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TV Ad Tech 101: Let’s Learn About Media Types

This is Class 4 where we will learn about Media Types. In case you missed it, catch up on previous classes. 

The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101. 

A lot has changed since the first TV broadcast in July of 1928. After cable TV was introduced in the late 1940s, these two types of TV dominated for decades. More recently, indexed, addressable, CTV & OTT have disrupted this once monolithic industry. As fragmentation across the TV landscape continues to grow, how do you know what media type is right for your brand and your ad?  

It’s important to understand why and how you should leverage each type of TV media to ensure you’re reaching your brand’s target consumers. The key differences come down to audience, activation, and attribution: How can you target viewers? How do you launch a campaign? And how can you measure outcomes?   

The 5 TV Media Types  

To help you make the most of your advertising, we’ve broken down the 5 TV media types.  

Broadcast 
Broadcast television, which includes news and syndicated programming, remains a vital part of reaching audiences at scale. In fact, nearly half (44%) of adults prefer to get their news on TV – more than any other medium, including online, through print or radio. This preference for watching news live means broadcast is immune to the pitfalls of DVR: viewers watch the news with commercials, as opposed to fast-forwarding through when watching later. By combining the relevance and resonance of local television with the ability to scale nationwide, you can deliver the right message to the right people at the right time.   

Cable 
Cable offers advertisers access to cost-effective, premium, national inventory with the benefit of optimizing based on network, programming, and daypart. By advertising on cable, you get placement on the highest-quality content, meaning you can guarantee both brand safety and contextual relevance. Additionally, by pairing verified third-party research with your cable activations, you’re able to learn what drove success and have true visibility into post-campaign effectiveness. Reaping the benefits of both media types, many successful campaigns combine cable and broadcast.   

Indexed 
Indexed-based buying is determined by data that measures a specific program’s audience composition compared to all TV audiences. The index is used to identify consumers that are more likely to be in-market for a particular audience by matching household income or purchasing behaviors to viewing habits. Audience viewer data for indexed TV is data is gathered from set-top boxes or smart TVs. When planning for indexed TV, buyers need to weigh the value of high indexing, more targeted audiences that may come at a higher cost, versus lower indexing programs, that may be lower priced but reach a less precise audience.  

Addressable 
Addressable linear TV, much like indexed TV, is all about targeting. With this more targeted approach, addressable TV advertising enables brands to not only engage an in-market audience but also follow the customer journey by layering purchase and behavioral data to reach existing buyers. This provides a lift in KPIs including customer loyalty, market penetration, and competitive conquesting. The audience viewer data for addressable TV is gathered from cable or STB. Using this data, advertisers are able to deliver ads to specific households, based on things like income, purchase history and demographics. Interest in this media type continues to grow as automated solutions simplify the process of planning, buying, and measuring addressable TV advertising.  

CTV & OTT 
CTV (connected TV) is television connected to the internet through ethernet or Wi-Fi. OTT (over the top) refers to video content that is accessed “over the top” of the traditional, closed television system. This includes video content streamed on any internet-connected device – including a CTV-enabled device. While advertisers may have concerns about this skippable ad environment, marketers have to be willing to go where their audience goes. As a result, what OTT and CTV may lack in scale, they make up for in incremental reach. To make the most of this media type, brands need to be strategic about frequency, context, and content.  

For a full rundown of today’s TV Landscape, download our new infographic. 

Be sure to come back next week for Class 5 of TV Ad Tech 101, where you’ll learn all about Distribution Partners.  

Life at Cadent: John Dragan, Senior Manager, AMO Operations

The following conversation has been lightly edited and condensed. 

John Dragan, Senior Manager, AMO Operations, has been with Cadent since before it was known as Cadent! Over the years, his role has ebbed and flowed as the company has grown. When John is not at work, you can find him pursuing two of his biggest passions in life: photography and botany. To learn more about John, check out our Q&A below. 

Tell us about your role. 

My role at Cadent has evolved over time. In January 2022, I will have been with the company for 9 years. I am in the AMO (Agile Management Office) as a Senior Manager, AMO Operations. Many hats are worn by me. 

I am a Scrum Master for the Data Science team – transitioning to a scrum master role for our Design team and an interim scrum master for the Broadcast team, as well as the administrator for Workfront for our time sheet application, in addition to numerous ad hoc projects. 

