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Livecast Replay: Women Leaders Shaping the Basketball & Sports Marketing Landscape

Last week, Cadent Account Executive, Lauren Treinen hosted a panel with Christy Hedgpeth, COO, WNBA for NBA/WNBA, Kate Johnson, Director and Head of Global Sports & Entertainment Marketing Partnerships, Content and Media for Google, and Lisa Woodward, Director, Sponsorships for AB InBev as a part of the Brand Innovators’ Sports Marketing Upfronts livecast series. Their conversation focused on the growth of women’s basketball, the importance of women leaders in sports, and how their personal experiences shaped their professional journeys.

Watch the full discussion below. 

TV Ad Tech 101: Let’s Talk About Delivery Device & Method

This is Class 6 where we will learn about Delivery Device & Method. 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. 


The method and device used to deliver TV content continues to be a hot topic among advertisers. Whether your audience is watching terrestrial broadcast, digital cable, or advanced TV on a television set, computer, or mobile device, you need to know how your media is getting from the distribution partners to the viewers’ screens. What’s important to note is that many viewers use multiple delivery devices and methods. It’s possible that an individual could watch the nightly news on a cable set-top box, then switch to a smart TV to stream their favorite show. With the growth of consumer TV services, advertisers must be careful not to confuse or misunderstand how and where their advertisement will be displayed. Below, we explain the differences between types of delivery devices and methods.  

Types of TV Delivery Devices & Methods 

OTA

OTA (over-the-air) is how television broadcasts from national networks and local TV stations reach your home. The simplest delivery method, all you need to watch is a television and a digital antenna. For many years, the only means of watching TV was OTA, via rooftop and rabbit-ear antennas. Today’s digital TV antennas allow consumers in rural areas to receive high-definition TV for free. Given the nature of this delivery, OTA is only used by broadcast.  

QAM-Based 

QAM is a type of digital TV that uses quadrature amplitude modulation. This delivery method is used by cable distribution partners for Wi-Fi and dialup modems. While OTA delivery requires an ATSC turner to receive the channels broadcast to an antenna, QAM-based delivery uses QAM turner to transmit service to a household’s cable connection. QAM delivery is used by broadcast, cable, indexed and addressable STB.  

To review all of our previous classes, visit the TV Ad Tech 101 hub.

Set-Top Box 

Set-top boxes, often called “cable boxes,” are pieces of hardware that use analog or digital TV turners to input an external signal and output TV on a television set. This device converts video content to analog or digital TV signals through a wired connection. Like QAM-based delivery, set-top box can be used by broadcast, cable, indexed and addressable STB. 

Smart TVs, Connected Devices & Sticks, Gaming Consoles & Mobile  

Smart TVs, connected devices & sticks, gaming consoles and mobile phones are all options when it comes to watching CTV and OTT. These devices vary in size and capabilities, but all share the ability to connect to the internet and support a range of streaming apps.  

Why It Matters 

The delivery device and method in which TV is transmitted determines how your ad is encoded so it plays correctly, no matter how you audience is watching. However, different types of TV delivery require different advertising strategies. If your campaign objective is to reach a mass audience, you may want to focus on networks and programs delivered OTA. But if your campaign objective is to reach a specific audience and lift foot traffic to your brand’s brick-and-mortar stores, you could consider activating through OTT services that are available on mobile devices. Ultimately, delivery device and method are factors that should be considered from the start in order to drive the intended results.  

TV Ad Tech 101: Let’s Learn About Distribution Partners

This is Class 5 where we will learn about Distribution Partners. 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. 


Distribution partners connect the ad inventory owners who run the programming you are most interested in, getting your advertisement from point A to point B. Unlike media types, which are the ways distribution partners can transfer information, or delivery devices & methods, which are the tools that enable viewing, distribution partners are the companies that manage how content reaches screens. Basically – distribution partners are the pipes that get TV shows and ads in front of audiences.  

The reason you need to know the distinct types of distribution partners is so that you better understand the complete TV advertising workflow. To provide a clearer picture of the TV landscape, we have broken down each type of distribution partner.  

Types of Distribution Partners 

Broadcasters & Local Broadcast Affiliates 

Broadcasters and local broadcast affiliates are syndicated media organizations that distribute audio and video content to mass audiences. This type of television is transmitted “over the air” by radio waves and then received by a television antenna. Modern broadcast TV is often bundled with cable and therefore does not require customers to have an antenna to receive a signal. Major broadcasters include ABC, CBS, CW, FOX, NBC, and PBS. Programming on these networks varies, from national and local news to primetime dramas and comedies, to educational series – often available to anyone who can receive the signal on their TV set.  

MVPDs & Cable Networks 

MVPDs (Multichannel Video Programming Distributors) and cable networks are entities that distribute multiple television channels. Cable providers include companies like AT&T, Comcast, DirecTV, DISH, and Verizon and they deliver their content by satellite, cable, or linear broadcast systems using signals transmitted through coaxial or fiber-optic cables. Typically, cable providers package several channels that they then offer to customers who pay to subscribe to their service.  

Streaming Services, vMVPDs, TVE, & Streaming Apps + Channels 

OTT and CTV are available through streaming services, vMVPDs (Virtual Multichannel Video Programming Distributors), TVE (TV Everywhere, also known as authenticated streaming or authenticated video on-demand), and streaming apps or channels. Distributors in this category include SVODs (Subscription Video-On-Demand) like Netflix, Hulu, and Amazon Prime Video, AVODs (Ad-Supported Video-On-Demand) like YouTube TV, Roku, Tubi, and Crackle, and vMVPDs like DirecTV Now, fuboTV, PlayStation Vue, Pluto TV, Sling TV, and Xumo. These distributors are the content solution of choice for many “cord-cutters” who prefer to use digital, on-the-go services. Notably, these services can be available to consumers with or without advertising and include options to watch live TV, as well as video on demand. 

Why It Matters 

The fragmented TV landscape has become a significant challenge for advertisers. However, by knowing the differences between types of distribution partners and leveraging premium data solutions, advertisers are empowered to make the best decisions for their campaigns. And with tools like Cadent’s Aperture Viewer Graph, advertisers can easily and effectively reach their target audiences – across both media types and distribution partners.  

Be sure to come back next week for Class 6 of TV Ad Tech 101, where you’ll learn all about Delivery Devices & Methods.