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Maximize Your Holiday Ad Campaign Performance with Audience-First Strategies

Posted on by Aliana Heffernan

The holiday season is a critical time for advertisers, with many brands and retailers relying on the weeks leading up to this festive season to make up a significant portion of their sales for the year. This year, despite inflation, U.S. retail sales are projected to grow by 4.8%, with e-commerce almost doubling this growth rate – a steady increase from 2023. Analysts project that shoppers will focus on essentials and modest splurges, while a compressed holiday calendar – with Black Friday falling later in November than last year – and heightened demand for discounts will shape consumer behavior. Mobile and in-store shopping will be crucial, alongside increased interest in social and video channels (think shoppable ads on CTV, and social platforms like Instagram and TikTok). Ultimately, it will be the battle for the best value as retailers face fierce competition to offer the best deals. 

With Cadent’s curated Audience Direct packages, marketers can ensure that their ads reach the most valuable segments of shoppers and holiday content consumers. By tapping into more than 125 million households with proprietary viewership insights, Cadent offers a powerful solution to drive business outcomes and engage target audiences when and where they are most receptive. 

Why an Audience-First Strategy Matters 

Today, advertisers need more than just a contextual approach to reach consumers. An audience-first strategy is the key to cutting through the noise, ensuring that ad dollars are spent reaching those most likely to purchase the product or service. Whether targeting seasonal shoppers or holiday moviegoers, this strategy enables marketers to connect with their audience across various platforms and publishers, for maximum impact. 

Focusing on the desired audience, instead of solely relying on inventory, will lead to increased engagement and improved ad performance, and will ensure delivery of timely, relevant messages that resonate with the target audience. 

Leverage Cadent’s Holiday Audience Direct Package 

The holiday season brings a flood of consumers ready to shop for gifts, enjoy holiday movies, and partake in seasonal festivities like cooking, traveling, and winter sports. This year, retailers should focus on personalized and omnichannel shopping experiences, according to BCG. As social and mobile shopping see continued growth, brands that leverage data-driven strategies to offer customized deals and seamless shopping experiences will outperform the competition. 

Cadent’s holiday Audience Direct package allows advertisers to harness proprietary viewership insights that inform supply to deliver ads to audiences that matter most during this critical time. 

Key targeting features include: 

  • Shopper data: Target audiences who are heavy gift spenders and likely holiday shoppers, both online and in-store, across categories like toys, electronics, and apparel. Advertisers can also target retailers, including Amazon, Target, and Walmart. 
  • Location/viewing data: Reach consumers who frequent stores during the holiday season, and viewers of popular holiday programming like the Hallmark Movie Network, Freeform, and Lifetime. 

By leveraging these insights, advertisers can be certain that their ad spend reaches the right shoppers at the right time, maximizing both engagement and ROI. 

Why Audience Direct Packages Stand Out 

Cadent’s Audience Direct packages go beyond standard targeting. They offer a data-driven solution to reach high-value segments such as seasonal shoppers and holiday movie lovers, all while maintaining precise targeting and efficient campaign scaling across premium omnichannel supply. 

Powered by Aperture Viewer Graph, Audience Direct connects brands with their ideal audiences across premium publishers in a seamless manner and across CTV, linear TV, mobile, or desktop. , Audience Direct ensures impactful delivery and optimized costs by bundling data and inventory.  

Benefits of using Audience Direct include: 

  • Advanced targeting: Leverage proprietary insights to curate the most engaged audiences, whether that’s shoppers looking for holiday gifts or moviegoers enjoying festive programming. 
  • Efficient reach: Easily scale your campaign across 125M+ households with seamless activation across premium inventory. 
  • Omnichannel activation: Advertisers can activate Audience Direct packages across a range of devices and formats so that your message reaches consumers no matter where they are watching or shopping. 
  • Flexible Transaction: Activate your holiday Audience Direct package via a managed service campaign with Aperture DSP, or leverage Aperture MX to activate your Audience Direct package via your preferred DSP with a deal ID. 

Ready to Get Started? 

As the holiday season approaches, now is the time for brands to refine their advertising strategy. By leveraging Cadent’s Audience Direct packages, marketers can confidently target the shoppers and viewers who are most likely to engage with their brand. 

Get in touch with Cadent today to learn more about how Audience Direct can optimize your next campaign and achieve your business goals during this critical holiday period. 

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Why an Audience-First Approach is Essential for All Advertisers

Posted on by Aliana Heffernan

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.  

SPORTS
Reach audiences during live events, in on-demand content surrounding games.  		VERTICAL
Access curated seasonal audiences to deliver relevant omnichannel reach at scale.  		SEASONAL
Target custom vertical audience packages across omnichannel inventory.  
NFL / Super Bowl 
March Madness 
NBA 
Premier League 
PGA Tour 
USTA 
NCAA 
WNBA 
X-Games 
US Open 
MLS 
MLB 
Nascar 
The Open 
Wimbledon 
AUS Open  		Spring Cleaning 
Mother’s Day 
Summer 
Father’s Day 
Independence Day 
Back-to-School 
Halloween 
Thanksgiving 
Holiday 
Black Friday 
Winter 
Tax Season 
Award Season 
Black History Month 
Valentine’s Day  		CPG  
Pharma / Health  
Auto  
Finance 
QSR 
Retail  
Entertainment  
Kids  
Multi-Cultural  
Tune-In 
News 
Pets 
Travel 
Health / Fitness  
Home Improvement
Insurance 

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. 

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Tackling Privacy and Cross-Screen Audience Targeting for a Medical Device Company

Posted on by Aliana Heffernan

Privacy remains a top concern in the pharmaceutical industry for consumers, healthcare providers (HCPs), and marketing executives alike. This is especially true as the industry embraces telehealth and people turn to web searches and social media for medical advice. The U.S. telehealth market, valued at 142.96 billion USD in 2023, is expected to grow to 504.24 billion USD by 2030. Following this trend, regulations preventing data misuse are on the rise. Online activities, like searching for symptoms, will be more difficult to access for marketers looking to identify potential customers, especially with the depreciation of cookies. First-party data activation is becoming more regulated and ranks as the No. 3 concern among U.S. brands and agencies, according to the Interactive Advertising Bureau (IAB) data.  

While the medical device industry must leverage consumer data to effectively reach those in need, doing so ethically and in a privacy-safe manner requires careful navigation and flexibility. Companies are turning to IP addresses, Device IDs, and households as a new solution to target niche audiences in a cookie-less world.  

Working with a partner that takes first-party data seriously and adheres to both national and state regulations is a crucial step to maintaining client trust. By adapting to this climate, successful marketing can continue to allow healthcare brands to educate the right people, harness cross-screen audience targeting, and transform awareness into action, effectively boosting conversions.  

The Medical Device Company’s Challenge

While navigating the dynamic healthcare industry, an emerging medical device company aimed to increase brand awareness among its niche target audience. Their primary goals were to drive site traffic, increase webinar sign-ups, and evaluate creative performance across digital and CTV environments. The company segmented consumers by age, location, and medical condition to ensure precise audience targeting.  

Goals
• Increase website visitation
• Drive interest in webinar sign-ups

The Solution

Partnering with Cadent, the medical device company launched a campaign across premium CTV and OLV inventory to determine the most efficient advertising medium.  

The Plan

Cadent securely onboarded the client’s pharmaceutical audience data from Swoop into the Aperture Audience Studio, and then enhanced the target audience accuracy by mapping segments to households and connecting device IDs using the Aperture Viewer Graph. The campaign, activated via Aperture Converged TV DSP, successfully delivered ads across premium CTV and OLV inventory, ensuring placement in high-quality brand-safe spaces, and never on made-for-advertising sites. Most importantly, consumer touchpoint data was tracked and connected from ad exposure to homepage interactions and webinar sign-ups using Innovid and Aperture pixel technology. Qualified conversions attributed to ad exposures were used to optimize and improve performance efficiency, in real time. This closed-loop measurement beautifully painted a picture of how and why a customer is driven to the company website. 

The Results

Aperture Viewer Graph technology revealed that OLV channels yielded significantly higher conversion rates than CTV for the medical device company.

By The Numbers
• 51% decrease in cost per visitation
• 42% average week-over-week increase in homepage visits among the targeted audience

By shifting budget toward OLV, Cadent effectively maximized client media spend, minimized waste, and ultimately increased conversions and ROI – in a fully privacy-compliant manner. 

Next Steps

Want to learn more about how Cadent and the medical device company partnered for a data-driven CTV and OLV advertising campaign?   

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Cadent Aperture Platform Unlocks New Ad Revenue for Hotwire, Midco, and Other Regional MSOs

Posted on by Aliana Heffernan

NEW YORK, August 13, 2024 — Cadent, the largest independent solutions provider for omnichannel video advertising, today announced new partnerships with leading regional MSOs Hotwire, Midco, and Mediacom. The agreement provides Hotwire, Midco, and Mediacom with access to the Cadent Aperture Ad Management solution, which protects and grows their respective linear and time-shifted ad revenue as they roll out their new Internet Protocol Television (IPTV) platforms.

Through these partnerships, Cadent is providing a fully hosted ad management platform that gives each RMSO customer full control of Addressable local and national advertising across their video services, protects data used to enable the addressability and reporting for measurement, attribution and other BI. It supports linear replication in addition to addressable dynamic insertion and replacement for linear TV, both live and time-shifted across STB, CTV and TV-E.

“As we roll out our new IPTV platform to our subscribers in all markets, we want to take advantage of new ad revenue opportunities as well as ensure we can continue to support our existing linear ad business,” said Pragash Pillai, Hotwire CTO. “Through our partnership with Cadent, we will significantly enhance our capabilities and that of our partners to monetize all our video services through their best-in-class innovative addressable platform and Hotwire’s award-winning fiber network.”

“We are dedicated to improving the viewing experience for our residential customers, as well as even more opportunities for our local advertisers,” said Midco President, Tom McAdaragh. “By partnering with Cadent, our team will be able to boost our video monetization and significantly enhance our ad product for our affiliate partners.”

Cadent Aperture Platform is purpose-built for the evolving world of TV and video. With Aperture ad management, premium video service and content providers can now make the most of their unique position in local markets and subscriber relationships. This includes protecting and enhancing existing linear inventory monetization and monetizing previously unsold video services and data – a game changer, as these providers transition subscribers off legacy distribution technology.

Paul Ranger, SVP of Platform Sales at Cadent, added, “We’re proud that Hotwire and Midco are using our ad monetization technology to enable addressable TV advertising across their footprints. The addressable advertising capabilities of Aperture Platform enable regional MSOs to protect existing local ad revenues and grow incremental inventory and data monetization potential as they migrate subscribers to new IPTV services. Cadent’s partnerships with Hotwire and Midco speak to the mutual commitment to offering innovative ad products for the premium TV advertising marketplace.”

Cadent has now deployed addressable advertising services to four key addressable markets, including the U.S., Canada, the UK, and Ireland, across +75 million devices. Visit https://cadent.tv/ to learn more about Aperture Platform.

About Cadent  

Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.  

Media Contact  

Rachel Jermansky  
Daddi Brand Communications  
[email protected]  

Why Your Video Advertising Strategy is Incomplete Without Data-Driven Linear

Posted on by Aliana Heffernan

Most advertisers have the same objective: to reach the right audience efficiently and effectively. Easier said than done. While digital advertising has made significant strides in audience targeting, linear TV remains a powerful medium with unmatched reach. However, the challenge has always been the inherent waste in linear TV advertising—where ads may not always hit the intended audience. Enter Cadent’s Data-Driven Linear (DDL) solution, a game-changer for advertisers aiming to maximize their campaign impact. Here is why incorporating DDL into your media plans can elevate your video advertising strategy. 

Extending Digital Audience Targeting into Linear TV 

One of the primary advantages of DDL is its ability to bring the precision of digital audience targeting into the realm of linear TV. Traditionally, targeting specific audiences meant compromising on reach. However, DDL enables advertisers to focus their campaigns on high-indexing networks and dayparts through a ranker, ensuring they leverage the broad reach of linear TV while still zeroing in on their strategic target audiences. This blend of precision and reach is what sets DDL apart. 

Mitigating Inherent Waste in Linear TV Advertising 

A common pain point in linear TV advertising is the inability to guarantee that ads reach the exact target audience, leading to wasted impressions and budget. DDL addresses this issue by following the propensity of where and when the strategic target is viewing television content, to identify heavy TV viewing households you would otherwise not reach on digital, social, or other media. DDL also drives engagement at hyper-local levels targeting audiences in specific DMAs and zones to eliminate wasted impressions. By aligning ad placements with the viewing habits of the target audience, DDL significantly reduces waste, ensuring that your ad dollars are spent more efficiently. 

Achieving Mass Reach with Targeted Precision 

For clients new to integrating data into their video executions, DDL offers a robust foundation. It allows advertisers to maintain the mass reach that linear TV provides while incorporating targeted precision typically associated with digital advertising. This dual benefit means advertisers can achieve broad visibility without sacrificing the specificity of their audience targeting. 

Creating Comprehensive Cross-Screen Plans 

In today’s media landscape, consumers engage with content across multiple platforms. DDL empowers advertisers to create comprehensive cross-screen plans by activating a single audience across all channels. Advertisers can leverage DDL as an extension to their existing media buys, to unify consistent messaging and greater campaign cohesion, ultimately enhancing the overall impact of the advertising efforts. 

Measuring Campaign Outcomes 

One of the critical aspects of any advertising campaign is the ability to measure its success – a limiting factor of traditional linear TV. With DDL, advertisers can measure campaign outcomes more effectively, gaining valuable insights into what does and does not work such as sales lift, web visitation and more. This data-driven approach not only helps in proving the success of the campaigns but also informs future strategies, allowing for continuous optimization and improvement. 

Leveraging Cadent Solutions

The Cadent solution for DDL is part of a comprehensive suite of products designed to enhance both linear and digital campaigns. With Cadent Aperture Platform, advertisers can seamlessly integrate data into their media plans. Once a strategic audience is identified, Aperture Viewer Graph and ACR viewership data allow Cadent to understand what networks and dayparts over-index for that audience. A schedule is then created based on the ranker to deliver the campaign across a national footprint. This holistic view of the TV marketplace ensures that advertisers can purchase the most targeted media, maximizing the impact of their campaigns and optimizing against all national networks. Leveraging Aperture measurement marketplace, advertisers can also measure key performance metrics and business outcomes with fully integrated measurement partners. Ultimately, by leveraging Cadent’s expertise and comprehensive suite of products available through Aperture Platform, advertisers can ensure campaigns are as effective and efficient as possible. 

Next Steps 

Incorporating Data-Driven Linear into your media plans is a strategic move that can transform your advertising approach. By extending digital audience targeting into linear TV, mitigating waste, achieving mass reach with precision, creating cross-screen plans, and effectively measuring outcomes, DDL offers a powerful solution for modern advertisers. From planning to measurement, Aperture Platform is a one-stop shop for advertisers aiming to enhance both their linear and digital campaigns. Embrace the future of advertising with the Cadent solution for Data-Driven Linear and elevate your media strategy to new heights. 

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Boosting Online Sports Betting Success with Cross-Screen TV Advertising

Posted on by Aliana Heffernan

Online sports betting has seen a tremendous surge in popularity, driven primarily by technological advancements and a cultural shift towards digital convenience. A prime example of this shift is the rise of online sportsbook apps, which have revolutionized how enthusiasts engage with their favorite sports. Online sportsbooks have seamlessly integrated cutting-edge technology to offer users real-time betting, personalized experiences, and comprehensive analytics. This trend is underscored by the American Gaming Association’s latest report which showed that Americans wagered a record $119.84 billion on sports betting in 2023 – a 27.5% increase from the year prior.  

As the sports betting marketplace continues to grow, sportsbook apps must stay top of mind with customers. In the past few years, CTV has become a valuable channel for reaching prospective customers across a broad range of demographics and behavioral attributes. However, sports betting is beholden to several federal and state regulations for both their business operations and advertising. Fortunately, Cadent has developed a solution that supports the unique campaign needs of sportsbook marketers.  

The Online Sportsbook’s Challenge 

A leading online sportsbook sought to boost awareness among sports enthusiasts, particularly with the launch of online sports betting in North Carolina in March 2024, coinciding with the excitement of the March Madness championships. The sportsbook wanted to drive concentrated reach across CTV devices among sports enthusiasts living in North Carolina. Additionally, they aimed to measure ad recall and intent to recommend the platform to a friend. 

The Solution 

By partnering with Cadent, the sportsbook used linear TV and CTV to drive upper-funnel KPIs including brand awareness and perception.

The Plan 

Cadent implemented a linear TV and CTV campaign that incorporated cross-screen audience activation, data evaluation, and optimization. 

Using Aperture Platform’s data marketplace and Boolean logic, Cadent defined a custom audience as “A21+ AND live in North Carolina” AND “are sports enthusiasts OR college basketball enthusiasts OR have a professional basketball interest.” To further enhance audience targeting, Cadent mapped segments to households in the state of North Carolina and device IDs using Aperture Viewer Graph. 

The always-on campaign, activated via Aperture DSP, successfully reached target audiences by delivering ads across premium long-form CTV inventory, including Pluto TV, NFL Network, Fox Sports, NBA TV, and more. Leveraging Aperture Viewer Graph, Cadent managed frequency at the household level to boost positive recall and intent. In addition, recognizing the value of loyal sports audiences, Cadent strategically enhanced efforts during the March Madness playoffs for greater contextual relevance. 

The Results 

To measure success, Cadent placed a LoopMe pixel across all media to gather brand health results. Additionally, the client leveraged Cadent’s in-house exposed audience insights solution to analyze audience attributes for optimizations against their strategic audience.  

The brand health study was conducted via LoopMe to assess overall brand perception and inform future campaign activation. 

  • Ad Recall: The campaign yielded significant lifts in ad recall and intent metrics, exceeding benchmarks. This indicated that exposed audiences remembered seeing the ad and were likely to recommend the sports betting platform to a friend. 
  • Optimization: The client leveraged Cadent’s Exposed Audience Insights solution to gain a deeper understanding of the strategic audience and enhance campaign optimizations accordingly. 
  • Channel Performance: Advanced reporting via Aperture Dashboard revealed attributes on demographics, psychographics, shopping, and viewership behaviors. It was found that the strategic audience had the highest composition among linear TV viewership, particularly news, syndication, NFL, and NBA games. To optimize budgets, Cadent advised shifting the investment to activate a linear TV campaign through Aperture Platform, further enhancing performance. 

Next Steps 

Ready to learn more about how Cadent can support your next CTV advertising campaign?  

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Maximize the Impact of Precision Advertising with Omnichannel Geotargeting

Posted on by Aliana Heffernan

The dynamic and rapidly changing media landscape requires marketers to be agile, data-driven, and highly strategic to engage their target audiences effectively. Some brands need to adapt their message from one region to another – for either product offering or regulatory reasons. Other brands need to take a local approach to reach customers who can visit their brick-and-mortar locations, attend an event, or participate in a region-specific promotion. These challenges and more necessitate a geography-driven approach. However, some brands simply need to reengage prospective customers to nudge them over the finish line – to make a purchase, sign up for a trial, or download an app. So, to do this, marketers need to know who these engaged consumers are and be able to retarget them on the channels that are delivering the best results.  

Why You Should Care About Geotargeting 

Geotargeting, in the context of TV and digital advertising, is a strategy that allows advertisers to deliver tailored ads to specific geographic locations. Using geotargeting, advertisers can focus their efforts on precise areas, whether it is a particular region, state, or even down to the zip code level. This approach ensures that ads are seen by the most relevant audiences, leading to higher engagement and better campaign performance.  

The geotargeting solutions with Cadent Aperture Platform empower advertisers to drive performance by connecting with these specific audiences in the precise locations and on the channels where they are most likely to convert.  

Let’s take a closer look at how to implement successful geotargeting strategies. 

How Geotargeting Works in Aperture Platform 

The Aperture Platform geotargeting solutions enable clients to engage with audiences across various screens and specific geo-locations. Whether it’s at the regional, state, or zip code level, Aperture leverages advanced capabilities to ensure your message reaches the intended audience effectively. 

Audience 
Aperture precisely targets high-value audiences built with first- and/or third-party data. Then filter your audience based on proximity to points-of-interests, such as grocery stores or QSR locations, or brick-and-mortar stores. 

Activation 
Build your campaign to reach households within proximity to specific DMAs/zones, or regions, ensuring your ads are seen by those most likely to convert. 

Analytics 
Cadent not only meets client KPIs but also provides valuable insights for geo-targeted campaigns. We measure the impact at the geo-level, offering a clear understanding of where audiences were reached and how effective the campaign was. 

Key Categories for Geotargeting 

Cadent’s geo-targeting solutions are particularly effective in several key categories: 

  • QSR/Fast Casual Restaurants: Target specific markets or proximity-based audiences. 
  • Retail (Brick and Mortar): Ideal for retailers in specific markets or with grand openings. 
  • Travel: Perfect for tourist locations attracting audiences from specific regions. 
  • Automotive: Target audiences near dealerships for Tier 2/Tier 3 campaigns. 
  • Insurance/Pharmaceutical: Effective for services offered in specific areas or to particular demographics. 

The Aperture Geotargeting Competitive Advantage 

Cadent stands out due to its unique combination of advanced technology and precise targeting capabilities. Our patented Aperture Viewer Graph allows us to understand household and audience composition down to the zip code level, facilitating highly precise activations. Additionally, we evaluate Cable and Broadcast network viewing behaviors by daypart and zip code level pre-campaign to curate the most effective ad buys. 

Our ability to activate geotargeted audiences on a 1:1 level across digital and OTT platforms, using Aperture DSP, ensures that we are not limited to localized suppliers. Furthermore, Cadent can serve ads to mobile devices within specific locations during custom time periods, achieving unparalleled precision. This hyper-local targeting capability is a significant advantage for advertisers seeking to engage with audiences in specific areas. 

Why Advertisers Should Choose Aperture 

Cadent’s geotargeting solutions have a proven track record of success. We offer end-to-end managed services, meaning clients don’t need to provide geo-data; all data resides within our patented Aperture Viewer Graph, simplifying the process for you. By leveraging audience insights pre- and post-campaign, we provide consultative solutions to ensure your campaigns are set up for success from the start. 

Combining national reach with heavy ups in key locations maximizes impact. Our comprehensive measurement solutions allow for precise tracking and analysis of hyper-local campaigns, ensuring that every advertising dollar is well-spent. 

Success Cases 

Medical Device Brand Reaches HCPs and Potential Patients:  
Targeted older audiences in specific markets, resulting in increased web visitation for the device.  

• 42% lift in web visits 
• 51% decrease in cost per visitation 

Craft & Home Store Boosts Holiday Sales: 
Used data to identify strategic DMAs for heavy-up broadcasts, leading to increased engagement. 

• $5 ROAS 
• 37% lift in store visit rate 
• 18% lift in unique visit rate 
• 17% lift in average visit frequence 

Sports Betting Platform Launches in New Market: 
Leveraged third-party data to target North Carolina audiences after a gambling ban lift, measuring awareness effectively. The brand perception study demonstrated:  

• Significant lift in ad recall and intent, exceeding benchmarks 

CPG Deli Brand Drives Grocery Store Purchases: 
Activated campaigns at the zip code level across cable TV, resulting in a significant sales lift. 

• Incremental ROAS increased 2.6% over previous campaign 
• 22% lift in trips per store 
• 24% lift in sales per store 
• 81% lift in total incremental sales 

Next Steps 

Aperture Platform’s geotargeting solutions offer unmatched precision and effectiveness. Ready to elevate your advertising game? Get in touch with a Cadent account executive today to learn how we can support your next campaign. 

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Life at Cadent: Happy National Intern Day

Posted on by Christina Nuti

To celebrate National Intern Day on July 25, we’re spotlighting our Summer 2024 Interns to give you an insider’s look at what it’s like to intern at Cadent. From the moment they join the team, our interns are paired with dedicated mentors, ensuring they have the guidance and support they need to thrive. Through a series of questions, we’ve captured their experiences and the unique perspectives they bring to our organization. Let’s get to know some of our talented and driven Summer 2024 interns.

Describe the projects you have worked on so far during your internship. 

“During my internship, I worked on several projects, including a Python web scraping tool to gather data from various websites, which improved my skills in handling different data formats. I also developed a project to aggregate and analyze Olympic data, focusing on broadcasting networks and event schedules, which was particularly interesting due to the complexity and real-time nature of the information. Additionally, I created reports for clients providing insights into their advertising performance metrics.” 
– Dhruv Khandave, Inventory Management Intern 

“The main project I am working on is setting up Unity Catalog on Databricks, which is a data cataloging tool that allows Cadent’s data sources to be visible on and accessible through the Databricks platform. I had never worked with Databricks before this internship project, so it was a really valuable learning opportunity to explore a new tool and leave an impact on the business. Rather than accessing data through numerous siloed sources from various acquisitions, team members will now be able to access necessary data through one unified data catalog. Working on this project has been a wonderful experience!”
– Sneha Vinod, Data Engineer Intern 

“Some of my favorite projects include writing a case study blog post for the website, doing research on our data marketplace partners, helping to write the Monday Morning Read (an internal industry newsletter), and most recently developing a market strategy for a new vertical solution! My favorite project so far has been redesigning Showpad, the Sales enablement platform used at Cadent. Throughout this process, I’ve been able to apply and develop so many different skills, from creative problem-solving to branding and design. Through this hands-on work, I have gained a much deeper understanding, not only of Cadent as a company but the ad tech industry as a whole. And it is so rewarding to know that, at the end of the day, I am working on something that will actually be used!” 
– Anabel Viera, Marketing Intern 

Our main project for the summer has been a great opportunity to showcase everything we have learned. We were given a request for proposal (RFP) from a client and tasked with creating a sales presentation pitching our strategy, which we developed after talking to several other teams. We learned about the different lines of business including broadcast, CTV, OTT, and Client Solutions. This continues to be an awesome hands-on experience demonstrating how the sales funnel is put into action. It is also a great way to build my professional skillset by learning how to present a strategy clearly and concisely.
– Madeline Collyer, Client Solutions Intern 

What’s one thing you wish you knew before joining the team? 

“One thing I wish I knew is how nice and helpful everyone is at the company. Going into it, I was nervous about commuting and working in a larger office space, but everyone is very resourceful and cares about our success as interns.” 
-Dean Ciccarelli, Sales Intern 


What advice would you give to an incoming intern at Cadent? 

“To those considering interning, or to any incoming interns, you will learn so much at Cadent! The internship program has been so rewarding from the weekly Lunch & Learn sessions with company executives, networking happy hours, to being part of such an inclusive environment. I have met so many people who I know will continue to support me throughout my career. Additionally, I feel like a true member of my team at Cadent and feel like my work has made a real impact.” 
-Caroline Marx, Marketing Intern 

“I would tell incoming interns to make sure they are carrying a pen everywhere they go and to make sure they are constantly taking notes. It’s also okay to ask questions–it’s encouraged and not to be nervous about starting a job that you know nothing about because in time you will learn and become comfortable in the field.”
-Julia Sciorra, Sales Intern

“The advice I would give is to come in hungry but humble. There are so many great minds at the company that want to see you do well, so coming in hungry to learn, but humble enough to ask questions and be comfortable failing is the best recipe for success. Also, set up meetings with individuals you want to speak with, especially the ones that lead the ‘Lunch and Learns.’ They put a lot of time into their presentations and appreciate people who ask questions and follow up with them.”
-Jordan Hayes, Data Science Intern 

One piece of advice I would give to prospective and incoming interns at Cadent is not to be afraid of asking questions. In the beginning, it may feel overwhelming, trying to understand what the company does as a whole and where your department fits into that puzzle. Everyone is so insightful and eager to help the interns learn so don’t be hesitant to ask questions whenever you’re unsure because it’s likely that someone else is wondering the same thing! 
– Brennan Clarke, Sales Intern 


Learn more about life at Cadent and see available roles on our Careers page. 

How to Harness the Power of Sports Audiences

Posted on by Aliana Heffernan

In today’s competitive media landscape, advertisers face several challenges. From audience fragmentation to data variability and lack of transparency, brands must find a way to cut through the noise to reach their customers. However, it isn’t as simple as the right message and creative. To capture consumer attention, advertisers must be able to activate across an ever-expanding array of devices and platforms. Amid this chaos, one type of content consistently commands the attention of engaged viewers: live sports. 

Sports events, particularly live broadcasts, attract millions of dedicated fans. According to a recent survey, “70% of Americans – including 81% of men and 60% of women – consider themselves sports fans,” making it an ideal platform for advertisers seeking to connect with diverse, engaged audiences. From the NFL’s record-breaking viewership to the rising popularity of women’s sports, the potential for impactful advertising is enormous. 

Why Sports? 

The growth of live sports offers a unique environment for advertisers, with audiences spanning every generation. Several factors have contributed to this explosive growth: 

  • Increased Accessibility: Both cable TV subscribers and cord-cutting streamers can easily watch their favorite teams. 
  • Social Media Engagement: Platforms like Instagram and YouTube enhance viewer engagement, fostering deeper connections with teams and players. 
  • Online Sports Betting: The rise of betting apps has gamified the sports viewing experience, allowing fans to place bets from anywhere. 

Spotlight On Major Sports 

NFL & The Big Game 

The NFL dominates the U.S. sports scene, with viewership increasing by 7% in 2023. The NFL captured 93 of the top 100 most-watched TV shows in 2023, and viewership on Smart TV devices surged by 58% among fans aged 18-34. This trend underscores the NFL’s ability to attract a broad, engaged audience across multiple platforms. 

NBA & March Madness 

The NBA’s 2023-2024 regular season maintained steady viewership, with 1.6 million viewers across major networks. The 2024 March Madness tournament set a record with 38.4 million viewers, highlighting basketball’s enduring popularity in the U.S. 

Soccer & The World Cup 

Soccer viewership, especially women’s soccer, has seen significant growth. The 2023 FIFA Women’s World Cup and the National Women’s Soccer League championship both experienced remarkable increases in viewership, reflecting the sport’s rising popularity. 

Maximizing Advertising Impact with Sports 

To effectively capture these highly engaged fan bases, advertisers must understand the composition of sports audiences and tailor their strategies accordingly. Here are 6 key strategies to optimize your advertising across live sports: 

  1. Premium Inventory

Live sports offer long-form, high-impact environments for advertising. Whether through programmatic or direct Insertion Orders (I/O), advertisers can secure prime ad spots during regular seasons, playoffs, and championship games. 

  1. Targeting Precision 

Utilize geo-targeting and advanced audience targeting to enhance the impact of your ads. Focusing on key markets and leveraging cross-device platforms can amplify reach and engagement. 

  1. Shoulder Content 

Extend your impact beyond live games by investing in pre-game analysis, post-game highlights, and behind-the-scenes footage. Younger fans, in particular, often prefer highlights over live games, providing additional touchpoints for engagement. 

  1. Audience-First Approach 

Working with a partner like Cadent can help you engage sports audiences year-round. Combining first-party sales or CRM data with leading third-party insights, Cadent Aperture Platform offers tailored audience-targeting solutions. This approach empowers marketers to identify and engage sports audiences seamlessly across all devices. 

  1. Creative Tools 

Create dynamic and interactive ads to enhance viewer engagement. Options like in-stream interactive overlays, choice-based ads, and interactive quizzes can make your advertisements more engaging and memorable. 

  1. Measurement and Optimization 

Closed-loop measurement is crucial for understanding the effectiveness of your campaigns. Partnering with Cadent ensures you can measure direct-response and app install attributions, optimizing your campaigns for better performance. 

Putting Practice into Play with Cadent Sports Audience Packages 

    Cadent Audience Packages offer tailored strategies to engage high-value sports audiences. For example, a home improvement brand successfully increased app installs through targeted ads during football games across linear TV and CTV, demonstrating the effectiveness of combining traditional and digital platforms. 

    Live sports provide a unique opportunity for advertisers to reach engaged, diverse audiences across the omnichannel media landscape. By leveraging advanced targeting, dynamic ad experiences, and comprehensive measurement, brands can maximize their advertising impact and drive significant engagement and conversions. 

    Ready to harness the power of sports advertising? Download our Sports Audiences Playbook to discover more strategies and insights on how to reach your target audience effectively. 

    DOWNLOAD THE PLAYBOOK

    Ads that Go for the Gold: Top Olympics Commercials According to Cadent Employees

    Posted on by Christina Nuti

    The Summer Olympics in Paris are quickly approaching as brands and fans get ready to celebrate the spirit of competition, tradition, and global unity. This year, NBCU will report on the games along with Peacock, Universo, and Telemundo. AdAge reported that, “According to Nielsen Fan Insights, U.S. general public interest in the Paris Olympics is at 36% – second only to the NFL over the last six months – and nearly two-thirds of fans are planning on watching at least some coverage of the Paris Games.  

    Whether you’re an underdog or a returning champion, the Olympic Games honor hard work, mental tenacity, and the belief that anything is possible. As audiences prepare to cheer on their countries’ athletes in their trials and triumphs, we asked our employees to share their favorite Olympics commercials over the years. Let’s look at the ads they voted for bronze, silver, and gold, and explore what elements made these ads the most memorable. 

    Gold: Thank You, Mom – Procter and Gamble (2012)

    Aside from being a tear-jerker (no matter how many times you’ve watched it), “Thank you, Mom” is hands-down an all-time favorite by Procter & Gamble (who, according to Fast Company, is shifting their focus this year to ads dedicated to their brands). The spot features moms and their children from around the world, growing up and playing the sports they love. Moms work tirelessly behind the scenes, waking their kids up early, getting them to practice, and rooting them on from the sidelines. From the joys of watching their success to feeling the lows of injuries and defeat, moms of Olympic athletes are celebrated as unsung heroes in this successful multi-year campaign for Procter & Gamble.  

    Silver: We’re the Superhumans – Channel 4 (2016)

    “We’re the Superhumans” by Channel 4 comes in second, bringing positivity, perspective, and music in this promotion during the 2016 Paralympics in Rio. The ad celebrates differences between Olympic and Paralympic athletes by demonstrating how Paralympic athletes compete in their respective sports as well as what it looks like to complete everyday tasks. The ad features the song “Yes, I Can,” which may remind you of a recent powerful ad campaign for World Down Syndrome Day 2024 called “Assume That I Can.” The Channel 4 campaign aims to tackle stereotypes, biases, and low expectations of those with disabilities by driving awareness and spreading the uplifting message that anything is possible. 