There is also a role I volunteered for at the beginning of the pandemic, that of the office plant caretaker. I have read many sad stories about office workers returning to their office spaces to find dried, dead plants. This will not be case at Cadent! I go into the office weekly to water, feed, re-pot, and groom the plants. Currently, I am trying to ramp up my work so that everything is ready for our return.  Along these same lines, I hold plant-focused events in the office for our annual Kid’s Day. During the last event, the participating kids took away a potted caladium tuber that soon sprouted beautiful foliage.

Where can we find you when you’re not working?  

Aside from caring for many plants, my passion in life is traditional gelatin silver photography. Soon after I moved to Florida in 1980, I had the opportunity to pursue an artform I had dabbled in my entire life. For some context, Sarasota has a notable art school, and I began taking photography courses. I had little interest in color photography, so black and white became my forte.  

In one of my classes, we were told to go out and photograph in as many styles as possible – sports photography, nature photography, portraiture, architecture, etc. We would then come back to class the next week and employing the skills we learned, process the film and print our images. Next to composing and capturing the image, traditional wet darkroom work is what I love. We then set out a “show and tell” for our professor to critique the images.  

Since plants have always been a part of my life, I shot many images of various wildflowers. However, when shot in black and white, plants render as an uninteresting gray. Around the same time, an acquaintance of mine said he would model for the portraiture shots. Given that the closest beach was a nude beach, the opportunity was too good to pass up. 

After reviewing the assignment’s shots, my professor stopped at my photos from the beach. She emphatically pointed and tapped the images stating: “This is it. This is what you understand.”  She was so right. From that day forward, I abandoned all other subjects to focus on the male form which defines my fine art photography genre. 

You’ve mentioned that in addition to being a photographer, you’re also an avid botanist. The plant community has grown in recent years, particularly as a result of lockdowns during the pandemic. Do you have any tips for new plant parents?  

I have a great interest in botany. My minor degree is in botany and if I could have made a living studying plants, I would have done so. But I’m afraid an PhD is required and then you spend your life chasing research grants. 

Caring for plants is a heavy responsibility. They are living things requiring even more attention than a pet. Plants cannot seek you out when attention is required; they are constrained to a pot or other growth substrate. In captivity, they are dependent on you for proper care. I tell people not to have plants, indoors or otherwise, if they cannot properly attend to them – even when away on vacation. I would hope no one would leash a dog to the corner of a dark room and slowly let it die from lack of care and feeding… 

If you are an apartment dweller, I recommend you carefully choose plants that will thrive in your environment. Do your research! Unless you are very skilled, it may be wise not to choose trees for an apartment.  When choosing a plant two things standout: what are the light requirements and what are the humidity needs? People tend to choose tropical plants for indoor gardens since our living environments, while dry, mimic the tropics. Side note: misting does next to nothing to increase humidity. Instead, place your plants on trays of pebbles filled with water to just below the pebble tops.  This is a way to provide a humidity cap around your plants. 

For me, I grow American tropicals (new world plants) and African arid condition plants (old world plants). I call it my African American garden.

I’ve also heard that you’re passionate about getting involved in your community. What are some of the ways you’ve been a leader in the communities you’ve lived in?  

It is unfortunate, but between my work at Cadent and my photography – I’m opening a show at a local gallery soon – I haven’t had as much time to volunteer. Still, I do hope that the opportunities will present themselves again. I have been on many organizations’ boards during my life, from street tree planting boards, to Toastmasters, to small town NAACP boards. I am convinced that literacy may be one of the most crucial skills for success. To that end, I would like to volunteer with a local literacy council. 

What is a movie or show you’ve recently watched, book you’ve recently read, piece of artwork you’ve seen, or album you’ve listened to that left a lasting impression?   

By now, it may be apparent that I do not have much free time for movies and the like. And to me, books, virtual or otherwise, have been a means to an end. I read to gain knowledge and skills in the pursuit of my interests, not entertainment.  

Having said this, there are a few classic sci-fi films that had an impact on me, especially during my childhood. My all-time favorite movie is the original version of “The Day the Earth Stood Still [Klaatu barada nikto].” It presented a future where hope truly exists, despite man’s folly.  

Any free time I may have during the week, you will find me watching one Brit sitcom or another. 

As someone who is creatively motivated, how do you think this has shaped your professional work?   

