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?