    Bronze: Find Your Greatness – Nike (2012)

    Ranked third, we have “Find Your Greatness” by Nike which features a jogger running down a road, getting closer and closer in the frame. The jogger, an amateur athlete, isn’t what you would typically picture for an Olympics advertisement, as the voiceover explains how greatness isn’t just for ‘prodigies’ or ‘superstars,’ but that we’re all capable of greatness. The ad plays on the idea that anyone can be an athlete in their own right, a common theme found in the Olympics and sports campaigns (because don’t we all love Cinderella stories?). This year, Nike plans on spending more on the Olympic games than ever before and is making more noise on social media now that Rule 40 regulations have loosened. 

    Carrying the Torch for Olympic Advertisers 

    As you think about your strategy for the fast-approaching 2024 Paris Olympics, consider how Cadent can help you reach your target audiences across streaming, cable, and broadcast with its Performance TV solutions. As categories begin selling out network direct, Cadent can help you activate not only live in-game content but also on shoulder content and digital ads surrounding the Olympic games. 

    Ready to activate your upcoming Olympics advertising campaign? Don’t miss the chance to secure packages for this year’s games. 

    GET IN TOUCH

    A New Era for Omnichannel Audiences

    Posted on by Cadent Staff

    Today marks a pivotal moment for Cadent as we announced the close of the transaction to acquire AdTheorent, creating one of the largest independent advertising platforms in the industry 

    Our strategy has always been to enable buyers and sellers of advertising to connect with strategic audiences wherever they engage. Since 2018, we have built and acquired the components of a true end-to-end technology stack that connects to omnichannel audiences and drives exceptional performance across the entire sales funnel. With the addition of AdTheorent, that vision is close to reality. 

    I have spoken with many customers since we announced this transaction in April, and it’s apparent that there is a distinct need in market for a scaled, independent platform that delivers omnichannel audiences in a transparent and performance-driven manner. We believe Cadent + AdTheorent can fit that need, and I’d like to explain why.  

    Why Now for Cadent + AdTheorent? 

    First, advertisers require performance across the entire sales funnel – from efficient brand reach to driving sales – and they need proof of performance that their ad spend is working as hard as it possibly can.   

    Both Cadent and AdTheorent have separately been leaders in driving performance, and as we come together, our shared accountability to deliver results across the sales funnel will differentiate us, powered by machine learning, higher data fidelity, and premium access to omnichannel audiences. Our platform and services teams will help our customers dynamically adapt, optimize, and orchestrate their campaigns across any inventory, data, or measurement source. 

    Second, privacy and data protection are fundamental underpinnings of the advertising marketplace. Those platforms that build privacy into the core of every product offering, and who can tailor compliance for vertical markets or geography, will become trusted, foundational pillars of future advertising plans. 

    Separately, our companies lead in this area. Together, we are well-positioned to help customers navigate a privacy-focused future. Solutions like AI audiences and ID independence, granular SPI privacy controls, and cookie-less targeting are fundamental building blocks of our future differentiation.  

    Finally, the silos between the worlds of digital and TV have crumbled. More than ever, advertisers require a united platform that can orchestrate programmatic and linear TV audiences. The united technology stack of AdTheorent + Cadent is uniquely capable of delivering this in the market today.  

    No single company can match what we now offer: comprehensive audience solutions across display, mobile, social media, digital video, connected TV, and linear channels, with options for national, local, or vertical market activation via programmatic, private marketplace, or IO. We provide both performance and reach measurement, creative services, CRM onboarding, managed media services, and flexible self-service platform access. It’s true omnichannel, and we are just getting started on the possibilities of what the scale and breadth of our audience platform can deliver for our customers 

    What’s Next?  

    Our success lies in our teamwork. There’s enormous potential for our combined company, and we will be thoughtful as we pull together our roadmap for the future. We received positive feedback from the market when we announced the transaction, and now that we are one company, we are looking forward to meeting with customers and partners, sharing our vision, and listening to feedback on how we can collectively work together and harness the assets of Cadent + AdTheorent to move the industry forward.  

    Stay tuned.   

    Driving Performance with Next-Gen Contextual Targeting

    Posted on by Cadent Staff

    In recent years, TV has undergone a remarkable evolution. Transitioning from a traditional advertising medium to a performance-driven, omnichannel activation opportunity, there is now a heightened focus on precision targeting and closed-loop measurement. Despite these advancements, advertisers continue to face challenges such as the indefinite postponement of cookie deprecation and vertical-specific laws and regulations. In turn, contextual targeting presents a compliant and cookieless strategy to tailor messages precisely to the content and context of viewership. As performance TV grows, contextual targeting empowers brands to connect with audiences more effectively, driving engagement and conversion seamlessly across multiple channels.  

    In this blog post, we will explore the top contextual targeting strategies, the importance of a holistic identity solution, and how to implement “next-gen” contextual targeting for your omnichannel advertising.  

    Using Content as a Proxy for Audiences 

    Contextual targeting is a pivotal programmatic strategy for omnichannel advertisers, providing a relevant brand experience across CTV and digital platforms. Rather than relying solely on demographics or behavioral insights, contextual targeting delivers ads based on the context of the content being consumed by viewers. In Performance TV campaigns, targeting the right inventory holds immense significance, aligning context and content with brand values to enhance campaign effectiveness and create a meaningful ad experience with audiences. 

    Leveraging natural language processing (NLP), ML and AI further refine content-based targeting, improving ad relevancy and engagement without needing PII. Brand safety measures, anti-targeting capabilities, transparency, and control mechanisms are integral components of this strategy, ensuring campaigns align with evolving digital advertising norms and safeguard advertisers’ reputations in our ever-changing media landscape. 

    Examples of effective contextual advertising: 

    • Event-Based Targeting: A sports apparel brand inserts ads within sporting events streamed on CTV. By leveraging contextual targeting based on the category and genre, these brands can effectively reach audiences with a high affinity for sports-related products.  
    • Relevant Product Placement: On a cooking recipe website, a kitchen appliance brand strategically places ads for its products leveraging keywords. This contextual advertising ensures that viewers are exposed to relevant ads that align with the content they are viewing.  

    The Next-Gen of Contextual Strategy 

    While contextual targeting is an important component of programmatic campaigns, the next generation of contextual targeting layers on audience targeting to turbocharge Performance TV campaigns. Advertisers can create relevant brand associations by implementing a contextual strategy across omnichannel campaigns – a viable standalone tactic. And with precise audience targeting, we know that advertisers can achieve better business outcomes. So, optimizing ad spend to contextually relevant inventory that reaches qualified audiences allows advertisers to improve campaign performance because they are engaging with the consumers who are most likely to convert. 

    To better serve our customers, Cadent has developed a solution that gives advertisers the best of both worlds. Leveraging Aperture Platform to upload first-party data and enhancing it with third-party data from Aperture data marketplace, advertisers can identify high-value audiences across all verticals in a privacy-safe manner. Audiences are matched with Aperture Platform’s AI-powered Viewer Graph which connects them to households, and those households to precise devices and viewing behaviors. 

    Advertisers can then take this audience and contextually target them across CTV, OTT, and digital platforms based on categories, genres, keywords, URLs, mobile apps, and more, to place ads in content as their target audience engages with it in real time.  

    The value of blending this type of audience precision with contextual alignment benefits advertisers by reaching audiences that are more likely to convert. Why? The content draws audiences to maximize concentration and contextual identification – taking the guesswork out of what targeting combinations drive results. Advertisers will also reduce ad waste by maximizing spend towards impressions that target the right audiences and the right content, meaning the combined impact of these strategies is a match made in digital heaven. 

    Examples of turbocharged contextual advertising: 

    • Sports Apparel brand: An advertiser activating across CTV creates their target audience [Women 25-54 and Athleisure Shoppers and Roku device users] and contextually targets them across [OTT: Cable TV-Channel: Sports] to maximize concentration of audiences and increase brand affinity across contextually relevant programs and sites.  
    • Airline: An airline company activating across OLV, and display builds their target audience [Frequent Travelers, HH income > $100k, Travel Channel fan] contextually targeting them across keywords such as “vacation” “resorts” and “travel blog” to amplify impact with audience precision and contextual ad placement to maximize relevance and engagement.  

    Next Steps 

    To successfully implement a next-gen contextual targeting strategy, advertisers must work with a partner who can execute multiple activations in a single activation. Key capabilities include advanced audience analysis, comprehensive contextual targeting, in-flight optimization, and the tracking of performance metrics. Fortunately, Cadent can deliver.  

    Download a snapshot of how Cadent can support next-gen contextual targeting for your next campaign. 

    DOWNLOAD

    Cadent Named to Ad Exchanger’s 2024 Top 50 Programmatic Power Players List

    Posted on by Cadent Staff

    Cadent recently secured a coveted spot on the AdExchanger 2024 Programmatic Power Players list. The list serves as a resource for digital marketers, offering a curated selection of companies at the forefront of programmatic technology to drive industry innovation. Evaluated based on “the strength and breadth of its offerings and its documented case studies,” the top 50 companies are selected from a global pool of hundreds of submissions by AdExchanger’s editors.  

    VIEW THE LIST


    This recognition serves as a testament to our outstanding programmatic solutions. Aperture Platform simplifies omnichannel advertising into a unified workflow, enhancing business outcomes.  

    “As a team, we’re thrilled to see Cadent on the 2024 Programmatic Power Players list among other leading adtech partners,” said Nick Troiano, CEO of Cadent. “This acknowledgment highlights our deep understanding of the programmatic landscape and how our audience-first approach is helping us to redefine cross-platform video strategy, activation, and analysis for both advertisers and publishers.” 

    While this acknowledgment affirms our unique technology and dedication to delivering innovative solutions, it also speaks to the trust we have built with our valued customers and partners. Thank you for your continued collaboration in our pursuit of advertising excellence. 

    Reach out to learn how Cadent can support your omnichannel video campaigns.  

    GET IN TOUCH

    Unlock the Power of Performance TV in Your Omnichannel Marketing Strategy

    Posted on by Aliana Heffernan

    Omnichannel video has emerged as the future of TV advertising, compelling advertisers to seek new solutions to meet their outcomes-driven marketing needs. In a November 2023 survey of +1000 marketing professionals, eMarketer reported that “performance-driven paid media” and “measurement and attribution capabilities” ranked as their top concerns. Mark Wagman, Managing Director of MediaLink echoed this sentiment on a recent episode of AdExchanger Talks explaining that “the number one thing” today’s TV marketers want is a signal to indicate whether their ads are producing outcomes. 

    It’s clear that understanding the performance of your CTV activations has become increasingly important, but the increasing importance of omnichannel campaign performance can no longer be ignored. Marketers are under immense pressure in an uncertain and competitive economy to deliver results and prove efficiencies across every ad dollar spent.  

    What Is Performance TV? 

    As viewing habits continue to shift, advertisers must be able to stitch together various touchpoints. However, gaining a holistic view of insights across channels is difficult to achieve and requires the ability to attribute each channel’s performance to business outcomes.  

    Cadent Performance TV provides advertisers with the first solution that bridges the gap between traditional and digital media, connecting digital, CTV, and linear TV to help advertisers make the most of their budgets while gaining deeper insights throughout the entire sales funnel. 

    Before we dive further into the value of performance TV and how advertisers are leveraging this solution to achieve their marketing goals, let’s define it. Performance TV is more than measuring results – it encompasses the audience building and activation strategy needed to optimize a campaign.  

    Performance TV combines the power of traditional TV reach with digital advertising’s precise targeting and analytics. With real-time campaign optimizations, Performance TV offers a personalized and outcomes-driven approach, ensuring advertisers can maximize the impact of their ads in an omnichannel landscape. By bringing together data on TV viewing and online behavior, advertisers can precisely target audiences across different platforms, improving measurable business outcomes like sales and website visits.  

    By understanding what messages resonate with your audience, advertisers will be able to incorporate these insights to shape future campaigns and overall brand strategy.  

    How Cadent Performance TV Drives Real Business Outcomes 

    To drive real business outcomes, advertisers need solutions that can support the entire sales funnel. Cadent Performance TV is made possible through Aperture Platform. Aperture Viewer Graph and Data Marketplace connect households and anonymous device impressions with our large selection of best-in-class measurement providers. Aperture then leverages machine learning (ML) and artificial intelligence (AI) for real-time optimization. By analyzing data from events like website visits, Aperture facilitates in-flight adjustments based on performance metrics like cost-per-action (CPA) and return on ad spend (ROAS).  

    Additionally, the Aperture Platform Supply-Side Platform (SSP), Aperture MX, provides a streamlined workflow and access to premium, third-party verified CTV and digital inventory. This setup ensures minimal data loss and maintains high data fidelity across digital and linear campaigns.  

    Performance TV ultimately provides not only precise targeting and measurement capabilities but also maintains the highest level of data integrity and supply path optimization.  

    Yamaha Motorsports Drives Conversions Through the Customer Journey 

    Yamaha’s marketing agency tasked Cadent with targeting potential motorcycle buyers and directing them to the “contact a dealership” form on the Yamaha Motorsports website. Cadent utilized Aperture Platform to pinpoint and engage specific audience segments, then leveraged direct publisher connections to optimize ad delivery. Through the Performance TV solution, Cadent efficiently tracked and optimized consumer interactions and conversions in real-time, improving campaign performance throughout its duration and the subsequent attribution period.  

    Learn how Yamaha Motorsports increased conversions with Performance TV:  

    DOWNLOAD THE CASE STUDY

    Medical Device Company Boosts Site Visits and Webinar Sign-Ups 

    An emerging medical device company aimed to increase its visibility among a niche audience in Florida, focusing on specific age groups, locations, and medical conditions, to boost website traffic and webinar sign-ups. Cadent used Aperture Platform to develop a targeted strategy by securely integrating the client’s custom audience data and utilizing accurate household and device ID mapping in Florida. The campaign was deployed on premium CTV and OLV inventory using Aperture DSP and then measured across consumer touchpoints including the webinar sign-up page. Real-time performance adjustments were made based on the data leading to a reallocation of the budget towards high-performing channels, optimizing site visitation rates, and reducing the cost-per-conversion (CPC). 

    Learn how this medical device company increased site visits with Performance TV: 

    DOWNLOAD THE CASE STUDY

    Putting Performance TV into Practice  

    As advertising becomes more outcomes-driven, don’t get left behind. Solutions like Aperture Platform’s Performance TV enable brands to target precise audiences across the omnichannel video ecosystem, optimize in real-time, and prove what tactics are most effective.  

    Ready to implement Performance TV for your next campaign? 

    GET IN TOUCH

    Cadent Launches Performance TV – a New Solution to Drive Business Outcomes Across CTV, Online Video, Display, and Linear TV

    Posted on by Aliana Heffernan

    Advertisers can now drive performance and optimize in real-time across the entire sales funnel 

    NEW YORK, April 30, 2024 — Cadent, the largest independent solutions provider for omnichannel video advertising, today launched Performance TV. A new outcomes-based solution that combines the reach of traditional TV with the precise targeting and measurability of digital, Performance TV creates a direct link between advertising and sales.  

    Cadent Performance TV is the first solution to bridge TV and digital to deliver outcomes for clients. For advertisers, this means a holistic understanding of why and how omnichannel campaigns drive business – eliminating the tedious guesswork of stitching together reports from disparate digital, CTV, and linear TV sources to restore focus on optimization and “what comes next.”  

    Cadent Performance TV enabled Yamaha Motorsports to attribute their omnichannel advertising to in-store visits, driving conversions through their entire sales funnel:  

    “Purchasing a motorcycle is a unique experience, and a fulfilling one once accomplished. Since it requires specific efforts on behalf of the buyer, we connected with Cadent to align the campaign goals toward reaching in-market consumers, while efficiently driving qualified audiences to a ‘contact a dealership’ form on Yamaha’s website,” said Carlos Hernandez, VP of Communications Strategy at Generator Media + Analytics, media agency for Yamaha Motorsports. “Our digital campaign successfully drove an increase in conversion volume by 44% week over week, and by 48% after the 30-day post-campaign attribution window. Upon data collection, Cadent optimized the campaign in-flight and improved cost-per-conversion (CPC) efficiency by 80%.”  

    Cadent Performance TV is driven by three unique capabilities, all part of Aperture Platform:  

    The patented and privacy-forward Aperture Viewer Graph and Data Marketplace links linear TV households and anonymous device impressions with one of the largest selections of measurement providers. This means advertisers can capture exposure and outcome data across the entire sales funnel using their choice of linear or digital measurement provider. The solution is the first to connect national linear network and local broadcast media spend with CTV and digital media – across any supply source.  

    Real-time performance optimization technology leverages advanced machine learning (ML) and artificial intelligence (AI) to continuously process data from attributed events such as website visitation or in-store sales. Aperture Platform facilitates in-flight adjustments based on performance goals like cost-per-action (CPA) and return on ad spend (ROAS). The automated workflow streamlines advertisers’ data flow, driving stronger campaign results. Advertisers can also process exposure and conversion data from Aperture Platform or third-party sources to link user actions with impressions and marketing efforts.   

    Further, with Performance TV, advertisers benefit from the cleanest supply path in the industry. Aperture MX, the SSP within Aperture Platform, includes premium digital and CTV inventory that is 100% verified by third parties not to include any MFA supply. This complements the scaled, direct relationships Cadent has built with linear publishers including MVPDs, national networks, and local broadcast stations. Since the digital and linear supply systems are directly connected to Viewer Graph and the Data Marketplace, advertisers benefit from virtually no loss of data fidelity throughout a campaign’s planning, optimization, and measurement – no matter the media type. 

    “Measuring omnichannel campaigns remains a challenge for linear and CTV advertisers, yet proof of performance is more crucial now than ever. It is time to get advertisers back to what they do best: building strategies to drive better outcomes for their business,” said Marcy Pentoney, SVP, Product at Cadent. “Cadent Performance TV connects premium digital, linear, and CTV inventory with precise targeting and measurement to help our clients achieve their goals.”   

    Visit https://cadent.tv/ to learn more about Performance TV for omnichannel campaigns.  

    About Cadent  

    Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.  

    Media Contact  

    Rachel Jermansky  
    Daddi Brand Communications  
    [email protected]  

    Fireside Chat Replay: Galderma at SXSW

    Posted on by Aliana Heffernan

    This past March, the world’s top brand marketers came together at SXSW in Austin, Texas to discuss their most pressing issues and latest successes. Lindsay Teague, SVP, Advanced TV Sales and Solutions sat down with Alicia Criner, Global Head of Digital and Media at Galderma for “Redefining Customer Engagement and Brand Equity,” at the Brand Innovators Leadership in Brand Marketing Summit @ SXSW. Alicia offered her perspective on building customer loyalty, reaching new customers, and investing in tentpoles like NYFW and the Super Bowl.  

    Watch a video of the session on demand now: 

    Fireside Chat Replay: Women in Marketing Leadership at SXSW

    Posted on by Aliana Heffernan

    Earlier this year, brand leaders from across the country gathered in Austin, Texas at SXSW to explore the future of marketing. Lindsay Teague, SVP, Advanced TV Sales and Solutions, led a discussion featuring Kamala Avila-Salmon from Lionsgate, Laura Gardner from Outfox Hospitality, Beth Malafa from Under Armour, and Nandini Sankara from Suburban Propane for the Women in Marketing Leadership Forum panel during the Brand Innovators Leadership in Brand Marketing Summit @ SXSW. The executives shared their perspectives on Women’s History Month, leadership styles, and marketing tactics. Kamala, Laura, Beth, Nandini, and Lindsay also touched on their career journeys and the importance of mentorship and community.  

    Watch a video of the session on demand now: 

    Cadent and Stirista Partner to Make it Easier for Marketers to Target Across Linear, Addressable, Digital and CTV

    Posted on by Aliana Heffernan

    Partnership Strengthens Best In-Class Audience Targeting and Measurement Solutions for Marketers in Cookie-less Future

    NEW YORK AND SAN ANTONIO, April 16, 2024 — Cadent, the largest independent solutions provider for converged TV advertising, today announced a partnership with Stirista, the leading provider of data-driven marketing solutions. The agreement combines the power of Cadent Aperture Platform, the company’s end-to-end advanced TV platform, with Stirista’s holistic identity-driven marketing solutions to provide brand marketers with access to a broad range of data insights, including demographic, lifestyle, purchase intent and B2B audiences. As part of the partnership, Cadent will integrate Stirista’s audience data into its data marketplace to allow targeting across linear, addressable, digital and CTV.

    “Cadent is excited to partner with Stirista to provide marketers with the right data on the right path with the right insights – combined with both companies’ best-in-class audience targeting and measurement solutions,” said Jason Attanasio, VP, Business Development at Cadent. “Similar to Stirista, Cadent has never relied on cookies. As the industry continues to move towards a cookie-less future, both our companies are at the forefront of this movement. We’re here to help marketers connect with consumers, especially as they continue to diversify how and where they consume content, resulting in a real need in the market to streamline the buying and selling of TV, video, and digital media.”

    “Cadent is excited to partner with Stirista to provide marketers with the right data on the right path with the right insights – combined with both companies’ best-in-class audience targeting and measurement solutions” -Cadent VP of Business Development Jason AttanasioPost this

    Added Stirista Senior Director of Media Sales Steve Karas, “Our goal is to help our customers harness their 1st party data and create actionable insights and strategies, which can be activated across email, digital and CTV. By joining forces with Cadent, we’re excited to offer another avenue in providing our customers with actionable insights and omnichannel marketing solutions that help increase brand loyalty and to acquire new customers.”

    About Cadent
    Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

    About Stirista
    Stirista is a data-driven marketing technology provider that combines the power of authoritative identity data with the execution of omnichannel marketing. Through its data and customer-centric approach, Stirista is helping Fortune 500 and mid-market brands increase brand loyalty and acquire new customers. Stirista’s privacy compliant data insights helps clients interact with customers and prospects via digital, email and social channels. For more information, please visit http://www.stirista.com.

    Media Contacts:

    Jennifer Qotb
    Young & Associates PR for Stirista
    301-461-7062, [email protected]

    Rachel Jermansky
    Daddi Brand Communications for Cadent
    [email protected]

    Cadent Announces Intent to Acquire Performance Advertising Pioneer AdTheorent

    Posted on by Cadent Staff

    Combined Company Will Connect the Programmatic and TV Ecosystems, Unifying Audience-Based and Performance-Focused Advertising for Buyers and Sellers 

    NEW YORK, April 1, 2024 — Cadent, one of the largest independent solutions providers for converged TV advertising, today announced a definitive agreement to acquire all outstanding shares of AdTheorent Holding Company, Inc. (Nasdaq: ADTH), a machine learning pioneer and industry leader delivering measurable value for programmatic advertisers, for a cash consideration of $3.21 per share.

    The combination of Cadent and AdTheorent will create one of the largest independent omnichannel audience activation platforms for buyers and sellers of advertising. The newly formed entity will focus on providing expanded performance advertising solutions that cater to both digital and traditional TV markets, powered by advanced machine learning and a unified media and data marketplace.

    “Together, Cadent and AdTheorent will enable our customers to drive performance across all strategic audiences, no matter where they consume media or where they are in the sales funnel,” said Nick Troiano, CEO of Cadent. “We will connect the worlds of programmatic and TV, providing solutions across our partner ecosystem that will drive next-generation omnichannel reach and performance results.”

    Upon closing, the combined company will serve nearly 1,000 advertisers, and partner with leading holding companies, agency groups, independent agencies, and premium publishers. In addition, AdTheorent’s leadership in ID-independent machine learning and algorithmic audience solutions, combined with Cadent’s cookieless household identity graph uniquely positions the combined company to be at the forefront of unifying fragmented audiences.

    “AdTheorent’s customer-focused culture, award-winning technology and commitment to innovation has helped our team build a strong brand that is a recognized leader in performance-first programmatic advertising,” said James Lawson, CEO of AdTheorent. “In Cadent, we’ve found a partner with a shared commitment to delivering measurable results for customers, and a complementary vision for the future of omnichannel advertising. In an increasingly competitive and evolving adtech sector, we are excited to bring together our teams, technology, and solutions to drive continued value to our customers and our employees.”

    Novacap, the Montreal-based private equity firm which acquired Cadent in August 2023, provided strategic services and funding support to Cadent for the transaction.

    “Novacap accelerates growth companies through strategic investments. We’re pleased to empower the Cadent and AdTheorent teams to further their vision of building a leading omnichannel audience platform, by providing the foundational resources necessary to complete a transaction of this scale,” said Samuel Nasso, Partner at Novacap, and Chairman of the Board of Cadent.

    The transaction is subject to customary closing conditions and completion of regulatory review and AdTheorent shareholder approval. The transaction has been approved by the AdTheorent Board of Directors and is expected to close in approximately 90 days.

    Moelis & Company LLC is acting as lead financial advisor to Cadent. RBC Capital Markets also is acting as a financial advisor, and Baker Botts LLP is providing legal counsel. Canaccord Genuity is acting as financial advisor and McDermott Will & Emery LLP is acting as legal counsel to AdTheorent in connection with the proposed transaction.

    About Cadent

    Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

    About AdTheorent

    AdTheorent (Nasdaq: ADTH) uses advanced machine learning technology to deliver impactful advertising campaigns for marketers. AdTheorent’s machine learning-powered media buying platform powers its predictive targeting, predictive audiences, audience extension solutions and in-house creative capability, Studio A\T. Focused on the predictive value of machine learning models, AdTheorent’s product suite and flexible transaction models allow advertisers to identify the most qualified potential consumers coupled with the optimal creative experience to deliver superior results, measured by each advertiser’s real-world business goals.

    AdTheorent is consistently recognized with numerous technology, product, growth and workplace awards. AdTheorent was named “Best Buy-Side Programmatic Platform” in the 2023 Digiday Technology Awards and was honored with an AI Breakthrough Award and “Most Innovative Product” (B.I.G. Innovation Awards) for five consecutive years. Additionally, AdTheorent is the only seven-time recipient of Frost & Sullivan’s “Digital Advertising Leadership Award.” AdTheorent is headquartered in New York, with fourteen locations across the United States and Canada. For more information, visit adtheorent.com.

    Additional Information and Where to Find It:

    AdTheorent intends to file with the Securities and Exchange Commission (the “SEC”) a preliminary proxy statement and furnish or file other materials with the SEC in connection with the proposed transaction. Once the SEC completes its review of the preliminary proxy statement, a definitive proxy statement will be filed with the SEC and mailed to the stockholders of AdTheorent. This communication is not intended to be, and is not, a substitute for the proxy statement or any other document that AdTheorent may file with the SEC in connection with the proposed transaction. BEFORE MAKING ANY VOTING DECISION, ADTHEORENT’S STOCKHOLDERS ARE URGED TO READ THE PROXY STATEMENT AND THOSE OTHER MATERIALS CAREFULLY AND IN THEIR ENTIRETY BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION AND THE PARTIES TO THE PROPOSED TRANSACTION.

    The proxy statement and other relevant materials (when they become available), and any other documents filed by AdTheorent with the SEC, may be obtained free of charge at the SEC’s website at www.sec.gov. In addition, security holders will be able to obtain free copies of the proxy statement from AdTheorent by going to AdTheorent’s Investor Relations page on its corporate website at www.adtheorent.com.

    No Offer or Solicitation

    This release is not intended to and shall not constitute an offer to buy or sell or the solicitation of an offer to buy or sell any securities, or a solicitation of any vote or approval, nor shall there be any offer, solicitation or sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offer of securities shall be made in the United States absent registration under the U.S. Securities Act of 1933, as amended, or pursuant to an exemption from, or in a transaction not subject to, such registration requirements.

    Participants in the Solicitation:

    This communication does not constitute a solicitation of proxy, an offer to purchase or a solicitation of an offer to sell any securities. AdTheorent and its directors and executive officers may be deemed to be participants in the solicitation of proxies from the stockholders of AdTheorent in connection with the proposed transaction. Information regarding the interests of these directors and executive officers in the transaction will be included in the proxy statement described above. Additional information regarding the directors and executive officers of AdTheorent is included in the AdTheorent proxy statement for its 2023 Annual Meeting, which was filed with the SEC on April 12, 2023, and is supplemented by other public filings made, and to be made, with the SEC by AdTheorent. To the extent the holdings of AdTheorent securities by

    AdTheorent’s directors and executive officers have changed since the amounts set forth in the proxy statement for its 2023 Annual Meeting, such changes have been or will be reflected on Statements of Change in Ownership on Form 4 filed with the SEC. Additional information regarding the interests in the transaction of AdTheorent’s participants in the solicitation, which may, in some cases, be different than those of AdTheorent’s stockholders generally, will be included in AdTheorent’s proxy statement relating to the proposed transaction when it becomes available. These documents are available free of charge at the SEC’s website at www.sec.gov and at the Investor Relations page on AdTheorent’s corporate website at www.adtheorent.com.

    Forward Looking Statements:

    This communication contains “forward-looking statements” within the meaning of the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. Forward-looking statements include, without limitation, any statement that may predict, forecast, indicate or imply future results, performance or achievements, and may contain words such as “believe,” “anticipate,” “expect,” “estimate,” “intend,” “project,” “plan,” or words or phrases with similar meaning. Such statements may also include statements regarding the completion of the proposed merger and the expected timing of the completion of the proposed merger, the management of AdTheorent upon completion of the proposed merger and AdTheorent’s plans upon completion of the proposed merger. Forward-looking statements should not be read as a guarantee of future performance or results and will not necessarily be accurate indications of the times at, or by, which such performance or results will be achieved. Forward-looking statements are based on current expectations, forecasts and assumptions that involve risks and uncertainties, including, but not limited to, the market for programmatic advertising developing slower or differently than AdTheorent’s expectations, the demands and expectations of clients and the ability to attract and retain clients and other economic, competitive, governmental and technological factors outside of AdTheorent’s control, that may cause AdTheorent’s business, strategy or actual results to differ materially from the forward-looking statements. Actual future results, performance or achievements may differ materially from historical results or those anticipated depending on a variety of factors, some of which are beyond the control of AdTheorent, including, but not limited to, the occurrence of any event, change or other circumstances that could give rise to the termination of the merger agreement; the inability to complete the proposed merger due to the failure to obtain stockholder approval for the proposed merger or the failure to satisfy other conditions to completion of the proposed merger; risks related to disruption of management’s attention from AdTheorent’s ongoing business operations due to the proposed merger; unexpected costs, charges or expenses resulting from the proposed merger; AdTheorent’s ability to retain and hire key personnel in light of the proposed merger; certain restrictions during the pendency of the proposed merger that may impact AdTheorent’s ability to pursue certain business opportunities or strategic transactions; the ability of the buyer to obtain the necessary financing arrangements set forth in the commitment letters received in connection with the proposed merger; potential litigation relating to the proposed merger that could be instituted against the parties to the merger agreement or their respective directors, managers or officers, including the effects of any outcomes related thereto; the effect of the announcement of the proposed merger on AdTheorent’s relationships with its customers, operating results and business generally; and the risk that the proposed merger will not be consummated in a timely manner, if at all.AdTheorent does not intend and undertakes no obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by applicable law. Investors are referred to AdTheorent’s filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K and any subsequent filings on Forms 10-Q or 8-K, for additional information regarding the risks and uncertainties that may cause actual results to differ materially from those expressed in any forward-looking statement.

    Media Contacts

    For Cadent
    Rachel Jermansky, Daddi Brand Communications
    [email protected]

    For AdTheorent
    David DeStefano, ICR
    [email protected]
    (203) 682-8383

    Melanie Berger
    [email protected]
    850-567-0082

    Women’s History Month: Inspiring Inclusion 

    Posted on by Christina Nuti

    Check out the Q&A below to learn more about members of our women’s ERG, Women at Cadent. Each of these women bring important and diverse views, experiences, and expertise to the table, enriching our company culture towards equality and empowerment. 

    Heena Otia is a Senior Data Scientist on the SSP side for Aperture MX and has been at Cadent for about a year. Her job entails data modeling and forecasting using machine learning models to maximize revenue and optimize ad exchange services for ad traffic efficiency. She also focuses a lot on data analytics, extracting insights from real-time data to split the signal from the noise and translate value to business stakeholders.

    How have you built confidence or resiliency throughout your career?

    My mom is my biggest inspiration- a fearless woman herself, she always instilled a sense of confidence in me and made me dream to fly higher. I love this book called “Audacity to Be Queen” by Gina DeVee. I have learned to be a resilient person by looking at setbacks as another opportunity to jump higher. It’s how we react to adversity that determines our life story. 

    What women inspire you the most and why? 

    My biggest inspiration is Malala Yousafzai, she always advocates for women’s education rights. I find her journey so motivational, from being under fire to never stopping herself. 
    Nowadays, I seek inspiration from all the amazing moms out there who guide me on work/life balance, parenting (I have a 2-year-old, so please pass on all the toddler parenting advice!) and carving out a position for yourself in the industry. It can feel daunting at times, but the thought that keeps me going is, “I can’t change the direction of the wind, but I can adjust my sails to reach my destination.” 

    What advice would you give to women navigating their careers within the advertising/ adtech industry? 

    We as women can uplift each other a lot by sharing our stories and networking. So far, networking and reaching out to people has been my mantra to seek interesting opportunities in my career. I never shy away from setting up quick Zoom chats with people from the industry or coworkers as well, now that most of the people are remote. I remember when I started in AdTech back in 2016, I didn’t know all the adtech lingo, but attending conferences, reading blogs, and networking helped me a lot. 

    Katie Adamcik is a Senior Scrum Master and has been at Cadent for about 1 year. Shes integrated with the Data Engineering teams to help run their day-to-day operations including tracking metrics and project progress, implementing process improvements, removing blockers, and ensuring they’re prepared for the upcoming planning cycle. I also lead our internal Agile metrics automation effort and work closely with the Audience and Identity teams to help instill best practices and provide coaching as needed. 

    How have you built confidence or resiliency throughout your career? 

    The most essential skill I’ve gained is how to effectively and regularly ask for feedback through check-ins with management and peers. While positive feedback is always nice – and a good confidence boost − critical feedback is where I find the most value. Constructive feedback provides concrete action steps to take which can lead to better work outcomes that maximize both your personal development and team value. Getting constructive criticism in a formal way can help you handle unexpected negative feedback and react rationally instead of emotionally. 

    What women inspire you the most and why? 

