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Empower® Selects Cadent Platform to Power Advanced TV Execution for Customer Journey-Focused EMerge Platform

Dec. 17, 2020, New York and Cincinnati – Cadent, the advanced TV platform company, today announced that Empower, the independently-owned media agency known as The Un-Holding Company℠ is the first customer of its newly upgraded advanced TV platform, which will enable advertisers to assemble and activate their television campaigns across channels with more control, transparency and ease.

Empower will use the patented TV mapping technology behind Cadent Viewer Graph as a foundational component for its consumer journey planning platform, called EMerge, which brings the capabilities of digital targeting and measurement to the TV environment to create opportunities in all phases of the consumer journey, as well as greater flexibility, efficiency, and access to and application of data during the campaign planning process.

As a data-driven agency, Empower is bringing the same rigor the agency uses with digital to the television space by incorporating Cadent Viewer Graph. Viewer Graph resolves multiple devices back to a household, a vital component of a cross-channel TV approach. The graph enables thoughtful orchestration of TV ads across linear television, set-top-box and IP address-based addressable, and OTT formats, so advertisers can deliver consistent messaging and frequency throughout their campaigns, as well as measure the impact across channels.

Cadent Advanced TV Platform provides audience building tools for building segments, buying media, optimizing campaigns, and understanding outcomes, across OTT, set-top box addressable, and linear TV advertising. Empower will use the platform to access optimization tools so that campaign performance is informed by Cadent’s wealth of historical campaign data. Cadent self-service tools will provide Empower account teams with insights on pacing, media delivery and outcome-based reporting for their clients.

The new features in Cadent Advanced TV platform include:

  • Reach audiences faster and more accurately with Audience & Identity Graph Solutions which enable advertisers to overlay specific audience attributes from the broader marketplace to create refined audience segments that can be linked directly to TV viewing, deepening campaign effectiveness. Using machine learning and billions of data points from over 500 million devices, matched to 90 million homes, Cadent Viewer Intelligence Graph helps advertisers go beyond demographics and create actionable audiences for TV advertising campaigns.
  • Maximize reach across devices with Cross-Channel TV Solutions, which include the ability to plan traditional linear GRP, audience-indexed linear TV, and audience-targeted OTT and addressable set-top campaigns.
  • Understand campaign effectiveness and efficiency with Measurement Solutions, including IQ Score, Cadent’s newly launched proprietary indexed reporting solution that helps agencies and brands evaluate the maximized reach of their campaigns, both in post and dynamically during flights.

“The ability to leverage Cadent Advanced TV platform to build and optimize audiences within one buying system will provide more relevant, thoughtfully orchestrated cross-channel experiences to our clients’ audiences across screens,” said Jim Price, CEO at Empower. “Cadent’s technology will play a critical role in how Empower’s consumer journey work comes to life in the important space of linear and addressable TV.”

“This suite of solutions helps advertisers leverage their data across screens so that they’re constantly learning from their campaigns and improving the way they connect with viewers,” said Jamie Power, Chief Data Officer, Cadent. “As a partner to marketers and agencies, Cadent is proud to play a central role in building the foundation of next-generation TV.”

“Empower has always been on the forefront of in-house innovation, product development, and technology in television. Jim and Empower are bringing more accountability to TV and gaining a full understanding of audiences – where they’re watching, what they’re buying and the devices they’re using – and offering a smarter way to reach audiences and deliver on a message,” said Nick Troiano, CEO, Cadent. “We’re proud to partner with Empower to better serve brand marketers.”

About Empower:

Empower is The Un-Holding Company. Our advantage is simple. Clients first – not shareholders. From the day we opened our doors in 1985, Empower has challenged the media status quo. Decades later, this hustle manifested into a Creative Media mindset. Recognized by The One Show, as Campaign US’s Agency of the Year, as an Ad Age Agency A-List Standout and as MediaPost’s Media Agency of the Year, our integrated team of experts in Creative, Media, Analytics, and Word-of-Mouth Marketing outperforms expectations. Some of our biggest fans include Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Brooks RunningJack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley HomeStore, Rust-Oleum, The Body Shop and PetSmart. Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati. Find us on Twitter, LinkedInFacebook, Instagram and online.

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.

What’s the Right Way to Get Started with CTV and OTT?

