Want more insights in your inbox?

Subscribe to our monthly newsletter.

Subscribe

* indicates required

Thank you for signing up for Cadent Insight's monthly recap. Please let us know if you'd like additional information about Cadent.

By clicking subscribe you are agreeing to receive Cadent's email newsletter plus additional marketing emails if selected above. Our newsletter will be sent no more than once per week. You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website: https://cadent.tv/website

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

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? 

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?

Cadent Partners with Tunnl to Launch Audiences for Advanced TV Advertising


Tunnl’s audiences, including political and issue advocacy segments, are now available in Cadent Aperture Platform across OTT/CTV, addressable TV, and indexed TV advertising

NEW YORK and WASHINGTON, July 14, 2022 – Cadent, the largest independent platform for advanced TV advertising, is proud to announce a new partnership with Tunnl, a data intelligence platform that powers advertisers’ purpose-driven marketing, brand reputation, and issue advocacy campaigns. The partnership builds on Cadent’s current offering, Aperture Audience Data Marketplace, by bringing Tunnl audiences to Cadent’s customers.

Tunnl audiences are built from monthly, national, large-sample surveys paired with a proprietary data library based on 20+ years of intelligence. The granularity of Tunnl audiences allows for uniquely effective targeting across multiple verticals like “brand,” “political,” “public affairs,” and “corporate advocacy” within Cadent Aperture Audience Data Marketplace.

“As the TV ecosystem becomes increasingly fragmented and complex, marketers need solutions to reach their target audience across screens and devices,” said Eoin Townsend, Chief Product Officer at Cadent. “Through our partnership with Tunnl, we further our mission in helping brands engage the right consumers in a scalable, privacy-compliant manner.”

In addition to Aperture Audience Data Marketplace, Cadent Aperture Viewer Graph enables advertisers to reach Tunnl’s audiences across linear and OTT to drive incremental, deduplicated reach. Aperture Viewer Graph allows marketers to unify audiences across the TV ecosystem, empowering them to target their specific high-value audiences and measure outcomes using any third-party partner.

“This integration closely connects Cadent Aperture Platform users with Tunnl’s audiences at a time when OTT and CTV are increasingly important ways for advertisers to reach their buyers,” says Sara Fagen, Chief Executive Officer at Tunnl. “We see significant opportunity for advertisers to benefit from Tunnl’s partnership with Cadent as we continue to focus on connecting audiences with people’s TV viewership habits.”

Cadent’s partnership with Tunnl is a timely solution for advertisers combatting ever-increasing media fragmentation among their target markets. With Tunnl’s laser-focused audiences, advertisers—especially those in the political and issue advocacy realms—ensure their messages reach the right people, maximizing investment, impact, and results this year and beyond.

To learn more about Cadent’s next-generation data marketplace now featuring Tunnl audiences, contact Tony Yi, Cadent’s Executive Vice President of Business Development, at [email protected]. To connect directly with Tunnl and learn more about how you can leverage their audiences, email Amanda Peterson Beadle, Tunnl’s Senior Director of Partnerships, at [email protected]

About Tunnl

Tunnl is an audience identification and segmentation platform that empowers advertisers with the data needed to forge deep connections with their target markets. Based on intelligence from monthly, national, large-sample surveys and a proprietary data library amassed over 20+ years, Tunnl enables advertisers to find the right audiences to engage with and activate against their purpose-driven marketing, issue advocacy, and brand reputation campaigns. For more information, visit www.TunnlData.com.

Blockgraph is a technology company that makes the future of data-driven TV advertising possible. The world’s leading media, technology, and information services companies collaborate with trusted partners using Blockgraph’s Identity Operating System (IDoS) to create and implement privacy-focused targeting and measurement solutions. Blockgraph is owned by Charter Communications Inc., Comcast NBCUniversal, and Paramount. For more information, please visit Blockgraph at www.blockgraph.co.

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

Media Contacts:

Daddi Brand Communications
Hollis Guerra
[email protected]

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.  

Cadent Aperture Viewer Graph Continues to Scale, Delivering Unprecedented TV Audience Insights at Market-Leading Speed


The solution is one of the industry’s quickest to onboard data, averaging under 15 minutes to onboard and match

NEW YORK, March 30, 2022 — Cadent, the largest independent platform for advanced TV advertising, announced today that Aperture Viewer Graph, its patented technology for bridging connected devices and households, continued to grow its coverage during Q1 2022. Purpose-built for the dynamic world of TV advertising, Aperture Viewer Graph supports precision audience targeting, deep audience insights, and transparent measurement and attribution solutions.

Aperture Viewer Graph delivers over a 90% average match rate for audience segments and houses over four billion match keys across zip codes, emails, IP addresses, and more. Using these high match rates against one or more keys at once, publishers can activate their first-party subscriber data for audience targeting, allowing them to monetize their inventory more effectively. Aperture Viewer Graph is one of the industry’s quickest to securely onboard first-party data, averaging just under 15 minutes to onboard and match a file.

“Our onboarding speed and time-to-audience insights truly set us apart from our competitors who can take days or even up to a week to onboard and match new information,” said Eoin Townsend, Chief Product Officer at Cadent. “As the graph continues to gain momentum in the ecosystem, it will unlock even greater value from TV campaigns by helping advertisers unify disparate audiences and get a more complete picture of how to best target households. Less than a year after launching the full Aperture platform, we’ve proven that Aperture Viewer Graph provides the scale and automation necessary to accelerate the data-driven TV marketplace.”

As the TV landscape becomes more fragmented and complex, connecting audiences across multiple screens and devices is an increasingly difficult challenge for advertisers spending on the medium. The privacy-compliant Aperture Viewer Graph provides the foundational technology for unifying audiences across the TV ecosystem and empowers advertisers to precisely target their specific high-value audiences as well as to measure results in terms of business outcomes using any third-party partner of choice.

Over the past six months, the total number of segments deployed to strategic partners has scaled to over 3,300 audiences, with more than 2,400 segments being activated. In that same time, the total number of integrated deployment partners has reached over 30.

Since November 2020, Cadent has expanded its partnership with Catalina, a leading shopper intelligence and omni-channel media provider. Together, Cadent Aperture Viewer Graph and Catalina’s highly scaled purchase-based audience segments powered by unique real-time purchase data, industry-leading panel data, lifestyle and ingredient preferences, and shopping behavior insights on virtually all U.S. households, enable advertisers to reach more precise audiences across screens and measure direct sales impact on in-store sales lift from exposed homes.