    Professionally, I’ve been inspired this past year by our own SVP Product, Management Marcy Pentoney! Not only is she an exceptionally strong and knowledgeable leader in our product organization who helps to drive the company and culture in a positive direction, but also manages to balance the demands of her senior role while still taking time to be very involved with her family. On the personal side, Dr. Jane Goodall has held my fascination since I was young (I even dressed up as her for a presentation in 8th grade!). She inspires me with her commitment to wild places and animals, and her radical change of how fieldwork had been done for decades. 

    What advice would you give to women navigating their careers within the advertising/ adtech industry? 

    Don’t be afraid to ask questions! I knew nothing about the adtech industry before working at Cadent, and while there is plenty of material to read online, nothing gets you up to speed like the color and commentary that comes from a discussion with your peers or leaders. This is also true no matter how long you’ve been in the industry as consumer behaviors, new technology, and regulations are changing how we work at an ever-increasing pace. 

    Ayaka Hayashi is the Director of Product Marketing and has been at Cadent for almost 6 months. She is responsible for developing GTM strategies of products and solutions within the Activation pillar, working closely with cross-functional teams across the organization. 

    How have you built confidence or resiliency throughout your career? 

    I’ve grown more confident and resilient by embracing the feeling of discomfort in challenging environments, including working in Tokyo and New York. Adapting to new companies, teams, and cultures has taught me that discomfort can signal growth and learning and embracing this discomfort has been key to discovering new things about myself, organizations, and diverse cultures, turning challenges into opportunities for personal and professional development. 

    What women inspire you the most and why? 

    The women who have truly inspired me are those who embody their support for women through actions, not just words (they don’t just talk the talk, they walk the walk!). They have made time for me, offering guidance, mentorship, and a safe space to be authentic and feel valued. In leading by example with humility, positivity, and sometimes stepping back by offering me the space to be heard or speak up—these are the women who encouraged me to be confident and take pride in who I am. 

    What advice would you give to women navigating their careers within the advertising/ adtech industry? 

    1. Always remember, be your authentic self. Don’t worry too much about trying too hard to be too serious or too cookie-cutter perfect. Be silly sometimes! 
    2. Find the people who give you the space to fail and give you the guidance to learn from your mistakes. 
    3. Surround yourself with people and teams that help you grow. Be a cheerleader for people and find people who will do that for you. 
    4. Remember all the big and little things you’ve experienced from others—mirror the things you liked and be mindful of the things you didn’t. 

    Learn more about life at Cadent and see available roles on our Careers page. 

    MFAs Are Wasting Your Ad Dollars – Here’s How to Prevent It

    Posted on by Aliana Heffernan

    For several years, the digital advertising industry has grappled with an ugly, open secret – “Made for Advertising” sites. These websites, also referred to as MFAs, are designed primarily to host ads rather than provide genuine content. This raises significant concerns about the efficacy and ethics of digital marketing campaigns. While this highly viewable content may seem like a shortcut to gaining exposure, the reality is that this type of content is often far from beneficial for advertisers.  

    Despite their ubiquity, MFAs present many challenges for advertisers seeking genuine engagement and meaningful interactions with their target audience. From questionable content quality to issues of ad fraud and diminishing returns, the allure of these sites often does not translate into positive outcomes for buyers. In fact, a 2023 joint industry report from the ANA, 4A’s, WFA, and ISBA found that MFAs “comprise 21 percent of impressions and 15 percent of ad spend.” Additionally, with this level of inefficiency, publishers and the SSPs that sell this type of inventory are increasingly placed under a microscope.  

    In this blog, we will delve into the reasons why MFAs are detrimental to advertisers and explore how investing in these sites can ultimately lead to wasted ad dollars and diminished brand reputation.  

    Adalytics Uncovers the Prevalence of MFAs 

    Recently, Adalytics published the results of their study on advertisements seen on MFA sites. The report shows that many adtech companies are promoting tools to prevent ads from appearing on “Made for Advertising” (MFA) sites while simultaneously profiting from these very sites. Adalytics is critical of the industry’s hypocrisy in claiming to combat MFA sites while benefitting from the ad inventory they provide. The report underscores the need for greater transparency across the adtech ecosystem to address the issues caused by MFAs.  

    “It is imperative for supply partners to place a high priority on maximizing advertiser return on investment (ROI) by directing media spend towards sites known for authentic performance metrics. This approach starkly contrasts with the inefficacy found on MFA sites, which do not provide the same level of genuine performance,” explains Brian Weigel, SVP, Operations for Cadent Aperture MX.   

    “Including MFAs within an inventory source not only dilutes the quality but also adversely affects supply path optimization. This misallocation leads to a significant waste of advertiser media spend, which could otherwise be invested in more valuable inventory. With that said, it’s critical for buyers to work with trusted partners who can protect them from delivering on MFA supply—ensuring ads are placed in premium inventory that aligns with and supports the advertiser’s brand values, integrity, and marketing objectives.” 

    In recent months, industry trade organizations have sought to fix some of the problems created by MFAs. First, there has been a concerted effort to establish criteria to identify MFA sites, acknowledging their detrimental impact on the digital advertising ecosystem. According to AdExchanger, the 4A’s working groups have suggested, “instead of labeling any site that buys traffic or has an above-average ad load as MFA, the group is urging the industry to focus on publishers that deliberately game programmatic monetization through ad arbitrage.” 

    To maintain the integrity of digital advertising, more transparency and industry-wide collaboration is needed.  

    Why Aperture MX Says ‘No’ to All MFA Sites 

    Aperture MX does not allow MFA sites within our inventory, period. We ensure that buyers’ ad dollars are protected when accessing our marketplace by only offering premium inventory. Aperture MX is proud to be aggressively transparent and extremely selective with the type of publisher supply we provide – MFA sites are not allowed within our marketplace by default.  

    In addition to our proprietary vetting process, we leverage the Jounce methodology and classification for MFA sites. So, if Jounce classifies a site as an MFA, we do not include the inventory within our marketplace. As a Jounce partner, we can validate that we do not run media on sites based on their classification. 

    Notable features of Aperture MX include holistic audience planning, media activation, campaign analytics, enhanced brand safety, and direct publisher connections. 

    • Activate true, omnichannel advertising across cable, broadcast, OTT/CTV, FAST (Free Ad-Supported Streaming TV) channels, and digital extension, like display and online video (OLV). 
    • Avoid mystery inventory from unsuitable publishers by buying inventory procured through our direct relationships with premium publishers.  
    • Optimize supply path by directly connecting to carefully vetted publishers – including no resellers – and increase ROI by adjusting ad spend toward performant inventory that aligns with brand goals. 

    Ready to learn how Aperture MX can support your digital and CTV campaigns?  

    GET IN TOUCH

    Fireside Chat Replay: The Kansas City Chiefs and Unilever

    Posted on by Aliana Heffernan

    Recently, Lindsay Teague, SVP of Client Solutions at Cadent, led a panel discussion featuring Leslie Miller, Chief Digital & Communications Officer, Ice Cream & Nutrition at Unilever and Lara Krug, EVP, Chief Marketing Officer at The Kansas City Chiefs during the Brand Innovators Sports Marketing Upfronts: Super Bowl LVIII. Their discussion focused on growing female fandom, the “celebrity effect,” and how we are entering a new era of sports marketing. Leslie, Lara, and Lindsay explored the opportunity presented by women increasing their viewership of sports and the importance of women taking on bigger roles in sports-related sponsorships – both as athletes and executive brand marketers. Learn more about how The Kansas City Chiefs and Unilever brands like Hellman’s and Dove approach their marketing efforts around the Big Game.  

    Watch the full discussion below.  

    Unlocking the Power of Publisher First-Party Data

    Posted on by Cadent Staff

    In today’s advertising ecosystem, one of the most powerful yet often overlooked assets for TV publishers is their first-party data. It has become increasingly important for publishers to better collect, secure, and leverage first-party data to prepare for the next phase of digital evolution. However, not all data is created equal – especially when it comes to the first-party data that publishers possess. From publisher to publisher, there are huge discrepancies between what first-party data they collect. Ultimately, Cadent has found that understanding and leveraging this data can be a game changer for publishers.  

    An Evolving First-Party Data Landscape 

    The data privacy regulation landscape continues to evolve, making the direct relationship between publishers and their audiences even more valuable. While much attention is rightfully paid to the value of brand and agency data, the significance of publisher first-party data cannot be overstated. It offers a unique opportunity for publishers to deepen their understanding of their audience, enhance the effectiveness of their advertising, and drive consumer engagement and loyalty. 

    The landscape of publisher first-party data is diverse and dynamic. Some publishers have already embraced robust strategies, where consumers willingly opt in, data is meticulously collected, stored, and analyzed, and privacy regulations are strictly adhered to. These publishers leverage sophisticated analytics tools to derive actionable insights, construct comprehensive audience profiles, and enhance the effectiveness of ad targeting and measurement efforts. Furthermore, they employ audience extension techniques to broaden their reach and create highly personalized experiences, fostering stronger connections with consumers. 

    The Missed Opportunity 

    Still, not all publishers have tapped into this potential. Many miss out on the opportunity to monetize their audiences effectively due to inadequate data strategies and technological limitations. They face challenges ranging from inflexible ad tech stacks to data loss and inadequate consumer notification procedures. Despite recognizing the value of first-party data, these publishers struggle to realize their full potential, hindered by resource constraints and technical barriers.  

    For most publishers, the reality lies somewhere in between. They acknowledge the importance of first-party data but grapple with implementation complexities and operational constraints. This is particularly evident for CTV publishers, which encounter unique challenges that are distinct from those faced by traditional TV networks or vMVPDs.  

    Nevertheless, the direct relationship between publishers and consumers remains an invaluable asset in an era marked by evolving privacy regulations and heightened expectations for personalized experiences. As third-party data faces increasing scrutiny and limitations, publishers must seize the opportunity to leverage their first-party data to its fullest extent. 

    A Path Forward  

    To maximize the value of publisher first-party data, publishers should seek out tech stack partners offering flexible solutions tailored to their specific needs. These solutions should facilitate seamless data collection, analysis, and activation while ensuring compliance with privacy regulations and consumer preferences. By investing in the right tools and strategies, publishers can unlock the full potential of their first-party data, driving greater monetization opportunities and enhancing audience engagement and loyalty. 

    Aperture Viewer Graph, Cadent’s AI-driven identity graph, achieves outstanding match rates across diverse identifiers such as home addresses, emails, CTV IDs, and IP addresses. It connects TV ad exposure on any device to the household, eliminating waste and enabling closed-loop measurement, with over 125M households reached.  

    Publishers can upload their first-party data in minutes, match it with Viewer Graph, and precisely target high-value audiences in a privacy-safe manner – all without relying on cookies. The always-on, always-learning proprietary model ensures devices are correctly mapped and provides a reliable foundation for data-driven activation.  

    Viewer Graph allows you to connect with your target audiences, turning data-driven strategy into data-driven activation. As a publisher, Viewer Graph allows you to better support your advertiser customers by optimizing ad campaigns and increasing your monetization potential.    

    Next Steps 

    The value of publisher first-party data cannot be overstated in today’s digital landscape. By harnessing the power of this valuable asset, publishers can not only better serve advertisers but also cultivate deeper connections with their audiences, driving sustained growth and competitiveness in an increasingly digital world. By prioritizing data privacy compliance, investing in robust data infrastructure, and forging strategic partnerships with companies like Cadent, publishers can unlock the full potential of their first-party data and thrive in an increasingly competitive market. 

    Find out how Aperture Viewer Graph can help you increase audience engagement and maximize monetization.

    GET IN TOUCH

    Dstillery Integrates Trailblazing Ad Targeting Solutions with Cadent

    Posted on by Aliana Heffernan

    Partnership Brings Dstillery’s Audience Solutions to Cadent’s Premium CTV and Digital Advertising Platform

    NEW YORK (February 15, 2024) — Dstillery (“the Company”), the leader in AI ad targeting, today announced its audience solutions are now integrated with Cadent, the largest independent solutions provider for converged TV advertising. The partnership brings Dstillery’s patented data science to brands and agencies leveraging Cadent Aperture Platform for identifying target audiences, activating media, and analyzing campaigns to make the most of their media investments.

    Through the Dstillery-Cadent partnership, Dstillery’s 10,000+ Pre-built user segments and hundreds of Pre-built models using ID-free® technology will be available in Cadent Aperture Platform – a solution used to unify planning, activation, and measurement across all TV and digital audiences.

    Dstillery’s ID-free is a first-of-its-kind targeting technology representing a paradigm shift in programmatic advertising, prioritizing performance and privacy. Predicting the value of an impression to a brand without any knowledge of the user’s identity reshapes the landscape for advertisers seeking effective and privacy-safe targeting.

    “TV advertising is seeing its greatest transformation ever as CTV ad spend closes in on linear spend and brands seek more effective targeting across their TV campaigns,” said Jennifer Zeghibe, Director of Strategic Partnerships at Dstillery. “With the combination of Dstillery’s AI technology and Cadent Aperture Platform, we are helping brands realize their full campaign potential and reach their most effective audiences no matter where those audiences are viewing.”

    The integration allows advertisers to access time-relevant data and gain actionable insights into Pre-built audiences in real-time through Dstillery’s Audience Studio. This self-service platform enables advertisers to easily create and activate audiences in a demand-side platform (DSP).

    “Cadent Aperture Platform is designed to unify the fragmented data and media ecosystem of converged television, enabling advertisers to reach audiences across screens, devices, and platforms,” said Jason Attanasio, Senior Director, Business Development at Cadent. “Integrating Dstillery’s innovative AI data solutions will allow us to continue to support our advertising clients’ need for performance and precision targeting.”

    Dstillery continues to lead the industry in harnessing data science and AI with 21 patents to date. The Company most recently announced its latest technology developed on OpenAI, Audience Brief Genius, to revolutionize audience discovery for programmatic campaigns. Dstillery has been widely honored by industry publications and associations, including AdExchanger, Ad Age, Adweek, Business Intelligence Group, Fast Company, and IAB Tech Lab.

    About Dstillery
    Dstillery is the leading AI ad targeting company. We empower brands and agencies to target their best prospects for high-performing programmatic advertising campaigns. Backed by our award-winning Data Science, Dstillery has earned 21 patents (and counting) for the AI technology that powers our precise, scalable audiences. Our newest technology, ID-free®, is patented, privacy-safe behavioral targeting that can reach any display ad impression and can be used with any Dstillery product. Our premier user segment product, Custom AI Audiences, is a just-for-your-brand targeting solution that refreshes hundreds of millions of users every 24 hours to deliver the best performance. To learn more, visit us at www.dstillery.com or follow us on LinkedIn.

    About Cadent
    Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv or follow us on LinkedIn.

    Media Contacts:
    Jenny Robles / Amanda Coyne
    KCSA Strategic Communications
    [email protected]

    Rachel Jermansky for Cadent
    Daddi Brand Communications
    [email protected]

    Big Game, Bigger Impact: Top Super Bowl Commercials According to Cadent Employees

    Posted on by Christina Nuti

    Once a year, viewers tune in to watch the most unique, innovative, and iconic commercials on TV. Oh, and there is a football game to watch, too. All jokes aside, ads that make that big of an impact come with an equally big price tag. Super Bowl commercials now cost $7M for 30 seconds of airtime, before production costs. For Super Bowl LVII, Fox reported $600M of total ad revenue. Despite the investment, the reason why brands keep coming back is that, with a household rating of 40.0, Super Bowl spots drive not only brand recognition but the priceless emotional buy-in from consumers.  

    Learn more about what makes NFL games some of the best programs for reach. 

    To get ready for this year’s big game, we asked our employees what their favorite Super Bowl commercials were from 2010 and on. Let’s look at the ads they voted for the top three and what elements made their ads the most memorable.  

    1. Puppy Love, Budweiser (2014)  

    Starting with number one, it’s no surprise that 10 years later, “Puppy Love” has remained an all-time favorite. Created by the agency Anomaly, the spot Puppy Love aimed (and was quite successful) at tugging at the viewers’ heartstrings. It features the unlikely friendship between a loveable lab puppy and a Clydesdale horse, showing all the things they could do together as #BestBuds. The brand hints were subtle, with only a Clydesdale and the logo on a baseball cap, to keep the audience guessing until the Budweiser brand was revealed at the end. According to Adweek, the ad “not only topped the USA Today Ad Meter when it ran in 2014, but it also led TiVo’s list of the top Super Bowl ads of all time in 2016—with Entrepreneur praising it as ‘distinct’ and ‘emotional.’” 

    2. The Man Your Man Could Smell Like, Old Spice (2010)

    The Wieden Kennedy-produced commercial was a Super Bowl ad that never actually aired during the big game. The spot was pulled at the last minute and instead ran right after the game but went viral online for being witty for its use of deadpan humor. The ad features former NFL player Isaiah Mustafa, imitating a superhero-style voice, as he addresses the women in the audience. In the interactive ad, Isaiah goes from a bathroom scene to ending up on a horse, all the while echoing the message that if your man smelled like Old Spice, anything could be possible. Upon its release, the ad held eight of the top 11 most popular videos on YouTube and went on to win the Grand Prix award at that year’s Cannes Lions. 

    3. You’re Not You When You’re Hungry, Snickers (2010) 

    Coming in third, we have the unforgettable Snickers commercial starring Betty White and created by BBDO. The commercial garnered attention for being hilarious, outrageous, and inventive. It starts with a pick-up football game when suddenly Betty White gets tackled into a mud puddle. The viewer is left scratching their head as the team huddles to tell Betty (aka “Mike”) that he’s “playing like Betty White.” That is until he eats a Snickers bar, at which point, he starts playing like himself again. The ad concludes with the unveiling of their then-new slogan, “You’re not you when you’re hungry.” According to Ad Age, “The White spot inaugurated a campaign that turned Snickers into the No. 1 candy bar…And in 2020, the commercial topped USA Today’s Ad Meter as the best Super Bowl campaign of the last 25 years.” 

    Cadent at the Center of Your NFL Strategy

    As you plan for next year’s big game, consider how Cadent can curate NFL audiences and deliver your ads within premium supply from leading publishers across the linear and digital landscape. 

    Ready to activate on data-driven TV and leverage the power of the big game next season?  

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    Revolutionizing TV Measurement for Publishers with Outcome-Based Solutions

    Posted on by Cadent Staff

    As the TV advertising landscape continues to transform, publishers are left to find ways to maintain relevance and unlock new revenue streams. Moving beyond conventional key performance indicators (KPIs) like delivery, and preparing for the deprecation of the cookie, we are entering an era where advertisers expect precision and efficiency from all media investments. In this blog post, we explore the latest measurement capabilities, the impact of the cookie’s demise, and how Cadent Aperture Viewer Graph is helping publishers navigate this dynamic advertising environment.  

    The Paradigm Shift in OTT and CTV Advertising 

    OTT, CTV, and FAST publishers are no longer just competing on contextual relevance or programming schedules. To remain competitive, they must embrace targeting and measurement solutions that provide advertisers with what they need to thrive in today’s marketplace.  

    According to a forecast by eMarketer, CTV ad spending will grow over 20% to reach $30B in 2024. The linear TV industry is no longer a growth industry. This shift is driven by the incorporation of advanced TV data sets, new measurement practices, and an influx of biddable TV ad supply. Publishers will need to future-proof their inventory to support an increasing number of ads on OTT/CTV. This will require you to have the ability to transition from direct IO to programmatic guaranteed (PG) and private marketplace deals (PMP), and from GRPs to real business outcomes like web visits and sales lift.  

    The Case for Outcome-Based Measurement 

    The call for outcome-based measurement is loud and clear. As advertisers seek more than just delivery and reach metrics for their TV campaigns, publishers must adapt to their customers’ needs. Being proactive, rather than reactive, is crucial to staying ahead. Notably, independent and smaller publishers tend to lack solutions to measure outcomes for third-party demand. The integration of audience data and measurement into your inventory provides a seamless solution for customers who are increasingly demanding a deeper understanding of campaign impact beyond impressions and awareness. 

    The complexity of TV measurement requires a shift towards normalizing data across omnichannel campaigns. An identity graph becomes essential in achieving this normalization. Cadent Aperture Platform and its underpinning Viewer Graph technology emerge as a key player, helping publishers and advertisers target audiences seamlessly across the fragmented TV ecosystem. 

    Aperture Viewer Graph: A Game-Changing Solution 

    Driven by AI, Aperture Viewer Graph achieves outstanding match rates across diverse identifiers such as home addresses, emails, and IP addresses. With over 125M households reached, it connects TV ad exposure on any device to the household, eliminating waste and enabling closed-loop measurement. 

    Upload first-party data in minutes, match it with Aperture Viewer Graph, and precisely target high-value audiences in a privacy-safe manner – all without relying on cookies. The always-on, always-learning proprietary model ensures devices are correctly mapped, providing a reliable foundation for data-driven activation. 

    With Viewer Graph, you can fully connect with the right audiences, turning data-driven strategy into data-driven activation. As a publisher, Viewer Graph allows you to better support your advertiser customers by optimizing ad campaigns and increasing your monetization potential.   

    Next Steps  

    As the TV advertising landscape continues to transform, the move towards outcome-based solutions is not just a trend – it’s a necessity. Aperture Viewer Graph stands at the forefront, offering a revolutionary approach to TV measurement. Get in touch to learn more about how Aperture can help you embrace the future of TV advertising with confidence. 

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    Veteran Digital Media Executive Greg Coleman Joins Cadent Board of Directors

    Posted on by Aliana Heffernan

    Former Yahoo, BuzzFeed, and Criteo President, veteran media and technology entrepreneur, to advise on growth strategies for the largest independent platform for converged TV

    NEW YORK, Jan. 29, 2024 — Cadent, the largest independent solutions provider for converged TV advertising, has named Greg Coleman to the company’s Board of Directors. Coleman will work with senior leadership to advise on and help accelerate the company’s expansion into digital video and programmatic advertising.

    “Greg’s experience operating companies at the intersection of technology, media, and advertising will prove invaluable as we expand our market presence into programmatic advertising,” says Nick Troiano, CEO of Cadent. “His industry relationships and decades of experience leading digital-first organizations will be a great resource to the Cadent leadership team.”

    Mr. Coleman is an Entrepreneur in Residence at Lerer Hippeau Ventures and sits on several media and tech-centric boards including BuzzFeed and Botify. Greg has also been an adjunct professor at the NYU Stern School of Business for the last 12 years. Most recently, Greg was the President of BuzzFeed and advertising technology company Criteo. He previously held roles as President and Chief Revenue Officer at the Huffington Post and the Executive Vice President of Global Sales at Yahoo. Greg also served as President of Platform-A at AOL, Senior Vice President of Reader’s Digest Association, and President of U.S. Magazine Publishing. At CBS, Inc., he spent over 10 years leading advertising efforts for Woman’s Day as Vice President and National Sales Manager.

    “Cadent has created an impressive solution simplifying the fragmented data and inventory ecosystem for all video advertising. With a robust technology stack and strong customer relationships, the business is well-positioned to solve various challenges in the advertising sector,” said Coleman. “I’m honored to be part of the company’s journey and progress, and I look forward to adding my insights and experiences into the business.”

    To learn more, please visit https://cadent.tv/.

    About Cadent
    Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

    Highlights from CES 2024: The Future of Identity, Currency, and CTV

    Posted on by Cadent Staff

    Earlier this month, CES took center stage in Las Vegas, attracting over 130,000 attendees – an encouraging rebound from recent years. From the bustling excitement around flying taxis and a voice-activated Mercedes to transparent TVs and robot dogs running around hotel lobbies, the event showcased the latest developments in technology. One common thread tied these innovations together: Artificial Intelligence (AI).  

    As you walked the journey from one end of the strip to the other, the conference revealed not just consumer-focused advancements but also significant advancements in the world of adtech, where AI is playing a pivotal role in customizing ads, improving relevancy, doing more with less investment and increasing workflow efficiencies. Now that CES has ended, here are our key learnings from the event and how we think they will impact the future of TV advertising.  

    Consideration for Cookie Depreciation  

    After Google followed through on its promise, the prevailing concern discussed at CES was cookie depreciation. Despite preparations on both the buy and sell sides, skepticism lingers about the timeline for the cookie’s complete dissolution – particularly as early issues surface. Fragmented audiences and channels have made connecting the dots across devices and platforms challenging. Yet regardless of whether advertisers can leverage cookies, our media ecosystem demands a unification strategy. Bridging the gap between linear and digital performance for cross-screen targeting and measurement will be a priority for advertisers and publishers.  

    Living in a Multi-Currency World 

    Measurement and currency continue to be top of mind with expectations of further consolidation in 2024. Outcome-based measurement is also gaining in popularity, emphasizing the value marketers are placing on results. Brands are increasingly demanding that agencies address fragmentation and seamlessly execute cross-screen campaigns, making orchestration across planning, buying, activation, optimization, and measurement imperative. We expect performance-led buying will be a key trend over the next year. Welcome the new term “Performant” based advertising. 

    First-Party Data Moves to the Top of the Heap 

    This past year we saw the massive rise of retail media. As the influence and ubiquity of retail media networks have grown, so has the need for first-party data. And to leverage the power of first-party data in a safe, privacy-compliant way, there is an increased need for clean rooms. At CES, clean rooms have shifted from being merely mentioned to being the focal point of practical use cases about targeting and measurement. To address first-party data’s issues of scale, synchronization of first-party and third-party data will be essential. In turn, this will promote increased usage of API (Application Programming Interface) over UI (User Interface) solutions, reducing “swivel-chair” interactions between platforms. 

    If Digital is a Square Peg, TV is a Round Hole 

    Despite the abundance of solutions available, we continue to see digital solutions indiscriminately applied to TV – even though things like match rates and measurement results are below expectations. We suspect that resistance to change, multi-year agreements, risk aversion, and difficulty in proving new platforms have hindered progress. The lack of a standardized identifier has only exacerbated the long list of roadblocks. Additionally, many platforms are missing key signals or do not have the scale needed for effective cross-screen execution. Successful audience extension – the ability to extend campaigns from linear TV to CTV or other digital media such as OLV (online video) and display – will require solutions that are native to advanced TV and have never relied on a cookie. 

    The Need for Flexible End-to-End Solutions 

    The challenges of cookie depreciation, measurement currency, outcome-based measurement, first-party data onboarding and activation, and true cross-screen campaigns discussed at CES highlight the importance of flexible end-to-end solutions. Cadent Aperture Platform provides a simplified approach to omnichannel advertising. Offering a streamlined workflow, it seamlessly unifies identity, data, and inventory with integrated partners across CTV, OLV, display, and linear TV. Aperture Platform facilitates comprehensive campaign management from audience targeting to performance analysis. Combining the agility of programmatic buying with the precision of direct IO, Aperture Platform is a singular, streamlined environment. 

    As the industry navigates through shifting consumer habits and the evolution of identity, advertisers, and publishers need tools to help meet their needs now and in the future. Find out how Cadent can help.  

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    How to Reach Your Target Audience – Without Cookies

    Posted on by Aliana Heffernan

    As we embark on a new year, digital advertisers are faced with a seismic shift – the long-anticipated (or perhaps, dreaded) death of the cookie. Google’s announcement in 2020 set the stage for the gradual phasing out of third-party cookies, and now, the depreciation of the cookie is finally a reality. In this blog post, we’ll explore the history behind this change, what it means for advertisers, and how you can continue to succeed in a cookieless digital ecosystem. 

    A Brief History of Cookie Depreciation 

    The journey to a cookieless era began in January 2020 when Google revealed plans to phase out third-party cookies in its Chrome browser. However, the timeline faced several delays. In June 2021, Google pushed back the deadline from 2022 to 2023, citing the need for more testing in its Privacy Sandbox initiative. By late 2023, it became clear – the cookie was on borrowed time. 

    Google developers confirmed just a few weeks ago that Chrome would disable third-party cookies for 1% of users from January 4, 2024, gradually increasing to 100% by Q3 2024. The Privacy Sandbox and disabling of cookies aim to enhance consumer privacy but pose challenges for advertisers relying on cookies for targeted advertising and ad platforms that use cookies to generate revenue. 

    What This Means for Your Business 

    With cookies disabled, marketers lose access to valuable Chrome website data. This impedes their ability to track consumers’ real-time digital footprints for precise audience targeting and detailed campaign reporting. Marketers will no longer be able to report on campaign effectiveness with the granularity to which they have become accustomed. Yet despite these challenges, innovative advertisers are finding alternative solutions. While some are collecting and using first-party data, others are finding targeting and measurement methods that work without relying on cookies. 

    How You Can Prepare 

    Cadent has been proactive in preparing for the cookieless future since 2020. Our Aperture Viewer Graph, powered by multiple household identifiers, serves as a robust alternative to cookie-dependent signals. Aperture Viewer Graph is used for data onboarding, audience management, audience-based activation, and advanced measurement within Aperture Platform. 

    Rather than relying on cookies, Cadent leverages +40 billion daily signals in addition to both deterministic and probabilistic data sets, covering areas such as truth set, postal address resolution, geolocation, and more. These sources are ultimately resolved to the household, which enables Aperture Viewer Graph to run without cookies and support accurate household resolution across a variety of identifiers. This patented model for associating identifiers to households is always-on, always-learning, and always validating that devices are mapped to the correct households.  

    Since 2020, Cadent’s TV-first approach to identity has shielded our advertiser customers from the cookie dilemma. While hashed email becomes more prominent, Cadent recognizes the need for privacy-safe, device-level signals as consumer habits shift to CTV (Connected TV) and mobile devices.  

    Next Steps 

    Going forward, as audiences increase their consumption of CTV, digital, and mobile media, there will be an increased need for privacy-safe, device-level signals. Advertisers will require consistent and accurate linkage between IP, Device IDs, and households to support outcome-based measurement and improved frequency capping for cross-channel campaigns. 

    In the evolving digital landscape, the demise of cookies is a catalyst for innovation. Aperture Viewer Graph exemplifies our future-thinking approach to advertising, embracing the cookieless era. As the advertising ecosystem continues to transform, advertisers must adapt to stay ahead. Ultimately, the cookie may have crumbled, but opportunities for strategic adaptation are boundless. 

    Get in touch today to learn more about Aperture Viewer Graph and how Cadent can support your advertising initiatives. 

    CONTACT US

    Navigating the Movie Industry: Maximizing Marketing Opportunities in the Post-Strike Era

    Posted on by Aliana Heffernan

    2023 was a challenging year for the film and TV industry. With the Writers’ Strike and discussions around the use of AI, studios had to reevaluate longstanding practices for today’s evolving landscape. One of the biggest players, Disney, revealed that it spent $965 million on four of its most high-profile streaming and films only for them to flop with consumers. Their highly anticipated releases, including The Little Mermaid and Indiana Jones, barely broke even with their multimillion-dollar budgets.

    In a competitive entertainment market, studios must optimize financial resources to make a profit. On the production side, studios will find ways to cut costs by filming on a sound stage instead of on location or filming in countries that reimburse part of the costs for bringing business to the local economy. Similarly, when it comes time to release a movie, studios need solutions that will raise awareness and drive people to theaters or tune into streaming platforms.

    Getting Audiences in Theater Seats

    Data-driven strategies that emphasize efficiency and audience insights allow studios to make the most of ad dollars. By layering third-party data across omnichannel campaigns, studios can enrich existing datasets – such as subscriber data – with information like demographics, behavioral data, and contextual data, refining targeting strategies. This approach ensures promotional efforts are more personalized and therefore, effective. Additionally, as consumers increasingly shift their viewing habits to OTT/CTV and streaming, advertisers must find ways to reach the right audience. Leveraging a media mix that includes linear TV, connected TV (CTV), online video (OLV), and digital media enables studios to promote films better and capture consumer attention.

    Making Movie Magic with Cadent

    Cadent offers a suite of cutting-edge solutions for the entertainment industry that help to boost advertising efficiency and increase reach. Cadent Aperture Platform provides movie advertisers with capabilities like audience building, audience, and media activation, as well as audience extension. By leveraging Aperture Data Marketplace, studios can access valuable insights and enhance their understanding of audience behavior.

    Additionally, Aperture Platform stands out because of its converged TV supply, seamlessly integrating across digital, CTV, and linear platforms. This process not only streamlines the process of media buying but also eliminates the need to execute individual IOs across multiple publishers. Through Aperture Platform, studios gain access to premium inventory which supports reaching a broad audience with national reach, or more granular targeting for more niche films. For example, Aperture Platform supports the use of transactional data to target individuals who have purchased movie theater tickets, or behavioral data to engage viewers who watch horror movies on streaming services.

    These combined solutions allow advertisers to orchestrate end-to-end omnichannel campaigns, reaching audiences across TV, video, and digital, ensuring a unified viewer experience.

    Next Steps

    Studios aspire for blockbuster success and the most difficult aspect – after creating a memorable film – is reaching the widest possible audience, quickly and efficiently. With Cadent, its movie advertising made easy. Find out how you can make the most of your film ad budgets. 

    Get in touch to learn how Cadent can support your upcoming movie marketing campaigns.

    Jägermeister Brings the Holiday Spirit with CTV and In-Store Ads

    Posted on by Aliana Heffernan

    ‘Tis the season to be festive and what better than a cocktail to get in the holiday spirit? The alcoholic beverage market is a competitive space, demanding that brands implement a precise media strategy to reach their target audience. According to eMarketer, alcohol retail sales will reach $178.2B with growth driven by an increase in e-commerce sales, and customers willing to splurge on premium beverages to capitalize on at-home consumption, over restaurants and bars. 

    To stay top of mind with shoppers, alcoholic beverage brands must leverage media solutions that engage audiences on the path to purchase and at the point of purchase. In recent years, Connected TV (CTV) has emerged as an innovative solution for reaching potential customers across a wide range of demographics and behavioral attributes. Yet many advertisers struggle to make the most of this complex channel. Fortunately, Cadent and Catalina have developed a solution for marketers in the food and beverage category.  

    Jägermeister’s Challenge 

    As a nearly century-old brand, Jägermeister has found ways to constantly reinvent itself. In the lead up to the gift-giving holiday season, the brand wanted to drive volume and trial among new 21-year-olds. Jägermeister wanted to test the impact of combining CTV with in-store promotions. Ads focused specifically on their 750 ml bottles.  

    Goals
• Lift sales
• Increase customer acquisition
• Improve campaign efficiency

    The Solution 

    Partnering with Cadent and Catalina, Jägermeister was able to strategically target the audiences that were most likely to try their product.

