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Define This for Me: Device Graph

A device graph is a map of individuals to all the devices they use, including mobile phones, tablets, computers and smart TVs. A device graph enables advertisers to understand consumer behavior in a more holistic way, with the goal of improving targeting and attribution.   

Gone are the days when a home had one or two TVs and one shared computer. Today, the average U.S. household owns an average of 11 connected devices, including seven with screens to view content, a study from Deloitte found. Suffice to say, consumers are more connected now than ever before, and they aren’t slowing down.  

It’s no surprise advertisers are struggling to keep up with the number of changes, as new platforms continue to emerge at this breakneck pace. To alleviate the challenges caused by a fragmented media landscape, a device graph can help marketers understand which devices belong to which households so they can deliver more relevant advertising messaging.  

Unify a Fragmented TV Landscape 

National advertising campaigns can’t function within silos. Consumers are now watching TV across different screens, devices, platforms, publishers, and operators. Declining cable ratings and accelerating content fragmentation have made it increasingly difficult for advertisers to reach their target audiences. 

A device graph can offer marketers the ability to strategically plan and optimize their TV campaigns. Tools such as a device graph provide advertisers with the cross-channel foundation needed to manage each cog in the TV wheel, efficiently and effectively.  

Think of the TV ecosystem as an orchestra – the conductor is an advertiser, the players are devices, platforms, publishers and operators, and a device graph function as their sheet music. Just as a conductor needs to be able to read and communicate the sheet music for each instrument to best direct their players to play the same song, for an advertiser to effectively engage their audience, they must thoroughly understand each device or platform where their ads are being displayed to optimize campaigns. By leveraging a device graph, advertisers can create a unified picture of their TV plans.   

technology partner can onboard your data and match it against their known universe of devices in order to create unique household-level view of your consumer’s devices, services, screens, and viewing habits.  

During the onboarding process, your first-party data is securely ingested, scrubbing any PII, to create unique identifiers for building audience segments. Next, this privacy-compliant data will be used to identify the viewers and devices within your target households. The resulting graph allows you to customize messaging that engages with every potential consumer.  

What’s Next 

cross-channel approach is one of the best ways marketers can reach viewers where and how they’re consuming media. But marketers don’t just want to reach their audience in a vacuum. It is critical to be able to develop a cohesive plan that takes the screens, devices, platforms, publishers and operators into consideration.  

The most successful brands will be those that can bridge the gap between linear television and advanced TV. In the future, audiences will expect even more flexibility when it comes to where they view TV, so it will be critical to reach audiences in all environments.  

Ready to use a device graph for your upcoming TV campaigns?  

Learn more about Cadent Viewer Graph. 

Maximize Your TV Reach with Strategic Broadcast Buys

As a result of our new normal, it’s apparent that Americans are returning to their long-trusted news source – local news. In doing so, broadcast TV is experiencing a striking resurgence in popularity.  Sixty-four percent of consumers who watch the news while working tune into local news, according to Nielsen’s August 2020 Total Audience Report. The reasons why they tune into local include getting information on local events, weather, and more, as well as getting relevant stories and trustworthy content. In other words, local TV is as relevant as ever. For people working at home, local news is what’s on the TV – people want to know what’s going on with their communities.  

Even as we look beyond the current moment, broadcast continues to offer a variety of benefitsThrough Cadent’s technology, developed and refined with today’s buyers in mind, marketers gain access to a streamlined solution for broadcast TV. And when broadcast is combined with the power of cable television, which offers incredible access to national scale, marketers can extend their reach even further with a complementary buy. 

To help you get reacquainted with this proven advertising medium, let’s explore what makes broadcast a strategic choice for your upcoming TV campaigns, and later get into why broadcast and cable together make a powerful combination.  

The Benefits of Context and Geo-Targeting with Broadcast  

Contextual relevance is the key to success when activating your campaign on broadcast TV. When a brand is seen on local news stations, the ad placement benefits from the reach of loyal TV viewership for those programs, as well as the halo effect created by the trust viewers have for those stations.  

For example, imagine you are a major automotive company and you want to execute a holistic campaign in specific DMAs where your dealerships are located nationwide. With broadcast TV, you’re able to boost awareness and brand trust by engaging with auto shoppers with strategically placed commercials during the nightly news and other local programmingCadent has access to 1100 broadcast stations so you can reach the right audience at scale. 

