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How the Right Data Helps Marketers Engage Audiences Through Connected TV

Cadent and Claritas explain why marketers need to both identify and understand data to implement successful connected TV strategies.

By Mari Tangredi, SVP of Partnerships at Cadent, and Barney Marvin, SVP of Digital Solutions at Claritas

Connected TV ad spending is projected to hit $21.2 billion in 2022, up 39% from 2021. The reason for this is in part due to two market factors. First, as consumer engagement in the media becomes more fragmented, marketers must ensure they are engaging consumers across screens, with targeted and relevant messaging. Second, the growth of closed-loop measurement is giving marketers greater visibility into the impact advanced TV campaigns have on driving consumers to conversion. 

So, let’s take a moment to focus on data. All marketers can agree on one thing – wanting to find a solution that will enable them to reach their target audience effectively and efficiently. This involves using data to improve their understanding of current customers and new prospects. Having quality data at scale is helpful but turning that data into actionable insights is the most critical step. Ultimately, most marketers spend time and resources identifying the right audiences for one main purpose: to deliver multichannel campaigns that engage audiences and drive them through their customer journey. 

Understanding Your Audiences’ Channel Preferences

Activating data-driven advanced TV campaigns requires thinking through a few key questions:

  • How will I identify my target audience?
  • Where does your target audience consume media?  
  • What and how can you measure? 

These are the insights that move a marketer from understanding an audience to effectively engaging with them. 

The Importance of Actionable Data

Claritas works with marketers in this capacity in a couple of different ways. Many marketers opt to leverage our industry-leading syndicated audiences which are pre-built segments that share similar demographic and behavioral insights. Claritas has classified every household in the U.S. into one of 68 PRIZM® Premier segments.

In some situations, our clients need very specific audiences where unique behaviors are presently based on insights gleaned. Marketers can also work with Claritas to build Custom Audience solutions from the ground up. In either scenario, helping marketers understand where and how to reach their target audience with multichannel campaigns is our goal.  

Marketers must be able to access our audiences, whether they are syndicated or custom, through their platform or partner of choice to set up and execute campaigns. It’s great to have the audiences built and ready but if you can’t onboard them to execute campaigns against them in an accurate and timely manner, their value may be lost. This is where a platform like Cadent Aperture plays such a critical role in connecting marketers with their audiences of choice and helping them engage where it matters most.

“Cadent’s advanced TV platform, Aperture, is mapped to Claritas data at the highest match rates using our household-based Viewer Graph for the highest match rates into CTV,” explained Mari Tangredi, SVP of Partnerships at Cadent. 

“Cadent Aperture Platform combined with Claritas’ 50-year deep understanding of the US Consumer gives our clients an extremely powerful tool to truly understand who to target and how to reach them, driving incredible results!” shared Barney Marvin, SVP of Digital at Claritas. 

Mari went on to say, “Together, we bring to market the right data, at the greatest scale and accuracy to ensure campaign effectiveness for TV advertisers which we prove on the backend with measurement.”

Reaching the Right Audience at the Right Moment

Today’s marketers are faced with several challenges because of an increasingly fragmented TV ecosystem. On one hand, consumers are spending more time watching over-the-top (OTT) or connected TV (CTV) content, with some choosing to “cut the cord” on linear TV altogether. On the other hand, siloed targeting, buying, activation, and measurement have prevented marketers from gaining a holistic view of their OTT/CTV campaigns. As consumer viewing habits continue to change, marketers need to change their approach to TV advertising. Unified solutions are required for marketers to reach their target audience effectively and efficiently. 

Activating third-party data from premium partners like Claritas through Cadent Aperture Platform is one of those solutions. Claritas’ storied history in consumer insights and new developments in the Claritas Identity graph combined with Cadent’s technology which helps automate the ability to deliver messaging in the highly fragmented TV ecosystem are the perfect compliments for client success. By leveraging strategic demographic and behavioral data at the household level, marketers can reach the right audience with their advanced TV campaigns – at scale. Aperture Platform empowers advertisers to build audience segments using first- and third-party data and activate against all advanced TV. By activating brand messaging across all TV screens and devices, marketers can engage viewers at key moments throughout the customer journey and drive greater business outcomes like return on ad spend.