    The Plan 

    Leveraging Catalina’s real-time purchase insights and behavioral shopping data, the campaign identified current and lapsed buyers of the brand’s 750 ml bottles. The custom-built audience was targeted via addressable CTV through Cadent Aperture Platform, using Jägermeister’s equity ad campaign, Meister the Moment™. Audiences were then followed up by being served with an in-store trial offer, in compliance with applicable laws and regulations.

    The Results 

    Through CTV ad impressions, the multi-channel campaign was able to engage audiences from awareness to trial.  

    By The Numbers 
• 4M Impressions
• 53% Overall Sales Lift  
• 59% CTV Sales Lift 
• $2.34 Blended ROAS  

    This strategic activation drove a $2.34 blended ROAS, an impressive 53% lift in overall sales and 59% sales lift attributed to CTV impressions.

    Next Steps 

    Want to learn more about how Cadent and Catalina partnered for Jägermeister’s data-driven CTV advertising campaign?

    DOWNLOAD THE CASE STUDY

    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.

    How Retail Media Networks Can Maximize Advertising Potential

    Posted on by Aliana Heffernan

    In today’s ever-evolving media landscape, brands are looking for innovative and effective ways to reach their target audiences. As consumer behavior and preferences continue to change, it is critical for marketers to take a data-driven approach to omnichannel marketing. To compete in this dynamic and competitive market, the rise of Retail Media Networks has become a game-changer for brands and retailers alike.  

    The numbers do not lie – advertiser spending on off-site retail media is projected to grow from 10.3% in 2021 to 17% in 2025. Overall ad spending on off-site retail media is predicted to reach $11 billion in 2024, with retail media CTV ad spend accounting for $1.5 billion, according to Statista. 

    Based on current trends, e-Marketer expects that marketers will have poured more than $45 billion into retail media advertising by the end of 2023.  

    As we dive into the world of retail media, we will explore the benefits of this impactful tactic, opportunities for advanced targeting and measurement, as well as how marketers can extend the reach of their retail media campaigns.  

    The Benefits of Retail Media 

    Retail media refers to advertisements placed at or near the point of sale – whether it’s in a physical retail store or an e-commerce website. Retail Media Networks (RMNs) sit on the sell side, offering marketers several advertising solutions: in-store (aisle end caps and digital signage), on-site (display, online video, and sponsored reviews), and off-site (display, social, and CTV). Big box retailers such as Walmart, Target, and Home Depot have leaned into retail media with robust networks of brick-and-mortar and digital products.  

    Brands have quickly realized the value of retail media and are moving budgets toward the retailers where they sell their products.  

    Interested in learning more about retail marketing? Learn how a CPG brand found success with in-store and CTV advertising. 

    At a recent event hosted by Insider, Glen Conybeare, Global President, Reprise Commerce & Retail Media at IPG Mediabrands shared, “As marketers, we — agencies and brands alike — have become hooked on accountability, on targeting, and that’s going away on the open internet in a lot of cases. But within retail media, you can really pinpoint an audience quite accurately and marketers love that.” 

    However, we believe that RMNs and marketers have only just begun to scratch the surface of the full potential of retail media. At present, off-site tends to be the last piece of an RMN tech stack, and many have yet to include it in their offering.  

    The Challenge 

    As the effectiveness of social media and search declines, and the depreciation of third-party cookies looms, marketers need to future-proof their retail advertising. As the value of retail media increases, marketers need to find ways to use this channel and extend reach through other growing channels, such as CTV and online video (OLV).  

    Simultaneously, RMNs are racing to keep up with market trends, and often lack CTV capabilities, identity solutions, or both. Without access to CTV inventory or tools for targeting and activation, RMNs are limited to in-store and on-site placements. To maximize revenue, RMNs must develop partnerships that will provide them with CTV reach extension, first-party data onboarding, and closed-loop measurement. 

    How Cadent Aperture Platform Can Support the Retail Media Ecosystem 

    For RMNs that need an easier way to onboard brand customers’ first-party data to build privacy-safe custom audiences, or expand off-site capabilities to CTV, Cadent offers multiple solutions to target, activate, and measure retail campaigns – down to the local level.  

    Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. 

    With Aperture Platform, RMNs can build audiences through first-party data and custom audience segments, enhance them with third-party data to target viewers with the right advertisement, and then activate audiences across national and hyper-local CTV, digital, and display. Through Aperture’s customized supply scale, RMNs can optimize campaigns as they gain more insights into strategic audience viewership trends.  

    Aperture Viewer Graph, Cadent’s proprietary and privacy-compliant identity graph, maps customer data to 4 billion match keys across zip codes, emails, IP addresses, and more than 100MM+ households – all without the use of cookies. Aperture also enables RMNs to define their own geo radius for targeting.  

    Cadent provides multi-faceted RMN solutions across data onboarding, audience building with third-party data partners, and campaign activation, allowing partners to expand their RMN off-site offerings to reach audiences in a meaningful way—wherever, whenever, and how ever they’re watching – helping to build deeper customer relationships and drive action. 

    Ready to discuss how Cadent Aperture Platform can support your retail media needs?  

    Get in touch with the Cadent sales team to get started today. 

    CONTACT US

    Cadent Adds Proximic by Comscore to Cadent Aperture Platform for Enhanced ID-Based Audience Targeting

    Posted on by Cadent Staff

    Partnership to enable syndicated and custom audience targeting across linear TV and CTV

    NEW YORK, Oct. 31, 2023 – Cadent, the largest independent solutions provider for advanced TV advertising, and Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR) and leading provider of audience and content targeting solutions for programmatic activation, today announced a two-part partnership, beginning with the now live integration of Proximic by Comscore’s ID-based audience suite into Cadent Aperture Platform. The second phase will integrate Proximic by Comscore’s Predictive Audiences and content targeting tools into the Aperture Converged TV DSP.

    This partnership combines the capabilities of Aperture Platform and Proximic by Comscore to provide enhanced ID-based and ID-free audience targeting across linear and advanced TV, including addressable TV and CTV viewership audiences. Through the joint solution, marketers will be able to plan, target, activate, and measure their campaigns through Aperture Platform, while following strict privacy guidelines, ensuring maximum scalability and cost efficiency.

    “Cadent Aperture Platform is built to unify the fragmented data ecosystem of converged television, a challenge that any advertiser that needs to target across households and devices faces,” said Tony Yi, EVP, Business Development and GM, Platform Sales at Cadent. “By integrating Proximic by Comscore, we are enabling holistic targeting and measurement with their syndicated and custom audience segments.”

    Aperture Platform offers an unparalleled depth of campaign coverage and performance, allowing advertisers to activate across the converged TV landscape. Aperture Platform is powered by Cadent’s patented Aperture Viewer Graph, which connects audience intelligence to screens with access to more than 100M+ Home Addresses, 400M+ Connected Device IDs, and 300M+ Home Device IPs, in addition to the Data and Measurement Marketplaces.

    Proximic by Comscore provides ID-based and ID-free audience targeting across a rich set of granular TV and CTV viewership audiences derived from the industry’s largest TV panel. It provides accurate, scalable demographics to help advertisers and publishers reach the highest in-target rates, with extensive user personas to reach audiences based on broad interests or shopping habits. Proximic offers a robust list of brand safety and suitability filters along with content topics specific to TV and CTV and a unique set of custom capabilities to reach audiences based on criteria such as website and search behaviors, TV show, ad exposure, and more. All segments are available with or without IDs. ID-free audience targeting follows strict privacy guidelines and ensures maximum scalability and cost efficiency, providing the perfect complement to ID-based tactics.

    “With more than 5,000 advertising clients already relying on Proximic by Comscore’s privacy-compliant, ID-free audience targeting to complement their traditional behavioral targeting solutions, we’re excited to partner with Cadent to continue building on this strong adoption,” said Lee Blickstein, Vice President of Targeting Solutions, Proximic by Comscore. “This integration allows us to open the door for more advertisers and marketers to achieve added reach while remaining focused on performance.”

    Following the launch of Proximic by Comscore’s ID-based audience suite in the Cadent Aperture Platform this fall, additional Predictive Audiences and content targeting tools are set to roll out in the coming months. To learn more, please visit https://cadent.tv/platform/.

    About Cadent
    Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

    About Proximic by Comscore
    Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR) is a leader in programmatic targeting. Powered by Comscore’s trusted datasets and the industry’s leading natural language processing contextual engine, Proximic by Comscore enables media buyers and sellers to maximize the scale and performance of their campaigns. Through their innovative suite of ID-based and ID-less audience and content targeting segments Proximic by Comscore supports the evolution of the programmatic ecosystem, enabling clients and partners to continue executing impactful advertising strategies. For more information about Proximic by Comscore, please visit www.proximic.com.

    Media Contact
    Rachel Jermansky for Cadent, Daddi Brand Communications, [email protected]

    SOURCE Comscore; Proximic by Comscore

    3 Key Takeaways from Advertising Week 2023

    Posted on by Aliana Heffernan

    Advertising Week New York took over the newly named “Penn District” last week. This year, conversations focused on retail media, AI, and data. In addition to a packed schedule of panels and presentations, attendees could experience the latest Netflix shows with a claw game and record shop, check out Google’s Formula 1 race car, or enjoy a full slate of special programming in Female Quotient’s Equality Lounge. While many sessions discussed the obstacles advertisers face in an uncertain market, others spoke optimistically about the future of the industry and what innovations are on the horizon.  

    In case you missed it, here are the three key takeaways from Advertising Week.  

    1. Programmatic CTV is Driving the Industry Forward 

    TV advertising has evolved from a channel best suited for upper funnel awareness to a lower funnel marketing tactic able to generate measurable sales lift. By measuring campaigns against strategic business outcomes, advertisers can now understand how their CTV efforts are driving sales and other KPIs.  

    “If you think about CTV pre-pandemic, [advertisers] were not applying a lot of data to their buys, either due to scale issues or the increased cost of data CPM on the media CPM, so from a data standpoint, it was still early days of data for CTV. Now we see a spike where it’s a very rich data media tactic to use,” said Conor Burgess, VP, Business Development at Acxiom. 

    The combination of better audience inputs and reporting outputs has made CTV an exceedingly valuable channel for marketers.  

    2. It’s Time to Refine Your Data Strategy 

    More data is available to advertisers than ever before, but it’s not just a matter of having data – you must be able to activate your data across channels.  

    Diana Haussling, SVP – GM, Consumer Experience & Growth at Colgate-Palmolive, explained, “You need a well-rounded data set to allow you to know if what you’re doing is working or not… you really have to play around with the mix itself of your different media levers.” 

    Maureen Bosetti, Chief Investment Officer at Initiative, echoed this sentiment saying, “If we don’t get better data to help inform, ‘what is that right level of optimization we’re doing across TV, OTT, CTV, social video, digital video?’ We can’t look at CTV in isolation from all these other touchpoints.” She elaborated saying, “We need the right data feeds […] to make informed decisions in terms of how much we should be investing in those channels.”  

    Maureen emphasized the importance of getting your data strategy right ‘upstream’ in the planning process, you cannot successfully execute cross-screen campaigns. 

    Effective omnichannel marketing will rely on implementing a holistic data strategy.  

    Learn about Aperture Dashboard and Measurement Marketplace, Cadent’s advanced reporting tools. 

    3. Proof of Performance is Table Stakes 

    Macroeconomic challenges persist, pushing C-suite brand executives to expect quantifiable accountability on all their media investments. 

    “All media should perform, hard stop. It shouldn’t be brand versus performance. It’s a matter of selecting the right KPIs in those moments,” said Vinny Rinaldi, US Head of Media at The Hershey Company. 

    Adam Davis, Senior Marketing Manager at Magnolia Bakery described how CTV has become a performance tactic, rather than just an awareness play for the brand. 

    “A lot of people in the industry have these thoughts that a certain tactic is tied to a certain objective and only that objective. Two and half years ago if you had asked me, I would have said video – upper funnel, rich media – mid-funnel, Facebook ads, and Google ads – low funnel. That’s full-funnel advertising. Excellence in CTV now hits across all three of those stages in the story,” Adam explained. So, with the right solutions in place, Magnolia is able to track performance down to the order level, directly connecting an order to a CTV exposure. 

    Yet while measurement has become a necessity, several measurement challenges remain in our deeply fragmented industry. First and foremost, the debate over currency.  “If you do not have alignment on currency, it becomes difficult to measure anything,” shared Chris Martinez, OTT, Director of Sales at Hearst Television. 

    As demand for improved measurement increases, it is up to technology vendors and data providers to work together to develop innovative solutions.  

    Interested in learning more about Cadent’s converged TV advertising capabilities?    

    GET IN TOUCH

      

    Cadent Introduces Aperture MX to Directly Connect Advertisers and Publishers

    Posted on by Aliana Heffernan

    NEW YORK, October 18, 2023 – Cadent, the leading provider of platform-based converged TV advertising solutions, today announced Aperture MX – a new marketplace that delivers curated audiences and content across premium connected TV (CTV), online video (OLV), display, digital out-of-home (DOOH), mobile app, and desktop advertising. The newest product within Cadent Aperture Platform, MX increases transparency between publishers and advertisers, makes it easier to activate and optimize cross-screen campaigns, and gives publishers the ability to generate more revenue through Cadent’s extensive demand-side relationships.

    Initial launch partners include Allen Media Group and Basis Technologies.

    “There is a clear market need to streamline and automate the buying and selling of TV, video, and digital media,” said Nick Troiano, Chief Executive Officer at Cadent. “Aperture MX responds to these challenges by bridging the gap between advertisers and publishers with purpose-built, data-driven solutions.”

    Building on Cadent’s traditional TV buying expertise and cutting-edge programmatic technology, Aperture MX provides advertisers with premium inventory sourced directly from the publisher. This optimized path between buyers and sellers creates more profitable transactions – publishers can increase their portfolio yield while advertisers can confidently target their most strategic audiences.

    The Aperture MX focus on quality omnichannel inventory differentiates its marketplace through:

    • Real, verified audiences curated to match advertiser objectives. Aperture Viewer Graph connects devices to households, enabling cookieless optimizations for buy-side audiences across Aperture MX to deliver greater scale and precision against an advertiser’s target audience.
    • Direct connections to unique supply categorized by genre, publisher type, or audience, simplifying transactions between buyers and sellers. No “made for advertising” inventory – no duplication of bid requests.
    • Full transparency into supply mix and bidding activity. Traffic Shaping tools maximize spend against allocated queries per second (QPS). No bid shading or auction manipulation – no bid floor manipulation.

    Aperture MX has already seen significant growth since going live with an exclusive group of publishers earlier this year. The platform is projected to expand to more than 100 publishers by the end of the year, representing 150 billion requests across CTV, online video, and display. Aperture MX is currently live in North America with international expansion slated for 2024.

    “The media industry is rapidly changing, and we recognize the need for streamlined advertising solutions,” said Byron Allen, Founder/Chairman/CEO of Allen Media Group. “We are thrilled to be a part of Cadent Aperture MX and provide our advertising partners with another way to buy media from our library of premium movies, TV shows, and local news.”  

    “TV advertisers will be more willing to direct spend to digital devices if the industry can automate this process and make it easier for brands to understand the effectiveness of ad dollars in this medium. Basis Technologies is driving this evolution as one of the first programmatic advertising partners leveraging Cadent’s Aperture MX,” said Tim Smith, SVP of corporate development, Basis Technologies. “As Cadent has been a forerunner in curating video ad spend for brands, we align with its vision of an interconnected TV advertising ecosystem that brings marketers and publishers closer together.”

    For more information about Aperture MX and Aperture Platform, please visit https://cadent.tv/platform/.

    About Cadent
    Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv.

    Media Contact
    Hollis Guerra for Cadent, Daddi Brand Communications, [email protected]

    Stuffed Puffs Toasts to 58% Lift in Sales With Strategic CTV

    Posted on by Aliana Heffernan

    As we approach Halloween, store shelves are being wiped clean of seasonal décor, costumes, candy, and snacks. CPG brands, to keep up with demand, must find new and innovative ways to lean into autumn with festive treats in flavors like pumpkin spice, apple cider, and toasted marshmallow. In fact, the latest research from the National Retail Federation found: 

    • Halloween spending in 2023 is expected to reach a record $12.2 billion, exceeding last year’s record of $10.6 billion  
    • Consumers anticipate spending $108.24 per person 
    • 73% of consumers plan to celebrate Halloween this year, up from 69% last year and 68% in 2019 

    So, to stand out from the crowd, CPG brands are not only developing new products but also reconsidering their media mix to reach shoppers – across screens and devices – throughout the customer journey.  

    Connected TV (CTV), as one of the fastest-growing channels, has emerged as an innovative way to engage consumers. However, many advertisers have struggled to make the most of this impactful marketing tool. Enter Cadent and Catalina.  

    Stuffed Puffs’ Challenge 

    Launched in 2012, Stuffed Puffs are the invention of founder Michael Tierney in response to the difficulty of melting chocolate to create the perfect s’more. Since then, the brand has gone on to develop a variety of flavors beyond the classic milk chocolate-filled marshmallow, including Monster Marsh, which features green marshmallows filled with chocolate and covered in sprinkles. For this campaign, Stuffed Puffs and their media agency Junction 37 wanted to get the word out about its product to drive trial and keep their brand top of mind. 

    Goals
• Increase customer acquisition
• Lift brand awareness and sales
• Improve campaign efficiency

    The Solution 

    Partnering with Cadent and Catalina, Stuffed Puffs was able to use CTV for lower-funnel activities like driving trial generation and repeat purchases. 

    The Plan 

    Together, Cadent and Catalina implemented a CTV campaign using Catalina’s Purchase-Based targeting through Cadent Aperture Platform to pinpoint Marshmallow & Smores Buyers who had never purchased the brand before, as well as their current competitive and lapsed buyers. CTV ads were then targeted to this unique audience by mapping this audience to CTV households with Aperture Viewer Graph. Catalina’s Multi-Touch Attribution measurement was used throughout the campaign to make in-flight tweaks to optimize at the audience level.  

    The Results 

    Through CTV ad impressions, the campaign was able to deliver results higher than benchmarked expectations – due in large part to purchase-based targeting at the household level and the ability to optimize in-flight.  

    By The Numbers 
    • $0.66 Incremental ROAS  
    • 58% Sales Lift 
    • 75% Buyers New to Brand  

    This strategic activation drove a $0.66 incremental ROAS and an impressive 58% lift in sales. Additionally, 75% of buyers were new to the brand.  

    Next Steps 

    Want to learn more about how Cadent and Catalina partnered for Stuffed Puffs’ data-driven CTV advertising campaign?  

    DOWNLOAD THE CASE STUDY

    Hispanic Heritage Month at Cadent: Stephanie Hernandez

    Posted on by Aliana Heffernan

    Stephanie Hernandez, an Associate Media Buyer, has been with Cadent since January of this year. Growing up in Westchester County, Stephanie later received her bachelor’s degree from the University of Bridgeport. Prior to working at Cadent, Stephanie held positions at ICON International, Inc. And Canadian Media Sales.   

    To learn more about Stephanie, check out our Q&A below.   

    Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.   

    This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. 

    Tell us about your role at Cadent. 

    I’m currently an Associate Media Buyer for the Broadcast Department. My role is to construct TV media buys and send schedules to stations. 

    What does Hispanic Heritage Month mean to you? 

    It’s a time to recognize and celebrate the many contributions, diverse cultures, and extensive histories of the Latino and Hispanic American communities.  

    Where can we find you when you’re not at work?   

    I’m either at the movie theater watching the latest film that came out or spending time at home with my husband and dog! 

    Are there any mentors or experiences that have shaped you – either professionally or personally? 

    Dr. A was the chair president of the Mass Communications department in my college. He always pushed me to be the best version of myself. 

    What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?    

    I feel that food is the perfect example because we use food to celebrate and for comfort. Different foods evoke memories and emotions. Food can bring people together, in a community and also in the workplace. 

    Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators? 

    One Disney movie that I relate to is Coco. It speaks to my Mexican heritage and the traditions that we follow. 

    What advice would you give to a younger colleague or a younger version of yourself? 

    There’s a solution to every problem, try your best not to stress, and enjoy the moment! 

    Learn more about life at Cadent and see available roles on our Careers page. 

    Unlock Festive Strategies for Ad Campaign Success

    Posted on by Aliana Heffernan

    As the festive spirit settles in, consumers are preparing for gift-shopping sprees, both online and in-store. To ensure that your holiday ad campaigns stand out and deliver exceptional results, it’s crucial to plan early and implement a thoughtful, data-driven approach. Below, we’ve curated our best strategies for how your brand can make the most of this holiday season.   

    Leverage Cross-Screen Activation to Reach Incremental Seasonal Audiences  

    The fragmentation of viewership has compelled advertisers to explore new and fresh approaches to their media strategies. As consumers increasingly invest time into streaming content and opt to disconnect from traditional cable services, it is crucial to adjust to these evolving habits. Nevertheless, despite these changes, linear TV remains a key player among consumers. According to Experian, high spenders are most engaged on CTV platforms, with linear and digital video coming in as close follow-ups, emphasizing the importance of allocating marketing dollars correctly across the converged TV landscape to enhance performance this holiday season.  

    Implementing a cross-screen TV execution offers advertisers the opportunity to connect with a diverse holiday audience on broadcast and cable, while also targeting highly specific consumer segments through CTV – reaching ‘medium’ and ‘light’ linear viewers who may only be reachable by alternative inventory. Cadent’s unique approach provides a streamlined, end-to-end solution designed to target custom-curated seasonal audiences, activate campaigns across the converged TV landscape, and leverage data-driven insights for campaign optimization to exceed campaign objectives.  

    Check out how this brand boosted holiday promotion awareness and reached +45M households through a cross-platform strategy spanning cable, broadcast, and CTV, resulting in increased visitation rates and ROAS.

    Unwrap Success with Enchanting CTV and In-Store Promotions  

    As the 2022 holiday season approached, heritage spirits brand, Jägermeister, wanted to find a way to build on their “Meister the Moment ™” ad campaign. Partnering with Catalina and Cadent, the brand was able to develop a campaign that leveraged CTV advertising and in-store promotions. The campaign focused on their 750ml bottle product and aimed to drive sales volume and trial with new 21-year-olds.  

      Using Catalina’s real-time purchase insights and shopping behaviors in combination with Cadent’s Aperture Viewer Graph identity solution, the campaign identified the brand’s current and lapsed buyers, as well as consumers most likely to try the product. Next, Aperture Platform was used to activate CTV media to the target audience segment across screens and devices. Catalina then followed up by serving that same audience with a trial offer in-store, in compliance with applicable state laws and regulations.  

      Once the campaign ended, reporting showed that the Jägermeister ads received 4 million impressions, driving a blended return on ad spend (ROAS) of $2.34, +53% sales lift period-over-period, and +59% sales lift from CTV. The Catalina and Cadent omnichannel strategy worked at every point in the purchase funnel – from awareness to trial – helping Jägermeister bottles fly quickly off shelves and into shoppers’ homes for the holidays. 

      Learn how this omnichannel Jägermeister campaign effectively operated at each stage of the purchase funnel – from awareness to trial – helping the brand ring in the holidays with a +59% CTV sales lift, and $2.34 ROAS.

      Optimizing Holiday Conversions Leveraging Data Across the Funnel   

      With the holiday season being one of the most lucrative and competitive times of the year, your brand must implement innovative methods to stand out beyond promotions. One gold mine of insights is first-party data to leverage information your audience has already given you, like purchase history, enhanced with third-party data to identify likely buyers and seasonal shoppers.  

        Cadent’s audience-first approach through Aperture Platform, gives advertisers access and scalability to a wide range of robust holiday segments such as:   

        • Last-Minute Holiday Shoppers 
        • Holiday Shoppers: Heavy Buyers/Spenders: Online   
        • Holiday Shoppers: One-Stop Holiday Shoppers/Power Shoppers: In-Store  
        • Location-Based Audiences > Retail > Behavioral > Holiday Shoppers 
        • Seasonal > Winter > CPG Retailers > Cost Conscious or Discount > [BRAND] Holiday Shoppers  

        Discover how this brand leveraged both first and third-party data to target existing, lapsed, and new customers resulting in a staggering $7.2M in incremental sales, and a surge of 50,000 new purchasing households.

        As we rapidly approach the upcoming 2023 holiday season, embrace tools that refine your targeting, activation, and measuring approaches. Ready to activate data-driven TV for your upcoming holiday campaign?  

        GET IN TOUCH

        Why Programmatic Deals Are the Driving Force Behind the CTV Renaissance

        Posted on by Aliana Heffernan

        Before the dawn of digital, buying and selling TV advertising required paper spreadsheets, fax machines, and a rolodex of publishers. In more recent years, progress has been made, and the industry is undergoing a shift from IO-based buying to real-time bidding.  

        Programmatic advertising technology enables advertisers to leverage their ad-buying transaction type of choice, whether it’s an open exchange, private marketplace, or programmatic guaranteed, to purchase ad inventory. Each type has unique benefits to meet the various needs of different advertisers. As programmatic deals continue to evolve, they have helped to unify digital audiences, inventory, data, and measurement into more streamlined workflows.  

        However, it’s important to understand not only the benefits of each transaction type but when and how they should be integrated into your digital advertising strategy. In this blog post, we break down the key terms you need to know and explain how you can use programmatic buying for your next CTV advertising campaign.  

        Understanding Types of Programmatic Transactions 

        Programmatic buying and selling of CTV ad inventory continue to grow as both advertisers and publishers lean into the digital transformation sweeping the ad industry. To avoid any confusion, below we’ve defined a few key terms.  

        • Open Exchange – Open exchange buying via real-time bidding (RTB) is the process of programmatic buying through an auction process. During this auction, multiple advertisers are bidding on the same inventory, and the highest bidder, based on CPM (cost per impression), wins the inventory.  
        • Private Marketplace (PMP) – PMPs are a programmatic buying mechanism that aggregates supply so a limited number of advertisers can buy targeted ad inventory from an individual or a select group of publishers. Advertisers access PMPs through a deal ID which is used to identify the marketplace that meets the advertiser’s specified criteria, often based on audience and CPM. There is also typically a floor price – the minimum price a publisher has agreed to receive for its inventory.  
        • Programmatic Guaranteed (PG) – PG deals are a type of buying that combines the benefits of programmatic with guaranteed inventory. Unlike PMPs, these 1:1 transactions occur when an advertiser agrees to a fixed CPM and a publisher commits to delivering a set number of impressions. Unlike a manual insertion order (IO), an automated system enables the transaction through a DSP. 

        Interested in learning more about CTV? Here’s what you must know before investing in this advertising medium.  

        The Benefits of PMP Deals 

        Now that you understand the basics, let’s do a deeper dive into PMPs. If you’re an advertiser, PMP deals allow brand marketers to combine the efficiency of automated buying with the ability to negotiate custom deals with publishers. Additional benefits include:  

        • Increased Transparency 

          Brand safety is of the utmost importance for most marketers, making CTV feel like a risky medium for programmatic advertising. Yet with PMPs activated through a trusted partner, ad fraud is eliminated because you know what you’re buying and from whom.  
        • Access to Premium Inventory 

          When you use a PMP through a trusted partner, the deal IDs are built from direct publisher connections. This means you have more inventory control and fewer hops between buyer and seller. However, not all PMPs are alike – some marketplaces will include resellers.  
        • More Efficient 

          Programmatic buying is inherently more efficient than manual transactions, but PMPs in particular are efficient because you are removing inapplicable inventory. By using a PMP, the deal ID powers faster transactions therefore increasing your chances of winning bids. It also improves the likelihood of achieving your desired business outcomes.  

        Publishers also benefit from PMPs. Increased transparency for advertisers also means greater control for publishers, as this transparency allows them additional insight into who bought their inventory. Further, PMPs mean access to new demand while simplified workflows automate the buying process, lessening the need for a direct sales investment. 

        How Cadent Aperture Platform Can Help Advertisers 

        Ready to try PMPs for your next CTV campaign? Get to know the Cadent Aperture media exchange – Aperture MX. The new Aperture MX team curates custom inventory packages for our advertiser customers. Our customers can then select the PMPs that meet their specific campaign goals at pre-negotiated rates.  

        Aperture MX PMPs provide:  

        • Brand Safety 

          Increase transparency, reduce guesswork, and simplify your buying process. In an open marketplace, you may not know what publisher you’re buying inventory from, which can lead to a brand safety crisis – if your ad appears alongside inappropriate content, it can affect your brand reputation. Aperture MX PMPs allow you to avoid mystery inventory from unsuitable publishers by only offering inventory procured through our direct relationships with premium publishers 
        • Curated Inventory 

          With Aperture MX, tap into our curated inventory to meet your unique campaign objectives, from audience targeting to KPIs such as video completion rate (VCR). Using Aperture Platform also means you can activate true, omnichannel advertising across cable, broadcast, OTT/CTV, FAST channels, and digital extension, including display and online video (OLV). 
        • Control & Transparency

          Optimize your supply path and increase data fidelity by directly connecting to publishers – not resellers – within Aperture MX. Our PMP solution means you have greater control and can execute faster transactions. Filters in the Platform offer a simplified approach to identifying your KPIs, so you can bid against those goals. 
        • Targeting & Performance  

          By activating your PMP deals through the Aperture Converged TV DSP (a managed service solution), you can tap into first- and third-party data. Cadent Aperture Viewer Graph, our proprietary IP-to-Household matching technology, helps boost the targeting power of your campaign, while Measurement Marketplace, our catalog of best-in-class measurement partners, provides comprehensive campaign reporting and closed-loop measurement to validate your business outcomes.  

        Interested in learning more about PMPs through Aperture MX?  

        Get in touch with the Cadent sales team to get started today.  

        CONTACT US

        Hispanic Heritage Month at Cadent: Samuel Castillo

        Posted on by Aliana Heffernan

        Samuel Castillo, a Media Assistant on the Media Buying team, has been with Cadent since August 2022. Born in the Dominican Republic and raised in New York City, Samuel attended NYU, receiving his BA in History. Prior to working at Cadent, Samuel spent several years working in art galleries, where he gained firsthand in marketing and business operations. To learn more about Samuel, check out our Q&A below.   

        Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.   

        This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. 

        Tell us about your role at Cadent. 

        As a Media Assistant, I assist Media Buyers in the scheduling and management of client orders and accounts. Eventually, I’ll grow into the role of a Buyer and handle my own accounts! 

        What does Hispanic Heritage Month mean to you? 

        I appreciate how Hispanic Heritage Month enables people from different Hispanic and Latin cultures to celebrate their unique traits and values while connecting over unifiers such as language and food. 

        Where can we find you when you’re not at work?   

        Chowing down on a bowl of ramen downtown or shopping around St. Marks Place.  

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?    

        In my opinion, transparency and acknowledgment. It is important to communicate changes and what they mean for everyone, whether the situation is good or bad. 

        Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators? 

        Junot Diaz was an important author during my formative years. Books like “Brief Wondrous Life of Oscar Wao,” and “This is How You Lose Her,” helped me understand how to find balance between two cultures as an immigrant in the U.S. – by just being myself. 

        What advice would you give to a younger colleague or a younger version of yourself? 

        Ask questions and embrace the joy of learning and growing! 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Fireside Chat Replay: Mattel, Rare Beauty and Thrive Market

        Posted on by Aliana Heffernan

        Recently, JC Kawalec, SVP of West Coast Sales at Cadent led a panel with Amina Pasha, CMO of Thrive Market, Jason Horowitz, SVP of U.S. Marketing/Global Head of Media & Digital at Mattel, and Katie Welch, CMO of Rare Beauty. As part of the Brand Innovators Sports and Culture Summit hosted by the LA Rams, the discussion focused on the importance of tentpole marketing strategies. Amina, Jason, and Katie shared how their organizations plan around key tentpoles, create their own tentpole moments, and use marketing activations throughout the customer journey. Learn more about how Thrive Market, Mattel, and Rare Beauty approach event marketing campaigns and what other brands should consider when it comes to tentpole marketing.

        Watch the full discussion below. 

        How Incremental Reach Can Boost Your TV Advertising ROI

        Posted on by Aliana Heffernan

        In today’s dynamic media landscape, marketers seek innovative ways to connect with their target audience more effectively and efficiently. Quality content matters, but the real value comes from effectively reaching audiences with the greatest impact. One strategy for boosting the exposure of that ideal target is to activate media across all places where consumers view content – maximizing the potential for incremental reach.  

        Understanding Incremental Reach 

        Incremental reach refers to the additional audience that your campaign can reach when activating beyond the traditional linear TV you already have in place. Using deterministic data, you can identify, target, and measure untapped viewers – an essential tactic as sweater weather approaches, bringing an opportunity for a fall-like bounty of new households being exposed to your campaign. 

        By capitalizing on media inventory across all viewing environments, you can overcome the fragmented media landscape, expanding your exposure to light and medium linear TV viewership households. This strategy is increasingly important in a reality where oversaturation of content and ad fatigue are consistent challenges.  

        This year marks the first time US adults will spend more time with digital video than with traditional TV, further signaling the widespread adoption of cord-cutting and making it crucial for marketers to adapt their strategies to reach new audiences to enhance conversion rates, decrease cost per visit, and expand ROAS.  

        Deliver Incremental Audiences at Scale 

        Cadent takes a data-driven approach to help you most effectively reach your audience based on their viewership habits across linear and CTV. Unlike other strategies that rely solely on third-party data extrapolation, Cadent leverages cross-screen viewership data through Aperture Platform powered by our Viewer Graph to derive precise audience segments within each household. With a persistent ID across all data elements, advertisers can expect minimal drop-off and data loss when it comes time to measure, resulting in a comprehensive understanding of reach and more accurate campaign insights. Cadent’s cross-screen reach analysis reveals the total and overlap reach of a multi-channel campaign at the household-level, measuring the impact of engaging an audience on CTV in conjunction with and comparison to a linear TV buy. 

        Proven Cross-Screen Results  

        When implementing data-driven reach strategies, Cadent advertisers experience unique-to-CTV reach above the reach of linear TV alone, garnering a substantial average lift in incremental reach, ranging from ~30% to 60%, all while using only 10% to 20% of a campaign budget. In addition, Cadent has observed an overall CTV cost per reach point of ~20-45% of the cost per reach point on linear TV, meaning advertisers are achieving higher cost-efficiency when reaching those new and unique target audiences through CTV platforms.  