I am the sum of my parts. There is no instance where my personal evolution does not color my contemporary behavior. This shapes the people with whom I associate – or not – and the nature of my professional explorations. I am aware that logic alone can lead to a sterile perception and working method, so I attempt to employ a softer nature in what I do. And I am candid – if you couldn’t tell!  

What advice would you give to a younger colleague or a younger version of yourself?  Do not be persuaded by consensus or public opinion. Do what you innately feel is right and follow your own north star. Do not allow yourself to be influenced by philosophies that you know to be poorly defined and based in superstition. Be your own person first; the rest will follow.

Learn more about life at Cadent and see available roles on our Careers page. 

TV Ad Tech 101: Let’s Learn About Viewing Experience

This is Class 3 where we will learn about Viewing Experience. In case you missed it, catch up on previous classes. 

The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101.  


Viewing experience refers to how audiences engage with content. In today’s TV landscape, the main ways of viewing TV are live linear – which is how you would watch TV on broadcast or cable, and on-demand – which includes addressable STB (smart TVs), VOD (video on demand), and DVR (digital video recorder). Viewing experience differs from media type and delivery device & method because the only thing you need to consider with viewing experience is whether the content is viewed live, in real-time, or after an original air date, on-demand.  

Now you may be wondering, what makes a viewing experience ‘good’ or ‘bad’ for audiences? However, the answer is more complex as there are pros and cons to all viewing experiences. To help explain the importance of viewing experience, below are a few examples of how it impacts ad placement.  

Examples of Viewing Experience 

Live Sports 
When it comes to viewing experience, there are few categories of TV that attract engaged audiences better than live sports. And the ads that run during games, matches, and playoffs offer advertisers prime exposure to these attentive viewers. Its why advertisers pay a premium to have their ads placed during major sports moments like the Super Bowl, March Madness and the U.S. Open. Due to its live, in-the-moment nature, TV is one of the best ways to capitalize on these highly engaged sports audiences. In a recent interview on sports viewership, VAB’s Jason Wiese emphasized this point saying, “…linear TV has most of the viewership and OTT is complimentary to that.” 

Nightly News 
Watching the nightly news can be a ritual – amplified by the comfort of anchors you know talking about the local issues you care about. As a result, local news offers a unique viewing experience and can create a halo effect of trust when an ad is placed during the news program. For others, watching the news is a new part of their daily routine. In fact, in 2020, viewership for network local affiliate news stations increased by 4% in both the evening and late night time slots. While some of this may be attributed to 2020 being an election year, trends have shown that interest in TV news, especially local broadcast, is here to stay. 

Primetime vs. On-Demand 
Primetime TV shows continue to draw large audiences, despite recent declines. Simultaneously, the line between programs available on live linear and through VOD or streaming services also continues to blur. However, viewing experience for TV on-demand is considerably different than tuning into a show every week at 8 p.m. Commercials on linear TV are typically viewed on a TV screen. Commercials on VOD platforms are viewed on TV screens, laptops, mobile phones and other devices. Live linear TV plays from start to finish, with planned breaks for advertisements. VOD can be stopped and started by the viewer.  

Why It Matters 

While these are only a few instances of how viewing experience impacts TV and consequently, TV advertising, they demonstrate why it is vital to take viewing experience into consideration when creating an ad campaign. Yet viewing experience is only one of many factors that changes how audiences consume your ad. Differences in viewing experience, content, media types, and devices all impact how your campaign is received by consumers. It is each interconnected piece that makes up the complete TV landscape.  

For a full rundown of the TV Landscape, download our new infographic.

Be sure to come back next week for Class 4 of TV Ad Tech 101, where you’ll learn all about Media Types. 

TV Ad Tech 101: Let’s Learn About Premium Content

This is Class 2 where we will learn about Premium Content. In case you missed it, catch up on Class 1, Campaign Objectives.

The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101. 


What do we mean when we say ‘premium content’? Premium content refers to high-quality, professionally produced TV programming. Whether your audience is watching an episode of their favorite show, a movie, or sporting event, today’s premium content can be viewed across channels, media types, and devices. Premium content is typically part of a paid TV service or subscription.  

Understanding the difference between TV content types is important when developing your media plan. Advertisers want to know that their ads – their brand and their messaging – are running alongside content that captures the attention of their target audience while adhering to their brand’s standards. So how do you know whether the content your ad will be featured within is premium? We’re sharing some of the best performing genres of premium content available on linear, CTV, and OTT media.  