Ready to learn more about how to target your best customers across the advanced TV landscape? 

Hispanic Heritage Month at Cadent: Sergio Flores

Sergio Flores, Sales Planner for our cable division, has been with Cadent for less than a year and has already started to make an impact. Starting a new job while most of the team was remote was no small task, but Sergio took It upon himself to build connections with his coworkers. To learn more about Sergio, check out our Q&A below.  

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.  

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. 

Tell us about your role.  

I work on the cable side of Cadent as a Sales Planner. I assist Account Executives with building linear TV plans for the agencies they work with. In my day-to-day work, I also help with reporting, invoicing, and communicating campaign information to the agencies. I’ve been at Cadent for 9 months and have learned so much in a short period of time. It’s been an amazing experience getting to work alongside people with so much experience and knowledge, it’s something that genuinely excites me. 

What has been your career journey?  

My career journey has been like a road trip – multiple stops and many bumps along the way, but thankfully, I eventually found the path that I’m on today. I’ve done everything from work as a shift supervisor at Starbucks to construction, to hotel front desk reception, to cold calling. Most recently, I worked at Yelp and was able to get my foot in the door as a sales assistant for direct response campaigns. Early in my career, I didn’t yet understand why I had to go through the challenges I experienced while trying to establish my career. I thought, ‘If I have my college degree, that should be enough to secure a job in the field I want,” but I quickly learned, it’s not that simple. Now that I’m older, I can appreciate that each opportunity helped me become who I am today.  

Are there any mentors or experiences that have shaped you – either professionally or personally?  

I have been blessed to have had people in my life that have taken me under their wing and have provided advice, opportunities, hard truths, and an example of where hard work can take you. Two people that come to mind are my mom and my dad. I am a first generation American – my mom and dad came to the U.S. from Mexico at a young age. Seeing them maneuver through all the trials and tribulations of life with minimal resources or support, traversing life in a country that was foreign to them, showed me that if you want something and you work hard, there is nothing you can’t accomplish. Seeing my parents’ journey allowed me to understand that no hurdle is too high and that excuses are not an option. That go-getter mentality has helped me make strides in my career and pushes me to continue to be better every day. 

Where can we find you when you’re not at work?   

During the week, you’ll most likely find me at the gym. On the weekends, I’ll be walking around the city with my headphones in – and maybe a shopping bag or two. I love New York and try to experience any new restaurant, bar, or outdoor activity I can. One of my favorite things to do if I had a stressful day or week is throw on some music and walk along the water, here in Manhattan. It is something I used to do when I was struggling with something, and I continue to do it to keep me grounded and remind me of how far I have come. 

What does Hispanic Heritage Month mean to you?  

To me, Hispanic Heritage Month is a beautiful way to honor my heritage, my family and our journey. It also allows us to show all Latinos/Latinas growing up in America that we are here, we are an important part in American culture, and we deserve to be represented and acknowledged. 

In Hispanic households, we carry our heritage with pride, but one thing I notice is that as we continue to grow and immerse ourselves in American culture, we can forget or lose some of the traditions and values that make us unique. I think Hispanic Heritage month gives us a chance to reconnect and feel proud of who we are and where we come from. 

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

What helps foster a culture of inclusion is taking the time to get to know one another, regardless of whether they speak a different language, eat different foods, or listen to music that is different than you. I think if more of us take the time to truly understand the person next to us, we’ll realize that we might look or sound different, but ultimately, the values instilled in us by our families and communities are often the same. I was brought up on a foundation of respect, family, and togetherness, which are pillars that can be found in many people’s upbringing, regardless of their background.  