        In a recent campaign, a major CPG company came to Cadent to develop an effective cross-screen activation to reach audiences wherever they are watching. The results were impressive, driving a 28% lift in incremental reach. Notably, CTV contributed 12% of the total reach achieved, despite using only 15% of the overall campaign budget. And by incorporating CTV into the campaign’s media mix, the client was able to engage additional “medium” TV viewers and reach the elusive “light” TV viewers who may only be accessible through alternative inventory sources. 

        LEARN MORE ABOUT INCREMENTAL REACH

        What’s Next?  

        While the media and advertising ecosystems continue to shift, it’s clear that achieving incremental reach cannot be overlooked. Cadent offers an optimal strategy to identify your target audience across screens and devices, maximizing household reach and optimizing performance, and provides advanced measurement solutions to contextualize the effectiveness of your campaign.  

        Ready to activate and measure the incremental reach of your cross-screen campaigns?  

        GET IN TOUCH

        Hispanic Heritage Month at Cadent: Allison Coston

        Posted on by Aliana Heffernan

        Allison Coston, a Senior Manager for Product Innovations, joined Cadent in March of this year. Growing up in Massachusetts, Allison attended Fitchburg State University and later earned her MBA in Information Systems at Fordham University. Prior to working at Cadent, Allison worked at AdTheorent as a product manager. Allison also served in the US Navy, specializing in ships’ radar, navigation, and communications equipment. To learn more about Allison, check out our Q&A below.   

        Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.   

        This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. 

        Tell us about your role at Cadent. 

        In my current role, I get to work across many teams such as with Sales, Marketing, and Product. Getting to collaborate with colleagues during the Product development Lifecycle keeps me excited and engaged at work. Working on go-to-market plans, client onboarding, and analysis of product usage are some of the highlights that keep my days interesting. 

        What does Hispanic Heritage Month mean to you? 

        I appreciate Hispanic Heritage Month because it dedicates time to celebrating, sharing, and learning more about different Hispanic cultures and traditions. There are more than 20 Latin American countries that have rich and diverse histories to explore. 

        Where can we find you when you’re not at work?   

        I love getting outside and being active! In the summer you can find me kayaking, biking, or hanging at the beach. In the winter, I’ll be in the mountains as often as time allows. I’m also a foodie who loves trying new restaurants and sharing a good meal with friends and family. 

        Are there any mentors or experiences that have shaped you – either professionally or personally? 

        Over the years, I have greatly benefited from formal and informal mentorship. I am always inspired by people who are authentic and true to their words. Honest leaders with a strong vision and willingness to support their teams are qualities I value in my mentors. A good sense of humor also goes a long way. 

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?    

        Being in a workplace that values and celebrates the contributions of its employees is important. Additionally, I think it’s crucial for organizations to create space for their members to have opportunities to be open, curious, and learn from peers who have different backgrounds and perspectives than their own. Cadent’s ERGs are a great place to see these values implemented. 

        Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators? 

        There are so many talented Hispanic creators, that it’s hard to choose! Some of my favorite artists are Victoria Villasana (@villanaart) and José Parlá (@joseparla). I also love listening to Bachata and dancing to Salsa music — it’s nearly impossible to not have a great time! 

        What advice would you give to a younger colleague or a younger version of yourself? 

        Don’t be afraid to ask questions when you need help or support, be open to receiving constructive feedback, and seek mentorship from people who inspire you. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Make the Most of Measurement: In the Battle Over Currency, Don’t Lose Sight of Outcome

        Posted on by Aliana Heffernan

        When a CMO sits down with their C-suite colleagues at the end of each month, the first question isn’t, “On what currency did we transact our media against?” The CEOs and CFOs of brands are looking to understand how their marketing investment drove sales – the details surrounding currency methodology are secondary. 

        On a recent panel of the Joint Industry Committee, a comment was made that right now, 90% of effort and ad spend is focused on currency and counting, with only 10% going to outcomes and sales lift. While the innovation in the currency space is significant, smart buyers and sellers are simultaneously building pipes, people, and processes around another key development in TV – the ability to track more precise outcome-based measurement. As the tactics and methods from digital are bleeding into TV, so are the precise targeting and measurement solutions. 

        Advertisers now can understand both household reach and frequency, as well as how their TV dollars are driving incremental foot traffic, automotive sales, and in-store sales lift, among other KPIs. Brand marketers can precisely understand what TV spend is driving cash register sales, and how to best optimize and improve efficiencies against the outcomes that are most important to their business.  

        Key Terminology 

        Before we go too far down one path, we feel it’s important to clarify the differences between measurement currency and business outcome-based measurement.  

        • Measurement Currency: Currency is the financial unit of value for buying and selling TV ads based on measurement data. (AdExchanger) 
           
        • Business Outcome-Based Measurement: Outcome-driven metrics are measures of operational and business outcomes that provide a direct line of sight back to the outcomes on which they depend, and with outcomes that are dependent on them. (Gartner) 

        Measure Campaign Performance Against KPIs 

        Cadent unveiled measurement marketplace, a feature of Aperture Audience Studio, earlier this year to power outcome-based measurement solutions and support better currency performance.  The solution was designed in direct response to industry feedback that measurement has become too complex – – causing operational burdens and leading to choice paralysis. With more data than ever and various options for systems and partners, the TV measurement landscape is challenging to navigate. It adds complexity to proof of performance, optimization, and cross-screen measurement processes.  

        “CTV measurement has come a long way in just a few short years. We, along with partners like Cadent, are investing in advanced measurement capabilities to enable advertisers to delve deeply into measuring outcomes. From tracking website visits to connecting CTV viewership with sales with our Sales Conversion Attribution solution, we’re helping advertisers to truly understand the ROI of each impression in their campaign,” said Dave Marquard, Head of Product at Premion. 

        Since launching measurement marketplace, there have been a few critical learnings for marketers:  

        • Determine if outcome-based measurement will be used – well before the campaign starts 
        • Align the audience targeting strategy with measurement goals 
        • Use the same graph solution for both targeting and measurement to increase data fidelity 
        • Create test and control groups pre-campaign 
        • Engage with the measurement providers early and often about feasibility and deliverables  

        TV marketers are improving their ability to understand and optimize against key business outcomes, leaving behind competitors who aren’t innovating. Smart TV networks, distributions, broadcasters, and OTT publishers, are doing the same, offering up smarter TV solutions and winning more marketing dollars from competitors with precise measurement solutions.   

        “Affinity is seeing more advertisers shift to outcome-based measurement in Advanced TV, making their TV dollars more efficient, and accountable said Ken Barbieri, SVP, Business Development. “We expect that growth to continue, as smarter marketers realize the potential”.   

        Currency and outcomes-based measurement go hand in hand, and the winners in the market will be savvy buyers and sellers who are building up tech stacks around both now.   

        Learn more about the measurement partners available through Aperture Platform.

        Life at Cadent: Eleanor Andresen, Marketing Intern

        Posted on by Christina Nuti

        Meet Eleanor Andresen — originally from Ridgefield, Connecticut. She currently attends the University of Miami with a major in communications studies and a minor in political science. Eleanor joined the Cadent team in the 2023 Summer Intern class as a Marketing Intern where she supported our marketing team by writing blog posts, conducting market research, and more! After she graduates, she mentioned she wants to use her communications degree to work in the entertainment industry. Recently, we sat down with Eleanor to learn more about her and her experience as an intern at Cadent. 

        Tell us a fun fact about yourself. 

        I am a singer! I perform in an A Cappella group at the University of Miami and have spent most of my life taking voice lessons and performing. 

        Where can we find you if you’re not at work or school? 

        In my free time, I love traveling, trying new restaurants, catching up with my favorite TV shows, and spending time with friends. 

        What was your favorite project you worked on during your internship and why? 

        My favorite project this summer was our final project because it allowed me to see so many sides of the company and learn new things. We worked with the media planners to create media plans that suited our audiences, worked with the sales team to understand how to successfully pitch our ideas, and the marketing team assisted with presentation skills. It was extremely rewarding to receive valuable feedback from executives, and it felt like the best accomplishment to show at the end of my summer! 

        What is one thing you wish you would have known prior to joining Cadent? 

        I didn’t know how much goes into the world of television advertising and AdTech overall. Everyone helped catch us up to speed, but in the beginning, there was definitely a learning curve. 

        What advice would you give to an incoming intern at Cadent? 

        Don’t be afraid to meet people from other teams and find ways to collaborate! Even though your internship is specialized, connecting with new colleagues is always possible. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Life at Cadent: Patrick Lucas, Sales Intern 

        Posted on by Christina Nuti

        Meet Patrick Lucas — born and raised in Manhattan Beach, California. He moved to New York City to attend NYU for his undergraduate degree and fell in love with the city. He joined Cadent as a Sales Intern in the summer of 2023 to support the sales organization. After he completed his internship, he mentioned how the experience was extremely helpful in preparing him for a full-time role. He plans to continue his career in advertising or media sales. Recently, we sat down with Patrick to learn more about him and his experience as an intern at Cadent. 

        Tell us a fun fact about yourself. 

        Following my graduation, I decided to take a gap year traveling across the U.S. in my car. I visited 38 states and I’m hoping to get to all 50! 

        Where can we find you if you’re not at work or school? 

        In my free time, you can find me running on the West Side Highway, cooking with friends, or playing pickleball. I did the NYC half marathon in March 2023, and I’m now training for the full 26-mile marathon. 

        What was your favorite project you worked on during your internship and why? 

        My favorite project I worked on during my internship was the final intern project. We were separated into two teams and created a full sales pitch presentation to a prospective client. The project pushed us to learn and put into action all aspects of the Cadent value proposition. It also was a fantastic way to learn as a team and a fun challenge to have a friendly competition with the other team. 

        What is one thing you wish you would have known prior to joining Cadent? 

        The summer interns were very fortunate to join the team at a pivotal part of the year for the industry. I wish I had done more research and had a better understanding of the TV advertising upfront prior to joining. 

        What advice would you give to an incoming intern at Cadent? 

        Cadent has a great team environment. Everyone here is committed to your growth and learning. Speak up and don’t be afraid to ask questions! 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Life at Cadent: Esha Nakodkar, Product Management Intern 

        Posted on by Christina Nuti

        Meet Esha Nakodkar — born in Philadelphia and raised in the Pennsylvania suburbs. As a senior student at Penn State University, she studies Information Sciences and Technology and Digital Media Trends and Analytics. Esha joined the team as a Product Management Intern and spent the summer learning the ins and outs of a Product Manager’s responsibilities at a company like Cadent. After she graduates, she mentioned wanting to explore the AdTech industry and find a CPG marketing or product management role. Recently, we sat down with Esha to learn more about her and her experience as an intern at Cadent. 

        Tell us a fun fact about yourself. 

        I went vegan (and pescatarian) 3 years ago! In 2020, I started reading more about sustainability and the impact that the meat and dairy industry has on the environment. Based on my research, I decided to try going vegan for a few months. While being fully vegan was difficult to maintain as a college student, I could clearly notice the positive impact it had on my physical and mental well-being, and have been pescatarian and (mostly) dairy-free ever since! While it began as an effort to help the environment in my own small way, it allowed me to take a closer look at my lifestyle and made health and wellness a huge passion of mine.

        Where can we find you if you’re not at work or school? 

        As an active member of my dance team, you can find me at dance practice most nights of the week dancing. I also like staying active by lifting at the gym and taking fitness classes. If all else fails, I can almost always be found cooking, shopping, or spending time with my friends. 

        What was your favorite project you worked on during your internship and why? 

        I spent most of my internship working with my manager to learn about the numerous responsibilities and projects of a Product Manager at Cadent. The tasks and meetings related to user experience (UX) and working with the design team were my favorites! It was a lot of fun looking at different interfaces for Aperture platform and finding simple but impactful ways to improve them. I also gained hands-on experience with Jira and Confluence exploring both platforms. Overall, my internship gave me valuable insight into what it means to be a successful Product Manager. 

        What is one thing you wish you would have known prior to joining Cadent? 

        I wish I had known more about AdTech to appreciate the Cadent company structure and purpose sooner. Luckily, my manager did a wonderful job of filling in any knowledge gaps and now I can confidently see myself returning to the AdTech industry. 

        What advice would you give to an incoming intern at Cadent? 

        Be sure to ask questions! The inner workings of AdTech are complicated and not easily understood from the outside looking in. Never feel bad about being confused or asking about something you don’t quite understand. And there is always something new to learn in every project and meeting no matter how small. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Life at Cadent: Annissa Mu, Frontend Engineering Intern 

        Posted on by Christina Nuti

        Meet Annissa Mu — a rising senior majoring in Computer Science and Environmental Studies at Wellesley College, MA. She joined Cadent as a Frontend Engineer Intern in the 2023 Summer Intern class and assisted in creating user interface (UI) components. In the future, she mentioned she’d love to get more experience in backend engineering and pursue a career path in full-stack development. Outside of work she enjoys dancing, playing video games, and crocheting. Recently, we sat down with Annissa to learn more about her and her experience as an intern at Cadent.  

        Tell us a fun fact about yourself. 

        I’ve been a competitive tennis player since I was 12 years old and I’m now captain of the Wellesley College Women’s Varsity Tennis Team. 

        Where can we find you if you’re not at work or school? 

        You can find me training on the tennis court or practicing in the dance studio. 

        What was your favorite project you worked on during your internship and why? 

        During my internship, I created a proof of concept for a timeline UI component in Aperture Platform. The purpose of the timeline is to give users a better visualization of their traffic instructions within their ad campaign. I enjoyed working on this project because the feature could be implemented and positively impact many users. It was also the perfect project scale where I felt both accomplished and challenged! 

        What is one thing you wish you would have known prior to joining Cadent? 

        I wish I knew more about source control since I’ve actually never had to do a collaborative project that required me to create branches, do merges, and pull requests. It would have saved me a lot of hassle. 

        What advice would you give to an incoming intern at Cadent? 

        When you start your internship, you’re going to feel overwhelmed and feel like you don’t know what you’re doing. Don’t panic, trust your own ability to learn, and ask questions! Managers don’t expect you to be an expert at your job right away, so don’t be worried if there’s something you don’t know. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        NBA Promotions: Win Big with Slam Dunk Advertising Strategies

        Posted on by Aliana Heffernan

        Earlier this summer, the NBA took center stage during the 2023 finals, featuring the Denver Nuggets against the Miami Heat, when the Nuggets took home their first NBA title. A week later, the draft showcased the latest group of young athletes eager to leave their mark on professional basketball. So, as the Nuggets claimed their championship and the sport welcomed a new wave of potential superstars, the league once again demonstrated its knack for captivating audiences – reaffirming its position as top-tier sports entertainment programming. 

        With millions of viewers tuning in, the NBA offers advertisers an engaged fan base with a remarkable platform to not only strategically reach precise audiences, but also increase brand awareness and achieve favorable ROAS. 

        Score with Surging Viewership 

        According to the NBA, the 2022-2023 season garnered more nights with 1 million plus viewers than any other major league sport in the U.S. In parallel, the playoffs achieved an impressive 2.7 rating and attracted an average audience of 5.12 million viewers across ABC, ESPN, TNT, and NBA TV. This notable viewership performance signifies the NBA’s highest average viewership in five years, and the third highest in the past decade.  

        Adding to the excitement, this past NBA season accounted for 15 of the top 20 most-watched programs among viewers under 50, during the months of April to June. This significant statistic holds value for advertisers who strategically align campaigns with key holidays like Earth Day, Mother’s Day, Memorial Day, and Father’s Day, unlocking a world of engagement opportunities (hint, hint).  

        A Perfect Layup for Today’s Advertisers 

        With the next NBA season fast approaching, there is still time for brands to plan advanced targeting strategies and leverage world-class data to engage avid basketball fans – who will undoubtedly be tuning in throughout the entire season. Cadent’s audience-first approach through Aperture Platform, gives advertisers access and scalability to a wide range of robust segments such as:  

        • Enthusiastic NBA fans and NBA TV viewers 
        • Dedicated followers of the NBA playoffs 
        • Frequent visitors to NBA arenas 
        • NBA 2K interest propensity 
        • Coinbase buyer propensity 

        Multi-Channel Opportunity from Screen to Screen  

        It’s no surprise fans are viewing sports across a variety of devices and screens while multitasking on other devices. According to a recent study, NBA viewers will simultaneously look at a second screen to browse social media, ad-addressable websites, and sports apps, or play mobile games presenting multi-channel marketing potential. Yet, to reach these viewers exactly where they are, it’s crucial to work with an end-to-end partner for effective brand messaging deployment.  

        Cadent’s data-driven solutions simplify the execution of cross-screen advertising, unifying audiences, inventory, and measurement. Cadent enables brands to reach consumers across linear, OTT, and digital video formats for a more personalized and engaging experience. With an unparalleled depth of coverage across 90+ cable networks, 1100+ broadcast stations, and 100+ million households through CTV, Cadent connects audiences to the entire TV ecosystem through our patented cookie-less technology and drives quantified business results with comprehensive campaign reporting and measurement analytics.  

        Next Steps for NBA Advertisers

        As the NBA season approaches, capitalizing on advanced targeting solutions and amplifying reach through innovative platforms like Aperture Platform, brands can engage audiences across multiple channels for a truly immersive advertising experience. 

        Ready to activate data-driven TV for your next NBA campaign? 

        GET IN TOUCH

        How Brands Are Creating Unforgettable Digital Video Ad Campaigns

        Posted on by Cadent Staff

        Digital video ads have given businesses around the globe an opportunity to grow their customer base online through targeted advertising. Platforms, such as YouTube,  auction off ad slots ranging from six to 20 seconds, with skippable and non-skippable options. These slots are highly sought after because of the platforms’ advanced analytics, which allows advertisers to easily track views, impressions, clicks, and more. With digital video advertising, brands can expand their reach, target their audience more precisely, and keep up with the ever-changing world of media.  

        In the past year, many brands have produced successful video ads, capturing the public’s attention. Three of these groundbreaking advertisements include Netflix: “Wednesday Releases Thing into New York,” Burger King: “Whopper, Whopper,” and Dove: “Dove Self-Esteem Project.” Each campaign highlights various aspects of strategic endorsement that are crucial to the overall success of a YouTube ad.  

        Netflix: Wednesday Releases Thing into New York 

        Late last year, Netflix launched a campaign to promote their new series, Wednesday Adams. The ad follows Thing, Wednesday’s trusty companion, as he journeys through the bustling streets of New York. As pedestrians notice the walking hand, the ad captures their reactions, ranging from fear to surprise to utter confusion. This ad was met with success due to its light-hearted and comical nature.  By choosing to center the story around Thing, a fan-favorite character,  Netflix encourages the audience to watch the entire ad  Ultimately, Netflix hit the nail on the head – or perhaps, the nail into the coffin – by allowing fans to recall a  sense of nostalgia and build a deeper connection with the new series.  

        Burger King: Whopper, Whopper 

        Burger King’s recent ad features a catchy jingle for their staple menu item, The Whopper. The song allows viewers to have a greater recall of the product, increasing the likelihood of considering Burger King the next time they want a burger. In addition, the lyrics promote the customizable nature of the Whopper further piquing consumer interest. The visual aspects of the ad feature mouth-watering shots of the process of making a Whopper, showcasing the brands’ fresh ingredients and cooking techniques. Finally, the conciseness  of the ad means viewers are quickly pulled in and are less likely to “zone out.” This ad creates a fun and comical spin on a fan-favorite menu item which allows the audience an interactive viewing experience.  

        Dove: Dove Self-Esteem Project 

        Leaning into purpose-driven marketing, Dove confronts societal beauty standards with a hard-hitting ad that exposes the toxic roots of social media through an open conversation with mother-daughter pairs. This ad is impactful as it speaks to Dove’s core values and allows them to position themselves as an open-minded, and trustworthy brand. By focusing on real-life relationships, this campaign serves as an educational tool for potential mother-daughter conversations while further increasing consumer support for the brand. 

        Digital video ads have become an integral aspect of the online experience, both for businesses and viewers. This powerful platform can reach a vast audience and provide crucial feedback to advertisers around the world. There is no better time than now to harness the strength of digital video advertising to make a lasting and compelling impact on your audience.  

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        The 2023 Writers Strike: Industry Faces a Rapidly Changing Media Landscape

        Posted on by Cadent Staff

        With the rise of streaming services, TV shows and movies have never been more readily available. In today’s world, the concept of sitting down at a set time to catch the latest episode of your favorite series feels almost ludicrous. Instead, we are now accustomed to binge-watching unlimited episodes when they drop onto a streaming platform such as Netflix, Hulu, or Disney+.  

        Yet, while some may call this period of mass production a ‘Golden Age,’ there are broader implications on the production side that accompany this content boom. As audiences at home experience the benefits of unlimited content, there are many sacrifices taking place behind the scenes.  

        So, How Did We Get Here?

        Writers unionized under the Writer’s Guild of America (WGA) began their strike at the end of April 2023. The writers are united under the stance that their pay and working conditions have stagnated, despite the billions of dollars being poured into streaming services, and that they are not receiving livable compensation or fair treatment. In solidarity with the WGA’s strike, the Screen Actor’s Guild (SAG-AFTRA) also declared a strike on July 14th, 2023. Their demands are aligned with the WGA, citing concerns about fair payment, the use of AI, and overall limited consideration of individual well-being from studios. With both writers and actors currently on strike, TV and film production have come to a halt.

        TV and film writers want to ensure that their working environments are conducive to growth in their field. In years past, writers have joined production staff as assistants, and then gradually moved into more senior positions. However, opportunities for advancement have been depleted as writers are hired to work for shorter and shorter seasons. Rather than being given the chance to learn the ropes and work their way up, they are often left to find new jobs after working on a show for just a few weeks. In addition, the introduction of mini-rooms, unofficial writers’ rooms assembled before a show is green-lit, has become another loophole for studios to pay creatives less.  

        The AI Dilemma

        Another major concern for writers and actors is the growing creative threat of artificial intelligence (AI). Today’s AI has the potential to mimic existing content to generate new show concepts and scripts – or use someone’s likeness from one production in another. When you consider that more than 80 percent of viewing on Netflix is fueled by the AI recommendation feature, it is no wonder that creative professionals fear for their future. There is certainly a place for the introduction of AI in the film and TV realm, but it must be integrated with human creative power. The WGA is demanding guard rails be put in place to prevent studios from using AI to write, edit, or alter existing content. Still, the cost benefits of using AI are appealing to studios as streaming platforms struggle to grow and maintain their viewership. 

        Finding A Path Forward

        Historically, writers’ strikes have lasted for weeks or even months – the 2007 writers’ strike endured for 14 weeks. Events like these often shape TV and film history and can set the stage for a burst of innovation and creativity. For instance, unscripted television, like reality TV, prospered during the 2007 strike and may experience a surge in popularity this year.  

        As the entertainment landscape continues to evolve, marketers may be forced to explore alternative approaches when creating upcoming media plans. The writer’s strike is indicative of how the television and film industries are changing, but these changes offer new ways to reach and engage potential audiences. Cadent’s strategic linear and CTV solutions are tailored to meet your advertising needs during these challenging times. 

        Learn how Cadent can support your upcoming campaigns during these challenging times.

        GET IN TOUCH

        Converged TV Pioneer Cadent Acquired by Novacap

        Posted on by Cadent Staff

        Novacap’s TMT VI Fund announces its fourth acquisition, investing in Cadent, a foundational player in the converged TV advertising technology sector.

        MONTREAL, QC AND NEW YORK, NY, August 9th, 2023 – Novacap, one of North America’s established private equity firms, is delighted to announce the successful acquisition of Cadent, a leading provider of platform-based converged TV advertising solutions. This partnership marks the fourth investment under Novacap’s TMT VI Fund. Cadent has rapidly transformed from an early leader in cable and broadcast aggregation to one of the largest independent platforms for unified audience targeting across connected television (CTV), traditional TV, and digital advertising.

        The company’s blue-chip roster of customers includes global agency holding companies and media buying agencies, over 70 of the Ad Age Top 100 advertisers, and scaled global publishers and content distributors. Cadent Aperture Platform boasts nearly 300 partner connections in its ecosystem, and holds numerous technology patents for identity management, audience targeting, and advertising monetization.

        The Novacap-Cadent partnership emerges in a time of rapidly shifting audience viewing habits, marked by a pivot towards digital streaming platforms and devices. As audience consumption becomes increasingly fragmented, the technology solutions Cadent provides become critical for advertisers seeking to maintain and amplify their reach and audience targeting capabilities across any TV device or service.

        Pascal Tremblay, Managing Partner in TMT, and CEO at Novacap, states, “Cadent, as a pioneer in converged TV advertising, embodies the kind of innovative, growth-focused company we aim to partner with. Our extensive capabilities in accelerating high-growth technology companies make us an ideal partner to support Cadent.”

        “The completion of this transaction marks the beginning of an exciting new chapter for Cadent,” added Nick Troiano, CEO at Cadent, “Our customer focus and dedication remains unchanged, and we expect that our partnership with Novacap will only accelerate our vision of the future of advertising – one that is audience-first, data-infused, and activated seamlessly across all converged media.”

        “The Cadent Leadership Team successfully transformed the company into a leader of converged TV solutions. We are at the beginning of a fundamental shift in TV advertising, and with strategic investments and acquisitions we believe Cadent will continue to propel forward as an innovator in the converged marketplace,” said Samuel Nasso, Principal at Novacap.

        Evercore served as the lead financial advisor, Stifel served as co-advisor, and Weil, Gotshal & Manges LLP served as the legal advisor to Cadent and Lee Equity Partners.

        RBC Capital Markets, TD Securities and Scotiabank acted as financial advisors and provided financing to Novacap and Baker Botts L.L.P acted as legal advisor to the firm.

        About Cadent

        Cadent connects the TV advertising ecosystem.  We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit cadent.tv or follow @CadentTV.

        About Novacap

        Founded in 1981, Novacap is a leading North American private equity firm with over C$8B of AUM that has invested in more than 100 platform companies and completed more than 150 add-on acquisitions. Applying its sector-focused approach since 2007 in Industries, TMT, Financial Services, and Digital Infrastructure, Novacap’s deep domain expertise can accelerate company growth and create long-term value. With experienced, dedicated investment and operations teams as well as substantial capital, Novacap has the resources and knowledge that help build world-class businesses. Novacap has offices in Montreal, Toronto, and New York.

        For more information, please visit www.novacap.ca.

        Media Contact
        Yasmine Sardouk
        [email protected]
        514-299-1669

        Artificial Intelligence and the Evolution of Creative Advertising

        Posted on by Cadent Staff

        The advertising landscape is constantly evolving, and the addition of artificial intelligence (AI) has only accelerated this transformation. AI can be used in multiple ways within the advertising industry, ranging from targeting to campaign optimization. However, one of the most notable advancements is its ability to generate creative and engaging content.  

        Adobe officially introduced Adobe Firefly, a family of creative generative AI models that allows users to generate images, text effects, and other creative content using language prompts. The new tool is targeted towards a wide range of industries including graphic design, advertising, and film production. Firefly is intended to be a solution for the complex and sometimes repetitive tasks that creative professionals face in their day-to-day life.  

        By harnessing the potential of artificial intelligence, Firefly accesses a vast dataset of images, text, and videos. Using this database, Firefly can create a variety of advertising content including product images, illustrations, infographics, and video ads.  

        The adoption of this innovative tool offers numerous advantages for developing creative assets. One of the key benefits is increasing productivity – by generating content quickly and easily, users have more time to focus on strategic tasks such as deciding on creative concepts and messaging. For example, removing unwanted subjects from an image could take several minutes. Using Adobe Firefly, with the right commands, only takes a few seconds. Additionally, the tool gives more than one option to choose from that might not have been in the user’s initial thought process.  

        Despite the evident benefits of AI integration, concerns have been raised by the entertainment and advertising industry regarding the potential loss of the human element of creating art. In recent years, AI has become an increasingly hot topic as many people worry about the potential loss of jobs and fraudulent or plagiarized content. The fear within the advertising industry is how these tools will replace individual creativity and lead to cost-cutting automation.  

        To address these concerns, the director of digital media and strategy for Adobe Asia-Pacific has emphasized that the tool is only, “[a] co-pilot to speed up the process rather than replace graphic designers altogether.”

        Legal considerations surrounding AI-generated images and their permissions and copyrights have also been raised. As a result, some large companies remain hesitant to embrace Firefly and other AI tools. To lessen those reservations, Adobe has written an indemnity clause in their offering. The clause ensures that the company will pay any copyright claims should a customer lose a lawsuit over the use of Firefly-generated content. This approach aims to reduce the legal risks surrounding the tool and potentially increase its adoption among prominent advertising agencies.  

        As the integration of AI in the advertising industry continues, it offers a remarkable opportunity for advancements in content generation. Despite concerns regarding job displacement and legal considerations, it is essential to recognize AI’s role as a supportive co-pilot rather than a complete human replacement. Through measures such as Adobe’s indemnity clause, the industry can mitigate risks and confidently embrace the potential of AI in creating compelling and impactful advertising content. By streamlining processes, enhancing productivity, and opening an infinite list of creative possibilities, AI has the potential to serve as a valuable tool for professionals throughout the advertising field.  

        Learn more about the state of advertising from the Cadent team.  

        Gold-Medal Olympic Advertising Strategies for Brand Marketers

        Posted on by Cadent Staff

        Live sporting events have continued to serve as a prime arena for advertisers seeking meaningful engagement with high-value audiences. However, one event rises above the rest and presents a gold-medal advertising opportunity for brands – the Summer Olympics.  

        The Olympics Take Center Stage   

        As nations come together to celebrate athletic excellence, the Olympics offer a unique platform for marketers to connect with a broad audience of viewers. With millions of people tuning in, advertisers can target demographics across various age groups, interests, and locations, and engage both heavy (77%) and light (18%) sports viewership households. According to NBC, the 2020 Tokyo Olympics averaged a total of 15.6 million U.S. viewers per night with 120 billion minutes (or about 230,000 years!) of content consumed across their primetime and digital platforms.  

        And while viewership was affected by the time difference between the US and Japan, the 2020 Olympics presented a much bigger opportunity for advertisers to dap into unique digital viewers.  

        Win Big with Olympic Advertising  

        The 2020 Tokyo Olympics proved to be a historic moment in many ways. Notably, it pushed the boundaries of Olympic broadcasting across TV, digital streaming, websites, mobile apps, and social media. While spectators were unable to attend the event live due to COVID-19, increased coverage ensured fans could still come together and experience the excitement.  

        The 2020 Tokyo Games produced 44% more content than the 2016 Rio event, making it accessible across more devices and platforms than ever before. This new direction also increased digital consumption by 74% making the 2020 event the most-watched Olympic Games ever on digital media and emphasizing the evolving TV landscape.  

        While traditional TV remains the leading platform for Olympic consumption, brands should consider leveraging a multi-channel approach to combat fragmentation and reach unique digital viewers that stream across different screens and devices. Marketers must be able to activate brand messaging across multiple platforms to make the most of this high-impact tentpole event. However, marketers need an end-to-end advertising solution to engage fans where and how they are watching.  

        Cadent’s data-driven audience solution simplifies the execution of cross-screen advertising through Aperture Platform, connecting the entire TV ecosystem. Leverage multiple-week coverage and customize plans across platforms to extend reach amongst unique digital viewers. Measure proof-of-performance through elevated standardized reporting and deeper audience understanding to achieve greater investment accountability.  

        Forging Strong Consumer Connections 

        Successful Olympic advertising campaigns hinge on the strong brand association that echoes the spirit of the games. By aligning brand messaging and creative elements with Olympic ideals such as excellence and unity, brands can build deeper connections with viewers.  

        A unique association will last beyond the duration of the event, as the extended schedule allows brands to maintain a consistent presence and reinforce messaging across a wider window of time. Strategically extending promotional efforts across the 16-day period maximizes impact to create a lasting impression. By boosting exposure and presenting cohesive brand messaging, brands can significantly increase awareness and reach. Ultimately, investing in Olympic advertising allows brands to drive meaningful engagement with their target audiences.  

        Next Steps for Olympic Advertisers 

        The Summer Olympic Games present a golden opportunity for brands to showcase their messaging to a sizeable national audience. With the diverse array of platforms and devices that fans use to watch the event, marketers have the chance to create powerful, memorable, and engaging campaigns that foster strong brand affinity.  

        The Olympics provide a stage like no other and now is the time to seize this opportunity – with a team of experts by your side.  

        Don’t miss the chance to secure packages for the highly anticipated 2024 Paris Summer Olympics. 

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        5 Key Takeaways for Marketers from Cannes Lions 2023

        Posted on by Christina Nuti

        This year, the Cannes Lions International Festival of Creativity gathered over 15,000 people, including advertisers and marketers, AdTech companies, agencies, and more to celebrate creativity at its finest. The week-long event left attendees with new connections, bits of inspiration, and strategic takeaways that will shape the future of advertising through 2023 and beyond. Whether you were able to make it to the French Riviera or not, here are five takeaways to keep in mind for your upcoming brand campaigns.  

        1. AI is front and center with a focus on advertising insights and uncertainty around content creation. 

        AI is everywhere, especially generative AI since ChatGPT entered the conversation. Amazon, Snap Inc., Omnicom Group and others put a spotlight on their AI initiatives at Cannes. For instance, Snap Inc. showcased their conversational AI product, My AI, which can act as an ad targeting and social listening tool and even improve advertising on the app.

        Throughout the festival, some industry leaders obsessed over AI and its productivity potential, while others warned that AI is not a substitute for human creativity and content creation. There’s no doubt about the growing importance of AI for advertisers. A recent survey from EMarketer has shown that 70% of brand marketers are most excited about generative AI’s ability to accelerate market research on prospects and customers, as well as create content. AI is sure to remain at the forefront of advertising development, so now is the time to experiment with this new technology.  

        2. Advertising creative that evokes nostalgia and sparks fandom proves successful. 

        At its core, Cannes brings creativity into the limelight to celebrate creative excellence across the marketing community. ‘Clash from the Past’, a two-time 2023 Grand Prix winner, harnessed the power of nostalgia by creating 40 years of faux history and lore for the game Clash of Clans. The campaign went back in time, using fun and fandom to tug at their audience’s heartstrings and show how nostalgia is a powerful tool for brand exposure and lift. 

        Video games aren’t the only thing that sparked fandom. The festival also welcomed the Stagwell Sport Beach activation with sports playing fields featuring professional athletes playing sports, giving lessons, and chatting with brands. The activation found a clever way to connect sports fandom and marketing by following Apple’s Tor Myhren approach to successful advertising: embracing the product, being confident, and having fun. Ultimately, brands that found their version of fun made the biggest waves at Cannes.  