Aperture Viewer Graph underpins the entire Aperture Platform, the company’s end-to-end advanced TV platform, which has also achieved momentum since launching in July 2021. Aperture Audience Data Marketplace has integrated 70,000 segments from 35+ data partners including Acxiom, Epsilon, and Neustar. Most recently, Cadent added over 1000 Data Axle audience segments to the platform.

“Catalina’s high-quality audience segments have long been trusted by the largest brands across the CPG and retail verticals,” said Brian Dunphy, SVP Strategic Partnerships at Catalina. “We have been really pleased with the sales lift results our brand and agency partners have experienced by leveraging our precision shopper audiences through Aperture for TV campaigns. Our partnership with Cadent demonstrates the positive impact CPG TV advertisers experience with precision targeting versus traditional household demographic targeting.”

To learn more about how Cadent Aperture Viewer Graph can help bridge the gap between linear and next-generation television, please visit https://cadent.tv/platform/.

About Cadent 
Cadent powers the evolution of TV brand advertising. Cadent provides marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with national TV audiences across cable, broadcast, and OTT, Cadent’s technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit www.cadent.tv or follow @CadentTV.

4 Tips to Elevate Your CTV Strategy

Guest Author: Keelia Schumacher, Senior Director of Sales, Data Axle

As we head into 2022, it’s expected that 60% of American consumers will be watching CTV. The trend began in 2020, we saw Connected TV (CTV) usage skyrocket to 3B+ hours per week. Before the COVID-19 pandemic, CTV use was growing – but the pandemic pushed it into overdrive. In January 2021, eMarketer reported that U.S. programmatic CTV video ad spend rose by 36.3%, reaching $4.36 billion. Advertisers are recognizing the opportunity in this growing space and are adjusting their business plans to capitalize on it.  

And not only is the audience for CTV on the rise, but the death of the third-party cookie is looming. CTV is one of the few digital channels that are mostly immune to its demise. CTV thrives on first-party data, based on user-authentication and respect for privacy preferences. Pseudonymous identifiers, such as IP addresses, are rooted in this type of user authentication and will offer a way to keep track of viewers while still respecting their privacy.

1. Set campaign goals and KPIs before launching your CTV campaign

CTV gives advertisers plenty of data by which to measure the success of their campaigns. Metrics such as video completion rate (VCR), unique households reached, cost per unique household, after-ad influence, and offline conversion tracking are all available. However, because this is such a new medium there is no industry standard to compare to. This leaves the door open for advertisers to define what success looks like and which KPIs are important to their business goals. KORTX reports that marketers have come to expect VCR percentages of 95%+ for CTV campaigns. However, depending on what you want to accomplish, VCR might be less important than after-ad influence or cost per completed view (CPCV). Before launching your campaign, decide what your goals are for the campaign and which metrics are important to you. This will give you a better roadmap for determining if your campaign was successful and how to proceed to best maximize the potential of this channel down the road.

2. Create (and segment) custom audiences

One of the major benefits of CTV as opposed to other channels is that it allows for extremely precise targeting. This feature is what prompted Forbes to describe CTV as the “holy grail” for advertisers1. The primary objective of a custom audience is to allow brands to create and target their ideal customers. When you have a custom audience defined by third-party data, you can use that to create an accurate look-a-like model. 

Look-alike models allow you to:

  • Identify your existing best customers
  • Employ advanced statistical analysis and custom modeling to identify prospect households who “look like” your best customers
  • Reach these “best” prospects through a cross-channel media strategy designed to engage and convert these prospects to customers

Once you have your look-alike model, you can create custom audiences on CTV. This will enable you to reach the audience that is most likely to convert.

From there you should segment the model. Segmentation is effective because it allows your ads to be delivered to an audience that would find them relevant. You can invest in pre-packaged audience segments based on demographicstransactional history, interests, recently moved individuals, and political affiliation or you can build a custom audience off your look-a-like model. For example, a cookware retailer can use their CTV ad to target an audience with a higher projected interest in cooking, such as hobbyists, mothers, college-educated men, and newly engaged couples who are building registries.

3. Use data to improve online and offline identity resolution to improve audience targeting

As a whole, the industry is behind when it comes to integrating online and offline data, in addition to identity resolution. In general, Demand Side Platforms (DSPs) – the systems that allow digital advertising buyers to manage multiple ad exchanges – have a hard time reconciling mobile, desktop, and CTV users. To advertise more effectively, you need additional data. Data providers, such as Data Axle, can help match offline and online data by appending information to your first-party records. This approach will improve targeting, amplify your campaign reach, and significantly improve onboarding rates. James Purtle, Senior Director of Digital Marketing at Data Axle, says, “Clients that leverage Data Axle data to enhance offline audiences before onboarding have seen as much as a 60% increase in match rates, resulting in more targetable ads.”

4. Integrate CTV into your omnichannel campaigns

A coordinated, well-planned omnichannel campaign is a sure-fire path to success – and CTV can be a powerful tool in bringing an omnichannel strategy to fruition. Richard Geiger, Senior Vice President at Data Axle, said, “We also know from industry surveys, match-back studies, lots of testing, and attribution work that it takes more than one touch and more than one channel to keep donors continuously engaged.” He continued, “I recommend touching potential donors 7-12 times to maximize donation opportunities. A data-driven retention approach utilizes channel, offer, and message in concert with one another, so it’s important to keep that in mind as you start to explore an omnichannel strategy.”

For example, Data Axle recently assisted Defenders of Wildlife with integrating CTV into their omnichannel strategy. Defenders wanted the CTV campaign to be used in conjunction with digital ads to raise brand awareness, engage prospective donors, and boost fundraising for Q4, 2020. Using Data Axle’s donor database, Apogee, and custom modeling, we created an audience of potential donors who were likely to give online. To target them, we deployed a CTV ad to drive brand awareness and a display retargeting ad with similar creative and messaging. Both campaigns drove the audience to the Defenders’ website. The campaign generated an ROI of over 600% and the CTV ads had a Video Completion Rate (VCR) of 94% – which means that 94% of viewers watched the entire commercial.

CTV usage is only going to continue to grow as consumers shift their attention to streaming services, and others opt to ‘cut the cord’ altogether. Savvy companies should shore up their data now to take advantage of the opportunity in this buzz-worthy channel.  

