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.

Topic: Linear TV

Optimize Your Strategic Pharma Campaigns for Today’s Converged TV Advertising

Posted on by Aliana Heffernan

In the continuously evolving landscape of TV advertising, the traditional stronghold of linear TV is facing stiff competition from digital media, particularly Connected TV (CTV). As audiences increasingly shift their attention to CTV, particularly with patients and health care providers (HCPs), pharmaceutical marketers are presented with a unique opportunity to maximize the impact of their campaigns with converged TV advertising.  

This fundamental change in consumer viewing habits calls for a data-driven, optimized strategy for pharma advertising to not only identify high-value audiences but also ensure their advertisements are seen as relevant. As a result, working with a reliable media partner is imperative for pharma marketers to successfully navigate this dynamic environment, strategize and optimize campaigns, achieve maximized ROAS, and exceed KPIs.  

Suppose an advertiser is promoting a new antibiotic for patients diagnosed with a specific ailment.  

Jack watches ESPN on his iPhone, his favorite Hulu show on his laptop, and ends the day with Netflix on his PlayStation. Sally, on the other hand, starts her day with local news and in the evening watches the BBC Home FAST channel on her smart TV. Both Jack and Sally have been diagnosed with the same ailment, making them the right audience for the advertiser. How can they effectively and privacy-consciously reach these audiences across various platforms? Successfully engaging Jack and Sally will require a precise audience data and media activation strategy.  

Identifying the Right Target 

One of the key advantages of implementing a converged approach to TV advertising is the ability to plan your campaign with a precise audience strategy.  

Working with trusted partners like Cadent unlocks the potential of utilizing robust and flexible audience tools, allowing advertisers to onboard and match first-party data securely and efficiently, and extend the value of your data by leveraging a wide variety of third-party data partners such as: 

Curating Audiences Across all Touchpoints 

As previously demonstrated with Jack and Sally, pharma and health-related audiences are not limited to one viewing device or experience, so knowing exactly where your audiences are is imperative to campaign success.  

Linear TV provides expansive reach through curated packages such as sports, with both live and in-game opportunities, and news packages, with the added benefit of daypart, geo, and addressable targeting. Yet the latest research suggests that pharma brands that underinvest in CTV are missing opportunities to reach consumers aged 50+ and HCPs as OTT offers the power of precision with first- and third-party data, allowing for enhanced contextual targeting.  

When it comes to consumer behavior, reports show that patients and doctors do not discern between platforms as much as marketers might think – TV is simply TV, regardless of where or how people are watching. You need a partner that can execute both, within a single platform, for efficient and effective campaign activation and measurement. By combining the reach of linear TV with the advanced targeting capabilities and unprecedented precision of OTT, pharma marketers can build a powerful and comprehensive media plan maximizing reach across over-indexing networks and dayparts while also delivering ads to precise household-level audiences prioritizing campaign relevance..  

Aperture Platform is data-agnostic offering pharma and health marketers access to an unparalleled depth of premium inventory at scale through open auctions, private marketplaces (PMPs), and direct deals – all in a fully secure and HIPAA-compliant manner – to meet audiences across relevant and available inventory. Our direct connections to supply across screens and devices provide pharma marketers access to 200+ MVPDs, 90+ cable networks, 1,100 broadcast stations, vMVPDs, SSP and exchange integrations, and direct publisher connections through Aperture MX. This means advertisers can leverage curated inventory across content categories such as health, news, sports, fitness, nursing, biotech, and more to effectively activate audiences across the converged TV environment and deliver a lift in incremental reach.  

Proving Performance in Pharmaceutical Marketing  

Choosing an integrated approach to audience targeting and cross-screen activation streamlines the advertising process, making it easy for advertisers to measure the success of their campaigns. Aperture Platform is integrated with best-in-class measurement partners to drive and quantify business results and measure metrics such as household penetration, Return on Advertising Spend (ROAS) and pharmaceutical Key Performance Indicators (KPIs) like doctor visitation, script lift, and new patients. 

By connecting high-value health audiences to brand-safe premium supply in a secure and HIPAA-compliant manner, Cadent empowers pharma marketers to reach their target audience and achieve their campaign objectives. 

The Perfect Prescription 

For pharmaceutical advertisers looking to embrace converged TV advertising, Cadent Aperture Platform stands as a beacon of intuitive technology that transforms health advertising into performance.  

Advertisers gain access to strategic planning and execution capabilities, enabling efficient data-driven campaigns across all screens – cable, broadcast, and OTT to confidently navigate the converged TV landscape, and ensure campaigns deliver maximum impact and value. 