Broadcast is not only an effective medium of advertising, but a cost-efficient opportunity as well. Access to local markets also means you can isolate spend based on geographic areas, limiting your activation to the local broadcast stations where you can best reach your target audience. And you can access programming that you wouldn’t be able to afford, including special events like big games or awards nights.  

Consider the implications of COVID-19. If you’re a national QSR brand with the option to dine-in only available at locations in the South and Midwest, you can select broadcast networks with stations in those regions for your “We’re Open!” campaign. You’re able to air different creatives in different markets and areas of the country, reducing waste of your brand’s advertising dollars.  

Broadcast & Cable Together Are A Happy TV Marriage

Cadent accesses inventory across 90+ cable networks, leveraging its unique combination of audience and historical data to capitalize on placements that will get your message to the right households. But cable only reaches so many households. In order to expand your reach further, you need to activate on broadcast to reach essentially every US householdIf you’re already activating on cable, why not extend your buy to broadcast?   

Through Cadent’s white glove serviceyou can seamlessly plan across cable and broadcast, reaping the benefits of both channels. In fact, Cadent research shows that adding broadcast news to your cable news campaign significantly increases the reach of a cable news-only schedule (based on Nielsen ratings).   

For instance, if you’re trying to reach the full spectrum of sports fans, you can advertise on ESPN’s cable channels and ABC’s broadcast network football games. Reaching audiences across cable and broadcast can result in a lift in awareness, consideration, purchase intent and sales – without repeating views.  

Broadcast TV drives real results. Ultimately, brands want to reach their target audience wherever they are, no matter the channel. With consistently high ratings and a powerful halo effect, broadcast TV offers what few marketing channels are able to provide 

You can strategically activate media on broadcast TV while simultaneously being able to plan for cable TV too. It is the combined power of Cadent across both broadcast and cable that offers unparalleled reach and efficiency.  

Ready to learn more about Cadent’s robust Broadcast solution? Contact us today to speak with a Cadent representative. 

Acxiom Selects Cadent as TV Data Activation Partner for Leading Brand Marketer Clients

Nov. 23, 2020, New York and Conway, Ark. – Cadent, the advanced TV platform company, today announced an expanded partnership with Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, allowing TV advertisers to activate against custom audience segments faster and more efficiently and get real-time, pre-campaign insights.

Through the partnership, Acxiom’s thousands of brand customers can activate data within television, using the Acxiom data they’ve come to know and trust. Advertisers will now be able to utilize Acxiom data across the TV universe, including indexed linear, addressable TV, CTV and OTT, directly matched to Acxiom data at industry-leading scale and accuracy through Cadent’s technology.

Acxiom data will be integrated with Cadent Viewer Intelligence Graph, Cadent’s patented audience graph technology that resolves multiple TV devices back to a viewing household, enables national TV advertisers to de-duplicate and map any audience segment into the full universe of television with minimal drop-off and maximum reach. This partnership enables marketers to overlay specific audience attributes from the broader marketplace, create refined audience segments that can be linked directly to TV viewing and deepen overall campaign effectiveness, all in a privacy-compliant manner.

Marketers, increasingly facing difficulty finding their high-value audiences across screens, are demanding better tools to understand audience identity and activate their data quickly and intelligently across television. In Cadent Platform, marketers can append the Acxiom data segment of their choosing and know more about their audiences before they run campaigns, applying real-time insights to inform planning or optimize performance mid-flight.

“Acxiom is always searching for new and creative ways to connect marketers with their audiences. TV, as one of the most emotionally resonant and effective mediums for marketers, is a natural fit for our abilities as it becomes more data-driven and embraces digital paradigms,” said John Baudino, SVP Data & Identity, Acxiom. “We’re proud to partner with Cadent to better serve marketers as they seek to use data to reach the right customers through techniques such as data-driven linear television.”

“It’s exciting to see the acceleration of data-driven performance and accuracy in the TV space,” continued Conor Burgess, Head of Partner Development, Advanced TV, Acxiom. “We see opportunities for industry growth from more streamlined TV audience activation.”

“As viewer behavior continues to evolve and audiences fragment, it becomes more important than ever for marketers to get a complete view of their customers before and during campaign activation,” Tim Jenkins, EVP, Head of Audience & Identity Solutions, of Cadent said. “We’re excited to announce the expansion of our partnership with Acxiom, bringing our data expertise and technology together for the marketplace.”

