NEW YORK, June 24, 2025 – In the cutthroat world of e-commerce, even a beloved brand like Southside Market & Barbeque, a Texas institution, needed a strategic edge to expand its reach. Beyond digital, social, and email campaigns, the company sought to amplify its brand awareness among potential online buyers. Their solution? Spectrum Reach, a player in the advertising solutions space, helped the venerable BBQ joint unlock the power of its customer relationships to create compelling video ad campaigns.
The key to Southside’s strategy was its customer data – a valuable asset containing thousands of names and addresses. Spectrum Reach’s Customer Data Match capability enabled the eatery to leverage this in-house data to target existing customers and discover new, similar prospects. This feature has recently been upgraded to aid local businesses, even those with smaller customer data pools, by harnessing Spectrum Reach’s sophisticated, privacy-focused audience-finding tools. Ads could be served across diverse devices and platforms.
“As we continue to grow our e-commerce business, it was critical to expand our reach and connect with potential customers both inside and outside of our core footprint,” said Kelly McLouth Staha, Marketing Director at Southside Market & Barbeque, based in Elgin, Texas. “We were looking for a straightforward, budget-friendly method to make our ads resonate. Using our customer data with Spectrum Reach’s Customer Data Match proved to be an excellent choice. We’ve observed consistent double-digit gains across key e-commerce metrics like order numbers, returning patrons, and revenue.”
Since its introduction, Spectrum Reach’s Customer Data Match has powered over 800 successful local campaigns like Southside’s, applying smaller datasets to reach existing and prospective customers. Businesses utilizing Customer Data Match achieved a home address match rate of 90% — meaning nine out of ten addresses from a client’s list could be found and matched to real users online – which is significantly better than the industry standard of 50% to 70%.
“Spectrum Reach is committed to offering effective and precise advertising solutions for businesses of all sizes,” stated Jason Brown, Executive Vice President at Spectrum Reach. “Our advanced targeting technology, paired with Customer Data Match, simplifies how local advertisers can harness their own data to find their most valuable customers, driving more traffic to their business, be it a furniture store, multiple auto franchises, or a BBQ chain like Southside.”
Customer Data Match epitomizes Spectrum Reach’s commitment to making TV advertising more accessible to small and medium-sized businesses. Spectrum advertisers gain an advantage through tools such as the Audience Reach Optimizer (ARO), which highlights opportunities for multiscreen engagement across traditional TV and streaming platforms, and a partnership with Waymark, which allows clients quick set up of effective AI-powered ads. This combination of resources, alongside Spectrum Reach’s premium streaming and traditional TV inventory data, helps advertisers deliver impactful campaigns at scale.
For further details regarding Spectrum Reach and Customer Data Match, visit https://www.spectrumreach.com/.
About Spectrum Reach
Spectrum Reach®, the advertising sales arm of Charter Communications, Inc., delivers custom advertising solutions for local, regional, and national clients. Operating across 36 states and 91 markets, Spectrum Reach provides scalable advertising and marketing services. These are fueled by aggregated and de-identified data insights and award-winning creative services, all supported by a 100%U.S.-based workforce. Spectrum Reach helps businesses of all sizes reach their target audiences, no matter where they are, on any screen. More information about Spectrum Reach is available at spectrumreach.com.
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SOURCE Charter Communications, Inc.
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