Contact Data Axle to start down the path to creating your own customer audience and take advantage of the advanced targeting CTV has to offer.


Sources:

1 https://www.forbes.com/sites/bradadgate/2020/06/12/connected-tv-viewing-is-not-returning-to-pre-pandemic-levels/?sh=22c589be3aa5


Keelia Schumacher

With over 13 years of experience, Keelia has a deep knowledge of client challenges, is passionate about customizing solutions to best fit their needs and helping them exceed their business goals. She is an expert in location analytics, ad tech, and digital marketing.

Reaching Fragmented Audiences with OTT and CTV

Dana Bhargava, Head of Experience Planning & Media, Sanofi Consumer Health, took the virtual stage at Cadent’s Future of TV summit to speak with Jamie Power, Chief Data Officer, Cadent, about getting started with OTT and CTV, reaching fragmented audiences and much more.

Catch a video of the session, plus a full recap of the conversation, below.

Jamie mentioned that during the pandemic, people became more health conscious. How exactly did Dana’s brand supported that behavioral shift?

“Our goal at Sanofi has always been about empowering people to take control of their health,” Dana said. And in trying times, it becomes even more important to communicate that message. Sanofi’s OTC products were impacted by pantry loading earlier in the pandemic, and the brand had to make sure that its distribution channels were clear and that its products were available for customers who depend on them.

The pandemic has accelerated consumer behavior in certain ways, some unexpected, Dana said, putting marketers on their toes: “It’s both scary and exciting at the same time because it really stimulates change within an organization and sets an organization on fire to go chase those areas where we know we’re not going to be able to keep up.”

Reaching fragmented audiences across screens

With so much fragmentation today, Jamie, asked, was Dana satisfied with her insight into understanding audiences across screens, whether it be reach building or frequency building. Dana replied no, that with all the wall gardens out there, “we live in a world where we really don’t really understand duplication at all,” adding, “Some duplication isn’t bad, some frequency isn’t bad. I think there’s work to be done there. Certainly I think we really need to understand that. CTV OTT is just one part of it.”

This whole idea of bringing data to TV is really the start of evolution of all of our channels to make them all more accountable. And I think we have to work as an industry to start breaking down some of these walled gardens.” -Dana Bhargava, Head of Experience Planning & Media, Sanofi Consumer Health

Ad environment is key

Sanofi has always had strong guidelines on content, Dana said, and some those content guidelines don’t exist in other channels. And this year, as social media platforms struggle with brand safety, the issues becomes increasingly important to Sanofi, which Dana said could continue to drive shifts back to looking for those environments where you can have some kind of guarantee of where an ad is actually showing up.

Why buy an ad in a skippable environment? For many marketers, it comes down to going where their audiences go. Dana said, “Audiences still continue to be there [in skippable ad environments]… Audiences are there, and there’s content in which you want to align with.” Sanofi thinks about using the first three seconds of its ads in that context really carefully, and they consider the  specific customer journey stage the person might be in.

Building a foundation for OTT and CTV within a brand

Sanofi’s approach to investing in specific channels, Dana said, is one that is investment agnostic and aims to understand consumers and their consumer journeys, being able to deliver against what an audience is looking for as opposed to having a sort of siloed approach to planning.

Dana said she thinks about using CTV and OTT to increase reach against audiences that might be harder to find in linear TV today: “CTV OTT can be a great add to driving incremental reach against all those precision tactics that you have,” adding that the medium can create quality environments that you want to run in, more opportunities for you to put longer-form content out in front of unskippable content, and importantly, increased scale against a lot of those precision audiences.

Any emerging medium is going to have a ramp up period while marketers try it out and decide if it’s worth the investment. Being a champion for mediums like OTT, CTV or addressable TV within an organization can be difficult, especially if it’s outside of the traditional box.

If you can really focus on what you’re trying to accomplish and what the role of your channels are,  it will almost tell its own story as to why you’re [trying the new medium],” Dana said. If your goal is upper funnel awareness, then you need to drive reach and share of voice against your competitors, which you can’t do successfully without other carefully orchestrated tactics. Dana added, “Contextualizing the spend against what its role is always helps to have those conversations internally.”

Learn more about the future of data-driven TV advertising in our series, “Coming to Terms with TV Ad Terms.”

Genre Matters When You’re Planning a Smart Strategy for On-Demand Rentals

When planning and targeting ad spend for on-demand success, there are many factors that play an important role. 

For example, it usually makes sense to target previous renters because they tend to rent again rather than people who have never rented on-demand before. We also see that a film with strong talent pulls in higher VOD revenue than one without it.

These factors can help plan broadly, but are most helpful when viewed within the bounds of genre. Different types of films, like a family flick versus an award show drama, play differently on-demand based on a handful of other factors. 

Cadent serves a number of studios, which release movies each year to various markets. This scale helps us identify, observe and understand trends and patterns. We’ve looked at the impact of certain variables, including film sentiment, unexpected events and award season recognition affect on-demand rental revenue. 

In this post, we’re taking a closer look at how critic score, previous rental activity, spend tactics, and talent affected VOD performance across five different genres, including action, comedy, drama, family and horror. For success in the market of on-demand rentals, pay attention to these specific planning strategies based on real data.

Lower spends make sense for action titles

Many action movies and franchises have massive marketing campaign support behind their theatrical releases, with generally larger box office numbers and wider top-of-mind public awareness. We found that action films had nearly double the opening weekend box office of other genres including comedy, drama, horror, and thriller. 

This heightened consumer awareness of a title means a smaller ad spend can go further than a large one. By sticking to the lower limits of ad spend, we can both prevent diminishing returns and increase ROAS.

For comedy success, plan around previous renters

Comedy seems to be less affected by outside factors (like critic score or pre-awareness) than some other genres. In fact, our statistics show that critic score has no effect on VOD revenue for comedy titles: When a comedy title had a below-average critic score, it did 29% better on VOD than a critically acclaimed comedy. After all, who doesn’t enjoy a silly comedy?

Plan ad spend on comedic titles around known variables, like whether a consumer has previously rented similar films or is a fan of the genre. 

Talent wins with drama titles

Known talent provides a boost in VOD revenue across all genres, but has a notable effect on dramatic titles with high critical acclaim.

Films with talent that were positively rated by critics made 25.5% more on average in VOD revenue that talent-filled dramatic films that were poorly reviewed. Critic score doesn’t play as valuable a role in determining VOD revenue for films that don’t have the draw of popular talent.