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

About Acxiom

Acxiom is a customer intelligence company providing data-driven solutions that enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data managementidentity, and the ethical use of data for more than 50 years, Acxiom helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies (IPG). For more information, visit Acxiom.com.

How Cadent Supported Employee Well-Being This Year

The parallels between a healthy, happy workplace and productivity are undeniable. Starting with Cadent’s first Wellness Challenge last year, when we saw how engaged employees were when competing to see who could log the most steps in a monthour focus on programs to support wellness has only gained momentum. 

Cadent has always been focused on our employees’ well-being. In 2020, along with fun new challenges for employees, we added wellness programs to our benefit suiteWe started the year with Biometric Screenings so employees could learn about certain health markers, and if they wanted, take action to improve their health and wellnessWe discussed adding gym memberships, but wellness means different things to different people, so we decided that a Wellness Savings Account (WSA) was the best choice for Cadent. Each month, Cadent sets aside money in a WSA for employees to use for a variety of wellness activities such as gym memberships, acupuncture, sleep therapy and nutrition programs, just to name a few. 

We were off to a good start! And then, COVID struck. Before we knew it, we were all working from home and isolated from family, friends, and colleagues, working remote with minimal resources, learning new tools, and for some, homeschooling. The mental health effects from social isolation and loneliness, fear and anxiety about the disease and financial concerns began to take their toll. Data from the U.S. Census Bureau showed one-third of Americans reported showing signs of clinical anxiety or depression in May, and research conducted in mid-July by nonprofit Kaiser Family Foundation found that 53% of American adults say their mental health has suffered because of the pandemic. 

As the weeks passed, we realized this was not a temporary situation and quickly identified the need for balance in this new reality. We recognized that employees were expressing feelings of increased depression and/or anxiety, changes in sleep and eating patterns and worsening chronic health problems. From adjusting to disrupted routines to caring for sick family members, our employees needed support. 

A well-rounded program to support employees 

We knew we needed to meet people where they were and arm them with ways to address their individual needs. There was not a one stop shop solution. 

Our BE WELL campaign started with Cadent sending a gift to our employees consisting of a mask (Be Safe)work out bands (Be Strong), dreamwater packets (Be Rested) and invites to several virtual events hosted by wellness experts and designed to connect us while providing useful information (Be Connected).   

Cadent hosted a Virtual Health Fair where employees gathered around the mainstage to hear talks on Resiliency (it’s a super power!), healthy eating and home school and work balance. In addition, there were exhibit booths and a resource library for employees to explore and learn at their leisure. And of course, there were prizes. On Wednesday, we set aside an hour for our Wellness Wednesday Webinars further exploring solutions to help with isolation, anxiety, loneliness and depression; an introduction to meditation; and ways to help improve sleep. And to keep our competitive spirits alive, Cadent hosted another step challenge, and yes, more prizes were awarded! 

As we move into 2021, we understand the challenges are not over. As mentioned during our talk on Resiliencywe need an approach to address the long-term rather than the short-term. Therefore, starting January 1, we have enhanced our mental health offerings by providing easy access to affordable mental health care with Teledoc. Additionally, all employees have access to an improved Employee Assistance Program which goes beyond a typical EAP offering. Employees and members of their household can receive up to eight free counseling sessions for each issue with which they may be dealing, they have access to a suite of E-Learning to cope with many of today’s pressing issues, and they can take advantage of the many concierge services offered that provide assistance with what might otherwise be stressful situationWe know our work is not done, and at Cadent we will continue to strategize ways our wellness program can support employees as we all continue to adapt to our new normal. 

Learn more about life at Cadent.

Catalina Chooses Cadent as TV Graph and Analytics Partner, Powering the Orchestration of Marketers’ Cross-Platform Campaigns

Nov. 18, 2020, New York and St. Petersburg, Florida /PRNewswire/ — Cadent, the advanced TV platform company, today announced an expansion of its strategic partnership with Catalina, the leader in shopper intelligence and personalized digital media for CPG brands and retailers. Catalina will use the Cadent Platform to expand its marketing services to include linear TV, advanced TV and OTT programming as part of its BuyerVision managed service, which also includes digital and in-store activation. Additionally, Cadent will offer its clients Catalina’s purchase-based audiences and cross-screen measurement services.

