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3 Things We Learned at Adweek Convergent TV Summit

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

1. Cross-Screen TV is the New Normal 

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

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

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

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

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

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

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

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

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

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

3. Multiple Measurement Currencies are Here to Stay  

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

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

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

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

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

Define This for Me: Device Graph

A device graph is a map of individuals to all the devices they use, including mobile phones, tablets, computers and smart TVs. A device graph enables advertisers to understand consumer behavior in a more holistic way, with the goal of improving targeting and attribution.   

Gone are the days when a home had one or two TVs and one shared computer. Today, the average U.S. household owns an average of 11 connected devices, including seven with screens to view content, a study from Deloitte found. Suffice to say, consumers are more connected now than ever before, and they aren’t slowing down.  

It’s no surprise advertisers are struggling to keep up with the number of changes, as new platforms continue to emerge at this breakneck pace. To alleviate the challenges caused by a fragmented media landscape, a device graph can help marketers understand which devices belong to which households so they can deliver more relevant advertising messaging.  

Unify a Fragmented TV Landscape 

National advertising campaigns can’t function within silos. Consumers are now watching TV across different screens, devices, platforms, publishers, and operators. Declining cable ratings and accelerating content fragmentation have made it increasingly difficult for advertisers to reach their target audiences. 

A device graph can offer marketers the ability to strategically plan and optimize their TV campaigns. Tools such as a device graph provide advertisers with the cross-channel foundation needed to manage each cog in the TV wheel, efficiently and effectively.  

Think of the TV ecosystem as an orchestra – the conductor is an advertiser, the players are devices, platforms, publishers and operators, and a device graph function as their sheet music. Just as a conductor needs to be able to read and communicate the sheet music for each instrument to best direct their players to play the same song, for an advertiser to effectively engage their audience, they must thoroughly understand each device or platform where their ads are being displayed to optimize campaigns. By leveraging a device graph, advertisers can create a unified picture of their TV plans.   

technology partner can onboard your data and match it against their known universe of devices in order to create unique household-level view of your consumer’s devices, services, screens, and viewing habits.  

During the onboarding process, your first-party data is securely ingested, scrubbing any PII, to create unique identifiers for building audience segments. Next, this privacy-compliant data will be used to identify the viewers and devices within your target households. The resulting graph allows you to customize messaging that engages with every potential consumer.  

What’s Next 

cross-channel approach is one of the best ways marketers can reach viewers where and how they’re consuming media. But marketers don’t just want to reach their audience in a vacuum. It is critical to be able to develop a cohesive plan that takes the screens, devices, platforms, publishers and operators into consideration.  

The most successful brands will be those that can bridge the gap between linear television and advanced TV. In the future, audiences will expect even more flexibility when it comes to where they view TV, so it will be critical to reach audiences in all environments.  

Ready to use a device graph for your upcoming TV campaigns?  

Learn more about Cadent Viewer Graph. 

Cadent’s Next Step in Fulfilling the Cross-Channel Promise of TV

Todaywe announced that Cadent is acquiring 4INFO to expand our cross-screen solutions for national advertisersThis is an incredible step toward furthering our mission of bringing more data to television and fulfilling the cross-channel promise of TV as we bring in advanced audience and measurement, as well as OTT and CTV buying capabilities.   

Our journey to becoming a cross-channel TV platform began with the acquisition of BlackArrow, expanding our advanced TV technology capabilities for operators, and most recently, with the launch of Cadent addressable, we brought in an open, demand-side platform for advertisers and agencies looking to reach audiences at the household level.  

Today, we operate a platform for the future of television, and we believe our TV-first approach will help the industry evolve to a more data-driven, cross-channel future. Effective cross-channel advertising means advertisers can maintain quality and impact and reach their TV audiences in a brand safe manner, delivering messages in the moments people are most immersed in content, while inventory providers can realize the full potential of the audiences they attract, regardless of viewing channel.   

Our vision is to restore simplicity to the complex, evolving world of TV, and by bringing 4INFO into Cadent, we’re realizing that vision in several ways.  

We’re enhancing our ability to work with inventory partnersWe are dedicated to working with inventory owners and content distributors across the industry to build a vibrant, open TV ecosystem that drives forward the adoption of Advanced TV services.  The integration of the 4INFO toolsets into our platform will help our ability to automate connections to inventory and data partners and will enable us to better demonstrate the value of all forms of TV content (linear, addressable, OTT) to drive better yield. 

