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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? 

3 Things You Must Know Before Investing in CTV Advertising

Connected TV viewership continues to grow, as does the number of subscription-based and ad-supported streaming services available to consumers. However, Connected TV (CTV) ad spending is still considerably less than that of linear TV. But let’s take a step back to better understand the full CTV advertising landscape.  

The State of Connected TV by the Numbers 

As of February 2022, Nielsen found that the average weekly time spent streaming video content hit 169.4 billion minutes, up 18% since 2021 – on top of the growth streaming had already experienced since spiking in 2020. By the end of 2021, CTV ad spend had also increased – 57% year-over-year, reaching $15.2 billion – and is projected to grow an additional 39% in 2022 to $21.2B, according to the IAB’s “2021 Video Ad Spend and 2022 Outlook” report.  

While the streaming wars remain tenuous, with changes in format – both Netflix and Disney+ are planning to launch ad-supported tiers, and subscription churn leaving subscription counts in flux, many advertisers are moving full stream ahead with investment in the channel.  

This shift in ad spend and viewership will continue to increase as the linear and digital TV ecosystems converge. In fact, eMarketer predicts that US linear TV ad spending (including addressable, programmatic, and upfront investments) will grow to $68.35 billion in 2022 but will then decline over the coming years. Ultimately, CTV’s appeal of growing viewership and improved measurement is too strong for advertisers to ignore.   

To help you determine how to incorporate this channel into your media mix, here are three things you must know before investing in CTV advertising.  

1. CTV offers advertisers a huge opportunity to reach consumers with advanced targeting 

Reach people where they are watching with a more granular approach to audience targeting. Fragmentation remains a pain point for many advertisers, so as consumers continue to spread their attention across an ever-growing number of screens, devices, and platforms, it’s time for advertisers to follow where the eyeballs lead. 

With a wide variety of data and audience targeting solutions, advertisers are faced with choice overload. Fortunately, Cadent Aperture Audience Data Marketplace seeks to minimize friction and enable advertisers to activate audience segments from their preferred third-party data providers.  

Learn more about our data partners. 

2. Ad fraud is cause for concern among CTV advertisers, but the risk can be mitigated 

U.S. advertisers are expected to lose $23 billion to fraud this year, based on forecasts from Juniper Research. And like all digital media, fraud exists in CTV. According to DoubleVerify, the number of fraud schemes spiked by over 70% year-over-year from 2020 to 2021.  

But just how prevalent is ad fraud on CTV? GroupM and iSpot.TV determined that there will be $1 billion in CTV ad waste this year. While these numbers are not exact, that amounts to roughly 4.3% of all ad fraud. Unfortunately, as CTV viewership grows, the advertising industry will need to be more vigilant in combatting ad fraud. 

As an advertiser, it is important to understand if and how your CTV media has been evaluated by key verification, viewability, attention and brand safety markers – not all CTV or platforms are created equally. Cadent integrates with leading third-party verification and viewability providers to help you effectively combat issues like fraud.  

3. Measurement for CTV provides advertisers with digital-level insights  

Measurement is often seen as the defining characteristic that sets CTV apart from other TV advertising channels. Yet over the course of the past year, debates around “multiple currencies” have dominated the industry dialogue as agencies and advertisers raise their concerns regarding industry standards and the challenges of interoperability. 

At Cadent, we not only minimize the impact of fraud from a delivery and viewability standpoint, but we take it a step further by tying CTV performance to real business outcomes. Through Aperture Platform, Cadent enables measurement from the leading third-party measurement providers to best support our customers.  

Today’s marketers also need solutions that allow you to match planning, delivery, and optimization to results on a campaign-by-campaign basis. Cadent Aperture Viewer Graph was created with this challenge in mind. Advertisers do not have a single need and measurement in a “black box” is as inefficient as no measurement at all. Through Aperture, Cadent seeks to foster a more open, effective TV advertising ecosystem.  

Interested in learning more about CTV advertising through Aperture Platform? 

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.  

3 Things We Learned at Adweek Convergent TV Summit

This year’s Adweek Convergent TV Summit East brought together some of the industry’s leading experts in media, brand marketing, data, and adtech to discuss the evolving TV marketplace. Each session provided a critical lens on how advertisers and publishers are approaching the convergence of linear and Connected TV (CTV), from fluidity to audience data to content. Many of the sessions aligned closely with Cadent’s point of view with respect to the needs of the buy and supply side in the shifting landscape. In case you missed it, we collected three key takeaways from the Convergent TV Summit, shared below:  

1. Cross-Screen TV is the New Normal 

The complexity of the TV ecosystem is growing as audiences continue to fragment across screens, devices, and platforms. At the same time, advertisers are faced with the challenge of reaching these increasingly fragmented audiences. So, what does this mean for TV advertising?  

“The future is a cross-screen world. No advertiser buys just one platform,” said Nick Troiano, CEO of Cadent. 

This “new normal” was emphasized by Jon Steinlauf, Chief U.S. Advertising Sales Officer for the recently merged Warner Bros. Discovery. “There are 42 million homes in America that don’t subscribe to cable, that’s really the frontier,” he said. “Really what the advertisers are asking for is get those 42 million homes, extend my reach, because those homes may not watch a ton of set-top box television.” 

As a result, fluidity is playing a critical role in the cross-screen transition. Advertisers can no longer rely on a single channel to reach a complete audience, nor can they use linear-only or CTV-only platforms to build a media plan. Campaigns that take a “fluid” approach require deep insight into both linear and CTV media. 

Cadent’s Jes Santoro, SVP, Advanced TV & Video shared, “We have to look at things collectively, not ‘versus’ right now. …almost 40% of the viewing of TV content is not in that packaged, linear TV model.” 

To achieve the right balance between reach and precision, advertisers will need to find platforms that bridge the gap across linear and CTV buying.  

2. Automation and Audience Data Will be Key to Improving Results 

Today’s advertisers are faced with a myriad of choices for every campaign – how much do I spend on QAM-delivered media compared to IP? How much reach over targeted? How much do I invest during the upfront as opposed to scatter? The only way you can efficiently support that many choices is through automation.  

Nick Troiano said he believes, “The TV world has to focus on automation. There’s a lot of separation between platforms, data vendors, and measurement reporters. I think the next 12 to 18 months will be about automation and it will be driven by the need to bring measurement and performance together.”  

As we enter the upfront season, publishers and partners that can deliver better automation and audience solutions are poised to come out on top.  

3. Multiple Measurement Currencies are Here to Stay  

At this year’s Convergent TV Summit, the topic of measurement was front and center. In fact, Diana Boyles, Vice President of Marketing at Angi may have said it best: “Cross-screen measurement is no longer a ‘nice to have’ – it’s a necessity.”  

Accordingly, multiple currencies will continue to exist for the foreseeable future – not because the industry has not yet evolved to a single standard, but because marketers do not have a single need.  

“Value is in the eye of the beholder. Value means different things to different marketers,” said Dani Benowitz, President, U.S. of MAGNA.  

To best serve advertisers, platforms will need to enable multiple measurement currencies for TV reporting.   

Interested in learning more about Cadent’s cross-screen TV advertising capabilities?