Cadent choosing to highlight something like Hispanic Heritage Month, by bringing in speakers that we can relate to, and even publishing this blog series, is an amazing step in the right direction. It’s about conversation and opening the opportunity to ask questions, even if it’s uncomfortable. Ultimately, if we can make space for those conversations to be had, the next steps are to create solutions and take action. In the short time that I have been working here, Cadent has done a great job of fostering those conversations.   

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?   

One of the challenges that is still being faced by Hispanic and Latino people in these communities is that there are lingering misconceptions – especially in the workplace. There are pre-conceived notions about Hispanics and Latinos, and the types of work they should be doing. For instance, when I talk to my family and friends about what I do – working in an office in Manhattan – it’s like I’m this big, important person, and it’s because they grew up believing that they can’t possibly ‘make it.’ The idea of working at an office with benefits, time off, and other things like that, seems so distant.  

In the Hispanic and Latino community, we don’t always have time to wait for the right job. Many of us have families of our own at a younger age, or have parents, grandparents, or siblings we need to take care of. In that situation, the one thing on our mind is survival – ‘How am I going to pay rent or buy groceries this month?’ Basically, our whole lives, we’ve been told that there’s one way to work and that’s at 100 MPH for 40, 50, 60 hours a week. It’s because of this mentality that we tend to sell ourselves short and miss certain job opportunities.  

What I hope to see in the future is more Hispanics and Latinos/Latinas breaking out of the bubble and challenging themselves to grow in a field they are passionate about. The more examples there are of what we can accomplish, the more the message will spread. I am always in awe of how much we can accomplish with so little, but I still hope that as time goes on, more opportunities will open.  

What has been your proudest moment at Cadent?  

One of my proudest moments at Cadent has been being able to connect with my coworkers and earning their trust and respect as a professional. When I first got here, I put pressure on myself to prove my worth so that the company felt like they made the right decision in hiring me. I’m not going to lie – I was nervous at first. Like others with a similar background, being a first-generation Mexican American, I had a chip on my shoulder and felt I had to work 10 times harder so I wouldn’t look bad and wouldn’t make our people look bad.  

It’s something I’ve talked about with other people who feel like me. The idea that I’m not only representing myself when I come into work, but that I also represent my family, other Mexican Americans, and even more broadly, all Hispanics and Latinos/Latinas who are trying to make it in the corporate world. I would never want to leave a bad impression of myself or them, so I work to show that we can do just as good a job as anyone else and that more of us should be welcome in professional environments. 

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

I like this question because I truly wish I could go back and tell 21- or 22-year-old Sergio that everything is going to turn out fine! But, to those who are on the same journey I was on just a few years ago, I would tell them to enjoy it – as hard as it may be – and that one day you’ll appreciate these experiences because they have helped you get to where you want to be. I truly believe that if it were not for those early trials and tribulations, the frustrations, the pressure put on me to ‘make it,’ I wouldn’t be who I am today. I also may not have valued the opportunities given to me as much as I do now.  

My advice would be to keep challenging yourself, don’t be afraid of being uncomfortable, and don’t be afraid to ask someone for help! For so long, I was so focused on doing it all on my own that I failed to realize that I had people in my corner, ready to help me out when I needed it. 

‘Look at all we are able to accomplish with so little,’ is a thought that drives me to not give up. My hope for the next generation is that career opportunities come in abundance and resources to help them get there will be more readily available.  

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

Hispanic Heritage Month at Cadent: Bernardo de la Cruz

Bernardo de la Cruz, Manager of Service and Support for IT joined Cadent in 2018. Over the last four years, Bernardo has established himself as not only a key member of the IT team, but of Cadent as a whole, helping all our employees with their work equipment and software needs. To learn more about Bernardo, check out our Q&A below.    

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.  

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. 

Tell us about your role.   

I’m currently the Service and Support Manager for the IT Department. My role is to make sure incoming incidents and requests are answered and resolved in a timely manner and to help improve our support services. 

Where can we find you when you’re not at work?   

I’m either cooking at home or on my way to one of my go-to restaurants… But, if it’s not food related, I’m taking a walk or just spending time at home. 