A client recently told me she perceived two mindsets related to connected TV and over-the-top TV: If you’re not doing it, you are foolish for missing a big opportunity to reach premium audiences at scale. But if you are doing it, you are going in a bit blind. You will have to contend with a lack of standards in measurement and an inability to solve or understand frequency and duplication uncertainty across screens.

This led to her question: “Who is doing it right?”

I believe that anyone that is in-market and learning is doing the right thing.

The fact is audiences have shifted and brands cannot afford to ignore this. Based on Cadent’s Viewer Intelligence Graph of holistic deduplicated cross-screen viewership, a brand could miss up to 40 percent of its desired audience reach by ignoring CTV/OTT in its media plan, depending on the target audience segment.

Besides ignoring a large percentage of viewership, the cost of not trying is that you won’t learn—about your customers, audience segmentation performance and the effectiveness of CTV/OTT in your media mix.

Unlike linear television, CTV/OTT gives brands the ability to garner actionable insights in real-time. Brands can understand how responsive audiences are to their ads by monitoring video completions rates and even deterministically tracking ad exposures to conversions. That allows you to link real-time ad exposure to desired business outcomes with the ability to optimize while in-flight.

Instead of looking for reasons not to invest in any newer channels, it is time for brands to get in there and figure out what works for them. Data-driven channels such as CTV and OTT lend themselves to massive learning opportunities. Don’t put CTV/OTT on a plan just because everyone else is. Make it count. Create a scalable solution by working across multiple partners, focus on leveraging consistent data across all and push for visibility and learnings across every screen.

With a clear plan, and a few basics in place, marketers can create a path to success with CTV and OTT today:

  • Iterate and innovate. If you use your campaigns as a mechanism to learn and figure out what works for you, you’ll succeed. There is usually debate over the “best” data sets in the market. The data sets and approach that work to drive optimal results for an individual brand’s KPI is the data/segment that is best for that brand. Brands will find that for certain KPIs, third-party data outperforms their CRM data and vice versa.
  • Get your team together early and often. This is a team sport. Your partners—agencies, data companies and publishers—should be at your side on this journey. Bring everyone together at the beginning of the process and challenge partners to step up and help you learn. Encourage them to be thoughtful on the front end  while being clear on what you’re trying to learn and accomplish. Push partners to give you the measurement and validation needed to help scale your efforts. Over time you’ll understand that OTT and CTV are key tactics that can be leveraged to drive outcomes, and you’ll know how to better maximize success.
  • Don’t accept that something succeeded or failed without questioning why. I always say that understanding what is broken is usually more powerful than knowing which pieces worked. If you don’t know why a campaign is not performing well, you cannot improve. Do not accept campaign success or failure without questioning why. Take a deeper look into the data and ask, “What levers can I pull to make the next campaign better?” and “How can I take insights from this campaign to inform future media buys?” For example, figure out if demo-based or strategic audience-based targeting is better for driving sales volume. Learn what the trade-offs are for targeting a demo versus a more specific audience. Determine how a shift in audience targeting could have maximized the ROI.
  • Create your own standards and practices within your organization. Find the subject matter experts in your group and develop those voices. In the test design phase for every campaign, make curiosity a core value for your team and organize everyone around that.

You have to start somewhere. As an industry, we’re building the foundation of next-generation TV. There’s no syndicated source that’s going to tell you what works, what doesn’t work and why. The technology will get smarter over time, standards will come and OTT/CTV will become easier to plan.

In the meantime, no one is going to do the work for you. It’s up to you to figure out what will continue to drive the success of your business in this evolving marketplace while maximizing reach against high-value audiences.

Learn more about bringing data to TV.

Cadent’s Future of TV Summit: Watch Sessions On-Demand

The pandemic has served as an accelerant for many businesses, and TV is no exception, with streaming now accounting for 25% of all TV minutes viewed, according to Nielsen’s latest Total Audience Report.

In October 2020, our Future of TV Summit focused on changing viewership behavior and more in conversations with thought leaders from Post Consumer Brands, H&R Block, Sanofi Consumer Health, Tegna and the TVB. Together with the Cadent team, brand marketers discussed how the consumer journey is evolving, how to reach customers with cross-channel campaigns on broadcast, cable, OTT and CTV and much more.

See below for a roundup of Cadent’s content from the event with links to the on-demand videos for each session.

Learn more about how Cadent connects marketers with the audiences behind the devices.