Linking it all together is Cadent Viewer Graph, a patented audience graph technology that resolves multiple TV devices back to a viewing household, enabling national TV advertisers to de-duplicate and map any audience segment into the full universe of television with minimal drop-off and maximum reach.  The Cadent Viewer Graph has been integrated with the Catalina Shopper ID Graph, which covers 107 million U.S. households, linking TV and digital campaigns to in-store purchases to inform media optimization in real time and measure campaign efficacy.

“The value of this partnership – using data and analytics to gain a better understanding of the shopper journey, what they’re watching and the device they’re using – is incalculable to marketers today,” said Kevin Hunter, EVP, Chief Commercial Officer at Catalina. “We’re thrilled to partner with Cadent and bring next generation TV to our brand, agency and retail partners.”

Catalina is offering a full suite of in-store, digital, and TV services, including linear, addressable and OTT, by leveraging its real-time, one-to-one deterministic shopper data through Cadent Platform and Catalina’s channel agnostic Media Network. This enables advertisers to better understand shopper behaviors, customize their audience segments, and optimize media in real time to deliver personalized messages and creative wherever they’re watching TV or engaging in digital services.

“As consumer media consumption patterns and in-store shopping habits rapidly evolve, reaching audiences accurately and at scale across TV formats and digital platforms – as well as in-store – is more important than ever,” added Hunter. “With Cadent we have expanded our multi-channel network across TV to help our brand, agency and retail customers bridge linear television and next-generation TV.”

“Data-driven orchestration is how advertisers will best find and engage their TV audiences today and in the future,” Eoin Townsend, Chief Product Officer, Cadent said. “This partnership is the fusion of Catalina’s insight-rich, best-in-class data with Cadent’s end-to-end platform allowing marketers to reach their audiences more effectively and efficiently.”

Over the last two years, Catalina has strengthened its open, channel-agnostic platform and forged partnerships that are powering new audience, personalization and measurement capabilities. The Cadent partnership is another milestone in advancing Catalina’s omni-channel managed services, programmatic self-service offerings, analytics, attribution, measurement, and data services.

“By combining Catalina’s buyer intelligence database with Cadent’s platform, our brand, retail and agency partners will have the ability to engage and connect with even the hardest-to-reach shoppers,” added Dr. Wes Chaar, Catalina’s Chief Data & Analytics Officer.

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

About Catalina

Catalina is the market leader in shopper intelligence and highly targeted in-store and digital media that personalizes the shopper journey. Powered by the world’s richest real-time shopper database, Catalina helps CPG brands, retailers and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Based in St. Petersburg, FL, Catalina has operations in the United States, Europe and Japan. To learn more, please visit www.catalina.com or follow us on Twitter @Catalina.

Define This for Me: Unduplicated Reach

Unduplicated reach is the ability to reach an intended audience across various platforms and channels, with the intelligence to know you are not reaching the same person with more than the intended frequency.

It’s becoming more and more difficult for marketers to know what their target audience is watching, which devices they’re watching on, and how best to reach them. There’s so much content available across viewing platforms to streaming services that it can be hard to keep track of it as a consumer, let alone as a marketer.

One study found a single consumer uses almost 5 TV sources, many of them being on-demand. A single viewer can start the day watching news on her phone, stream a reality show on her desktop during a work break, and curl up in her living room to see a sitcom on a broadcast network in the evening. Appointment TV just doesn’t exist in the same way as it once did.

Eric Schmitt, senior director analyst at Gartner, compared navigating this sprawling and fragmented media environment to “working on a 1,000-piece puzzle upside down, with half the pieces missing.”

What’s the worst that can happen?

All marketers want to reach the most relevant audiences for their products and services, and they want to do it at effective intervals and frequencies. But why would it matter if someone sees a spot just slightly too often? 

First of all, once a consumer decides to respond to an ad, additional exposure is just a waste of campaign dollars. Even worse, however, repeated exposure can lead quickly to ad fatigue, and once that boredom (or even annoyance) sets in, the effectiveness and ROI of the campaign is going to suffer.

What are the challenges in maximizing unduplicated reach?

The first challenge is the same one that faces every advertiser at the start of a campaign: identifying the target audience in a granular way, from age and gender to more sophisticated attributes like purchase behaviors or attitudes. 

Once that’s done, however, comes the admittedly difficult task of establishing effective cross-channel coordination, since running multiple campaigns on different platforms and networks can make sorting out ROI seem like an impossible task. 

What can a marketer do?