        3. CMOs are shifting their marketing strategies to go back to the basics. 

        Many CMOs at the festival shared that they are going “back to the basics” with marketing budgets and staying true to their brand’s values. P&G’s Chief Brand Officer, Marc Pritchard mentioned returning to the fundamentals in an interview with Ad Age and sticking to areas of advocacy within your brand’s wheelhouse. Other brand leaders stressed the same importance for brands to show up authentically in response to the recent political backlash Bud Light faced after their influencer campaign with Dylan Mulvaney. 

        Ad Age recently published an ANA report which found that “$20 billion out of $83 billion in open programmatic ad spend was wasted going to ineffective ad placements on bad websites,” which indicates that marketers may need to pay closer attention to where their ad budgets are going. Sweta Patel, VP of Growth Marketing and Merchandising at Roku shared with Business Insider that tighter marketing budgets are driving greater focus and incremental success as teams home in on goals and measurement. Moral of the story: going back to basics isn’t just playing it safe and can have a hand in protecting brand health and marketing budgets. 

        4. Retail media networks are on the rise along with a push for data standardization. 

        Retail media continues to grab the attention of both advertisers and networks, especially with retailers’ ability to utilize first-party data to target their audience based on their direct needs. According to eMarketer, retail media advertising spend is expected to hit $45.15B in 2023 and more than double by 2027 with spend is expected to reach $106.12B.  

        Although retail media has the potential to dominate, it has also missed the mark in key areas like measurement and data standardization. At Cannes, Albertsons pushed for more data transparency by proposing a retail media framework that aims to “create common definitions and standards among retail media networks (RMNs)” for metrics like ROI, conversion rates, and more. The framework serves as a call to action for the industry to come together and discuss how we can better enable retailers to compare their data across the media activation workflow. We expect to see more on the adoption of Albertsons framework and RMN standardization in the months to follow. 

        5. Purpose-driven campaigns continue to gain traction, especially in social impact and sustainability. 

        Purpose-driven marketing remains prominent as campaigns for a cause generate brand equity and maintain audience attention. A study by Porter Novelli found that 78% of survey respondents are more likely to remember a brand with a strong purpose. While Dove took home a 2023 Grand Prix award for its campaign called #TurnYourBack aimed at combatting false beauty standards, ‘Working with Cancer’ also won for its global campaign focused on erasing the stigma and insecurity of cancer at work. 

        Along with social impact, sustainability became one of the most talked about issues at Cannes as CleanCreatives called on agencies to stop working with fossil fuel companies. Sustainable media also came into play as the same ANA report revealed that not only are made-for-advertising (MFA) sites wasting value advertising dollars, but they’re also contributing to large carbon footprints. Cannes brought valuable attention to the report and began to discuss ways to make sustainable media buying more appealing. When it comes down to it, people want to buy from brands that are making a difference in areas like social impact and sustainability. 

        Overall, the 2023 Cannes Lions served as a reminder of how fast the advertising industry can change as new technologies come into play. A few things you should consider in the coming months: AI continues to evolve as new capabilities emerge. Retail media networks are expected to gain more traction given the insights retailers can provide to advertisers. Chief marketers are erring on the side of caution to stay authentic, while purpose-driven marketing still resonates the most with audiences. And when in doubt, lean on fun creative and nostalgia to help make your next brand campaign successful.  

        Cadent and Experian Expand CTV Collaboration to Include Automotive Data

        Posted on by Aliana Heffernan
        Collaboration will bring data-driven CTV to the automotive industry to deliver campaigns to targeted audiences across screens with unmatched efficiency.

        NEW YORK, June 27, 2023 – Cadent, the largest independent platform for advanced TV advertising, and Experian, the world’s leading global information services company, have expanded their data collaboration to include Experian’s automotive insights, creating a solution to identify, activate, and measure automotive audiences within CTV and addressable cross-screen media.

        This collaboration combines the power of Cadent Aperture Viewer Graph’s proprietary IP-to-Household mapping technology with Experian’s world-class automotive data to improve business outcomes across screens for automotive marketers driven through the Aperture platform.

        “Cadent and Experian are thrilled to advance the spirit of innovation in automotive advertising for marketers,” said Tony Yi, EVP, Business Development and GM, Platform Sales at Cadent. “Reducing fragmentation is a crucial industry-wide goal, and this joint effort combines the  Aperture Platform and Experian’s automotive data,  addressing the need for holistic audience targeting and measurement. We strive to integrate our products with data and measurement partners that drive and quantify outstanding business results. We look forward to leveraging this collaboration to bring cross-screen campaigns to automotive advertisers.”

        Aperture Platform offers an unparalleled depth of campaign coverage and performance in one platform, allowing advertisers to activate within premium CTV inventory. Aperture Viewer Graph connects audience intelligence to screens with access to over 100M+ Home Addresses, 400M+ Connected Device IDs, and 300M+ Home Device IPs, in addition to the Data and Measurement Marketplaces, leveraging a wide variety of auto-related audiences.

        With coverage on 126 million US households through Experian Consumer View, including insights on consumer demographics and purchasing behaviors, as well as automotive-related assets, Experian empowers marketers to reach vehicle owners more effectively, in-market consumers, as well as those who have recently paid off their vehicle loan or are nearing the end of their lease.

        “TV is experiencing a transformational shift. Today, marketers have access to data and technology that allow them to reach their target audiences in more precise ways. With Cadent, Experian auto data enables advertisers to reach highly actionable automotive audiences across screens,” said Chris Feo, SVP of Sales and Partnerships for Marketing Services at Experian.

        “We are thrilled to work with Cadent to drive auto audience activation helping marketers drive strategies and generate valuable insights on campaign outcomes,” said Michael Kraut, VP of Automotive OEM Sales at Experian.

        To learn more, please visit https://cadent.tv/platform/.

        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.

        About Experian
        Experian is the world’s leading global information services company. During life’s big moments – from buying a home or a car, to sending a child to college, to growing a business by connecting with new customers – we empower consumers and our clients to manage their data with confidence. We help individuals to take financial control and access financial services, businesses to make smarter decisions and thrive, lenders to lend more responsibly and organizations to prevent identity fraud and crime.

        We have 21,700 people operating across 30 countries and every day we’re investing in new technologies, talented people and innovation to help all our clients maximize every opportunity. We are listed on the London Stock Exchange (EXPN) and are a constituent of the FTSE 100 Index.

        Learn more at www.experianplc.com or visit our global content hub at our global news blog for the latest news and insights from the Group.

        Media Contact

        Hollis Guerra for Cadent, Daddi Brand Communications, [email protected]

        How Marketers Are Proving Performance in a Fragmented TV Ecosystem

        Posted on by Cadent Staff

        In a recent interview between Lindsay Teague, SVP of Advanced TV Solutions & Sales at Cadent, and Devon T. Smith, Studio 30 Contributing Editor at Ad Age, they explore how marketers can make holistic TV ad planning, buying, and measurement easier, smarter, and more efficient – and prove their ROI. Lindsay offers her perspective on the challenges brands experience when executing cross-screen TV campaigns. Their discussion touches on the disruption taking place across the advertising landscape and what marketers must do to make the most of their media investment.

        To learn more about how marketers can improve the results of their linear and CTV advertising campaigns in our converging TV ecosystem, watch Lindsay and Devon’s full conversation below.

        Original Broadcast

        How National Streaming Day Can Help Attract New Customers

        Posted on by Cadent Staff

        In the U.S., May 20th is National Streaming Day, a day to celebrate streaming in all its bingeable glory. Those who recognize the unofficial holiday gather with friends and family to stream their favorite movies and TV shows and share the #NationalStreamingDay love on social media. As if we needed a reason to applaud the benefits of streaming anymore, savvy marketers know connected TV (CTV) continues to grow 40% year-over-year, demonstrating endless opportunities for advertisers. 

        Leveraging CTV 

        National Streaming Day was first celebrated by Roku in 2014 as a means of promoting their streaming device. It has since become a day for other streaming platforms to promote new content, deals, and more. For example, ahead of Streaming Day in 2022, Disney used drones over Los Angeles to promote their brand and Hulu used enticing customer promotions to drive subscriptions and push trending content.  

        It also serves as a reminder of the shifting TV consumption patterns, accelerated growth of CTV, and the importance of diversifying your media mix across linear and CTV to reach your target audiences.  

        According to MediaPost, 65% of media buyers consider CTV a “must-buy” as it continues to be one of the fastest-growing media channels due to its advanced audience targeting capabilities and ability to reach unique audiences no longer found on linear TV. Implementing a cross-screen campaign will deliver incremental reach lift and engage new households and unique audiences otherwise not attained with linear TV. 

        In a recent campaign for a craft & home décor store, activating across cable, broadcast, and CTV drove a 37% increase in-store visits. Read more >>>

        It is important to reach audiences where they are given the seemly endless options for streaming. To better understand the CTV advertising landscape, here are three things you must consider before investing in CTV advertising. 

        Using the Right Data 

        Implementing a cross-screen strategy that includes OTT/CTV media requires developing a strategic approach to activate brand messaging. Asking the following questions will help kick-start the planning process to effectively engage audiences through CTV advertising:  

        • How will I identify my target audience? 
        • Where does your target audience consume media?   
        • What and how can you measure? 

        Cadent’s unique approach to cross-screen advertising begins with Aperture Platform. Aperture allows advertisers to build audiences, identify households within that audience, activate across premium inventory, and report measurable insights. 

        With access to over 100M households for 1-to-1 deterministic HH-level targeting across OTT and CTV media, 90+ cable networks, and 1000+ broadcast stations, Cadent allows marketers to reach the right audience, efficiently and effectively.   

        Learn more about how the right data helps marketers engage audiences through connected TV. 

        Adding Streaming to Your Media Mix 

        National Streaming Day signals to marketers that it’s not only a time for streaming services to promote their platforms and any new or trending content, but it’s also essential to leverage ad-supported streaming in your media mix. When it comes down to it, there’s no wrong way to celebrate National Streaming Day! 

        But, in case you need some new recommendations, here’s what we’re streaming on May 20th this year: 

        • Hulu: Class of ‘09 
        • Freevee: Jury Duty 
        • HBO Max: Oh Hell 
        • Peacock: Mrs. Davis 

        Ready to add streaming to your media mix? Get in touch to learn how Cadent can support your OTT and CTV advertising needs.  

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        Cadent Unveils Measurement Marketplace for Advertisers within Cadent Aperture Platform

        Posted on by Aliana Heffernan

        Bringing precise targeting, cross-screen activation, and holistic measurement to TV ecosystem

        NEW YORK, May 17, 2023 – Cadent, the largest independent platform for advanced TV advertising, announced today the launch of Aperture Platform’s Measurement Marketplace, a turnkey measurement data and partner management solution for advertisers. Measurement Marketplace enables advertisers to browse Cadent’s catalog of best-in-breed partners with a comprehensive list of available measurement report types, easily manage campaign exposure data and securely distribute it to partners, and leverage any of Cadent’s pre-integrated measurement partners, or bring existing partnerships into Aperture.

        Measurement Marketplace builds on Cadent’s robust offering of data enablement and onboarding tools, Audience Studio. Within Audience Studio, Cadent customers will find the Audience Data Marketplace, which provides unparalleled access to the industry’s most premium audience segments, and Clean Room integrations.

        Since Q1 of 2022, Cadent has added more than 20 audience data partners and 10 measurement partners, bringing Aperture Platform’s full ecosystem to 65 integrated deployment partners, and growing. Additionally, over the last 12 months, the total number of audiences created in Aperture has scaled 74% year over year, with more than 34,000 unique segments being activated through the platform.

        Cadent is pleased to launch Aperture Measurement Marketplace with the support of world-class measurement providers:

        S&P Global Mobility is a leading provider of automotive intelligence to businesses throughout the automotive industry. “Through our Polk Automotive Solutions portfolio, we are excited to bring our closed-loop measurement against vehicle sales to our shared audiences,” said Joe Kyriakoza, Vice President and General Manager, Polk Automotive Solutions, S&P Global Mobility. “Cadent Aperture Platform combined with our Polk Signals measurement solution will enable marketers to clearly demonstrate proof of performance across CTV and data-driven linear TV through a seamless end-to-end workflow.”

        Affinity Solutions is the leading consumer purchase insights company providing real-time access to consumer spending at scale. “We are thrilled to expand our relationship with Cadent to introduce the combination of purchase-based audiences and sales impact studies to our collective client base,” said Damian Garbaccio, Chief Business & Marketing Officer, Affinity Solutions. “Cadent Aperture Platform united with Affinity Solutions’ Consumer Purchase Lift measurement will empower marketers to measure media with complete confidence by linking campaigns to the ultimate outcome: consumer purchase.”

        Underpinning all of Aperture Platform is Viewer Graph, the foundational technology for unifying audiences across the TV ecosystem, which leverages a single identity spine to connect first- and third-party data in one place. By layering these audiences with Cadent’s proprietary IP-to-Household mapping, customers minimize hops between planning, targeting, activation, and measurement, helping preserve data resolution and improve the accuracy of reporting. The combined solution empowers advertisers to precisely target their specific high-value audiences, activate across advanced TV media, and measure results in terms of strategic business outcomes in one platform.

        Tony Yi, EVP, Business Development and GM, Platform Direct remarked, “Advertisers are expecting proof of performance from all their media investments – TV is no different. For the TV industry to continue to thrive, we need to embrace solutions that allow for more precise targeting, cross-screen activation, and holistic measurement. Cadent Aperture Platform addresses the need for new measurement currencies and simplified workflows, bringing together the leading audience and measurement providers, as well as the tools they need to activate data across linear and advanced TV, within a unified platform.”

        To learn more about Measurement Marketplace and the full Aperture Platform offering, visit https://cadent.tv/platform/

        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 Contact

        Hollis Guerra for Cadent, Daddi Brand Communications, [email protected]

        A Beginners Guide to the Upfronts: Navigating the Changing TV Landscape in 2023

        Posted on by Cadent Staff

        Upfronts, the highly anticipated annual TV industry events, serve as an opportunity for networks to showcase their fall programming to advertisers and sell ad time for the upcoming season. Nowadays, linear TV, CTV, and digital TV all take part in upfronts (or ‘NewFronts’), shifting strategies for many buyers as advertisers navigate the evolving media landscape. Held in May over the course of a few weeks, the upfronts are also when networks secure a substantial portion of their revenue, as evidenced by the $19.21 billion worth of ad time sold during the 2022 upfronts. With attendance from network executives, marketers, senior agency leadership, media buyers, and journalists, these events play a crucial role in shaping the advertising environment for the rest of the year.

        In this blog post, we explain how upfront deals are negotiated, the macroeconomic challenges currently facing marketers, and what you can do to make the most of your media dollars this year. 

        How the TV Upfronts Work 

        Since their inception, the TV upfronts have adhered to a standardized order of operations. First, networks create a rate card that lists the prices for different types of ad time. This rate card is used as a starting point for negotiations with advertisers. Next, networks hold presentations for advertisers, where they show clips of their new shows and discuss their primetime schedules for the upcoming season. During this time, networks have the opportunity to sell advertisers on their new and returning programs and specify which (if any) will not be renewed for another season. Finally, it’s time for networks and advertisers to negotiate deals.  

        Types of Media Buying Deals 

        These deals can include a variety of stipulations, including:  

        • The number of ad spots that an advertiser will buy  
        • The price of each ad spot  
        • The time slots when the ads will air  
        • The demographics of the audience that will see the ads 

        And there are several different types of deals that are made during TV upfronts. Some of the most common types of deals are:  

        • CPM Deals: CPM stands for “cost per thousand.” In a CPM deal, the advertiser pays a certain amount of money for every 1,000 people who see their ad.  
        • CPP Deals: CPP stands for “cost per purchase.” In a CPP deal, the advertiser pays a certain amount of money for every purchase that is made because of their ad.  
        • CPV Deals: CPV stands for “cost per view.” In a CPV deal, the advertiser only pays when someone watches their ad all the way through. 

        Benefits of Participating in the Upfronts 

        Now you may be asking, why would you want to commit your media budget so far in advance? A few key benefits stand out.  

        • Guarantee: Advertisers who participate in upfronts can guarantee that their ads will air at certain times and on certain networks. This is important because it allows advertisers to plan their marketing campaigns in advance. In addition, buyers can secure inventory at a guaranteed CPM, ensuring pricing and impressions are all guaranteed.  
        • Discounts: Compared to the scatter market, ad prices obtained during the upfront are generally lower (sometimes 20% to 40% lower) since networks aim to sell as much advertising time as possible.  
        • Access to New Programming: Advertisers who participate in upfronts get early access to new programming that’s coming up and can make plans to buy ad time.  
        • Expand Reach: The upfronts present an opportunity to stay ahead of the game and strategize new methods to reach target audiences, like including CTV in your media buy.  
        • Relationship Building: Advertisers who participate in upfronts have the opportunity to build relationships with network executives which can lead to more favorable ad deals in the future. 

        However, there are some significant drawbacks, such as if a new show does not deliver the expected CPMs or your marketing plans change before the media is planned to go live.  

        Challenges Ahead for the TV Industry 

        While there is typically considerable excitement in the lead-up to the upfronts, this year’s events have taken on a notably different tone. Lingering economic uncertainty and rising inflation has driven many advertisers to tighten their belts, meaning media budgets are projected to be flat to only slightly up, year over year.  

        Consumer viewership also continues to shift. The rise of streaming services has led to a decline in traditional TV viewership. In 2022, streaming services accounted for 20% of all TV ad spending. This number is expected to grow in the years to come. eMarketer’s data shows that advertisers are increasingly shifting their budgets from traditional TV to digital channels, making OTT/CTV a “must buy” as nearly half of the adults in US households watch video on a CTV device daily. Cord-cutting is also changing the TV ecosystem, with 13% of US households reporting that they had no traditional pay TV subscription – a trend that is expected to grow over time. 

        The result of these compounding factors has meant an increase in the fragmentation of audiences and a decline in ad rates. The audience for traditional TV is becoming increasingly fragmented making it more difficult for networks to reach their target audiences. According to Kantar Media, the average number of viewers for a prime-time broadcast network program in 2022 was 10.2 million, down from 11.2 million in 2021. Simultaneously, the decline in traditional TV viewership has led to a decline in ad rates, pushing networks to find new strategies and innovations to drive revenue. In 2022, the average cost of a 30-second ad during primetime on the major broadcast networks was $125,000 i.e. a decrease of 6% from 2021. Similarly, the average cost of a 30-second ad during primetime on cable networks decreased by 5% in 2022 to $50,000. 

        To survive, networks will need to adapt to meet the evolving needs of their advertiser customers and consumer audiences. This could include selling focused more on streaming – selling ad time on streaming platforms, creating original content for streaming, or partnering with streaming services to create co-branded content – and offering more flexibility – selling ad time on a more ad hoc basis, offering deeper discounts for early commitments, or allowing advertisers to move their ad time around if needed. 

        Making the Most of Every Media Dollar 

        As you look for more precise ways to reach your target audiences, advanced TV – indexed TV, addressable TV, OTT, and CTV – provides the opportunity to use data to engage specific households based on viewing habits, demographics, and a variety of behavioral attributes. Therefore, leveraging strategic audiences for your advanced TV campaigns allows you to improve the effectiveness of your advertising and increase return on ad spend (ROAS).   

        Measurement is another hot topic. In the past, you could only buy ad time in broad demographic categories; however, recent developments in measurement data and analytics are allowing TV advertising to become increasingly smarter and more performance-driven. Last year’s Upfronts created a buzz about programmers moving away from Nielsen and using alternate currencies like iSpot after the measurement giant lost MRC accreditation. This year, advertisers are demanding better proof of performance from their TV ad campaigns, to ensure budgets are spent when and where they will have the most impact. Whether your focus is on currency or business outcomes, TV measurement is now a must.  

        Ready to make your upfront commitments? Contact us now to discuss how we can develop a strategic advertising solution specifically for your brand this upcoming TV season. 

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        Why Advertisers Can’t Afford to Miss Out on this NFL Season

        Posted on by Aliana Heffernan

        The NFL is once again proving to be a jackpot for advertisers looking to reach a loyal and niche audience. With millions of consumers tuning in to watch games every week leading up to the big game, the NFL offers a dedicated fan base and platform for advertisers to tap into to increase awareness, consideration, and ROAS.  

        Score Big with Your Campaign Goals 

        Advertisers know that the NFL is a smart investment to score incremental reach among a diverse audience, whether it’s the regular season, playoffs, or the big game. Already off to a great start, the 2023 NFL draft saw a 12% increase in TV ratings, averaging 6 million viewers on ABC, ESPN, and NFL Network – proving this season is going to be a hit.  

        During the 2022 regular season, the NFL captivated an average of 16.7 million viewers per game, while an impressive 115.1 million viewers watched the big game, making it the most-watched NFL game in history. And although the average viewership was down slightly from 2021 partly due to the shift of Thursday Night Football from linear TV to Amazon Prime, the NFL accounted for 82 of the top 100 most-watched TV shows in 2022.  

        According to Nielsen, the NFL is comprised of a broad audience, split almost evenly between men and women, with 55% of viewers being male. Fans come from the full spectrum of socioeconomic backgrounds but are considered relatively affluent with an average household income of $115k+. Notably, NFL audiences span a wide range of age groups, with 70% of viewers aged 18-49 (over-indexing P35-49), providing marketers with the opportunity to tailor advertisements to specific demographics within a broad audience.   

        Not only does the NFL provide a diverse fan base, but American football fans are one of the most devoted sports groups, supplying a highly engaged audience for marketers. According to CBS, this highly captivated audience tunes in for an average of four hours per week, and 97% of the viewership is watching games live, meaning fans are sitting through more advertisements. Understanding that this audience is highly influenced to purchase through ads, only increases the value of the NFL for marketers and offers the opportunity to build brand affinity.  

        Learn more about what makes NFL games some of the best programs for reach.

        Multi-Channel Opportunities   

        With recent shifts in industry trends, it’s no surprise fans have access to a wide variety of viewing options which gives marketers an array of ad opportunities and the possibility to strategically target audiences across multiple channels and touchpoints. And whether fans are switching from linear TV to smart TVs or internet-connected devices, viewership is projected to increase year-over-year as viewing options expand.  

        The latest research shows that NFL viewership on Smart TV devices has increased by 58% among fans aged 18-34, and while 59% of fans still plan to watch games on linear TV, 41% of fans are switching to OTT (CTV, smartphone, laptop, tablet, etc.) to live-stream the season, allowing advertisers to engage with online audiences and deliver content in real-time. However, it means marketers are seeking an end-to-end advertising solution in this fragmented marketplace to meet fans where they are and activate brand messaging across screens.  

        Cadent’s data-driven solution to simplify the execution of cross-screen advertising through Aperture Platform, connects the entire TV ecosystem, unifying audiences, inventory, and measurement. Cadent enables brands to reach consumers across multiple devices for a more personalized and engaging experience. With an unparalleled depth of coverage across 90+ cable networks, 1100+ broadcast stations, and 100+ million households through CTV, Cadent connects audiences to screens through our patented cookie-less technology, mapping device IP addresses with household viewing habits.  

        Next Steps for NFL Advertisers 

        The NFL is a sure bet to maximize ROI and reach a large audience with high engagement. By taking advantage of the various platforms and devices NFL audiences use to watch football-related content, marketers can create an impactful and effective ad campaign that connects with fans and creates strong brand affinity.  

        Ready to activate on data-driven TV and leverage the power of the NFL fanbase? 

        GET IN TOUCH

        How a Craft & Home Décor Store Expanded Reach to Drive In-Store Shopping

        Posted on by Aliana Heffernan

        As retailers prepared for the 2022 holiday season, it was imperative to find ways to bring shoppers into stores. Consumers continued to feel the pinch of inflation; lingering supply chain issues slowed the speed of inventory hitting the shelves for some while others struggled with inventory pile-ups. So, how could retailers tackle these challenges and drive revenue during this critical shopping period? Cross-screen TV presented the opportunity to reach a broad audience through broadcast and cable while targeting highly specific consumers through CTV. Learn how this craft and home décor store took its holiday campaign from a gloomy Grinch to a sensational snowman with Cadent’s TV advertising solutions.   

        Retailer’s Challenge 

        A big box retailer best known for selling home décor and craft supplies wanted to drive awareness around their holiday promotions and sales of their seasonal products. Their challenge was to continue to acquire new and competitive shoppers while defending loyal customers. 

        Goals  
• Increase customer acquisition  
• Boost customer loyalty  
• Lift sales
• Improve campaign efficiency

        The Solution 

        Cadent partnered with the retailer’s agency to develop a strategic, cross-screen campaign to engage a custom-curated audience of women who were in-market shoppers, Black Friday and Cyber Monday shoppers, last-minute holiday shoppers, as well as loyal and competitive customers.  

        The Results 

        The data-driven campaign ultimately reached 45 million households. Through this cross-platform execution that included cable, broadcast, and CTV media, the campaign was successful in driving an increase in visits, more unique household visits, and more frequent store visits.  

        Working with 605, which utilizes a custom weighting methodology designed to account for multiple platform biases, enabled us to holistically project and measure national reach across individual and overlapping platforms. 

        Notably, including CTV in the campaign’s media mix expanded the reach of “Medium” and “Light” linear viewers, who may only be reachable by alternative inventory, demonstrating that CTV is a critical component for delivering a complete TV audience. 

        By the numbers  
•  $5 ROAS
•  37% lift in visit rate
•  18% lift in unique visit rate
•  17% lift in average visit frequence

        Of the households reached, the campaign observed over 360,000 incremental unique visitors to visit with a cost per visit of $12.85. The campaign can also be credited with driving approximately 1.1 million visits with a cost per visit of $4.17, and the 1.1 million incremental visits combined with the client average basket value of around $25, means that for every $1 spent, the client yielded an average of $5 in return on ad spend (ROAS).  

        Additionally, the inclusion of all media tactics (broadcast, cable, and CTV) allowed for additional unique audiences to be exposed to the campaign and demonstrated that without broadcast and CTV platform executions, the campaign would not have been able to reach 56% of strategic audience households. 

        Next Steps 

        Want to learn more about how Cadent activated this impactful cross-screen TV campaign?  

        DOWNLOAD THE CASE STUDY

        Fireside Chat Replay: GroupM’s Mike Fisher and Cadent’s Lindsay Teague

        Posted on by Cadent Staff

        Recently, Lindsay Teague, VP of Advanced TV Solutions at Cadent led a fireside chat with Mike Fisher, Executive Director of Investment Innovation at GroupM during the spring Brand Innovators Media Buying Summit. Their discussion focused on the change in consumer TV and video viewership, how to reach these audiences as their behaviors shift, and the importance of accountability across the end-to-end media buying transaction. Learn more about GroupM’s approach to fluidity, emerging consolidations within the TV space, and targeting and measurement.  

        Watch the full discussion below. 

        Cadent and Catalina Expand Partnership to Deliver and Measure Highly Targeted, Data-Driven TV & CTV Advertising

        Posted on by Cadent Staff

        2022 Cadent-Catalina Campaigns Averaged 25% Sales Lift

        NEW YORK and ST. PETERSBURG, Fla., May 2, 2023 – Cadent, the largest independent platform for advanced TV advertising, and Catalina, a leader in shopper intelligence and highly targeted media, have signed a new multi-year agreement establishing Cadent as Catalina’s preferred platform for executing linear, addressable and connected TV (CTV) ad campaigns for consumer packaged goods (CPG) brands, and Catalina as Cadent’s preferred CPG data, audience, and measurement provider.

        Cadent and Catalina will support shared and new customers through this expanded partnership as they grow their business through data-driven linear TV and CTV advertising, which continue to dramatically expand. Since first forming a strategic alliance in 2020 the partnership has experienced 900% year-over-year growth in a tight and increasingly complex market, as advertisers aim to deliver successful scale and reach. In 2022, partnership campaigns drove an average sales lift of 25 percent.

        To do so, Catalina is leveraging Cadent’s expertise in TV advertising and Aperture Viewer Graph technology to help brand advertisers maximize their media budget and drive higher return on ad spend (ROAS). Meanwhile, Cadent is leveraging Catalina’s ability to target and measure CPG brand and category buyers to efficiently target households during the purchase cycle and suppress offers to shoppers who have already purchased during a campaign to improve the ROAS performance on reach and frequency of ads delivered to addressable TVs.

        Additionally, the companies are providing brand marketers with Catalina’s Responsive Media solutions that re-engage shoppers who have seen a TV ad with an in-store or digital coupon to incentivize those who have not yet purchased the advertised product during the campaign flight window.

        Cadent’s cross-screen TV advertising technology and Catalina’s deep consumer insights and purchase-based measurement capabilities can now provide CPG marketers with unique solutions and unmatched reach for their end-to-end brand campaigns. Cadent’s Aperture Viewer Graph covers nearly 100 million U.S. households and overlaps with Catalina household IDs in the US by nearly 95%.

        “Cadent is thrilled that we continue to grow our partnership with Catalina to provide our CPG brand customers with best-in-class audience targeting and measurement solutions,” said Mari Tangredi, SVP, Audience Solutions at Cadent. “This partnership highlights the impactful work we can deliver by combining Catalina’s valuable consumer insights with Cadent’s Viewer Graph, end-to-end platform technology, and TV advertising expertise, empowering marketers to activate strategic cross-screen campaigns more effectively and efficiently.”

        Catalina was recently named a trusted measurement partner by NBC Universal in two categories, CPG Sales Lift Incrementality and Multi-Touch Attribution, after a year-long certification process. Catalina’s measurement pixel has also been certified across several streaming CTV platform providers, providing measurement results in near real-time for shared Cadent customers.

        Already, Cadent and Catalina have been jointly recognized as winners of the 2022 AdExchanger Award for the “Best Data-Driven TV Campaign.” The award-winning campaign was executed for shared client Applegate and delivered household-level, targeted CTV ads to 4.2MM existing and new buyers, optimizing for performance based on purchase behavior in real-time. The custom, sequential omnichannel campaign aimed to efficiently attract new Applegate triers to its diverse portfolio of natural and organic meats, re-engage lapsed buyers, and encourage cross-category purchases spanning the company’s growing family of brands.

        “At Applegate, we are always looking for new and innovative ways to connect with our consumers and deliver on our mission of Changing the Meat We Eat. Our partnership with Cadent and Catalina is a great example of thinking differently,” said Molly Scerra, Senior Brand Manager for Applegate. “By leveraging their data-driven TV advertising model and in-store Responsive Media, we delivered targeted and measurable campaigns that drove results, including a 25% in-store sales lift. We’re thrilled to have been a part of this award-winning campaign, and we look forward to continuing to work with Cadent and Catalina to innovate and elevate our marketing efforts.”

        “We’re excited to expand our partnership with Cadent to deliver unparalleled solutions for data-driven TV advertising,” said Brian Dunphy, SVP of Data Services & Strategic Partnerships at Catalina. “Our successful partnership has demonstrated the power of combining Cadent’s cross-screen TV advertising technology with Catalina’s deep consumer insights and purchase-based targeting, measurement, and attribution capabilities. Through this expanded partnership, we can help our shared customers demonstrably grow their business through data-driven CTV advertising, delivering proof of performance, near-real-time measurement, and efficiency.”

        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.

        About Catalina
        Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio and digital media that personalizes the shopper journey. Powered by the world’s richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica and Europe. To learn more, please visit www.catalina.com.

        Media Contacts:
        Hollis Guerra for Cadent, Daddi Brand Communications, [email protected]

        Wally Petersen for Catalina, 312-804-3475, [email protected]

        Allen Media Group Selects Cadent to Expand Addressability of TV Inventory

        Posted on by Cadent Staff

        Cadent Aperture Platform Enhances Inventory on  
        The Weather Channel Streaming TV App and Local Now

        NEW YORK, April 18, 2023 – Allen Media Group (AMG) and Cadent, the largest independent platform for advanced TV advertising, today announced its agreement for Cadent to provide audience targeting and measurement capabilities of Cadent Aperture Platform to enhance addressable inventory and boost campaign performance for AMG advertisers.  

        This partnership will maximize advertisers’ reach potential and provide Allen Media Group brands – The Weather Channel Streaming App and Local Now – with Cadent Aperture Platform audience tools and services. AMG will be able to seamlessly activate an audience across multiple AMG properties and will gain TV insights that allow advertisers the ability to drill down into an audience by behavioral attributes–including demo, geo, age, and gender– for a fully comprehensive view of their audiences.  

        Using Cadent Aperture Viewer Graph to monetize addressable inventory will increase the value of AMG inventory to buy-side customers for cross-screen campaign activation. Its patented technology, as well as a combination of first and third-party data, to connect multiple connected television (CTV) devices back to viewing households, enables TV advertisers to deduplicate and map any audience segment to television with minimal drop-off and maximum reach, as well as industry-leading resolution and match rates.  

        “In today’s media landscape, CTV is critical to success for advertisers looking for data-driven solutions on premium inventory,” said Byron Allen, Founder/Chairman/CEO of Allen Media Group. “We’re dedicated to leveraging strategic technology partners like Cadent to solve fragmentation in the industry and efficiently reach the right audiences for our advertising partners.” 

        “Cadent is excited to bring our best-in-class solutions to bolster the capabilities and robust reach of Allen Media Group, bridging the gap between the buy-side and sell-side,” said Cadent CEO, Nick Troiano. “CTV is an ever-important aspect of converged ad buying. The targeting and measurement we provide to Allen Media Group will improve the advertising experience for buyers and viewers. We look forward to growing our partnership with Allen Media Group.” 

        To learn more about Cadent Aperture Platform, visit https://cadent.tv/platform/.  

         
        About Allen Media Group

        Chairman and CEO Byron Allen founded Allen Media Group in 1993. Headquartered in Los Angeles, it has offices in New York, Chicago, Atlanta, and Charleston, SC. Allen Media Group owns 27 ABC-NBC-CBS-FOX network affiliate broadcast television stations in 21 U.S. markets and twelve 24-hour HD television networks serving nearly 220 million subscribers: THE WEATHER CHANNEL, THE WEATHER CHANNEL EN ESPAÑOL, PETS.TV, COMEDY.TV, RECIPE.TV, CARS.TV, ES.TV, MYDESTINATION.TV, JUSTICE CENTRAL.TV, THEGRIO TELEVISION NETWORK, THIS TV, and PATTRN. Allen Media Group also owns the streaming platforms HBCU GO, THE GRIO STREAMING APP, SPORTS.TV, THE WEATHER CHANNEL STREAMING APP, and LOCAL NOW–the free-streaming AVOD service powered by THE WEATHER CHANNEL and content partners, which delivers real-time, hyper-local news, weather, traffic, sports, and lifestyle information. Allen Media Group also produces, distributes, and sells advertising for 73 television programs, making it one of the largest independent producers/distributors of first-run syndicated television programming for broadcast television stations. With a library of over 5,000 hours of owned content across multiple genres, Allen Media Group provides video content to broadcast television stations, cable television networks, mobile devices, and multimedia digital. Our mission is to provide excellent programming to our viewers, online users, and Fortune 500 advertising partners.   

