Why an Audience-First Approach is Essential for All Advertisers

The old ways of targeting—juggling multiple vendors, scattered data, and hoping your message hits the right people—just don’t cut it anymore. Consumers are in control today, and it’s up to marketers to find and engage them with relevant products and services. 

To do this, you need a smarter, streamlined approach that connects you directly to your audience no matter where they are. That’s where an audience-first strategy shines. Focusing on who you want to reach makes your ad spend more effective, engagement increases, and you see better results. 

Take coffee lovers – you might think placing ads in relevant food & beverage or CPG content is the way to go, but they could just as easily be shopping for clothes, playing games on their phones, or catching up on the news. By relying on precise audience data, not just inventory, you can reach those coffee enthusiasts at the right moment, when they are most engaged, regardless of what they are watching.  

Why an Audience-First Strategy Matters 

In today’s digital world, an audience-first strategy is key. With access to data like first-party insights and omnichannel viewership trends, partners like Cadent can help you zero in on your target audience across 125 million households. This means smarter ad placements and better performance. 

Enter: Audience Direct 

Cadent Audience Direct offers pre-built packages that curate the highest concentration of your ideal audience across 125M+ households, using proprietary viewership insights to inform supply and drive optimal business outcomes. Ensure seamless delivery across premium publishers for efficient scaling, precise targeting, and impactful results – available via Aperture DSP, or your DSP of choice (via a Deal ID) to connect with your audience for more precise and effective campaigns.  

Audience Direct empowers advertisers to target specific segments like sports fans, seasonal shoppers, or vertical-specific consumers with precision. For example, advertisers can create tailored campaigns that reach NFL, NBA, or NCAA fans, delivering relevant messages during key sports moments. Similarly, seasonal audiences like summer grilling aficionados, Halloween enthusiasts, or Thanksgiving shoppers can be targeted with timely, context-driven ads that resonate with their immediate interests and needs. Additionally, vertical-specific targeting allows brands to zero in on key industries such as retail, quick-service restaurants (QSR), or travel, ensuring that their messages are aligned with the unique preferences and behaviors of these audiences. This level of precision not only enhances engagement but also drives more meaningful connections between brands and their most valuable customers. 

What Audience Direct Means for Advertisers 

• Optimized Costs: Bundle data and inventory for better pricing.  
• Workflow Efficiencies: Streamline planning and activation to boost SPO. 
• Proprietary Tech: Audience Direct leverages Aperture Viewer Graph to find audiences with a strong intent to engage or convert and identify real-time viewing behaviors to inform supply curation. 
• Advanced Targeting: Leverage Aperture Viewer Graph to curate audiences and inform supply.  
• Enhanced Reach: Add custom data onto your Audience Direct package to extend reach.   
• Control: Activate via direct IO, programmatic, or PMPs via Aperture DSP or your preferred DSP. 
• Flexible activation: Activate Audience Direct packages across linear TV, CTV, mobile, tablet, and desktop devices, as well as linear TV, CTV, OLV, and display formats. Access premium tentpole inventory when networks are locked out, to reach highly engaged audiences.  

As audience-first strategies take center stage, now’s the perfect time to rethink your approach. Focus on your audience across all media and see the difference it makes in your advertising success. 

Ready to get started? Learn more about how Cadent Audience Direct can optimize your next campaign.