Precisely target via addressable and DAI (digital ad insertion) and FOD (free on demand) buys and put your ad send behind dramatic films that are liked by critics and stacked with well-liked talent. 

Talent and acclaim take the cake with family titles

These titles are the most positively affected by critical acclaim: We found that successful reviews prompted a $3.47MM boost in VOD revenue for family films. Similarly, the most recent “Jumanji” film was a finalist for an OMMA Award (for Online Marketing Media and Advertising) after bringing in more than $16.44MM in revenue and becoming the largest VOD rental of 2018.

Add in a strong roster of talent and a positively reviewed movie can find success with a broad market of consumers. This means more efficient ad planning and spending tactics can be used for these VOD titles.

Plan around new renters for horror films

This genre consistently attracts new renters, who typically represent between 7 and 8% of sales. By partnering with Cadent for planning, horror titles have averaged about 9% new renters per title.

There are a number of hypotheses about why, but accessibility is a big one. Going to a movie theater to catch a newly released horror film might be out of a viewer’s comfort zone, but bringing that title into the living room (where they can, say, keep all the lights on) can make it more attractive to movie renters.

Look to reach the “unconventional” rental audience with horror titles by reaching out to the target demographic and looking less at their VOD status.

The key takeaway

When analyzing the effect of genre on revenue with the additional factors such as talent presence or critical acclaim (or, sometimes, lack thereof) can help fine-tune targeting and ad planning for VOD titles to an essential success point. By evaluating where a title falls within genre and these different variables, Cadent can help clients set optimal goals and plan to spend smartly for each unique movie title.

Read more about the variables that affect in-home rental revenue.

How Data-Driven TV Connects Auto Marketers with Their Audiences

For the auto industry, TV advertising has traditionally always been about reach. Manufacturers and dealers use TV, radio, newspapers, and most recently, digital, to catch anyone in the market for a car and share their message.

But the last decade has brought change to the industry from all sides. Demand has evolved as environmental concerns and rising gas prices turned buyers away from gas-guzzling SUVs toward high-tech hybrid and electric cars. The buying audience has changed, too. Millennials — who delayed buying cars, along with having kids and buying houses, because of other financial pressures after the 2008 recession — tend to live in urban areas where cars are less of a necessity and more of a pain. Car-sharing and ride-sharing, plus whispers of a driverless-car future, are extending the already-long sales cycle and making it unsustainable for businesses and manufacturers.

With these challenges comes a new chance to refine how auto manufacturers and dealers market to consumers. The rise of technology and the evolution of TV have introduced more opportunities to better connect with potential buyers in the right place with the right message at the right time. Using data-driven addressable TV to target TV ads at the household level along with wider-reach cable and broadcast campaigns, marketers can take advantage of a new era of auto advertising.

Marketing in the auto industry

First, let’s look at the way that sales are made in this industry. Different tactics are employed to connect with different levels of the consumer consciousness. 

The manufacturer markets for broad brand awareness by tying its product to an emotional appeal. If you want to keep your family safe, you’ll buy this brand. If you want to embrace the fun of life, you’ll buy this brand. These messages are traditionally sold on a large-scale, national TV level, hitting every home television agnostically.

But with the growth of non-traditional TV (including VOD and OTT) watched on multiple devices, it’s making it difficult to capture an effective reach or ROI at each tier. As a result, brands and dealerships cut back on their TV ad spend: a recent forecast put auto ad spending growth at 0.8% (down from 1.5% in 2018) across the world. They then overcorrect and spend more on digital, where competition for consumer attention makes it harder and more expensive to impactfully reach the right audience. 

The shift is unsustainable: There needs to be a balance between one-to-one targeting and mass brand awareness across TV and digital, as well as on every tier.

Maximizing dollars in a slowing market

By using the full TV ecosystem–broadcast, cable and addressable–as part of omnichannel marketing campaign, auto marketers can make the most of their advertising investments. 

The auto industry is a very competitive, dynamic marketplace. After conversion, a customer won’t be in-market for a vehicle for several years. This means marketers need the latest, freshest look at who’s in-market for a car, and they need a clear understanding of ROAS and who converted, which addressable TV advertising can provide.

Addressable TV offers precise, household-level targeting at scale, allowing marketers to reach exact segments of viewers wherever they are watching TV. Manufacturers can reach people who already own models of their cars or people who own competitive vehicles. In practice, one luxury auto manufacturer saw a 37% lift in buy rate by those who were exposed to addressable advertising compared to those who were not, along with a $9.48 incremental ROAS for every TV media dollar spent.

In combination with wide-reaching national manufacturer campaigns and local broadcast campaigns by specific retailers, TV reemerges as a highly competitive and data-driven medium. What’s more, by pairing data-driven television with digital marketing and experiential campaigns, marketers in the auto industry will make more personalized, targeted and smart customer connections that will pay off in the long run.

The auto industry–and its marketing–have evolved. While consumers are becoming harder to reach, advanced TV has found ways to connect with them in more relevant and impactful ways.

Learn more about Cadent Advanced TV Platform, and get in touch with us today.

How Film Sentiment Impacts VOD Rental Success

When planning for video on demand (VOD) rentals, there are many variables at play that can affect a film’s VOD rental revenue potential. At Cadent, the Entertainment team tracks 20+ planning variables and emphasizes understanding how these variables work together to maximize returns. Recently, we took a look at one of these variables, film sentiment, to see how it impacted VOD rental performance.

For our analysis on film sentiment, we used both audience and critic score averages from Rotten Tomatoes while also recording if films were considered “Certified Fresh” by critics. Using these metrics, we set out to uncover any possible relationships these scores had with VOD rental revenue. 

First, let’s break down the different sentiment scores. Both audience and critic scores are an average out of 100. The audience score accounts for ratings from a typical viewer, while the critic score uses reviews from professional film critics. 

These scores aren’t always in line with one another. Look at a film like “The Greatest Showman,” which had a strong audience score of 86%, but a critic score of 56%. 

Many films created for critical acclaim don’t hit with audiences. “Hail, Caesar!” from the Coen brothers was critically loved — it sits at 86% with critics and is considered “Certified Fresh” — but it missed with audiences, who gave it a 44% score.

Ultimately, we found that an individual sentiment, like critical acclaim or audience reception, has little to no correlation with most VOD rental performance. However, films with a strong combination of the two saw sizable returns.

