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5 Cannes Lions Key Takeaways That Are Already Shaping Tomorrow’s Advertising

By Cassidy Clarke and Hanna Wu

This year’s Cannes Lions International Festival of Creativity brought together leaders from across the advertising industry to celebrate last year’s achievements and explore where the industry is headed. It was the event’s first in-person awards since 2019, yet the week-long event demonstrated that creative ideas, innovative solutions, and collaborative partnerships are pushing the industry to even greater heights. To reflect on what we learned at this year’s festival, we collected a list of 5 key takeaways. 

  1. TV’s data players are advancing interoperability through collaboration and new technologies

Interoperability took centerstage as companies like Blockgraph, Experian, OpenAP, and TransUnion shared how they are partnering to enable better audience technologies for TV and other media channels. 

As brands demand greater connectivity between partners and suppliers, the industry at large will need to continue to work together for the benefit of advertisers and their consumers.

  1. Coinciding media and tech events highlight shifting trends  

In addition to the Cannes Lions, several other media-related events took place last week. VidCon and NFT.NYC showcased rising industry trends including video creators, social media influencers, NFTs and elements of Web3 technology. 

Companies such as DraftKings, Coach, and Wrangler decided to attend NFT.NYC, while companies like Chipotle, Nestle, and Tinder attended VidCon. Others, including Facebook and parent company Meta, decided to attend all three.

To have that many concurrent events – on opposite sides of the globe – with overlapping themes and stakeholders, it’s clear that the advertising landscape is about to get even more complicated. As new trends in social media, digital video, and crypto continue to emerge, it will be important to keep an eye on their evolution to determine how it will impact the future of media and advertising.

  1. Entertainment and advertising execs continue to push for true diversity, equity and inclusion 

Building on the highly-anticipated return of the Cannes Lions, several organizations used this as an opportunity to reinvigorate conversations around diversity, equity, and inclusion. 

During a panel regarding bias in the industry, Issa Rae, the Golden Globe-nominated star and creator of Insecure, challenged marketing and advertising personnel to not only have diversity in front of the camera but to focus on the diversity behind the camera as well. She also revealed that she mandates that all her sets are at least 60% diverse.

In addition to the talk tracks, the World Federation of Advertisers launched a Global DEI Charter for Change at Cannes that identifies 11 ‘main action areas’ that organizations need to take to ensure the marketing industry is truly diverse, equitable, and inclusive. As the industry continues to address its’ shortcomings in DEI, accountability will be critical.

  1. Marketers are expanding their reach at Cannes using virtual experiences in the metaverse

While Cannes was in-person, brands looking to extend their impact beyond the yachts, beaches and villas decided to take things virtual – reality, that is.

Brands are using the meta verse to create captivating worlds, events, and activities to engage audiences like never before. In fact, McCann Worldgroup used Cannes as an opportunity to create the MWVERSE. Their gallery includes 10 rooms of past and present ad campaigns, with prerecorded discussions from leaders of their creative teams. Post-festival, McCann will be preserving many of these spaces preserved and eventually, plan to use the MWVERSE as a space for their clients to meet, build new campaigns, or host events. 

The Cannes Lions is a celebration of creativity, and now with the assistance of the metaverse, more people will be able to express, explore, and connect.

  1. Advertisers and agencies seek to address the global climate crisis with sustainability initiatives

Advocacy for sustainability held a firm presence at Cannes this year and a prominent theme among many of the festival’s events – as well as stunts pulled by activists – was the call for stronger climate action. 

In light of the global climate crisis, leading figures from the global advertising industry announced at their intent to echo and expand the U.K.’s Ad Net Zero objective internationally, with an immediate focus on the US and the EU. 

The Ad Net Zero initiative is committed to curtailing operational carbon emissions and using the power of advertising to accelerate the shift to more sustainable products and services in hopes of reducing the carbon emissions from advertising operations to net zero by 2030. 

The 2022 Cannes Lions served as a reminder of the resiliency of creativity. Despite the challenges of lockdowns, social distancing, and remote work, advertising and media continue to grow and evolve at a rapid pace. As we look to the months and year ahead, we expect collaboration, innovation, sustainability and DEI will remain a core focus for the industry.  

7 Must-See Sessions at Programmatic I/O in Las Vegas

It’s hard to believe that Programmatic I/O Las Vegas is just a few days away! This year’s #PROGIO will touch on topics such as CTV trends, privacy, the cookieless future, retail media, and more, featuring speakers from Procter & Gamble, Buzzfeed, Paramount+, TikTok, and Cadent. We are looking forward to participating in conversations around data-driven marketing with leaders from across the industry. The Cadent team will be attending many of the keynotes, panels, and workshops at the conference, so be sure to get in touch if you would like to set up a meeting.  

While we wish we could make it to every deep-dive, breakout, and networking event, there is simply too much happening in just a few short days! Below, we’ve rounded up a list of some of the sessions where you will find members of the Cadent team.  