We’re giving advertisers better tools for data activation and OTT. Advertisers need a platform that brings TV audiences across linear, addressable and OTT. To get there, we must be able to connect devices to where viewers watch that content. 4INFO’s data activation platform incorporates patented graph technology that resolves multiple devices back to a TV household. This is a vital component of our cross-channel approach. 

We’re viewing cross-channel from a TV perspective. We believe success in finding audiences will not just be about reaching viewers across screens, devices, formats and services, but orchestrating the advertising between those layers. With this acquisition, we gain a programmatic, OTT-first bidder that will help us create more dynamic advertising campaigns that react to the ever-changing habits of TV viewers. 

We’re excited to welcome the 4INFO team into Cadent. Together, we are uniquely positioned to unify advertising across cable, broadcast, addressable, and OTT/CTV with a unique view of audiences. The technology 4INFO brings to our platform will immediately enhance our in-market offerings for advertisers, and it will support our long-term partnerships with our suppliers as we enhance and automate our connections as we jointly evolve to a data-driven future. 

Cadent Launches Next-Gen National Addressable TV Platform

NEW YORKNov. 7, 2018 — Cadent (cadent.tv), the leading platform for advanced TV, today launched its next-generation addressable TV platform for advertisers, media planners, and networks. The new Cadent Advanced TV Platform provides a simplified workflow that connects national addressable TV demand with Cadent’s inventory partners.

Cadent Advanced TV Platform provides access to 70 million US addressable households through cable, network, and OTT supply relationships. By removing the complexity associated with the different technologies and processes of various TV inventory sources, the platform provides a unified, transparent workflow for purchasing addressable advertising on a national basis.

“Television, the most powerful storytelling medium, must evolve to satisfy the needs of today’s analytics-savvy advertisers,” said Eoin Townsend, Chief Product Officer of Cadent. “Cadent’s mission is to help the TV ecosystem evolve to this data-driven future, and with this launch, we’ve taken a huge step forward for our advertisers and pay TV partners. We’ve streamlined the complexities of household addressable TV campaigns to help accelerate spend, while helping our partners expand the reach of their unique supply to meet the needs of national buyers.”

With Cadent Advanced TV Platform, advertisers can plan and optimize against customized marketing goals including sales or brand lift, customer acquisition or reactivation, and competitive conquesting. The platform provides unified reach, frequency, and attribution across its addressable (linear, IP, and VOD) supply. Using the integrated TV data ecosystem, advertisers can build custom target audiences using first-, second-, or third-party data that are anonymously matched to US addressable households.

To date, Cadent has delivered more than 3,000 addressable TV ad campaigns.

The Association of National Advertisers (ANA)* and Forrester found 70 percent of advertisers still view traditional TV as the most effective means of achieving long-term brand building objectives, and that these advertisers are increasingly incorporating the data-driven approaches of addressable and advanced TV into their plans. Specifically, 15 percent of ANA members reported that they are incorporating addressable and advanced TV buying techniques into their plans, with another 20 to 30 percent testing these approaches this year.

Jim Nail, principal analyst at Forrester, notes in The Inflection Point for Addressable and Advanced TV is Here Now. Really** that “as this inflection point draws more advertisers in categories like auto, travel, and financial services into using addressable ads, the long-expected change in the TV ad industry will come to be. TV planners and buyers will need to develop new data skills and new frameworks for building TV campaigns to take full advantage of the potential.”

Cadent Advanced TV Platform eliminates fragmentation issues, making it easy to plan, buy, and manage campaigns at scale. With Cadent, brands and agencies can reduce waste, gain planning efficiencies, and have full transparency into the results. Earlier this year, the company consolidated its various brands: Cross MediaWorks, Cadent Network, Cadent Technology (formerly BlackArrow), and one2one media into a unified new brand – Cadent. Additional information is available at www.cadent.tv.

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 digital media—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

* ANA Blog, “New ANA/Forrester Survey — Good News For TV Industry,” May 18, 2018www.ana.net/blogs/show/id/mm-blog-2018-05-good-news-for-tv-industry

** Forrester Blog, “The Inflection Point for Addressable and Advanced TV is Here Now. Really,” March 1, 2018https://go.forrester.com/blogs/the-inflection-point-for-addressable-and-advanced-tv-is-here-now-really