        Media Contact: Eric Peterkofsky, EVP, Talent & Public Relations, Allen Media Group, [email protected]  
        Media Contact: Ayanna Otite, Weather Group, [email protected] 

        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 Contact: Hollis Guerra, Daddi Brand Communications, [email protected] 

        Why the FIFA Women’s World Cup is a Goal-Winning Ad Opportunity

        Posted on by Aliana Heffernan

        In 2019, 14.3 million U.S. viewers tuned into the FIFA Women’s World Cup final match making it the TV event with one of the biggest nationwide audiences. And, as the sport becomes increasingly popular in the United States, advertisers are beginning to take notice of this untapped opportunity.  

        Scoring Big with Women’s Soccer  

        The 2019 match demonstrated the power of this fanbase, with 17 million more TV impressions and 20% more viewers than the 2018 men’s World Cup. With this summer’s WWC, the two-time world champions, Team U.S.A. will be the center of attention – scoring incremental viewership amongst a diverse audience.  

        According to Global Web Index, WWC viewers in the U.S. skew slightly more toward males (55%) than females (45%) but overall, are relatively even split. Notably, the female audience is made up of younger age groups, while the male audience is made up of older age groups – both considered relatively affluent. This audience composition, paired with the knowledge that consumers plan to spend more this summer than in 2022, only increases the value of this July event for advertisers.  

        Yet the WWC is not the only women’s sporting event beginning to gain recognition. The trajectory of women’s soccer is unrivaled and already catching the eye of many investors. Specifically, the National Women’s Soccer League championship has seen viewership growth of 453% year-over-year. The fast-paced atmosphere and fan pride encourage viewers to gather around the big screen and be part of the action – even among viewers who do not typically watch the sport. So as Women’s Soccer continues to generate significantly more revenue than Men’s Soccer, advertisers will reap the benefits of ad placements through increased awareness, consideration, and ROAS. 

        Meet Fans Where They Are Watching 

        With its widespread appeal and diverse audience, it is no surprise that the way fans consume World Cup content is ever-changing. The latest survey shows that 60% of audiences prefer to watch the World Cup on linear TV; however, 32% will also view it on streaming platforms, 31% report that they have tuned in on a smartphone or tablet, and 18% on a laptop or desktop computer. This means brands seeking an end-to-end advertising solution will need to meet fans where they are and activate brand messaging across screens.  

        Cadent’s creative approach to converged TV advertising through Aperture Platform allows brands to engage audiences across-screen and help them find missing sports audiences – on a national footprint. With access to over 90+ cable networks, 1000+ broadcast stations, and 100M HH through CTV, Cadent allows marketers to reach the right audience, efficiently and effectively.  

        Next Steps for FIFA Women’s World Cup Advertisers  

        Although the Women’s World Cup schedule is brief, the opportunity to reach a wide audience is huge. To capitalize on this major tentpole event, it is critical to engage viewers across screens and utilize third-party insights for advanced targeting and measurement.  

        Ready to activate data-driven TV for your next sports campaign?  

        GET IN TOUCH

        How Brands Can Effectively Activate in the Cross-Screen TV Ecosystem

        Posted on by Aliana Heffernan

        In an interview between Jenny Rooney, Chief Experience Officer of Adweek, and Paul Alfieri, Chief Marketing Officer of Cadent, they discuss the challenges that brands face in the converging TV ecosystem. Paul provides insights into how brands can leverage strategic audiences across screens to engage customers throughout the purchasing journey. He emphasizes the need for marketers to have the ability to target and measure with the same data set, at the household level, to understand a holistic view of their cross-screen campaigns. The conversation ultimately establishes the need for marketers to lean into end-to-end audience targeting and measurement solutions, that measurement quality is more important than measurement currency, and that cross-screen TV is the new norm, so the industry needs to deliver solutions to meet that demand.

        To discover how brands can maximize the potential of CTV and effectively activate in cross-screen environments, watch Paul and Jenny’s full interview below.  

        Life at Cadent: Emily Toner, Advanced Reporting Manager

        Posted on by Cadent Staff

        Meet Emily – a lifelong New Yorker, Emily attended Binghamton University where she received her degree in Financial Economics. After holding several sales roles at CBS, Emily found her way to Cadent. Joining the team as a Sales Planner in April 2019, she later pivoted to the data side of the house as a Sr. Media Analyst. Emily has been an Advanced Reporting Manager for over two years, and her colleagues can attest to her teamwork and invaluable contributions to Cadent’s platform business. When Emily is not supporting the Product Innovations team, you are most likely to find her spending time outdoors with friends or enjoying a meal at a new restaurant in NYC. Recently, we spoke with Emily to learn more about her role and experiences since joining Cadent. 

        Tell us a fun fact about yourself.   

        Henrik Lundqvist, the former goalie for the New York Rangers, tapped me on the shoulder in the Delta lounge at MSG and told me he liked my jersey – which was his 2012 Winter Classic Jersey. I cried since he is my all-time favorite player. 

        Where can we find you when you are not at work?   

        When I’m not working you can find me on the Upper East Side, usually walking the East River or in Central Park, or trying new restaurants around the city. 

        What is an organization or cause that’s important to you?  

        One of my best friends was diagnosed with cancer while we were in college, but she has now been cancer free for 6 years! She formed a Cycle for Survival team, Fight Like a Girl, and each year we raise money for rare cancer research at Memorial Sloan Kettering. To date, our team has raised over $87,000. This year we are doing two rides – one earlier this month and our second at the end of April, at Wollman Rink in Central Park. In 2021, to celebrate her five-year anniversary of being cancer free, she wanted to go sky diving, which is where the picture is from. 

        What is the most interesting part of your job?  

        The most interesting part of my job is that it’s always a puzzle. A big function of the Product Innovations team is nimble problem-solving. I can be working on a data processing issue with the engineering team at the beginning of the week, develop reporting solutions for a new client request in the middle of the week, and finish the week outlining a new product offering. 

        What is one thing you wish you would have known prior to joining Cadent?  

        Looking back, it would have been interesting to gain insight into how much my career path was going to evolve by joining Cadent. I started as a sales planner coming from a background of traditional TV buying on the Client Services team. I was then able to take what I was learning with Addressable TV reporting and pivot onto what was our Analytics team, which is where I discovered how much I enjoyed curating a story via data. 

        Since starting to work at Cadent, how has your view on TV changed?   

        Since starting at Cadent my view of the power of TV has changed. Coming from a traditional media background, I wasn’t exposed to the idea of the path of viewership leading to consumer actions. At Cadent, by overlaying data on TV buys, we are able to provide clients with deterministic findings that demonstrate the impact of their media. Seeing how data can be leveraged to highlight how consumer behavior is affected after ad exposure has been both eye-opening and fascinating. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Fireside Chat Replay: Danone at SXSW

        Posted on by Aliana Heffernan

        Recently, Andrew Horlick, VP of Channel Partnerships at Cadent led a fireside chat with Linda Bethea, Head of Marketing at Danone, and Eric Flinn, Executive Creative Director at Danone. As part of the Brand Innovators Marketing Leadership Summit in Austin, the conversation centered on the importance of ad creative when it comes to CPG marketing. Linda and Eric shared how their work together requires collaboration, trust, and honesty, and how they are finding ways to engage consumers through innovative and inspired campaigns for Danone’s portfolio of brands. Learn more about their creative process and what other consumer brands should consider when it comes to cross-channel marketing.  

        Watch the full discussion below.  

        Cadent and FourthWall Partner to Simplify Access to TV Audiences and Analytics for Marketers

        Posted on by Aliana Heffernan

        NEW YORK, February 27, 2023 – Cadent, the largest independent platform for advanced TV advertising, today announced a partnership with FourthWall, a leading media audiences, and analytics company, to offer FourthWall’s audiences and analytics in the Cadent Audience Data Marketplace. This partnership aims to improve speed and efficiency when leveraging cross-platform audiences and analytics. 

        Through this new partnership, users of Cadent Aperture Platform will gain easy access to hundreds of pre-built and custom audiences to target linear and cross-platform marketing and advertising campaigns, and to analyze the performance, attribution, and ROI of those campaigns utilizing those same audiences. 

        With over 300 syndicated Reveal™ Audiences available today, and an unlimited capability to create custom audiences combining TV viewing behavior, ad exposures, and demographic and propensity attributes, Cadent marketplace enables clients to target their audience across linear and digital media with speed and ease. 

        “Marketers and publishers are using our platform to leverage premium audience data for their strategic advanced TV advertising campaigns,” said Tony Yi, EVP, Business Development and GM, Platform Sales. “Cadent’s deep TV advertising insights and cross-screen capabilities combined with FourthWall’s behavioral audiences empower advertisers to identify and reach their target audience, driving performance across key business outcomes.”  

        Cross-platform performance, ROI, and attribution can be measured with FourthWall’s Reveal™ Analytics on a local, regional, and national basis, including incremental reach and frequency, tune-in lift, share of voice, and other measurements. 

        “We are excited to make Reveal’s powerful audiences and analytics available to media planners, buyers, and analysts within Cadent Aperture Platform. Our goal is to vastly simplify and speed the process of activation and measurement of media and advertising, making it a truly frictionless process, and Cadent is a great partner to introduce these capabilities,” said FourthWall CMO, Patrick Peters.

        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 efficiency and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

        About FourthWall

        FourthWall is an innovator in media and advertising analytics. The company’s Reveal™ portfolio of solutions simplifies and speeds access to media intelligence, including audience creation, optimized media media planning, activation, analysis, and attribution for marketers, agencies, programmers, DSPs, SSPs and other stakeholders across the media ecosystem, FourthWall is headquartered in Dulles, VA, with offices in Florida, New York, and Texas, and can be found online at www.fourthwall.tv. 

        How CPG Brands and CTV Can Create Spellbinding Results This Halloween

        Posted on by Aliana Heffernan

        Guest Author: Sarah Faustino, Senior Director, CPG Omnichannel Solutions, Catalina

        With Valentine’s Day behind us and Easter just weeks away, it’s time to set our eyes and TV media buys on the next candy prize – Halloween.

        The Halloween stock-up period starts eight weeks before the actual holiday, with consumers spending up to 17% of their total basket on candy, according to Catalina’s Shopper Intelligence Platform. Inflation took a toll on candy pricing and basket size in 2022. During the stock-up period last year, inflation was over 8% but the average candy basket size only increased by 5%, indicating that shoppers were cutting back. Although basket size may rise again if inflation continues its downward trend, we expect competition amongst brands will be even more fierce as marketers fight for their fair share of wallet.

        Based on 2022 purchases, Catalina data shows regional differences with Midwesterners buying a larger proportion of gummies and jellybeans, Southerners gravitating toward non-chocolate choices, while mainstream chocolate was most popular in the Northeast. In contrast, West Coast parents didn’t do as much stocking up in advance and picked up more non-chocolate products in 2022. 

        As advertisers begin to work on this year’s Halloween media plans, we anticipate these questions will be top of mind: 

        • How do I get higher-quality CTV Targeting?
        • What can I do to optimize my CTV ad spend? 
        • How can I prove my CTV campaign’s impact/performance? 

        Reaching the Right Ghouls and Goblins

        Using purchase-based targeting, you can identify your precise consumers and audience segments to capitalize on emerging Halloween trends. For example, recent Catalina research found households with kids, particularly Millennials, are buying slightly less chocolate. Similarly, brands can take advantage of purchase data to engage shoppers based on their preferred flavors – from caramel to mint to strawberry. Chances are, Catalina has an audience for that!  

        The real magic happens when Catalina’s powerful shopper data aligns at the household level with Cadent HH IDs to deliver CTV ads to exactly whom you want to reach. With a 99% match rate, you can be confident that ads are delivered to the right household for your precise target. From pumpkin flavor seekers to scratch home bakers, the possibilities are endless when it comes to finding the right product for your seasonal products.      

        Conjuring Spooky Activation Efficiency

        Wherever the economy stands this Fall, every marketing dollar will count. With responsive marketing techniques, you can intelligently deliver relevant media based on the behavior of your most valuable shoppers. 

        For example, Catalina had a client looking for ways to amplify their penetration strategy. They were running upper-funnel advertising and lower-funnel promotions but couldn’t ensure these activities were working together efficiently. Catalina helped to serve a high-value trial incentive only to those who saw the TV ad three times but had not yet purchased it.

        Check out how this brand saw a $59,000 cost savings by tracking those who converted on CTV and brought in 74,000 New Buyers. 

        Creating a Campaign That’s S’more Efficient

        Consumer TV consumption has changed with online video-serviced households now outnumbering those with cable and satellite TV. Yet, according to eMarketer[1], marketers would boost their CTV ad spending if it could deliver higher quality targeting data, create more efficiency in their media planning and buying process, and display more transparent measurement.

        With the right partners, these needs have not only been met but proven. Together, Catalina and Cadent worked with Stuffed Puffs and their media agency to keep this chocolate and marshmallow treat top-of-mind and drive trial. 

        Leveraging our consumer purchase-based insights, Catalina and Cadent developed a strategic CTV campaign to pinpoint Marshmallow & Smores Buyers who had never purchased the brand before, as well as the brand’s current competitive and lapsed buyers. With media inflight, Catalina’s Multi-Touch Attribution measurement allowed them to make in-flight tweaks to optimize at the audience level. The campaign lifted sales by 58% and delivered an incremental ROAS of $0.66. About 75% of buyers were new to the brand. 

        As you look ahead to Halloween 2023, tap into tools that will fine-tune your targeting, activation, and measurement strategies. While we can’t predict the impact of inflation on this Fall’s habits, we’re confident that the right audience strategies for CTV are sure to cast a spell with tangible results – no hocus pocus.  

        Interested in learning more? The Catalina and Cadent teams are available to provide recommendations to help you implement successful CTV and cross-screen campaigns.     

        [1] eMarketer, September 2022, “Beyond the Cookie: Next-Generation Customer Acquisition & Retention for Marketers and Publishers” conducted by PureSpectrum. 

        Black History Month at Cadent: Visiting the African American Museum in Philadelphia

        Posted on by Aliana Heffernan

        February is Black History Month. Over the course of the month, Cadent has dedicated time to celebrating the accomplishments, stories, and legacies of those in the Black community. It is important to remember the efforts, events, and people that combated inequality and promoted success among Black Americans. This February also marks the first full year of Cadent’s Black employee resource group, the Black Employee Network (BEN)! 

        DiShawn Vance (left) and Khadijah Freeman (right) at the AAMP

        Recently, members of the BEN team visited the African American Museum in Philadelphia to understand how it connects black history with the community. Below, Khadijah Freeman, Senior Support Analyst, and DiShawn Vance, Talent Acquisition Specialist share their reflection on the group’s experience at the museum. 

        Khadijah: I had a great day at the AAMP. The first thing that stood out to me was simply how much I didn’t know. Philadelphia has a rich history – one that goes far beyond William Penn, Independence Hall, and the Liberty Bell. While America was being formed in the 18th century, Philadelphia was the center of the abolitionist movement and had the largest free Black population.  

        It was powerful to see the virtual storytelling, as it evoked the deep emotion and excitement that you can’t always get from reading a page in a book. 

        We finished our visit by viewing the contemporary art display. I could look at this particular drawing (below) all day.  

        Charles Gaines’ “Falling Leaves,” 1979

        Overall, it was a fantastic experience, and I encourage all ‘Colors and Classes’ to visit. 

        DiShawn: My time in the museum ended up being more than just learning about some of the hardships Black people have endured – it was about resilience and inspiration.   

        I got to know about people like James Forten, an African American abolitionist and wealthy businessman in Philadelphia, Pennsylvania. He was born free in the city and became a sailmaker after the American Revolutionary War. It was said that the people of Philadelphia didn’t like him because he hired individuals of all races to work in his shop. He cared nothing about skin color, but instead focused on a person’s integrity and work ethic.    

        Elizabeth Taylor Greenfield was an American singer considered the best-known Black concert artist of her time. She was freed but went back to work for her mistress (slave owner’s wife) because it was the only life she’d known, but Elizabeth continued to entertain others through song. She went on to perform in front of large crowds. However, in some spaces, she’d tell her loved ones not to attend because they would be called slurs.    

        The Black History theme for 2023 is Resilience, and during the tour, I saw that throughout history, many people looked at Black people for what they could do for them rather than who they were. People in our community suffered from unfortunate situations yet despite these obstacles, they still chose to sing, paint, and educate themselves. They stayed resilient and built a culture around being themselves, continuing to look for something better for themselves and their families.    

        The museum shows a time-lapse of how we’ve evolved from belonging to someone to living for ourselves. The people of the Black community invented machines, technology, and hygiene products, as well as beautiful works of art, music, and more. It’s an inspiration to see how we stay humble and live in our truth. I learned that sometimes, you must go through painful situations to pave a way for those that come after you. 

        Learn more about life at Cadent. 

        Cadent Launches Clean Room Offering on Google Cloud to Enable Privacy-Safe TV Ad Targeting

        Posted on by Aliana Heffernan

        Cadent Aperture Platform on Google Cloud Brings Interoperability to CTV

        NEW YORK, Feb. 15, 2023 – Cadent, the largest independent platform for advanced TV advertising, today announced that it is expanding the capabilities of its Aperture Platform on Google Cloud with a new data Clean Room offering. Built utilizing reference architecture and infrastructure from Google Cloud, the new Clean Room enables advertisers and publishers to share and analyze important data in the cloud more securely. The partnership expands Cadent’s integrations across the advanced TV ecosystem, creating new opportunities for advertisers at a time when there is greater focus on privacy and a diversity of audience choice.

        As a Google Cloud partner, Cadent Aperture Platform provides the access and interoperability that clients need to onboard, build, and deploy audiences for activation anywhere, at scale, in a fully secure environment.

        Cadent’s industry-leading Aperture Audience Studio and Viewer Graph, and its new Clean Room running on Google Cloud, allow major broadcast media and national programmer clients to onboard, build and deploy audiences to Google Ad Manager or other platforms for activation, all in a privacy-preserving manner. This partnership improves workflow for clients while ensuring privacy, with controls in place for data storage and movement.

        “Expanding the Cadent platform to Google Cloud with this new Clean Room offering provides advertisers with greater scalability, flexibility, and the trusted infrastructure to optimize their campaigns,” said Mari Tangredi, SVP, Audience Solutions at Cadent. “As an independent platform, Cadent integrates with best-in-class partners to provide our clients with the interoperability they need for a seamless experience.”

        An early adopter of cloud-based infrastructure, with a platform that is cloud-native, Cadent avoids the costly and time-consuming process of cloud migration, an impending challenge for many legacy ad tech companies. Cloud-based infrastructure provides many benefits including scalability, reliability, security, and low latency, among others. Together, Cadent and Google Cloud bridge the gap in cross-screen data collaboration and enable the best performance in advertising technology.

        To learn more about Cadent Aperture Platform, visit https://cadent.tv/platform/.

        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 Contact:

        Daddi Brand Communications
        Hollis Guerra
        [email protected]

        Celebrating International Day of Women and Girls in Science at Cadent

        Posted on by Aliana Heffernan

        “A significant gender gap has persisted throughout the years at all levels of science, technology, engineering, and mathematics (STEM) disciplines all over the world. Even though women have made tremendous progress toward increasing their participation in higher education, they are still under-represented in these fields. 

        On 14 March 2011, the Commission on the Status of Women adopted a report at its fifty-fifth session, with agreed conclusions on access and participation of women and girls in education, training and science and technology, and for the promotion of women’s equal access to full employment and decent work. On 20 December 2013, the General Assembly adopted a resolution on science, technology and innovation for development, in which it recognized that full and equal access to and participation in science, technology, and innovation for women and girls of all ages is imperative for achieving gender equality and the empowerment of women and girls.” 

        – The United Nations  

        Yaminee Rajoria is a Software Engineering Manager who focuses on the Cadent Aperture Platform ad enablement tool. Her team develops the supply-side services that allow MVPDs to collaborate with programmers to deliver multiple television channels and alternate streams to households. 

        Did you always know you wanted to work in a STEM-related role? 

        No, not really. During my childhood, the software engineering field was still nascent in India. However, my parents always believed that having a robust educational background in mathematics and the sciences was very important to our career growth as adults. As a result of which, they pushed me and my siblings to excel in school and aim to pursue higher education at the top schools in India. Ultimately, I graduated as an engineer in the field of computer science, during which I gradually accumulated interest and pursued a role in software development. 

        Are there any resources you have found valuable to building your career? 

        Mostly through personal experience learning on the job. I picked up new technical skills by researching the topics on the internet and online training. But the learning was more efficient when I directly applied them at my work on a day-to-day basis. Another valuable resource was learning by observing my colleagues and some of my family members who are role models in their areas of work. 

        What advice do you have for other women interested in pursuing a career in STEM? 

        Care and empathy are natural attributes of women. And these attributes are essential to the healthy collaboration and innovation that a career in STEM demands daily. Many spoken and hidden biases in society affect the confidence of women, but I encourage them to trust their fundamental nature, be courageous to discuss them, build inner strength with every experience, and employ a data-oriented approach to conflict resolution and decision-making. 

        Dyandra Allen, an Associate Frontend Engineer, is responsible for designing and building websites and web applications with a focus on user experience. 

        Did you always know you wanted to work in a STEM-related role?    

        Nope! When I was a kid, I wanted to be a fashion designer because of the show, That’s So Raven. Later, in middle school, I thought I wanted to be a graphic designer. I didn’t imagine myself in a STEM-related career until high school. However, I jumped between my interests in forensics, biology, and chemistry before choosing computer science.  

        Are there any resources you have found valuable to building your career?  

        While I was in college, I found it valuable to take advantage of all the available coding programs (as opposed to formal courses) – most of them I heard about through my school’s listserv. It was because of those programs that I decided to pursue CS as a career. I then took CodePath’s iOS development course, joined a Biomedical Engineering capstone project, and got a job as a web developer for my school’s Student Association. Nowadays, CodePath offers even more courses on topics like cybersecurity, web development, and technical interview prep. Also, this is frontend specific, but I found the Mozilla Development Network helpful for teaching me best practices (and it took me way too long to discover that site!). 

        What advice do you have for other women interested in pursuing a career in STEM?   

        The only person you need to compare yourself to is you. Focus on how you’re growing, and don’t worry about other people because we all walk different paths in life. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Cadent and Affinity Solutions Partner to Enhance Advanced Media Audience Targeting and Delivery

        Posted on by Aliana Heffernan

        Combining converged TV solutions with leading consumer purchase data to increase market share  

        NEW YORK, Feb. 8, 2023 — Cadent, the largest independent platform for advanced TV advertising, is pleased to announce a partnership with Affinity Solutions, the leading consumer purchase data platform. Affinity Solutions is focused on outcome-based solutions to increase return on ad spend (ROAS) by offering more granular audiences based on consumer spending habits. Now available in Cadent Aperture Audience Data Marketplace, advertisers will gain access to Affinity’s Consumer Purchase Audiences. Combining data-driven TV advertising with the power of purchase behavior insights, will boost in performance for advertisers looking to implement campaigns across audiences who purchase specific brands or categories.

        “Our partnership with Affinity Solutions allows customers of Aperture Platform to optimize the impact of their data-driven campaigns,” said Tony Yi, EVP Business Development and GM Platform, Cadent. “We want to help brands engage the right consumers by leveraging the deepest available audience insights. We’re eager for our advertiser clients to explore the opportunities made possible by pairing Affinity’s intelligent approach to audiences with our unmatched cross-screen capabilities. 

        Affinity Solutions’ consumer purchase data, based on fully permissioned, real-time, credit and debit card purchases, removes the major dependency on proxies in media planning, activation, and measurement. The company’s Consumer Purchase Audiences provide a critical element – the consumer purchase – enabling more accurate cross-channel, outcome-based audience targeting and a clear view into how advertising efforts drive sales.

        “Our Consumer Purchase Audiences originate from trusted purchase data, providing a critical and complementary element to Cadent Aperture Platform’s robust audience activation and deployment capabilities,” said Damian Garbaccio, Chief Business and Marketing Officer, Affinity Solutions. “Combined, we provide marketers a competitive edge by delivering messages to the right consumers across any channel and device to improve media performance and accountability.

        Cadent has the proven technical ability to integrate data and measurement partners that help clients drive and quantify outstanding business results. Aperture Data Marketplace contains 70K audience segments readily accessible for advanced TV activation. Cadent leverages this Marketplace to build out highly specific, carefully curated audiences, helping brands make the most of their cross-screen TV advertising campaigns. 

        Aperture Audience Data Marketplace combined with Affinity Solutions’ 900-plus brand and category segments include brand-specific data, custom audience segments, and segments built from competitors’ customers, ensuring clients can leverage all channels and maximize the opportunities the partnership can bring to cross-screen campaigns.

        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.

        About Affinity Solutions
        Affinity Solutions is the leading Consumer Purchase Data Platform. We provide comprehensive purchase insights and media measurement via exclusive, fully permissioned real-time, consumer purchase data, integrated with key ecosystem partners. This allows for seamless, privacy-centric, data access at unprecedented scale. Affinity powers solutions for financial institutions, marketers, investment firms, consulting firms and media & marketing enterprises by providing real-time demand signals and insights on consumer spend which drive high value decisions that lead to better business outcomes. To learn more about Affinity Solutions visit www.affinitysolutions.com.

        Media Contacts:

        Daddi Brand Communications
        Hollis Guerra
        [email protected]

        Purpose Worldwide for Affinity Solutions
        Alexis Roberts
        [email protected] 

        Life at Cadent: Meagan Thal, Director of Client Success

        Posted on by Aliana Heffernan

        Meet Meagan – a Midwest native, Meagan graduated from Northern Illinois University and quickly began her career in data technology. During her tenure at Experian, Meagan excelled in a variety of roles including Project Specialist Consultant, Operations Manager, Solutions Architect, and most recently, Senior Product Manager. Meagan decided after nearly two decades at Experian to shift gears, joining Cadent last spring. Over the past year, Meagan has become an integral part of Cadent’s Platform team. In fact, she recently received our “Make Shift Happen” award, recognizing Cadent employees each quarter who are helping drive the company forward. When she is not supporting our platform client’s variety of needs, you will likely find her spending time with her friends and family. Recently, we spoke with Meagan to learn more about her role and experiences since joining Cadent. 

        Tell us a fun fact about yourself.   

        My husband and I decided we want to start traveling more, so we booked a family trip with our boys to Hawaii later this year. It’s something we have talked about for a long time and are finally making the time to go! Our good friends will be joining us while we explore the big island and take in the culture. Everyone is very excited. 

        Where can we find you when you are not at work?   

        When I’m not at work, I’m usually spending time with friends and family. My husband and I have two boys who are 8 and 10, so most of our time revolves around them. Living in the suburbs of Chicago, anytime the weather is decent enough to enjoy the outdoors, that’s where we’ll be. Our family spends most summer weekends at our shared lake house in Wisconsin. We have all sorts of water toys there, so we try to be on the water whenever possible. In the winter, it’s sledding and snowball fights as long as the windchill is above zero!    

        What’s a hobby you’re passionate about? 

        I’m not sure if it’s necessarily considered a “hobby,” but a group of us used to spend a lot of time watching our friends’ bands play live at local venues when we were younger. Listening to live music is just something I’ve always really enjoyed. I feel regardless of the mood you’re in, it has the power to make things better.  Now that my children are getting older, we’re hoping to share those types of experiences with them. This past year, my husband and I were able to get out to a Foo Fighters concert in Milwaukee; and even took our kids to their first concert to see Imagine Dragons.   

        And in case you are wondering, I personally am not skilled at playing any instruments; however, we do have a bunch in our house (drums, a keyboard, guitars) in the hope that one day we’ll have time to take a lesson.   

        What is the most interesting part of your job?  

        The most interesting or valuable part of my job has always been the people. I often get asked why I spent so much of my career at one company prior to coming to Cadent. And to be honest, when you work with such amazing people – that believe in the same goal and encourage one another to grow and ask questions daily – it’s hard to walk away. I moved around a lot within the company and the exposure to working on or with groups such as operations, product, legal, finance, etc., as well as various clients, has allowed me to learn so much and better understand how each piece plays such a major role.   

        And now at Cadent, I can take that and apply that in a new way! I am empowered to share some of the knowledge I’ve gained over the years while learning new things that I didn’t have exposure to before. Every new beginning is scary and means putting yourself out there, but I find myself extremely lucky to again be surrounded by remarkable, strong teammates and clients that are supportive and aim to make an impact every step of the way. It’s people and opportunities like this that are the glue for companies that can genuinely say they care about the success of the business, employees, and clients within in the same breath.     

        Since starting to work at Cadent, how has your view on TV changed?   

        Being at Cadent, I’m gaining even more visibility into the TV landscape. From linear to addressable to CTV, it’s all here and I’m able to see it in action through the different ways our platform helps clients.  With Cadent Aperture Platform and our Media Services, the buy-side of the TV marketing funnel is covered from planning to activation. We’re even helping enable measurement and bring it back full circle on a single ID spine. It’s just great to see it all come together in one company, so clients don’t have to bounce around and try to piece together their TV campaigns.   

        What is one thing you wish you would have known prior to joining Cadent?  

        I wish I would have known how welcomed I would feel joining the Cadent team and being part of a smaller company. There is a personal touch that you don’t necessarily have at a larger organization, and you can see the lengths they go to try to make it more like a family. Even being a remote employee, I have the opportunity to participate in different activities which have helped me to feel like I am a part of the company culture.  It has really made this an easy adjustment and a positive experience. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        How Caulipower Increased New Shopper Sales and Improved Efficiency

        Posted on by Aliana Heffernan

        Competition in the consumer-packaged goods (CPG) space isn’t new. In fact, it’s only increased as a result of new brands – particularly those focused on healthy living and specialized diets, recent supply chain issues leaving store shelves empty, and rising production costs tied to inflation. Yet despite the challenges faced by CPG brands, there are several trends that are cause for celebration.  

        As the CPG industry continues to grow to meet changing consumer preferences, brands will need to find ways to stand out from the pack and develop strategic marketing tactics to reach their target customers. Connected TV (CTV) has emerged as one of the innovative channels CPG marketers can leverage to engage shoppers on the path to purchase.   

        Caulipower’s Challenge 

        Caulipower was launched in 2016 as a mother’s response to needing quick, nutritious, and gluten-free options for her gluten-intolerant children – that weren’t filled with fat, sugar, salt, and excess calories. Since then, Caulipower has revolutionized the frozen pizza category with its innovative, healthier options.  

        With health foods trending and competition heating up, the brand was looking for ways to effectively recruit new users and gain back share in the crowded market, needing a cost-effective way to drive awareness, educate consumers, and incent trial among its most valuable shoppers. 

        Goals  
• Drive sales among new shoppers
• Boost customer loyalty 
• Improve campaign efficiency  
• Reduce dollars spent on promotional incentives

        To drive sales and boost awareness, Caulipower would need to build an efficient, highly targeted campaign.  

        The Solution 

        By working with Cadent and Catalina, Caulipower was able to leverage purchase-based targeting and sequential marketing to execute a successful CTV campaign.  

        The Plan 

        Cadent and Catalina designed a sophisticated CTV campaign to deliver household-level targeted ads based on consumers’ past purchases. Using real-time insights, Catalina identified Caulipower’s most relevant shoppers – including lapsed and competitive buyers. Then, through Catalina’s ID graph and Cadent Aperture Viewer Graph, high-value offers were served only to those who had seen the ad 3 times but did not yet make a purchase. The campaign delivered sequential product messaging and managed promotional costs by only issuing incentives to shoppers that needed a little extra push to try.  

        The Results 

        Through sequential CTV messaging and strategic promotional incentivization, the campaign generated a considerable return on ad spend (ROAS) and new shopper acquisition, in addition to providing Caulipower with impactful audience insights.  

        By The Numbers
• $2.80 Total ROAS
• 74K New Buyers Introduced as First-Time Purchasers
• 9% of New Buyers Made a Repeat Purchase in First Month 
• $59,000 in Savings Through Promotion Redemption

        Ultimately, this activation drove $2.80 total ROAS, 74,000 new customers, 9% of which made additional Caulipower purchases within the first month, and a staggering $59,000 in promotional savings.    

        Recently, the CMO Club hosted a virtual roundtable featuring Paul Alfieri, CMO of Cadent, Stuart Smith, CMO of Caulipower, and Kevin Hunter, EVP and Head of Innovation at Catalina, where they discussed the value of advanced TV for CPG brand marketers.

        Next Steps 

        Want to learn more about how Cadent and Catalina partnered for Caulipower’s data-driven CTV advertising campaign?  

        DOWNLOAD THE CASE STUDY

        Fireside Chat Replay: How Cross-Screen TV Advertising Will Get Brands Through a Recession

        Posted on by Cadent Staff

        Recently, Cadent EVP, Advanced TV and Video, Jes Santoro spoke to Natalie Zfat, Studio 30 Contributing Editor at Ad Age, about the critical importance of cross-screen advertising – particularly, during a recession. They discussed how during economic downturns, marketers often revert to “muscle memory” tactics or reduce their advertising investment all together. However, as Jes points out, “when you look at the data that’s associated with any of our economic past downturns… it is extremely consistent in that marketers and advertisers that pull back and decrease their share of voice in market lose brand awareness and lose sales.” To help advertisers mitigate the impact of a potential recession in 2023, Jes shares proven strategies that allow advertisers to efficiently maximize reach through linear TV while maintaining a presence on more data-driven channels like CTV.

        Watch their full conversation below.

        https://player.vimeo.com/video/770017949?h=4fc6a3cee8

        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. 

        Cadent and 605 Partner to Drive Outcomes and Return on Ad Spend for Marketers

        Posted on by Cadent Staff

        NEW YORK, December 14, 2022 – Cadent Aperture Platform, the largest independent platform for advanced TV advertising, today announced a partnership with 605, a leading television measurement and analytics company, to understand the full impact of campaigns and measure business outcomes.