Take an integrated, holistic approach to your media plan. For the sake of efficiency, budgeting, scheduling, buying, and measuring should be coordinated across broadcast, streaming, and digital. 

Don’t abandon traditional techniques like geotargeting—just apply them consistently across all channels. And standardize audience segments whenever possible, align your goals, and formulate your plans using all the data at your disposal.  

Advertisers obviously need to understand how their reach and frequency affect their bottom line. That can be hard: data technology is still evolving, and the industry is still adapting to previously unimagined planning and measurement needs. The Media Ratings Council’s Cross-Media Audience Measurement Standards, drafted in finalized form in late 2019, are an important step forward, but certainly not an all-encompassing solution. 

Balancing frequency and reach

Another key aspect of unduplicated reach is reaching your whole audience – not just the segment watching TV via their linear cable feed or only those streaming via an app on a smart TV. 

Finding the careful balance between frequency and reach is important. TURF Analysis, or Total Unduplicated Reach and Frequency, is a tried-and-true technique that lets marketers assess which combination of ad campaigns allows them to appeal to the greatest number of customers possible, according to the IAB. Running analyses like these can help marketers get a better handle on who they’re reaching and how frequently they should be reaching certain segments of their audience. 

Maximizing reach is always going to be a basic goal of any marketer, but that’s just one part of an increasingly complicated, multi-platform equation. Luckily, in a world of multi-touch attribution and opaque conversion models, the right tech partner can help.

Learn more about Cadent Viewer Graph. 

Define This for Me: Advanced TV

Advanced TV refers to how the delivery of television content has evolved beyond the traditional linear models. This includes OTT, indexed linear TV, connected TV and addressable TV, among others. According to the IAB, the term advanced TV was “…first used at the MIT Media Lab in the early 1990s to explain why high definition TV was only an early step in the foreseeable enhancements to the medium.” Consider advanced TV the catchall for all of today’s data-driven forms of television.  

Advanced TV enables advertisers to deliver different ads to different audience segments, across all devices. Whether your target audience is watching on their smart TV, mobile device, tablet, or computer, you can reach them with advanced TV.

What Changed 

Historically, TV was thought of as the “black box” of advertising with little to no measurement possible. Think of the often-referenced John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  

With advanced TV, marketers can now measure the true impact of their campaign to justify budgets, as well as gain insights on how to optimize spending for future campaigns.   

While applying data to TV planning isn’t a new concept, marketers now have the ability to apply cross-screen datasets to advanced TV activations, then receive campaign performance reports that prove campaign efficacy from their trusted technology partners. By offering improved transparency into TV campaigns, advanced TV has revolutionized the opportunities TV presents advertisers. No matter how your audience watches TV, you can apply strategic audience data to deliver the most relevant messaging. 

When we talk about advanced TV, we also have to talk about how people’s viewership habits have changed. Today’s audiences can watch TV however, whenever and wherever they want. No longer limited to the television set, consumers are increasingly watching TV delivered over the internet. This has created a confusing landscape for advertisers, that once only needed to focus on a wider demographic across two or three TV networks.  

As new technology continues to offer consumers more ways to stream, on more devices, advertisers need to take a more thoughtful approach to TV campaign planning. In the advanced TV landscape, it is increasingly important for advertisers to understand not only where they’re watching, but how best to reach them – all while matching the message to the audience.  

Why IMatters Now 

The pandemic has significantly altered American life. In the past year, many of us have experienced changes in the way we work, learn, parent, travel, and consume media. As daily habits shifted, Nielsen researchers found that video streaming increased from 19% at the end of 2019 to 25% by the middle of 2020.  

In addition to the impact of the pandemic, the U.S. is also experiencing a cultural shift that is putting pressure on countless retail brands to get the best possible ROI from their ad spend. Knowing how to leverage data and collect insights from prior campaigns to improve future campaigns are key components of driving brand success for cross-channel campaigns on advanced TV platforms.   

Imagining advertising beyond 2020, two trends are clear: families will still gather by the TV, whether they’re watching news, movies, or other programming, and advanced TV will continue to evolve and grow in popularity. As viewership ebbs and flows across OTT, indexed linear TV, connected TV, addressable TV and more, marketers will need to embrace the data capabilities available for each medium.  

Ultimately, what sets advanced TV apart from other mediums is the variety of devices on which audiences can consume content, the use of behavioral audience data for targeting, and the capability for closed-loop reporting.  

Learn more about the Cadent Advanced TV Platform