Premium Content Genres 

To understand the TV landscape, you need to be familiar with what premium content is most popular with consumers. According to Statista, drama, action and comedy are among the top genres. However, while a genre may be popular with a larger segment of viewers, it may not be popular with your target audience. Below are just a few ways brands can think about premium content.  

Primetime Dramas: If your brand is looking to cast the widest net and reach audiences across a variety of demographics, primetime dramas may be a great option. Whether consumers are watching during the 8 to 11 p.m. time slot or on-demand, these programs tend to have high viewership.  

Family Comedies: When trying to reach families, moms, or children, comedies allow brands to capitalize on co-viewing habits. For example, advertising during comedy shows could be a strategic opportunity around the back-to-school and holiday seasons.   

Action & Adventure: Looking to reach an audience that enjoys physical activity, spending time outside, or a bit of thrill-seeking? Action and adventure shows can place your brand in front of many different types of viewers that may be receptive to your messaging.  

Local News: In recent years, there has been a resurgence in viewership of local news stations, especially as younger Americans move to cities beyond the coasts and become more involved in political causes. In fact, Nielsen reports that today’s local news audience is “diverse, young and informed.”

Live Sports: As we emerge from the pandemic, audiences are eager to see a return to regular sports seasons. Additionally, as sports like women’s soccer continue to grow their fan base, more viewers will be tuning into live games.  

Hobbies & Interests: Seeking fans of cooking, gardening, home design, history, or science? With the explosion of media types has also come an increase in the breadth of programming. Broadcast, cable, and CTV/OTT all offer shows geared towards these specialized interests.  

Docu-Series: Newer to the scene are docu-series. While some multi-part historical shows have existed in the past, today’s docu-series span a variety of sub-topics including nature, true crime, and food.  

Why It Matters 

As the content universe expands, advertisers need to know what to expect from their placements. Ultimately, not all TV is created equal. When advertising on premium content, the viewing experience, engagement quality, and brand safety are a few of the key benefits, as compared to other forms of video advertising such as online video clips. The next time you’re planning a TV campaign, keep in mind that where and how the ad is viewed matters just as much as the impressions delivered.  

For a full rundown of the TV Landscape, download our new infographic.

Be sure to come back next week for Class 3 of TV Ad Tech 101, where you’ll learn all about the Viewing Experience.  

Cadent Launches Aperture Platform to Support Cross-Screen Multi-Seller Addressable TV Marketplace

Premium Inventory from DISH TV, SLING TV, National Networks, and U.S. MVPDs, representing 62%+ of all U.S. addressable impressions, now available through a self-service platform.

NEW YORK and ENGLEWOOD, Colo., 13 July 2021 /PRNewswire/ — Cadent today announced the launch of the first cross-screen self-service platform for buyers and sellers of addressable TV advertising. With a rollout beginning this month, Cadent Aperture Platform will power a new multi-seller addressable TV marketplace that includes CTV, OTT, and addressable STB inventory from the most established sellers of addressable TV, such as DISH Media’s addressable footprint which includes both DISH TV and SLING TV, in addition to other MVPDs and national TV networks.

Next year, ad spend for addressable TV is projected to reach $3.64 billion, according to eMarketer data. However, a recent study commissioned with Forrester Consulting (The Transformation of TV, March 2021) noted that “complexity and siloed approaches are hindering addressable TV adoption and understanding.” By automating access to over 60% of all U.S. addressable impressions across multiple providers, Cadent Aperture is eliminating the fragmentation and complexity that has held back addressable’s adoption.

“We know buyers are looking for this exact type of solution – one that aligns offerings against common standards and platforms, promotes interoperability, and delivers unified stewardship, measurement standards and great addressable scale,” said Kevin Arrix, SVP, DISH Media. “This marketplace provides access to millions of consumers while safeguarding their personal information.”

For advertisers, the marketplace is a groundbreaking solution that automates and simplifies the process of planning, buying, and measuring cross-screen addressable TV advertising by bringing scale of execution across multiple providers. Cadent Aperture enables advertisers to directly negotiate private rate cards with suppliers, and plan, buy, and execute campaigns across all partners in the marketplace. The workflow provides users with unified views of budget, pricing, household, and device counts for desired audiences, campaign pacing, and attribution.