Movies with a built-in fan base can go either way. After all, these viewers are perhaps the most critical audience – they have high expectations, and their tolerance for missteps might be low. 

For example, 2018’s “Fantastic Beasts: The Crimes of Grindelwald” was built off of the huge Harry Potter fan base. The movie’s audience score topped 60%, while the critics were a bit less forgiving (at 38%). On the other hand, “Star Wars: The Last Jedi” was torn apart by fans of the franchise. It’s 44% audience score is the lowest of any live-action “Star Wars” film. Critics, however, gave the movie a 91% rating and dubbed the title “Certified Fresh.”

Despite the norms we discovered, our analysis found that a high critic or audience score did make an impact on one genre: horror films. Films that are R-rated, which include Oscar-winner “Get Out,” track an 85% correlation for critic score and VOD rental revenue while PG-13 rated films track a 68% correlation for audience score and VOD rental revenue. 

Things change when you start to look at Rotten Tomatoes’ other scoring mechanism, “Certified Fresh.” A film is “Certified Fresh” when it carries a critic score of 75% or higher consistently.

The current record-holding “Certified Fresh” film is “Lady Bird” from 2017. The film had a 100% Fresh rating for a chunk of its theatrical run (now it’s at 99%), and it overtook “Toy Story 2” as the film with the highest number of Fresh reviews (164).

In 2018, 39 of the top 100 films on-demand were “Certified Fresh” by Rotten Tomatoes. These films saw a 30% lift in the average number of transactions compared to the remaining 61 titles that were not “Certified Fresh.”

While “Certified Fresh” doesn’t take audience scores into account, we did: When a “Certified Fresh” film has an audience score higher than its already strong critic score, we saw a 97% lift in transactions. So, the ideal combination for the most successful VOD performance is a “Certified Fresh” movie that is also loved by audiences.

This idea proves true at the genre level, too. There was a 76% correlation between high audience scores and VOD rental revenue for Drama films with award show buzz (usually driven by critical acclaim). Overall, we found that “Certified Fresh” approval led to increased returns for action, family, horror and drama films. 

Cadent’s data and experience are a proven industry resource, and our planning database can optimize VOD campaigns and increase VOD rental revenue. Get in touch for more information. 

The Future of TV Is Cross-Screen Reach, Not Walled Gardens

What used to be a one-dimensional process for a marketer 20 years ago, buying ads on a small number of major networks to reach a national audience, has turned into a multi-faceted challenge today. In this new era of television, finding relevant TV audiences comes down to how viewers behave, the content they’re watching, and the devices they’re watching it on.

The opportunity couldn’t be greater. There’s a chance to create deeper, more meaningful TV campaigns than ever before, but rapid changes in viewership, with consumers accessing content across platforms, devices and services, have pushed marketers to rethink how they’re reaching audiences. Silos around content and data create fragmentation challenges for the entire TV industry.

Gated content and data, more devices and fragmentation

We’ve seen an explosion of activity as old and new TV come together. Business models have emerged that gate content to ensure that consumers spend most of their time watching video within a provider’s platform, the content garden.

The fusing of digital and TV results in yet another business model—the data garden. In this model, a provider offers different services tied together through an anonymous ID, and that ID is activated to create more personalized recommendations and enable targeted advertising across such services. Amazon is a great example of a data garden—their Prime ID ties together Whole Food shopping data, Fire TV viewing, online shopping and voice services. With its recent acquisition of Sizmek’s ad serving and dynamic creative business, Amazon has the tools for advertisers and agencies to extend their data garden to the internet at large.

For consumers, the effect is the unbundling or disaggregation of content and services. These provide more options, but also more complexity for advertisers reaching consumers across experiences. Today a consumer might watch sports and news on live television, dramas on subscription VOD, and comedies through OTT. The implication of all this for marketers is that there are three key variables that must be accounted for when building a plan: content, data, and viewing platform.

Data-driven TV is supposed to address these challenges, but the reality is that today, there is a gap between what is needed versus what is available in the ecosystem.

Media companies have tried to address these issues by building higher content and data silos to control more variables and therefore present a more unified, standard way for advertisers to reach their audiences. The challenge is one TV partner might have strength in data and its platform but lacks content and means of distribution. Another might have a plethora of content but lacks a cohesive way for marketers to execute a campaign across the TV formats needed for national reach. With consumers viewing across multiple silos, this is not a viable long-term solution because no one garden will ever have critical mass.

The overall impact of this fragmentation is horizontal and spans the entire ecosystem, from reducing ad loads to setting standards for exchanging data.

The new TV environment

TV has evolved into a multifaceted tool that can be used to connect with consumers throughout their journey to purchase. New formats like OTT can add the dimension and depth needed to forge a strong brand-consumer relationship.

But if the TV industry, including service providers, content publishers and technology platforms, doesn’t work together to create simplicity around the variables of content, data and device, we will not realize the promise of data-driven advertising for marketers or seamless viewing experiences for consumers. Instead, we will force our constituents to cobble together an uneven experience created by disparate business rules.

The industry has taken first steps, including Xandr’s announcement of Community; Comcast, Charter and Cox’s support of NCC’s new model; and Project OAR. But we can’t let well-intentioned initiatives like these become new silos in their own right.

The new TV ecosystem will be about exchanging data and aligning with consumer choice. Success in finding audiences will have nothing to do with individual value propositions of walled gardens or working with one provider for everything—it’ll be about reaching audiences across screens, devices, formats and services.

Why Operators Must Guard Consumer Experiences as TV Becomes More Data-Driven

Google’s recent test of ads on the home screen of an Android-powered Sony TV should have been an eye-opening event for TV service providers intent on growing “time spent” on their video platforms: you are not in full control of your customers viewing experience.

As the TV ecosystem becomes more layered, there are many services that contribute to a customer’s experience. There are content publishers, device manufacturers, and Internet companies all trying to provide their own unique and member experience across program guides and app interfaces on TVs, tablets, and mobile phones. The foundation of all of this is the service provider who provides the linear or IPTV platform to the home.

Each of those constituents operates a different business model – networks have affiliate agreements and rev shares, device manufacturers have a retail model, and internet companies have advertising models. While all models are needed to support a vibrant ecosystem, when they clash, it creates consumer dissatisfaction.

