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Hispanic Heritage Month at Cadent: Jake Cordero

Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.   

Jake Cordero, a Media Analyst for Broadcast Operations, joined Cadent just last month but has already become an integral member of the team. This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. To learn more about Jake, check out our Q&A below.    

What has your career journey been?  

My career journey has been a fun and exciting one! I began working for Univision in the Local Traffic Department, working in various other departments as the years went on. My favorite part was working with our promotions team and going to all the fun events where we interacted with the community. I joined Cadent in August of this year, so I look forward to seeing where this role takes me.
What does Hispanic Heritage Month mean to you? 

Hispanic Heritage month is a good time to remember and acknowledge all the accomplishments of our ancestors and how they helped shape this nation. It is also a great time to be thankful we live in a country where we can speak our language, practice our traditions, and celebrate our differences. Hispanics do not have one culture, we are a community of many different traditions, and we should celebrate them all. 

What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?  

Treating everyone with respect and acknowledging our differences but ultimately understanding, we have more in common than we think.  

What challenges do you feel are faced by the Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x communities in the U.S. today and what growth do you hope to see in the future?   

Everyone has challenges and Hispanic Americans are no different. What concerns us is very similar to what concerns most American – the economy, the rising cost of higher education, our health, equality, and most importantly, in my opinion, opportunity. However, Hispanic Americans have always proven to be an active, important part of our society and I hope that continues with the next generation. 

What advice would you give to a younger colleague or a younger version of yourself? 

I would encourage my younger self to learn more about personal finances. U.S.-born Hispanics still have an 11-percentage-point gap in financial literacy compared to non-Hispanic whites. Learning the consequences of debt, the importance of saving, and even the impact of something as simple as a budget could have helped me tremendously in my younger years. 

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

Fireside Chat Replay: General Mills and Mindshare

Recently, Jim Tricarico, President of Sales and CRO at Cadent led a fireside chat with Jay Picconatto, Global Commerce and Media Lead at General Mills, and Jaime Martin, Shop+ Commerce Lead at Mindshare. As part of the Brand Innovators Marketing Innovation Summit, their conversation focused on how CPG brands are leveraging audience-based targeting and finding new ways to engage consumers on their path to purchase. Discover how today’s technology is changing the CPG landscape – for both consumers’ in-store shopping experiences and advertisers.

Watch the full discussion below. 

Can Your Political TV Strategy Keep Up?

In the last few years, political TV ad spending has evolved from a bi-yearly, planned event into an “always on,” fluid medium. The pace of news, events, and stories has made buyers and sellers need to adapt to speed and data.   

The role of television has also changed in recent years. Traditionally, television was used as a tool for efficient reach, used to implement persuasion and awareness tactics. More precise tactics, such as the Get Out the Vote (GOTV) initiative, were left to channels with greater targeting capabilities, as party-driven campaigns would not want to remind the opposite party to vote. This left the target and GOTV efforts in channels such as digital, social, mobile, and direct mail.   

As the technology supporting TV advertising has become more automated and data-driven, TV’s role in the political ecosystem has begun to change rapidly. Sophisticated campaigns, issue advocates, and PACs can now deploy TV with the same speed and accuracy as digital targeting.   

“We just saw streaming officially surpass cable as the most popular way to consume TV content,“ said Mike Schneider, a Partner at Bully Pulpit Interactive. “But treating CTV like a ‘set it and forget it’ extension of a traditional linear TV buy misses the potential impact. It needs to be targeted, optimized, and measured for impact.” 

The lines between linear TV, addressable TV, OTT/CTV, and digital and mobile continue to blur for buyers and sellers, as much as they have for consumers. But the strategy remains the same – how do I engage my core supporters and how do I reach persuadable voters?   

“Political advertisers value hyperlocal marketing strategies, which is what OTT can provide. And with NBC Spot On, political advertisers have access to premium local OTT inventory, including Peacock, enabling clients’ targeted messaging to reach the right voter, at the right time, in a fully engaged and pristine environment” notes Patrick Notley, SVP of Sales, NBCUniversal Local.

Marketers can now use the same data from their digital activations to inform their TV spend in those premium OTT environments. Campaign first-party data, third-party voter registration files, and issue advocacy data can be activated in the TV space as quickly and seamlessly as digital and traditional channels. Speed to market for TV is now measured in hours – not days or weeks.   