What does Hispanic Heritage Month mean to you?   

This month represents a time of reflection for me. I am reminded that I am here as a result of the hard work of those who came before me. The impact the Hispanic American community has in this country is very clear, and we are reminded of it daily – although we may not always realize it. 

Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators?   

Paulo Coelho’s books have had a big influence on me – I only wish I had started reading his works sooner to get that bit of inspiration that has since helped me pursue my career. 

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

For me, food is a driving force for cultural inclusion. Wanting to experience different cuisines, I have an open mind about others and where they’re from. Where would New York be without its diverse restaurant options? It’s one of the only places in the world where you can go to one restaurant a day, for the rest of your life, and still not have visited all of them.  

What has been your proudest moment at Cadent?  

My job is heavily focused on customer service, so getting to know almost everyone at Cadent is something that makes me proud. It’s important for me to speak with and help as many people as possible, and make sure that they know my team is here to help them. 

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

Don’t sweat the small details, follow your gut, and write everything down – everything you learn to do, every way to fix any number of problems, or who manages/supports a particular item. Also, a bit of empathy goes a long way. Someone else’s success may seem out of reach, but that’s only because you don’t know the circumstances that allowed them to get there. Yours will be different. 

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

Life at Cadent: Brett Sanderson, Senior Director of Product Marketing

Meet Brett – a New Jersey native, he graduated from the University of Massachusetts Amherst and quickly jumped into a career in advertising. Early on, Brett worked at digital agencies producing innovative campaigns for Oreo, Comcast, American Express, and more. After several years in the agency world, Brett moved over to the digital adtech space to begin his product marketing career, working on solutions including programmatic buying, ad serving, and creative personalization. For over four years, Brett has led various product go-to-market initiatives for the Cadent marketing team, focusing on data-driven solutions. When he is not crafting positioning and messaging for the platform sales team, you will likely find Brett spending time with his dog, Bodie – an Australian Shepherd, watching a Yankees, Jets, or Knicks game, or testing a newly discovered recipe. Recently, we spoke with Brett to learn more about his role and experiences since joining Cadent.  

Tell us a fun fact about yourself. 

Over the past couple of years, I’ve taken my cooking game to the next level, and it has been a lot of fun to try out recipes from different cultures. I love building my spice collection and experimenting with new combinations of flavors. 

Where can we find you when you are not at work?  

I really enjoy seeing concerts and live music, and spending time with my girlfriend and our Australian Shepherd, Bodie. We live in Brooklyn and love to travel, especially for active getaways like hiking in the summer and skiing in the winter. 

You are a sports fan and recently revived your childhood hobby of collecting sports cards – can you tell us a bit about that?  

Like many people, during the early days of the pandemic, I spent more time at my parent’s house, and one afternoon while helping to clean the basement, I rediscovered my old sports card collection. When “The Last Dance” series aired, detailing Michael Jordan’s career, it was a spark of nostalgia, and Jordan’s cards were among the first to spike in value – from there, everything else took off. I’ve always found the hobby to be an incredibly interesting mix of sports, collecting, business, and investing. Today, there are many innovative companies in the space leveraging data and technology to drive it forward, including our great partner, Fanatics. 

What is the most interesting part of your job? 

I truly enjoy working with and learning from all the smart, talented folks at Cadent. Product marketing is such a cross-functional discipline, which means I get to work with all our teams to develop and execute our go-to-market strategy – from product to sales, to data science, and more. 

Since starting to work at Cadent, how has your view on TV changed? 

The adoption of advanced TV has accelerated significantly during the past 4+ years I’ve worked at Cadent. Seeing the TV industry embracing data-driven methodologies to reach target audiences and close the loop with attribution has been exciting. 

What is one thing you wish you would have known prior to joining Cadent? 

Given my background in digital adtech and digital production, I certainly had a lot to learn about the TV ad industry before joining Cadent. With the continued convergence of video, being well-versed in both TV and digital is critical knowledge to be a well-rounded marketing/advertising professional. 

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