Case in point: Recently, Google began a pilot program on the home screen of Android-powered Sony TVs, where they inserted a “sponsored content” channel on the homescreen on the devices. This Google-powered promotional channel appeared without warning, can’t be moved or removed, and displayed no indication of how these “recommendations” were determined.

For an advertising company used to operating in the ad-supported content world of the Internet, testing a new ad unit probably seemed like business-as-usual. But while TV content itself is ad-supported, TV devices are purchased at retail, with the expectation of features set upon purchase. Purchasing a device with full knowledge that it will show advertisements is different than waking up one day to find that your multi-thousand dollar purchase suddenly decided to start monetizing your family’s eyeballs.

There are three lessons that service providers can learn from this rapidly changing world.

Safeguard the customer experience.

Time spent on service-provider platforms will continue to expand with the growth of new, IP-based services, especially as consumers are offered more and more OTT and app-based “channel packages” along with more comprehensive traditional pay TV packages. While this is a positive for providers in that it positions them well in the core strength as aggregators of communication services, the downside is that those IP services might come with Internet business models that don’t necessarily fit the quality, respect-the-viewer paradigm of television.

Obtrusiveness, invasiveness, irrelevance and lack of choice are known culprits in the consumer/advertiser digital disconnect. As a result, a growing number of people tune out online ads, run ad blockers and opt out completely. But has this spurred a reckoning or any self-awareness in the advertising world? Not really. Industry panel after industry panel focuses on making better ads. Better ads are fine, but what consumers really care about is the overall experience and the choices platforms provide.

With so many content and app services available, operators have an opportunity to enrich their subscribers’ experience and provide more valuable services by using data to understand the customer better – and then offer more relevant recommendations, choices for engaging with services, along with transparency about how data is used, and fierce protection of data collected with the ability to opt out.

Protect subscriber data.

When used appropriately, subscriber data can help service providers understand usage patterns, recommend new services, and provide a better overall experience across platforms. A provider that has built business competencies across these areas can more easily expand the customer relationship, by offering the right next-generation service for their needs.

To drive this, seamless subscriber management, audience data management and segmentation, and data science/attribution services must be core pieces of the on-premise technology stack. While outsourcing advanced advertising to an Internet- or cloud provider might seem like a quick way to incorporate new services, an operator-managed architecture designed to maintain key information and functionality within a secure network environment is the only way to prevent data leakage and disintermediation of the customer experience.

Understand the business models of your partners.

As the platform provider for all next-generation services to the home, the service provider needs to think carefully about the downstream effect of any partnerships. Which rights are granted to the partner? What’s their long-term business model and could it be in conflict with your subscriber-experience first approach? How do they protect data and provide transparency?

It’s also important to think about your partners’ partners – will a new device or service on your platform be a “trojan horse” for an unwanted service, much like owners of Sony Android TVs unknowingly brought Google ad services into their living rooms? More consumers have more of their devices and experiences connecting across screens and channels in an Apple, Amazon, Google or Netflix ecosystem. How can service providers leverage its scale and strength in customer relationships to guard subscribers from unwanted experiences and less-than-transparent monetization?

Some digital marketing paradigms would improve the TV customer experience. Customer lifecycle management, for instance, should make its way to TV. The data and analytics each company has can guide smarter, more valuable and better experiences for consumers as their lives grow and evolve with devices at the center. So, as advanced TV services continue to capture grows, every data company, content provider and service must remain laser-focused on the customer experience or suffer the same diminishing returns as the digital advertising sector.

Read more about TV’s role in customer experiences.

DTC Brands Use TV to Fuel Growth

The direct-to-consumer (DTC) universe has all but exploded in recent years. From toothbrushes to mattresses and beyond, these brands are now enjoying a stronger connection with consumers, and in turn offering company values that people can identify with and a better overall customer experience.

This message was amplified at MediaPost’s D2C Brand Insider Summit that I recently attended in Austin, TX. The summit was filled with digitally native DTC brands, many of which have built incredible businesses from the ground up. These companies have something many legacy brands desperately covet (and that most are now trying to replicate): a direct relationship with their end customer.

On the flip side, legacy brands, too, have something to teach these up-and-coming companies. In a growing and crowded space, awareness becomes a huge challenge when they look to scale. One hallmark of DTC brands is that they are extremely performance-driven, especially with regard to media. The challenge, one brand attendee said, is low brand awareness, which requires an investment.

In order to balance this concept of media performance versus brand advertising, Trang Dao, VP of Performance Marketing at Hungryroot, noted that brand and performance “are two roles in two departments, but not two different things.”  

As old and new names co-mingled, it became clear that there was a lot to learn from one another.

Discovering Personas & the Customer Journey

First, let’s look at Quip, one of the summit attendees and a DTC brand built from the ground up. Quip started as a simple electric toothbrush on a subscription model. Now, the company has grown to support national distribution in Target stores. Quip even bought an insurance company to create full alignment between home dental care and the care received from a professional.

They began to scale by uncovering new audiences. Through user research, Quip found small segments that would become part of their loyal audience. For instance, locating the “Techie Dads” who geek out over new technologies. How can Quip zero-in on this persona that would buy tech-forward toothbrushes for the whole family? By taking a closer look at the customer journey. In this case, the consideration phase is pretty short. But other journeys may take different forms.

For example, a user who is watching a news show might see a one-minute ad which speaks to product capabilities and benefits. Someone else watching a crime show might see a 15-second ad which highlights lifestyle. Since the brand has data at the user level, they can create different customer journeys based on different user personas – and deliver each of these potential customers the optimal types and number of touchpoints to convert.

Refocusing on Customer Experience With Data

For Ancestry, a long-time TV advertiser, more recent growth has been focused on humanizing the customer experience. Kathryn Davidson, Director of Marketing Operations at Ancestry, said she no longer thinks of the funnel as a chance to acquire and retain customers, but rather a constant education process that unlocks more value with deeper engagement.

By creating a unified data strategy, she and her team are now able to personalize “hints” that help maximize the customer experience. Now, people become more interested and invested in discovering their family tree.

In creating a more engaging experience for the customer, enriched by data, Ancestry realized other marketing and monetization strategies needed to change. Where the company once used each interaction as a chance to ask for money, it now never forces payment and extends timely offers to convince folks to upgrade their experience. Their marketing plan spurred curiosity, making their paid services more enticing.

For DTC and legacy brands alike, it’s vital to focus on the customer experience and, in the end, provide a value exchange. If a brand can deliver that exceptional experience, it increases trust and brand perception in a customer’s mind.