The question then becomes, can your media sales organization keep up with the needs of the buyers?  And can your campaign keep up with your opponents? Be as precisely targeted and quickly activated as your digital efforts for your political TV advertising with Cadent Aperture Platform. 

Reach out to learn more Cadent Aperture Platform for publishers.  

Fireside Chat Replay: CVS Health’s Stephen Murphy and Cadent’s Lindsay Teague

Recently, Lindsay Teague, VP, Advanced TV Solutions at Cadent led a fireside chat with Stephen Murphy, VP, Media, MarTech & Medicaid Marketing at Aetna for CVS Health. Their conversation focused on CVS Health’s approach to emerging media, measurement, and agency relationships for their health, pharmaceutical, and insurance-focused customers. From creating channel-specific advertising to the challenges of building audiences for programmatic media, learn how CVS Health is reaching today’s consumers across the evolving media landscape.

Watch the full discussion below. 

Give Your Clients the Gift of Data-Driven TV this Holiday Season

By Cadent Staff & Cuebiq Staff

While summer has only just come to its unofficial close, the clock is already ticking on the 2022 holiday season! In fact, Salesforce predicts that 42% of consumers are likely to start their holiday shopping earlier this year to avoid future price hikes driven by inflation. 

Early forecasts from the NRF anticipate that sales will grow between 6% and 8% year-over-year to more than $4.86 trillion. However, a variety of factors including inflation, as well as the ongoing impact of COVID-19 and international tensions will likely impact consumer spending. Fortunately, today’s advertisers can leverage strategic audience targeting to reach the right consumers across screens and devices. 

To help marketers make the most of their holiday media campaigns, Cadent and Cuebiq have teamed up to provide you with our top strategies for activating data-driven TV this holiday season. 

‘Tis the Season for Cross-Screen TV Advertising 

Viewer fragmentation has left advertisers searching for new ways to approach their media mix. As consumers spend more time watching streamed content, with some choosing to “cut the cord” on cable, marketers need to adapt to changing viewership patterns. Yet while viewership is changing, most viewing still takes place on linear TV. According to Nielsen’s The Gauge, over 60% of the Total Usage of Television remains on cable and broadcast – 36.5% and 24.4% respectively, as of June 2022.  By activating your message across all TV media types – cable, broadcast, indexed TV, addressable TV, and OTT/CTV – advertisers can better engage their target audience at key moments throughout the shopper journey, driving greater return on ad spend and other KPIs.

One way you can reach your target audience and reduce media waste is through advanced TV. Cadent Aperture Platform allows advertisers to build audience segments using first- and third-party data and activate across all TV media. Leveraging third-party data from trusted providers such as Cuebiq enables you to expand your TV targeting beyond traditional demographics and reach the right audience, no matter how they are watching. 

Why Location Data is the Gift that Keeps on Giving

When collected, analyzed, and shared responsibly, location data is an incredibly powerful tool that helps brands understand consumer loyalty, customer journey, and visitation trends. Location data unlocks information on where consumers are going, giving brands the ability to conquest competitors and target based on brand loyalty.  

Cuebiq helps advertisers understand real-world behavior patterns to inform more effective and efficient media campaigns. The company collects location data from devices that have opted-in to sharing their data for use cases including audience targeting, measurement, and aggregate analytics. These location-based audience segments are based on deterministic visitation behaviors to brick-and-mortar locations and build a clearer picture of consumers’ offline patterns of behavior, such as store loyalty, as well as anomalies, such as visiting during limited time offerings. Cuebiq’s methodology for building Holiday Shopping and Winter Holiday Travelers audience segments incorporate both patterns and anomalies, made possible by Cuebiq unique access to persistent quality data, at scale, over time.  

To build location-based segments, Cuebiq analyzes visitation behavior and “tags” devices accordingly. For example, a consumer’s device could be tagged as Walmart shoppers, Big Box Retailer Shoppers, or Business Travelers when they visit these locations over a specified time – the number of visits and length of time criteria vary depending on the segment. Both Holiday Shopping and Winter Holiday Travelers audience segments focus on changes in these patterns, which could include visiting a store on Black Friday or traveling during the week between Christmas and New Year’s.

By using Aperture Data Marketplace, advertisers can access Cuebiq’s location-based audience segments and activate seamlessly across indexed TV, addressable TV, and OTT/CTV. 

Ready to activate data-driven TV for your upcoming holiday campaigns?