For inventory providers, Cadent Aperture automates the activation, sale, delivery, and reporting of addressable TV advertising within a suppliers’ footprint. Each inventory owner can manage its own demand relationships, rate cards, orders, yield optimization, and ecosystem partnerships from within their private marketplace on the platform. This means providers can continue to sell their own addressable inventory with more executional ease while providing customers with the benefit of incremental reach from the rest of the marketplace through a neutral platform.

“Today marks an inflection point for the Advanced TV industry. For the first time, advertisers and agencies, networks, and inventory providers have a self-service, independent platform to transact addressable TV advertising across national audiences on any screen. By unifying the needs of the advertiser and the supplier into a transparent, open platform, Cadent Aperture is providing the
scale and automation necessary to accelerate the data-driven TV marketplace,” said Nick Troiano, CEO of Cadent.

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 DISH Media

DISH Media provides advertisers with intelligent solutions to efficiently maximize exposure to desired audiences across DISH TV and SLING TV, while safeguarding consumer personal information. Through innovative platforms like addressable targeting and programmatic buying, viewer measurement tools and access to custom audiences on DISH TV and SLING TV, advertisers employ data-driven, demographically targeted buys that enhance their national media campaigns. Visit media.dish.com.

Cadent Launches Aperture Platform To Support Cross-Screen Multi-Seller Addressable TV Marketplace

NEW YORK and ENGLEWOOD, Colo., 13 July 2021 /PRNewswire/ — Cadent today announced the launch of the first cross-screen self-service platform for buyers and sellers of addressable TV advertising. With a rollout beginning this month, Cadent Aperture Platform will power a new multi-seller addressable TV marketplace that includes CTV, OTT, and addressable STB inventory from the most established sellers of addressable TV, such as DISH Media’s addressable footprint which includes both DISH TV and SLING TV, in addition to other MVPDs and national TV networks.

Next year, ad spend for addressable TV is projected to reach $3.64 billion, according to eMarketer data. However, a recent study commissioned with Forrester Consulting (The Transformation of TV, March 2021) noted that “complexity and siloed approaches are hindering addressable TV adoption and understanding.” By automating access to over 60% of all U.S. addressable impressions across multiple providers, Cadent Aperture is eliminating the fragmentation and complexity that has held back addressable’s adoption.

“We know buyers are looking for this exact type of solution – one that aligns offerings against common standards and platforms, promotes interoperability, and delivers unified stewardship, measurement standards and great addressable scale,” said Kevin Arrix, SVP, DISH Media. “This marketplace provides access to millions of consumers while safeguarding their personal information.”

For advertisers, the marketplace is a groundbreaking solution that automates and simplifies the process of planning, buying, and measuring cross-screen addressable TV advertising by bringing scale of execution across multiple providers. Cadent Aperture enables advertisers to directly negotiate private rate cards with suppliers, and plan, buy, and execute campaigns across all partners in the marketplace. The workflow provides users with unified views of budget, pricing, household, and device counts for desired audiences, campaign pacing, and attribution.

For inventory providers, Cadent Aperture automates the activation, sale, delivery, and reporting of addressable TV advertising within a suppliers’ footprint. Each inventory owner can manage its own demand relationships, rate cards, orders, yield optimization, and ecosystem partnerships from within their private marketplace on the platform. This means providers can continue to sell their own addressable inventory with more executional ease while providing customers with the benefit of incremental reach from the rest of the marketplace through a neutral platform.

“Today marks an inflection point for the Advanced TV industry. For the first time, advertisers and agencies, networks, and inventory providers have a self-service, independent platform to transact addressable TV advertising across national audiences on any screen. By unifying the needs of the advertiser and the supplier into a transparent, open platform, Cadent Aperture is providing the scale and automation necessary to accelerate the data-driven TV marketplace,” said Nick Troiano, CEO of Cadent.

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 DISH Media

DISH Media provides advertisers with intelligent solutions to efficiently maximize exposure to desired audiences across DISH TV and SLING TV, while safeguarding consumer personal information. Through innovative platforms like addressable targeting and programmatic buying, viewer measurement tools and access to custom audiences on DISH TV and SLING TV, advertisers employ data-driven, demographically targeted buys that enhance their national media campaigns. Visit media.dish.com.