The sight, sound and motion of television remains a critical platform for brands. It provides the opportunity to reach audiences at scale and educate them by telling your story. Plus, it lends the ability to close the loop and track all the way from first watch to final conversion.

Most importantly, perhaps, for these DTC companies, TV advertising legitimizes a brand. With the overwhelming onslaught of digital ads, a tried and true TV commercial is a way to stand out, connect with consumers, and ultimately fuel the next level of growth.

The bottom line: by understanding what resonates with each of your personas and the steps within their individual customer journeys, both DTC and legacy brands can drive continued success by delivering relevant messaging to the right audiences within the trusted TV medium.

Read more about TV’s role in the customer journey.

Meet Cadent’s Data Science Team

It’s not typical for partners in the advanced TV space to have a dedicated data science team that influences core products, but that’s exactly what we have at Cadent – a data science team with diverse backgrounds in computer science, mathematics, neuroscience, astronomy and more, focused on how we can infuse data driven decision-making in the advanced TV space.

TV advertising is rapidly transforming from fax and phone-based systems to digital, data-informed processes. Similarly, decisions about advanced TV campaigns can’t rely on intuition; we believe the medium should embrace the best of digital marketing tools and analytics to deliver valuable insights to clients.

That’s where the data science team comes in – we aren’t a research wing. What we do is an essential part of Cadent’s core product offering. From providing insights on business outcomes for our customers to bidding on inventory, we use data science to enable data-driven decisioning on premium addressable video content. Specifically, we forecast audience reach and size to maximize impressions, predict TV show ratings on the various networks, optimize ad placement, optimize national campaign plans for efficient delivery of impressions, and more. We do this by diving into a vast range of datasets, including internal, proprietary and external third party data, and we use machine learning and artificial intelligence processes.

As a team, we benefit from our wide range of past experience, including traditional statistical analysis and modern machine learning and deep learning techniques. Another important element to our work is embracing and leveraging the open source community of data science. We regularly share analyses, presenting our work at conferences and sharing what we learn in public forums to give back to the community. (See our work on GitHub here and here.)

We also have a lot of fun – the Cadent data science team are ardent Kagglers. (Kaggle is the most popular competition platform for predictive modeling and analytics.)

If you’re interested in being on the forefront of advanced TV advertising, check out our open positions.

Which On-Demand Titles Compete with New Releases?

When a new movie is released on-demand, most would assume it would compete with other recently released movies in the same genre. An action movie starring Dwayne “The Rock” Johnson would absolutely compete with a new Vin Diesel action release. But the competition doesn’t end with the obvious head-to-head titles. Rather, the laundry list of competing rental “opponents” only starts there.

For example, TV viewing is a constant competitor but poses a greater threat during specific parts of the year. There is an organic lull in rental transaction rates in September with the kick-off of fall premieres. It is during this time of year that households are not only debating which movie to rent but also factoring in whether to spend the TV-viewing time catching up on the premiere of a new season.

At Cadent entertainment, we’ve found that unlike theatrical releases, on-demand films don’t always compete new release against new release, or even new action film against older action film. Competition can come from catalog titles, which enjoy waves of popularity due to a variety of factors, including the release of a sequel or a surge in rentals because of a holiday.

Titles like 1962’s “Lawrence of Arabia” and the 1936 movie “Mr. Deeds Goes to Town” are rented a handful of times each week. A handful of transactions is certainly not enough to compete with the on-demand release of a tile like “The Meg” but it does add up. Ninety-five percent of monthly transactions are catalog titles.

In 2018, 353% more movies saw transactions compared to 2017, yet Rentrak consistently reports that households are still only renting twice per month at most. There are more movies made available to consumers, but there aren’t more hours in the day to view them. This means movie studios must reach audiences at the right moment to make the most of their opportunity.

The instant availability of the classics we mentioned earlier, as well as recent releases like “Three Billboards” or “Jumanji,” are creating a more crowded market. These days, a new release could be competing with films from one, 10 or 50 years ago.

In another example, the Bruce Willis-starring “Death Wish,” released in June 2018, saw unlikely competition from 2005’s “Incredibles.” Why? Because “Incredibles 2” had opened in theaters the week before. Rentals for the original film increased more than 500% in the week after the sequel was released.

It’s safe to say that the studio behind “Death Wish” was planning more for on-demand competition with action thrillers like “Pacific Rim” or “Tomb Raider,” not a family-friendly Pixar hit that had been released 13 years earlier.

This isn’t a blip: In the last 26 weeks, 15% of the top 100 movie rentals were catalog titles. Many of them were drafting titles that had sequels in theaters — movies like “Equalizer,” “Creed,” and “Hotel Transylvania.” Titles tend to see a significant rental boost when a sequel or franchise-connected film is released in theaters.

Some movies don’t need a sequel coming out to compete with new releases: “Frozen” is still in the top 100 rentals after becoming the biggest animated movie ever at the box office. (“Incredibles” comes in second.)

Whether you’re working to revive a stream of rental revenue or drive theatrical sales, there’s a valuable opportunity in promoting relevant catalog titles or driving audiences to catalog titles that have upcoming sequels. Boosting support around holiday movies when seasonally appropriate can be a smart approach.

With addressable targeting, Cadent can narrow in on households that we know are renting, and then layer in additional viewership attributes to pinpoint your ideal audience so you’re always “fishing where the fish are.”

If you’d like a deeper understanding of the variables that impact in-home entertainment, reach out to us.

Driving Addressable Tune-in Campaigns with Smart Data Strategy

There’s no better predictor for which TV shows a household will watch than understanding what they’ve already watched. However, there’s still a ton of waste with TV tune-in ads. We’ve all seen commercials for shows that we have no intention of ever watching. These waste the viewer’s time and the programmer’s money.

Since the case is simple, tune-in was the pioneer category to leverage addressability. Smart use of set-top-box viewership data paired with MVPD partnerships means ads for TV programming can be targeted to viewers with more precision than ever before, at scale. Addressable ads are dynamically served whenever and wherever a targeted household is watching, therefore eliminating wasted dollars.

At one2one Addressable, we know using multiple platforms provides scale, and we know scale is necessary to drive ratings. With our MVPD partnerships, we use best practices for a holistic approach to tune-in campaigns offering programmers an aggregate view of targeting consumers watching desired content across multiple systems.