1. The State of Converged TV Measurement From A Programmer’s Perspective 

When: Tuesday, May 24 – 9:55-10:15 am  
What: Colleen Fahey Rush from Paramount, Lisa Valentino from Disney, and Mark Roblat from Tubi will meet with AdExchanger’s Allison Schiff to discuss how broadcasters are approaching changing consumer viewing behaviors.  

2. Unlocking the Secrets to Successful Data-Driven TV Advertising 

When: Tuesday, May 24 – 2:15-2:40 pm  
What: Marcy Pentoney, VP, Product Management at Cadent will be leading a workshop on how ratings are driving the need for fluidity, the importance of understanding today’s audience strategies, and why now is the time for linear and digital to converge. 

3. What Programmatic TV Buyers Can Learn From the TV OGs 

When: Tuesday, May 24 – 2:45-3:10 pm  
What: Nicole Whitesel, EVP, Advanced TV & Client Success at Publicis Media will share her perspective on the pros and cons of a programmatic approach in TV, what traders can learn from traditional TV buyers, and how to use the right tools to get the job done for your brand’s KPIs. 

4. Lights, Camera, Ad Tech! A Fireside Chat With Paramount+ and Samsung DSP 

When: Wednesday, May 25 – 9:15-9:35 am  
What: Alex Boras and Jackelyn Keller from Samsung Ads and Damon Mercadante from Paramount+ discuss their predictions for where smart TV viewership trends will go. 

5. The Lasting Effects of the Pandemic on TV and Advertising 

When: Wednesday, May 25 – 1:15-1:40 pm 
What: AJ Kintner, VP of Sales at LG Ads will share how advertisers can successfully balance engaging audiences across linear TV and ad-supported streaming.  

6. What Digital Media Can Learn From CTV 

When: Wednesday, May 25 – 1:45-2:10 pm  
What: Mike Richter, VP, Global Ad Revenue Operations, CTV & Digital at Trusted Media Brands will explore how identity, privacy, and tech setups differ across CTV and digital. 

7. Creating The Culture, With TikTok’s Melissa Yang 

When: Wednesday, May 25 – 3:40-4:00 pm  
What: Melissa Yang, Global Head of Ecosystem Partnerships at TikTok will speak with AdExchanger’s Allison Schiff about how TikTok is working to foster a positive environment for creators, advertisers, and users.  

Meet us at the MGM Grand in Las Vegas! 

Meet members of the Cadent team at Programmatic I/O! Jes Santoro, Marcy Pentoney, Tony Yi, and Mari Tangredi will all be at the conference. If you would like to book a meeting, please email [email protected] or send a contact request here.  

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.   

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.  

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.  

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.

 

How ATSC 3.0 and HbbTV 2.0 Will Enable Better TV Advertising

Broadcast television technologies are finally on the cusp of a major transformation because of emerging technologies including ATSC 3.0 and HbbTV 2.0. What’s old is set to become very new and very leading-edge.

It was definitely time for a change – current broadcast standards cap picture quality at 1080p and lack the ability to support interactive TV and personalization. The ATSC 1.0 standard is more than two decades old and struggled to keep up with rapidly changing technologies.

From a targeting perspective, these new broadcast formats will transform traditional linear broadcast advertising from regional spray-and-pray distribution to one-to-one household advertising. Instead of having to rely on panel-based measurements inferred from ratings, advertisers will use accurate census-based measurements.

These new technologies combine an interactive functionality of streaming with advanced audio and video quality of cable or satellite TV. When they are widely adopted, these technologies will change the TV advertising game overnight.

Both new technologies will allow video-on-demand, 4K video, Dolby Vision high dynamic range (HDR), wide color gamut (WCG), high frame rate (HFR), high-definition audio and multichannel surround sound.

They will also enable interactivity with TV in a way that hasn’t been done before. Consumers will no longer need to use a second screen such as a tablet or a phone to access interactive content since they will be able to use their TV interactively. The same tool that gives consumers this flexibility will allow 30-second spot replacement.

Broadcasters and programmers will be able to make an ad request to acquire and display the substituted ad, then issue measurement. Cadent is ready with technology solutions to help our partners aggregate their TV content with other platforms they are distributing in order to present unified holistic inventory.

These new technologies will also offer an unprecedented capacity to understand who is viewing programming and where the viewer is located. With ATSC 3.0, you can receive information on what each household watches, how long they were watching and whether they completed viewing.

Wide adoption of these technologies won’t be here for a while. While several television stations have been conducting tests with ATSC 3.0 since 2014, the standard was only recently finished and isn’t expected to begin rolling out in the U.S. until 2019. Even then, stations must continue offering ATSC 1.0 signals until 2023. HbbTV 2.0 is already emerging in the EU however, and ATSC 3.0 has been available in South Korea since May 2017.

Cadent is developing solutions to help our partners extract the best value from their existing inventory with the emergence of new technologies. Dynamic, addressable household advertising is in our DNA, and we are preparing marketers for an advanced TV future across every format, protocol or style of consumption.

For more on how Cadent is navigating the rapidly changing television advertising ecosystem, see a post from our Chief Product Officer Eoin Townsend.