect, offers clients the ability to track campaigns by looking at ad spending, cable spots, household metrics, income, ethnicity, online impressions, Web and social analytics, and TV Tribes, and TWC Media's custom audience segmentation profiles. KernelConnect is now available across the Time Warner Cable footprint.