While operators own the inventory, understanding how to best leverage data across each platform offers a huge value to the programmers. And as media consumption and engagement continues to change, marketers must keep up and ensure they’re using the right tactics to find true target viewers.

If You Liked That, You May Like This

Set-top-box viewership is one of the most powerful data sets to use for data-informed campaigns, particularly in the entertainment category. One2one Addressable has executed more than 1,000 tune-in campaigns across network genres, around 85% of which have leveraged STB data for targeting.  

By understanding the personalized viewership habits of each household, we can segment audiences based on a variety of attributes: light viewers, lapsed viewers, competitive viewers, or more broad genre-focused like documentary viewers, reality TV viewers, or live sports viewers. We can work with the suppliers to target uniquely-defined audience segments from the onset of the campaign and can then analyze the conversion differences by audience with back-end measurement. This can help inform the programmer of which audience segments are easily convertible vs. harder and therefore where more investments should be made across all media tactics.  

However, there are other viable sources for finding valued audiences – beyond a household’s set-top-box viewership data. For the other roughly 15% of tune-in campaigns executed, audiences have been determined by using psychographic behaviors through third-party data sets or even a programmer’s own first party data. Or, in some cases, we’ve overlayed STB data with those other data sets.  

On the other hand, in the case of a new premiere or tentpole event, programmers may cast a wide net to raise awareness, employing high-impact ads, out-of-home stunts, and content sponsorships to gain mindshare. Complementing those efforts with addressable support would guarantee increased frequency against the target. But what happens when we’re not sure who the target is?

Standard media planning tools provide a solid understanding of networks and programs the “should-be” audience is likely watching. But as the line between digital and television continues to blur, social data, for instance, can provide a wealth of insights. Nothing would be more valuable than finding people that are already actively engaging with the event topic or subject matter. For example, for a live musical event, a network could target people who tweeted about Broadway or a particular actor set to star in that televised event.

While the obvious goal of any programmer is to see positive conversion results to increase ratings, defining the addressable KPIs in relation to the holistic media plan during the planning process is a crucial factor to creating the campaign’s test design and understanding which targeting tactics would be most beneficial.

Measuring the Payoff

Once the campaign’s objectives are clearly defined and the campaign airs, how do we measure success? By evaluating each MVPD’s tune-in conversion results, we’re able to unify and report on the true value of the addressable campaign’s impact on the overall program performance.

In one example, for a returning season, a one2one Addressable campaign prompted an aggregated 67% lift in conversion comparing test vs. control target households, equating to over 1.6M converted households and 438,000 incremental households that would not have converted without the incremental addressable frequency. Additionally, the same campaign netted a 19% lift in conversion to subsequent airings of the program after the media support concluded thus proving sustained media effectiveness against the exposed audiences.

All analytics are presented in an interactive reporting dashboard which provides clients with standardized metrics and insights regarding campaign performance. The dashboard takes into account volume, conversion rates, percent of lift, conversion volume and how the factors work together to impact overall rating therefore providing necessary data to calculate a return on ad spend (ROAS). With conversion details, we can understand the dayparts, days of week, and networks that provide strongest performance for the programmer that can be applied to future campaigns across all media strategies.

We show programmers an overview of the campaign with transparency and make sense of the addressable tactics across the various systems, versus looking at each operator in a silo. This demonstrates overall impact on the promoted program or brand and how targeting an audience with increased frequency can influence results.

Beyond the Basics

There are a ton of learnings beyond tune-in conversion we can learn from an addressable campaign’s performance, especially on the digital side. For instance, the programmer may store content on their website, and in addition to driving program ratings, they may hope to increase web engagement. Working with a data partner, we could pixel the site to tie the household exposures back to web traffic. From there, the programmer may want to understand the audience segmentation of those going on their site, asking about demographics and the companies and brands that spark an audience’s online behaviors. At that point, we may opt to do a social study to further understand which brands will resonate stronger with that programmer’s content. Knowing that may help the programmer’s sales force prospect advertisers to further monetize their television inventory.

Implementing an addressable tune-in campaign presents us with an abundance of executional options. Once we’re able to clearly define the campaign objectives and necessary diagnostic data cuts, the measurement details could provide irreplaceable value to the programmer. By removing the waste, increasing frequency against high-value households and understanding best practices against all supply platforms, the granular analytics can be a key component of a program’s success. With each day, there are new targeting and measurement opportunities, even for the pioneer addressable category. Stay tuned for what’s to come.

Get more information on one2one Addressable

2018 Cannes Lions: Bringing Creative, Data & Tech Together

Every year, the Cannes Lions brings the advertising industry together to celebrate the best and most innovative creative in the world. Over the last couple of years, data and technology have been added to the mix – giving the industry hope that we can add more impact to advertising by bringing all three elements together.

The Cadent team was at the festival this year (you might’ve seen our banner in front of the Carlton Hotel, visible from the Croisette). Cadent Network President Jim Tricarico spoke on an advanced TV panel at the CMO ClubHouse, and CEO Nick Troiano and CMO Paul Alfieri talked to Cynopsis about why Cannes is such a valuable event for our industry.

The Lions are, of course, a great way to take the pulse of the industry and hear diverse perspectives about where the industry is headed.

Here are a few takeaways we heard:

  • The current television ad model needs to be reinvented. The industry should come together and push for more unified standards, including the definition of an impression, in order to evolve and not lose out to the social giants and walled gardens of the world. New challenges like increased ratings pressure, inflationary pricing and audience fragmentation call for evolved methods of targeting and measurement. Change won’t happen overnight, but the industry is moving in this direction.
  • OTT and ACR are the future of TV. Linear models need to be reconsidered to remain relevant. Automatic content recognition or ACR data will revolutionize the industry. In the past five years, the number of over-the-top (OTT) only households has tripled to 14 million. TV is going through a major transformation, and it’s up to the industry to decide how and when that transformation progresses.
  • Data, Data & More Data. Brands and agencies are stressing the importance of strategically building plans against audiences and garnering deeper post-campaign analytics and insights. Currently, the industry lacks the expertise to really drive the marketplace forward, and a different, more data-driven skillset may be needed. At Cannes, we heard that data is influencing the creative and campaign design processes and driving a more “test, iterate, evolve” approach to campaigns. Modern marketing requires an analytical mindset and a drive all aspects of campaign, from TV performance to messaging. The industry needs to continue automating processes so we can be more flexible in an iterative world constantly looking to improve.