Find out how to make the most of your media investments. Get in touch to learn how Cadent can support your pharma and health-related marketing campaigns.

Do You Know Where Your Ads Are? Revisiting the Benefits of Linear TV Advertising

Posted on by Cadent Staff

Digital advertising spend in the U.S. is now approaching $250 billion and is projected to reach $278 billion by the end of 2023, according to eMarketer. It’s hard to ignore the appeal of reaching a mass market at an affordable rate with the opportunity for personalization. Yet while tools that scrape for keywords and graphic material continue to improve, concerns around brand safety persist as advertisers must contend with the possibility that their digital ads will be placed on inappropriate sites or next to content that is misaligned with their positioning.  

As the advertising landscape becomes more fragmented, TV can offer brands the chance to reach consumers in a safe, familiar environment. Whether you want to connect with morning news viewers, avid sports fans, or home improvement enthusiasts, TV is a doorway into consumers’ homes through premium channels and programming.   

Cadent’s advanced TV solutions help brands find their audience whenever and wherever they watch TV. Our access to inventory across 120 million households, 210 DMAs, over 200 MVPDs, 1,100 broadcast stations, and more than 100 OTT networks allows buyers to reach a national footprint. Cadent Aperture Platform provides advertisers with unparalleled audience insights, and the ability to leverage 70,000 audience segments from over 40 data partners, spanning across verticals. Cadent also integrates with leading third-party verification and viewability providers to help you effectively combat issues like brand suitability and fraud.   

Advertisers should feel confident spending their media dollars. Working with Cadent, we ensure your brand’s message is in the right environment, across the entire TV landscape. Cadent’s brand-safe, data-driven linear TV in combination with our OTT/CTV offering allows advertisers to have both effective reach and peace of mind.  

To learn more about Cadent, get in touch. 

3 Things We Learned at Adweek Convergent TV Summit

Posted on by Aliana Heffernan

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?  

LEARN MORE

How Cadent Addressable and Data-Driven Linear Give TimberTech an Edge Over the Competition

Posted on by Felicia Greiff

As the benefits of addressable TV advertising become clearer to advertisers, more are using the medium to reach high-value households relevant to them.

Outdoor living products brand TimberTech, for instance, wanted to increase purchase volume by advertising their newest decking product to a highly targeted audience. Working with Cadent, the brand uses addressable TV to precisely target high-value households most likely to be interested in its new product.

TimberTech’s research shows that homeowners don’t just want to keep up with the latest trend when it comes to outdoor living spaces; they want to be ahead of it by a mile. And the brand has to meet those homeowners wherever they look for information, consume media or get inspired for their next project.

The combined power of addressable and linear TV

TimberTech takes a two-fold approach: First, the brand uses data-driven linear TV to build awareness and connect with its wider base efficiently. And then, using addressable TV, TimberTech zeros in on homeowners in a target age and income range, as well as those who have recently moved or are in the market for a remodeling project.

The addressable ads pulse during key strategic sales periods in order to reach homeowners and remodelers when they’re ready to make a purchase. Simultaneously, the linear TV campaign shares always-on messaging via cable to a broader base and builds large-scale awareness of the TimberTech brand. By pulsing its addressable TV campaign with its data-driven linear TV campaign, TimberTech efficiently increases frequency among hand-raisers to drive both brand awareness and purchase intent during key sales periods.

Throughout the campaigns, Cadent tracks the data-driven linear and addressable advertising flights side-by-side, offering a big-picture understanding of TV’s role in the customer journey.

Jeanine Gaffke, CMO of TimberTech’s parent company, said the brand has a digital mindset when it comes to TV – just as digital mediums like display, social and mobile can finely target audiences with relevant messages in order to move the needle, so should TV.

“Addressable TV will now become part of our arsenal, and we’ll keep refining as we go along.” Jeanine said, adding, “We’re very pleased with what we’ve seen thus far, and we’re just as excited about what can happen in the future.”

By working with integrated advertising agency Two by Four and using Cadent Advanced TV Platform, TimberTech is able to seamlessly execute a national addressable campaign. Because TimberTech sees its partners as an extension of its team, Jeanine said that TimberTech chose Cadent as a partner for its alignment with TimberTech’s value system and its expertise in the market.

“With Cadent, we’re able to reach our core audience without any wasted impressions. We can articulate the benefits of our brand and product line in an attention-grabbing way to a highly-qualified audience.” – Jeanine Gaffke, CMO of TimberTech’s parent company

Cadent makes it simple to reach targeted national audiences at scale. Learn more about Cadent Platform and how addressable TV advertising can move the needle for brands.