Fireside Chat Replay: Henkel’s Melinda V. Johnson and Cadent’s Lauren Treinen

Last week, Cadent Account Executive, Lauren Treinen hosted a fireside chat with Henkel Director of Marketing, Hair, Melinda V. Johnson as a part of the Brand Innovators’ Women in Retail Marketing livecast. Their conversation focused on Melinda’s experience as a leader in the CPG sector, how the beauty industry has responded to shifting consumer attitudes and behaviors in light of the pandemic, and how she brings a multicultural perspective to each of her brands.   

Watch the full discussion below. 

TV Ad Tech 101: Let’s Learn About Campaign Objectives

This is Class 1 where we will learn about Campaign Objectives. To continue reading, check out the TV Ad Tech 101 page.

The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101.


Campaign objectives are the goals you set before planning a campaign. You need to first decide on these objectives in order to determine the right audience for your brand and establish the KPIs you will use to measure your success in reaching that audience.

Establishing clear campaign objectives is critical for a successful campaign. How will you know if your ad drove the right results if you have nothing to measure it against? The strategy for your entire media plan will hinge upon the campaign objective, so it’s important to know who you’re targeting and why.

Types of Campaign Objectives

Age and gender are the most common demographic-based audience identifiers. These demographics can be used to segment your audience for national linear TV campaigns, which are measured in GRPs – the rate of exposure. While most commonly used in traditional linear, age- and gender-based audiences are available across all TV media types including advanced TV.

Additionally, there are addressable audience-based targeting solutions leveraging behavioral, purchase, intent, and other data sources that can be used within indexed, addressable STB, CTV and OTT. Unlike traditional linear TV, advanced TV can be measured in terms of a marketer’s business outcomes, such as conversion, acquisition, and revenue. To accomplish this, closed-loop measurement methodologies are used to determine the lift in the desired action by the exposed group (consumers who were shown the ad) versus the control group (consumers who didn’t see the ad).

Why It Matters

There are several ways to approach setting campaign objectives. This includes:

Brand Awareness
TV advertising is an effective medium if your campaign is trying to boost brand awareness. The leading consumer brands have become household names by creating a brand narrative and distinct voice, then consistently using that message over time. When a brand creates ad content that is authentic to their brand, this builds trust and generates stronger brand awareness. This is a tactic used by both lesser-known brands trying to boost awareness and brands that are household names that want to remain top of mind.

Direct Response

This form of advertising, sometimes referred to as DRTV, is used when a brand uses a call-to-action to ask consumers to call, click, or purchase at the end of their commercial. For example, if your brand’s product is sold at a specific retailer, you may ask viewers to visit that store to buy the item. This approach is most commonly used in informercials, but can also be applied to other styles of advertising – in fact, many newer direct-to-consumer brands have utilized DRTV for their ad campaigns.

New Product Launch

When a brand is launching a new product or service, they may want to use TV ads to make a splash. A well-timed, catchy, or unusual TV ad can help brands drive interest in new items by helping them to stand apart from the rest. Is the product something that hasn’t existed before? Or is it a new way of doing something that other brands offer? Leveraging TV advertising for a new product launch can be the platform that catapults that brand to success.

Competitive Conquest
Does your brand operate in a highly competitive or saturated market? Brands that operate in a competitive space will often use TV ads as a way to drive a share shift. What this means is that advertisers can implement a TV ad campaign meant to drive consumers away from competitors. Take paper towels – we’ve all seen ads that show how one brand’s paper towels are more absorbent than another. The intent is that consumers will take this information with them to the store and it will become a part of the decision-making process when evaluating options on the shelves.

Rebranding & Repositioning
Times change and so do brands. Whether a brand is changing their look and feel, updating their messaging, or carving out a new place in the market, TV ads can help spread the news. With TV ads, small rebrands can make a big impact, and big rebrands can go viral. Consider Old Spice grooming products. Old Spice was once an average CPG brand; however, a strategic TV ad campaign proved to be the perfect outlet for their innovative rebrand.

Be sure to come back next week for Class 2 of TV Ad Tech 101, where you’ll learn all about Premium Content.

 

Fireside Chat Replay: Headspace’s Valerie Kaplan and Cadent’s Paul Alfieri

Last week, Cadent CMO, Paul Alfieri hosted a Cannes fireside chat with Headspace CMO, Valerie Kaplan. They discussed Kaplan’s experience joining a company remotely, the wins and losses of leading a marketing team during the pandemic, as well as how Headspace is responding to changes in consumer opinion and behavior around mental health and wellness.

Watch the full conversation below.