        This partnership enables Cadent’s portfolio of clients to gain insight into metrics that matter for their campaigns, while measuring the true ROI of their ad spend. With over 15 reports delivered to-date and more to come in 2023 – across national quick serve restaurants, home goods retailers and some of America’s favorite snack brands, Aperture Measurement Marketplace enables clients to transact with confidence on data-driven decisions backed by 605’s sophisticated measurement and attribution methodology. 

        “Advertisers are leveraging our platform to optimize the impact of data-driven indexed linear campaigns building on prior campaign performance insights,” said Tony Yi, EVP, Business Development and GM, Platform Sales. “With our unique insights and cross-screen capabilities, we are excited to work with partners like 605 to support marketers in identifying and reaching their target audience effectively, and ultimately increase sales in a competitive environment.” 

        Through the combination of Cadent’s targeting capabilities underpinned by its patented Aperture Viewer Graph and 605’s in-depth measurement and attribution solutions, clients are able to run campaigns with a focus on fueling incremental consumer behavior, successfully driving existing customer households to take action more often, purchase or visit at a higher rate and even spend more on each purchase. Cadent delivers cross-screen TV advertising to 120 million US households across 200+ MVPDs and 92 cable networks, 1,100 broadcast stations, and 100+ OTT networks.

        “Our superior measurement and attribution capabilities have enabled us to develop a successful reporting cadence with Cadent for a large variety of brand campaigns across their inventory,” said 605 VP of Account Management, Alex Freed, and GVP of Client Data Science, Lindsey Woodland. 

        “With the combination of cross-screen insights, third-party sales, location and web pixel data, we’ve expanded beyond traditional reporting to offer a stronger understanding of what is working, provide teams with data-driven recommendations and quantify the impact of Cadent’s unique inventory for their clients.” 

        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 efficiency and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

        About 605

        605 is a next generation measurement and attribution company focused on driving innovation in the utilization of data to create, execute and measure advanced advertising campaigns. 605 delivers fast, unbiased and actionable insights to the marketplace at scale, allowing clients to maximize media spend and transact with confidence. The company’s multi-source deterministic viewership dataset measures up to 34 million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable at the second-by-second level with proprietary projection methodologies, all in a privacy compliant manner. For more information, visit https://605.tv/.

        Media Contacts:
        Daddi Brand Communications
        Hollis Guerra
        [email protected]

        Life at Cadent: Dom Williams, Associate Director of Advanced TV Solutions

        Posted on by Aliana Heffernan

        Meet Dom – a born-and-raised New Yorker who has been with Cadent for nearly 1.5 years. Joining the team as a Sr. Solutions Strategist, Dom was recently promoted to Associate Director of Advanced TV Solutions where he now helps our clients develop the right strategies to achieve their business goals. Prior to Cadent, Dom worked at WarnerMedia as a part of Turner Ignite, supporting their Ad Innovation department, executing data-driven linear campaigns. Nowadays, when he’s not digging through crates of records, you can find Dom at one of the city’s many music venues. Earlier this month, we spoke with Dom to learn more about his role and experiences since joining Cadent.

        Tell us a fun fact about yourself.  

        I attended college at James Madison University in Harrisonburg, Virginia, where I worked at a radio station and hosted a weekly radio show. Through this experience, I got the chance to explore my passion for music, discovering new artists and genres. Sharing music with others is a huge interest of mine and my time at WXJM provided me with an outlet to do so.

        Where can we find you when you are not at work?  

        I spend way too much time (and money) at record stores. Collecting vinyl records is one of my favorite hobbies, so you can find me digging through crates. I also love attending live concerts and exploring new music venues in NYC. 

        As we head into 2023, what is a goal you have for yourself?

        I’m a proud Bronx native, born and raised! And as the son of Jamaican and Puerto Rican immigrants, Caribbean culture has been a major part of my life and background. One of my goals in 2023 is to read more novels written by Caribbean authors. Some of my favorite writers are Marlon James, Kei Miller, and Fernanda Melchor.

        What is the most interesting part of your job? 

        Furthering my knowledge on the Advanced TV space and being able to be a partner with sales on best solutions for clients. Each day presents a different challenge, which is one of my favorite parts of this job. 

        Since starting to work at Cadent, how has your view on TV changed?  

        Prior to working in advertising, I didn’t realize how complex our industry is. With so many new ways to view and consume media today, we’re seeing how fragmented television viewership is, in real-time. It’s exciting to be a part of a team that is focused on innovative opportunities to best solve for these hurdles while continuing to learn about new ways to bring solutions to clients. 

        What is one thing you wish you would have known prior to joining Cadent?

        One of the benefits of working at Cadent is that you have opportunities to gain hands-on experience in multiple aspects what we do. Being on a smaller team allows me to sit closer to the ins and outs of each campaign in a way that has been beneficial to expanding my knowledge of the advanced TV space.

        Learn more about life at Cadent and see available roles on our Careers page.  

        How to Drive Spring Break Success with Advanced TV Advertising

        Posted on by Cadent Staff

        By Brett Sanderson, Sr. Director, Product Marketing, Cadent and Stanley Lin, Director, Marketing, ShareThis

        Travel has felt uncertain since the onset of the COVID-19 pandemic in early 2020. Through 2022, ever-changing travel restrictions, the emergence of several COVID variants, and overwhelmed airports have threatened to ruin countless trips for travelers in the U.S. and abroad. As a result, years of pent-up demand are driving a spike in national and international “spring break” travel with consumers booking flights, lodgings, and tourist activities at a record-breaking pace. In fact, according to Virtuoso, a global luxury travel network, travel sales in 2023 are pacing 47 percent higher than 2019.

        As we approach the spring travel season, Cadent partnered with ShareThis to round up the best data-driven marketing strategies for travel and tourism advertisers. 

        Preparing for 2023 Travel and Beyond

        Audience fragmentation continues to pose a challenge for advertisers. Consumers are increasingly shifting their attention to streaming CTV and OTT apps, while still watching linear programming. As some consumers “cut the cord,” cable and broadcast remain more than half of the Total Usage of Television according to Nielsen’s The Gauge. However, in 2022, a whopping 92% of U.S. households were reachable by CTV programmatic advertising, while the number of CTV users amounted to more than 110 million among Gen Z and Millennials. 

        To reach their strategic target audience, advertisers need to activate their brand message across all TV media, including cable, broadcast, indexed TV, addressable STB, and OTT/CTV including FASTs. By engaging the right consumers at the right time, advertisers can drive key performance metrics such as brand awareness and sales lift and quantify their return on investment in terms of business outcomes. 

        Cadent Aperture Platform was purpose-built to help advertisers seeking an end-to-end, cross-screen solution by enabling seamless audience activation across all TV media types and providing a holistic view of reporting and measurement. Aperture allows advertisers to securely onboard their first-party data then enrich that audience with trusted third-party data. By leveraging strategic audience segments from third-party data partners like ShareThis, travel advertisers can boost the performance of their CTV campaigns. 

        Attract New Travelers with Behavioral Audiences on CTV

        The best way to introduce new brands to travel consumers at scale is by creating brand awareness campaigns distributed on CTV. But to do this well, advertisers need to use all the information they can get about their target audience, such as: what they are interested in, how to position an offer, and the best time to make a connection across CTV channels. Unfortunately, most advertisers don’t have data on the behaviors and interests of their target audience.  But don’t worry, you can get the insights you need to win big for the upcoming travel season.

        ShareThis gathers real-time interest and intent data from travelers’ online activity as they search for vacation ideas and begin to plan their trips. This is the best data to tie into CTV so that campaigns can hit their mark. For example, ShareThis has a spring break travel insights report covering January – March 2022 that revealed that U.S. Spring Breakers in 2022 were:

        • Focused predominantly on US trips
        • Searching for cost-effective travel options
        • Looking to do community service on their trip

        A study from PhocusWire and Google revealed that 93% of those surveyed will take at least one leisure trip over the next 12 months — the highest percentage since the start of the pandemic. But when is the best time to engage consumers with travel offers? An interesting finding from ShareThis data over the past few years is that the highest week for online traffic for people researching Spring Break online is consistently the third week of October, which falls around midterm season for colleges. This could indicate an optimal opportunity for brands to get in front of college students during peak testing periods.

        Beyond trends, online behavioral data can be matched up with target audiences to get very specific on the best CTV channels to reach them and the best messaging to engage travelers. Third-party insights are critical to fine-tuning messaging, special offers, and target audiences to engage new travelers and maximize return on advertising. And seeking out this type of data can make a big difference in the success of advertising campaigns this season.

        Next Steps for Travel & Tourism Advertisers 

        With the rapidly changing economy and our rapidly changing thinking around travel, what will travelers be looking for this year? It is critical to utilize third-party insights to be able to shape the targets and messaging of advertising efforts. This is especially true where video advertising for CTV is involved.

        Ready to activate data-driven TV for your spring travel campaigns?

        GET IN TOUCH

        Life at Cadent: Annie Bickel, Senior Director of Advanced TV Solutions

        Posted on by Aliana Heffernan

        Meet Annie – a Midwest transplant, she left her home state of Iowa after college to pursue a career in advertising in New York City. Early in her career, Annie worked for GroupM (at MEC, now Wavemaker), in their national broadcast buying department, and later Starcom, as an Activation Associate. Annie would then take a role at CBS as an account service representative for primetime advertisers. Now, for over four years, Annie has been an integral part of Cadent as the company’s advanced TV solutions evolved. When she is not supporting the Advanced TV Solutions team, you’ll find Annie kayaking, DIYing, or wedding planning with her fiancé. Recently, we spoke with Annie to learn more about her role and experiences since joining Cadent.  

        Tell us a fun fact about yourself. 

        I was born and raised in Iowa and grew up in a small rural community. Farming and agriculture have always played a big role in my life. I was the Vice President of my school’s FFA chapter and showed livestock when I was growing up.

        Where can we find you when you are not at work?  

        This past June, my fiancé and I bought a house on Indian Lake in New Jersey! So, when I’m not working, I’m either kayaking and enjoying the lake, fixing up our house, or planning our wedding. Traveling home and spending time with my family is also one of my favorite ways to spend my time off. 

        You recently bought a new house, that’s exciting can you tell us a little more about it? 

        After moving to the city and living there for 12 years, I finally moved out to the ‘burbs! My home is on a private lake which has provided an amazing sense of community to us – especially considering we didn’t know anyone who lived there before we moved. The lake club organizes parties and fundraisers for the lake community, which has been a great way to get to know our neighbors and other community members. Everyone has been super friendly! It’s been a great transition which I’m very thankful for – so far, being a new homeowner has been very fulfilling. 

        What is the most interesting part of your job? 

        Working on the Advanced TV Solutions team requires a versatile set of skills; although our primary role is sales support, I love being able to help clients with their questions. I get to help them understand how they can leverage data and technology to better harness the power of audience targeting through television. 

        Since starting to work at Cadent, how has your view on TV changed?  

        Oh man, this is a tough one because it’s changed an incredible amount! My experience prior to working at Cadent had strictly been in linear television, so buying based on Nielsen demos. Since working here, I’ve been able to learn so much about data, targeting audiences, and measurement. Before, I never knew that, outside of ratings, there is tangible data that proves TV advertising works. I love that with addressable TV, for example, we can show the path a consumer takes from start to finish. For instance, a consumer views an ad, which triggers them to take action – whether that be to look online at a website, learn more about a specific product, or visit a brick-and-mortar store – and finally, that consumer makes a purchase – all of which can be measured. We have the data to show clients how their ad dollars and media campaigns are generating real results. 

        What is one thing you wish you would have known prior to joining Cadent? 

        Prior to working at Cadent, I worked at larger companies, like GroupM and CBS. It’s been exciting seeing just how much change and progress a smaller company can go through! I originally joined one2one media working on the addressable team. Since then, we’ve joined forces with Cadent and merged teams. I have also had the experience of working in several different capacities within the company, which is a luxury I don’t think many people get at larger companies.

        Learn more about life at Cadent and see available roles on our Careers page.  

        Celebrating National STEM Day at Cadent

        Posted on by Aliana Heffernan

        According to the Census Bureau, there were +10.8 million workers in STEM occupations in 2019 – this means these professions account for nearly 7% of all workers in the U.S. STEM workers play a critical role in driving innovation as they include engineers, medical scientists, and informational security analysts. Yet despite making up almost half of the overall workforce, women are still significantly underrepresented in these fields.  

        National STEM Day takes place each year on November 8th to encourage kids to explore their interests in the fields of science, technology, engineering, art, and math (abbreviated to STEM or STEAM). To celebrate, Cadent spoke to several people in our Engineering and Data Analytics teams to learn more about their professional experiences and what advice they would offer to others interested in pursuing a career in STEM.  

        Darius Guillory, an Analytics Engineer, is responsible for developing cloud analytics solutions that are leveraged by our business to help develop innovative product offerings for our clients.  

        Did you always know you wanted to work in a STEM-related role?    

        To be honest, I didn’t know that I wanted to work in a STEM-related role until after I graduated from college in 2014. I originally wanted to be an accountant… but that quickly changed when I became a financial auditor. Eventually, I left that job to enroll in a Master of Science program at Villanova University (Go Cats!). From there I learned various programming languages such as Python, Java, and R. I also learned Database Design, Data Modeling, and other technology-related concepts. The graduate program was challenging and fun, so I knew that STEM was the industry for me – I’m incredibly happy I made the switch!  

        Are there any resources you have found valuable to building your career?  

        I love community resources such as Stack Overflow and GitHub. I also read a lot of AWS documentation on their various cloud services. YouTube is another great resource when it comes to tutorial videos. I will have to say my favorite resources in building my career are my fellow colleagues! I have received so much help and guidance, from my peers and mentors, that has allowed me to succeed in my career. 

        What advice do you have for people interested in pursuing a career in STEM?   

        I will say that for the people who are interested in pursuing a career in STEM to have a researcher’s mindset. What I mean by that is to ask questions, never stop learning and to not be afraid to experiment and innovate. 

        Melissa Flores, an Associate Frontend Engineer, and former Cadent Intern, helps to build, enhance, and improve the user interface of Cadent’s platform applications. 

        Did you always know you wanted to work in a STEM-related role?  

        I didn’t – I began my college career majoring in business. However, I soon realized that this field was not the right fit for me and started to explore other career paths. During this moment of my life, I felt lost and didn’t know what direction I would be headed. I only knew two things — that I loved creativity and innovation. From there, I spent days and nights exploring other potential professions, researching, and watching videos. That’s when I stumbled upon software engineering, and more specifically, frontend development. I was immediately captivated by this role’s combination of creativity and technology. Soon after, I declared my major in Computer Science and a minor in Graphic Design. My knowledge and education in these two areas helped me land a role in the STEM field.  

        Are there any resources you have found valuable to building your career?  

        Some resources I found valuable are websites like Udemy, FreeCodeCamp, Stack Overflow and roadmap.sh – a website that provides roadmaps for a specific field, guiding new developers on what path to take. I also like to explore the internet to read blogs about recent tech developments and people sharing their firsthand experiences.  

        What advice do you have for people interested in pursuing a career in STEM? 

        Pursuing a career in STEM takes passion and grit. It’s important that you project these passions into learning new technologies, building or designing new projects. The journey to a career in STEM consists of many moments of doubt and struggle but having a dedicated support system will help you through. Build a strong network of people who will empower and lead you in the right direction is particularly important, especially if you are a woman in this male-dominant field. In terms of looking for jobs, go where you are valued and identify your mentors and role models. Lastly, recognize that failure is a step forward, not backwards! It is a necessary part of the journey, helping you improve and become better at your craft. And while you apply these tips, don’t forget to take care and be kind to yourself! At the end of the day, your wellbeing is what matters the most. Trust in yourself and your desire to make a difference in this world. 

        Stephen DeFusco, a Data Architect, works on a team that focuses on solving big data and big data processing problems in the cloud. In his previous role at Cadent, Stephen was a software engineer, building software and databases still used throughout the organization today. 

        Did you always know you wanted to work in a STEM-related role? 

        In high school, physics and mathematics were by far my best subjects, and teachers encouraged me to take computer programming courses. It took two programming courses in basic and visual basic (in 1999, mind you) for me to decide that a career in computer science was for me! I appreciated the fact that there were many ways to solve programming problems and that there was a bit of an art to it. I was genuinely interested in understanding how things worked, much like someone taking apart an electronic device to see what’s inside or building a computer from scratch. 

        Are there any resources you have found valuable to building your career?  

        Experience in solving real world problems was a major factor in my growth as a programmer. For younger people, I would highly recommend things like coding camps or robotics camps. For those entering college, having an internship or co-op where you apply the theories you’re learning in school was most valuable for me. Other helpful resources were websites sharing knowledge and techniques about programming patterns like codeproject.com. 

        What advice do you have for people interested in pursuing a career in STEM? 

        Do as much research as you can about a career you think you might be interested in. Then, do your best to find a friend, family member, or acquaintance currently in that career who can talk to you about their job. Try to understand their day to day, the tools they use, the problems they solve, and simply get a feel for it. Try and work in your field while in school whenever you can – like I mentioned before, internships and co-ops are great experiences, but pet projects can broaden your understanding, too. Fully dedicate yourself to school and learn as much as possible while you’re there. It can be a competitive field, so aim to separate yourself from the pack. 

        Tien Nguyen, a Software Engineer, supports front-end development for our Unified Creative team. Tien is a former intern that has been with Cadent full-time for over a year and was recently promoted! 

        Did you always know you wanted to work in a STEM-related role?    

        I always knew that I wanted to do something within STEM, just didn’t know what. When I took a CS course in High school, that was when I was confident that I wanted to pursue CS. 

        Are there any resources you have found valuable to building your career?  

        Some resources that I found valuable were just networking with people who worked in this field. It was helpful to hear about the experiences of those already in the industry. Also take advantage of the school career fairs. There are a bunch of companies looking for interns or new hires – that is how I got my start at Cadent!

        What advice do you have for people interested in pursuing a career in STEM?   

        Having a career in STEM can be rewarding, but it can easily lead to burn out. To avoid this, make sure you enjoy what you are doing. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        How an Award-Winning Data-Driven TV Strategy Drove Sales Success for Applegate

        Posted on by Aliana Heffernan

        In recent years, the CPG industry has been met with a variety of challenges. From lingering supply chain issues to rising costs associated with inflation to competition among emerging brands, to changing consumer preferences.  

        Recent research from McKinsey & Company indicated that several key trends are top of mind for consumers: 

        • 45% of consumers plan to find more ways to save money when shopping  
        • 29% of consumers will actively research the best promotions more frequently 
        • 40% of consumers plan to increase their focus on healthy eating and nutrition 

        As a result of these industry-wide changes, CPG companies are seeking ways to stand out from the crowd and rethinking their marketing strategy to reach shoppers at critical points on the path to purchase. Among the innovative ways to reach shoppers, Connected TV (CTV) has emerged as an invaluable tool.  

        Applegate’s Challenge 

        Over the past two years, Applegate’s diverse range of products has steadily generated increased sales. For this campaign, Applegate was looking for a way to efficiently continue to acquire new buyers, bring back lapsed buyers, and defend loyal customers – all while driving cross-category purchases across their entire portfolio.

        Goals  
• Increase customer acquisition  
• Boost customer loyalty  
• Lift sales and dollars spent per customer  
• Improve campaign efficiency

        To boost sales, Applegate would need to find a creative way to reach and engage these customers. 

        The Solution 

        By partnering with Cadent and Catalina, Applegate was able to implement a targeted and cost-effective CTV campaign.  

        The Plan 

        Together, Cadent and Catalina developed a sequential messaging strategy to deliver household-level targeted CTV ads to 4.2MM existing and new shoppers. By monitoring consumption and purchase behavior in real time, they were able to activate a responsive marketing approach to promotions.  

        Shoppers who were exposed to 3 CTV ads but did not make a purchase received an in-store offer to try the new Applegate product. On the other hand, shoppers who were exposed to the ads but did make a purchase did not receive the initial offer and were instead delivered a promotion to try other products, with the aim of expanding these customers’ share of wallet.  

        The Results 

        Through CTV ad impressions and in-store sequential offers, the campaign generated a significant return on ad spend (ROAS) and sales lift, as well as providing Applegate with powerful buyer insights.  

        By The Numbers
• $2.13 Incremental ROAS 
• 24.9% Sales Lift
• 42% Increase in Dollars Spent Per Transaction
• $250,000 in Savings through Targeted Promotions

        This strategic activation drove a 24.9% lift in sales and a 42% increase in dollars spent by customers per shopping trip. The campaign also resulted in an impressive $250k in promotional savings.   

        Recently, the campaign earned the 2022 AdExchanger Award for Best Data-Driven TV Campaign. 

        Next Steps 

        Want to learn more about how Cadent and Catalina partnered for Applegate’s CTV and responsive marketing campaign?  

        DOWNLOAD THE CASE STUDY

        How the Right Data Helps Marketers Engage Audiences Through Connected TV

        Posted on by Cadent Staff

        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? 

        GET IN TOUCH

        Hispanic Heritage Month at Cadent: Sergio Flores

        Posted on by Aliana Heffernan

        Sergio Flores, Sales Planner for our cable division, has been with Cadent for less than a year and has already started to make an impact. Starting a new job while most of the team was remote was no small task, but Sergio took It upon himself to build connections with his coworkers. To learn more about Sergio, check out our Q&A below.  

        Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.  

        This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. 

        Tell us about your role.  

        I work on the cable side of Cadent as a Sales Planner. I assist Account Executives with building linear TV plans for the agencies they work with. In my day-to-day work, I also help with reporting, invoicing, and communicating campaign information to the agencies. I’ve been at Cadent for 9 months and have learned so much in a short period of time. It’s been an amazing experience getting to work alongside people with so much experience and knowledge, it’s something that genuinely excites me. 

        What has been your career journey?  

        My career journey has been like a road trip – multiple stops and many bumps along the way, but thankfully, I eventually found the path that I’m on today. I’ve done everything from work as a shift supervisor at Starbucks to construction, to hotel front desk reception, to cold calling. Most recently, I worked at Yelp and was able to get my foot in the door as a sales assistant for direct response campaigns. Early in my career, I didn’t yet understand why I had to go through the challenges I experienced while trying to establish my career. I thought, ‘If I have my college degree, that should be enough to secure a job in the field I want,” but I quickly learned, it’s not that simple. Now that I’m older, I can appreciate that each opportunity helped me become who I am today.  

        Are there any mentors or experiences that have shaped you – either professionally or personally?  

        I have been blessed to have had people in my life that have taken me under their wing and have provided advice, opportunities, hard truths, and an example of where hard work can take you. Two people that come to mind are my mom and my dad. I am a first generation American – my mom and dad came to the U.S. from Mexico at a young age. Seeing them maneuver through all the trials and tribulations of life with minimal resources or support, traversing life in a country that was foreign to them, showed me that if you want something and you work hard, there is nothing you can’t accomplish. Seeing my parents’ journey allowed me to understand that no hurdle is too high and that excuses are not an option. That go-getter mentality has helped me make strides in my career and pushes me to continue to be better every day. 

        Where can we find you when you’re not at work?   

        During the week, you’ll most likely find me at the gym. On the weekends, I’ll be walking around the city with my headphones in – and maybe a shopping bag or two. I love New York and try to experience any new restaurant, bar, or outdoor activity I can. One of my favorite things to do if I had a stressful day or week is throw on some music and walk along the water, here in Manhattan. It is something I used to do when I was struggling with something, and I continue to do it to keep me grounded and remind me of how far I have come. 

        What does Hispanic Heritage Month mean to you?  

        To me, Hispanic Heritage Month is a beautiful way to honor my heritage, my family and our journey. It also allows us to show all Latinos/Latinas growing up in America that we are here, we are an important part in American culture, and we deserve to be represented and acknowledged. 

        In Hispanic households, we carry our heritage with pride, but one thing I notice is that as we continue to grow and immerse ourselves in American culture, we can forget or lose some of the traditions and values that make us unique. I think Hispanic Heritage month gives us a chance to reconnect and feel proud of who we are and where we come from. 

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action? 

        What helps foster a culture of inclusion is taking the time to get to know one another, regardless of whether they speak a different language, eat different foods, or listen to music that is different than you. I think if more of us take the time to truly understand the person next to us, we’ll realize that we might look or sound different, but ultimately, the values instilled in us by our families and communities are often the same. I was brought up on a foundation of respect, family, and togetherness, which are pillars that can be found in many people’s upbringing, regardless of their background.  

        Cadent choosing to highlight something like Hispanic Heritage Month, by bringing in speakers that we can relate to, and even publishing this blog series, is an amazing step in the right direction. It’s about conversation and opening the opportunity to ask questions, even if it’s uncomfortable. Ultimately, if we can make space for those conversations to be had, the next steps are to create solutions and take action. In the short time that I have been working here, Cadent has done a great job of fostering those conversations.   

        What challenges do you feel are faced by the Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x communities in the U.S. today and what growth do you hope to see in the future?   

        One of the challenges that is still being faced by Hispanic and Latino people in these communities is that there are lingering misconceptions – especially in the workplace. There are pre-conceived notions about Hispanics and Latinos, and the types of work they should be doing. For instance, when I talk to my family and friends about what I do – working in an office in Manhattan – it’s like I’m this big, important person, and it’s because they grew up believing that they can’t possibly ‘make it.’ The idea of working at an office with benefits, time off, and other things like that, seems so distant.  

        In the Hispanic and Latino community, we don’t always have time to wait for the right job. Many of us have families of our own at a younger age, or have parents, grandparents, or siblings we need to take care of. In that situation, the one thing on our mind is survival – ‘How am I going to pay rent or buy groceries this month?’ Basically, our whole lives, we’ve been told that there’s one way to work and that’s at 100 MPH for 40, 50, 60 hours a week. It’s because of this mentality that we tend to sell ourselves short and miss certain job opportunities.  

        What I hope to see in the future is more Hispanics and Latinos/Latinas breaking out of the bubble and challenging themselves to grow in a field they are passionate about. The more examples there are of what we can accomplish, the more the message will spread. I am always in awe of how much we can accomplish with so little, but I still hope that as time goes on, more opportunities will open.  

        What has been your proudest moment at Cadent?  

        One of my proudest moments at Cadent has been being able to connect with my coworkers and earning their trust and respect as a professional. When I first got here, I put pressure on myself to prove my worth so that the company felt like they made the right decision in hiring me. I’m not going to lie – I was nervous at first. Like others with a similar background, being a first-generation Mexican American, I had a chip on my shoulder and felt I had to work 10 times harder so I wouldn’t look bad and wouldn’t make our people look bad.  

        It’s something I’ve talked about with other people who feel like me. The idea that I’m not only representing myself when I come into work, but that I also represent my family, other Mexican Americans, and even more broadly, all Hispanics and Latinos/Latinas who are trying to make it in the corporate world. I would never want to leave a bad impression of myself or them, so I work to show that we can do just as good a job as anyone else and that more of us should be welcome in professional environments. 

        What advice would you give to a younger colleague or a younger version of yourself? 

        I like this question because I truly wish I could go back and tell 21- or 22-year-old Sergio that everything is going to turn out fine! But, to those who are on the same journey I was on just a few years ago, I would tell them to enjoy it – as hard as it may be – and that one day you’ll appreciate these experiences because they have helped you get to where you want to be. I truly believe that if it were not for those early trials and tribulations, the frustrations, the pressure put on me to ‘make it,’ I wouldn’t be who I am today. I also may not have valued the opportunities given to me as much as I do now.  

        My advice would be to keep challenging yourself, don’t be afraid of being uncomfortable, and don’t be afraid to ask someone for help! For so long, I was so focused on doing it all on my own that I failed to realize that I had people in my corner, ready to help me out when I needed it. 

        ‘Look at all we are able to accomplish with so little,’ is a thought that drives me to not give up. My hope for the next generation is that career opportunities come in abundance and resources to help them get there will be more readily available.  

        Learn more about life at Cadent and see available roles on our Careers page. 

        Hispanic Heritage Month at Cadent: Bernardo de la Cruz

        Posted on by Aliana Heffernan

        Bernardo de la Cruz, Manager of Service and Support for IT joined Cadent in 2018. Over the last four years, Bernardo has established himself as not only a key member of the IT team, but of Cadent as a whole, helping all our employees with their work equipment and software needs. To learn more about Bernardo, check out our Q&A below.    

        Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.  

        This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. 

        Tell us about your role.   

        I’m currently the Service and Support Manager for the IT Department. My role is to make sure incoming incidents and requests are answered and resolved in a timely manner and to help improve our support services. 

        Where can we find you when you’re not at work?   

        I’m either cooking at home or on my way to one of my go-to restaurants… But, if it’s not food related, I’m taking a walk or just spending time at home. 

        What does Hispanic Heritage Month mean to you?   

        This month represents a time of reflection for me. I am reminded that I am here as a result of the hard work of those who came before me. The impact the Hispanic American community has in this country is very clear, and we are reminded of it daily – although we may not always realize it. 

        Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators?   

        Paulo Coelho’s books have had a big influence on me – I only wish I had started reading his works sooner to get that bit of inspiration that has since helped me pursue my career. 

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?  

        For me, food is a driving force for cultural inclusion. Wanting to experience different cuisines, I have an open mind about others and where they’re from. Where would New York be without its diverse restaurant options? It’s one of the only places in the world where you can go to one restaurant a day, for the rest of your life, and still not have visited all of them.  

        What has been your proudest moment at Cadent?  

        My job is heavily focused on customer service, so getting to know almost everyone at Cadent is something that makes me proud. It’s important for me to speak with and help as many people as possible, and make sure that they know my team is here to help them. 

        What advice would you give to a younger colleague or a younger version of yourself?  

        Don’t sweat the small details, follow your gut, and write everything down – everything you learn to do, every way to fix any number of problems, or who manages/supports a particular item. Also, a bit of empathy goes a long way. Someone else’s success may seem out of reach, but that’s only because you don’t know the circumstances that allowed them to get there. Yours will be different. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Life at Cadent: Brett Sanderson, Senior Director of Product Marketing

        Posted on by Aliana Heffernan

        Meet Brett – a New Jersey native, he graduated from the University of Massachusetts Amherst and quickly jumped into a career in advertising. Early on, Brett worked at digital agencies producing innovative campaigns for Oreo, Comcast, American Express, and more. After several years in the agency world, Brett moved over to the digital adtech space to begin his product marketing career, working on solutions including programmatic buying, ad serving, and creative personalization. For over four years, Brett has led various product go-to-market initiatives for the Cadent marketing team, focusing on data-driven solutions. When he is not crafting positioning and messaging for the platform sales team, you will likely find Brett spending time with his dog, Bodie – an Australian Shepherd, watching a Yankees, Jets, or Knicks game, or testing a newly discovered recipe. Recently, we spoke with Brett to learn more about his role and experiences since joining Cadent.  

        Tell us a fun fact about yourself. 

        Over the past couple of years, I’ve taken my cooking game to the next level, and it has been a lot of fun to try out recipes from different cultures. I love building my spice collection and experimenting with new combinations of flavors. 

        Where can we find you when you are not at work?  

        I really enjoy seeing concerts and live music, and spending time with my girlfriend and our Australian Shepherd, Bodie. We live in Brooklyn and love to travel, especially for active getaways like hiking in the summer and skiing in the winter. 

        You are a sports fan and recently revived your childhood hobby of collecting sports cards – can you tell us a bit about that?  

        Like many people, during the early days of the pandemic, I spent more time at my parent’s house, and one afternoon while helping to clean the basement, I rediscovered my old sports card collection. When “The Last Dance” series aired, detailing Michael Jordan’s career, it was a spark of nostalgia, and Jordan’s cards were among the first to spike in value – from there, everything else took off. I’ve always found the hobby to be an incredibly interesting mix of sports, collecting, business, and investing. Today, there are many innovative companies in the space leveraging data and technology to drive it forward, including our great partner, Fanatics. 

        What is the most interesting part of your job? 

        I truly enjoy working with and learning from all the smart, talented folks at Cadent. Product marketing is such a cross-functional discipline, which means I get to work with all our teams to develop and execute our go-to-market strategy – from product to sales, to data science, and more. 

        Since starting to work at Cadent, how has your view on TV changed? 

        The adoption of advanced TV has accelerated significantly during the past 4+ years I’ve worked at Cadent. Seeing the TV industry embracing data-driven methodologies to reach target audiences and close the loop with attribution has been exciting. 

        What is one thing you wish you would have known prior to joining Cadent? 

        Given my background in digital adtech and digital production, I certainly had a lot to learn about the TV ad industry before joining Cadent. With the continued convergence of video, being well-versed in both TV and digital is critical knowledge to be a well-rounded marketing/advertising professional. 

        Learn more about life at Cadent and see available roles on our Careers page.  

        Hispanic Heritage Month at Cadent: Jake Cordero

        Posted on by Aliana Heffernan

        Hispanic Heritage Month is from September 15th to October 15th and serves as a month to celebrate the history and diversity of Hispanic cultures. It invites us to remember all the contributions Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x people made in the past and will continue to make in the future. This year’s theme, “Unidos: Inclusivity for a Stronger Nation,” encourages us to ensure that all voices are represented and welcomed to help build stronger communities and a stronger nation.   

        Jake Cordero, a Media Analyst for Broadcast Operations, joined Cadent just last month but has already become an integral member of the team. This month at Cadent, we spoke with some of our Hispanic, Latinx, and Afro-Latinx colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them. To learn more about Jake, check out our Q&A below.    

        What has your career journey been?  

        My career journey has been a fun and exciting one! I began working for Univision in the Local Traffic Department, working in various other departments as the years went on. My favorite part was working with our promotions team and going to all the fun events where we interacted with the community. I joined Cadent in August of this year, so I look forward to seeing where this role takes me.
         
        What does Hispanic Heritage Month mean to you? 

        Hispanic Heritage month is a good time to remember and acknowledge all the accomplishments of our ancestors and how they helped shape this nation. It is also a great time to be thankful we live in a country where we can speak our language, practice our traditions, and celebrate our differences. Hispanics do not have one culture, we are a community of many different traditions, and we should celebrate them all. 

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?  

        Treating everyone with respect and acknowledging our differences but ultimately understanding, we have more in common than we think.  

        What challenges do you feel are faced by the Hispanic, Latina/o/e/x, and Afro-Latina/o/e/x communities in the U.S. today and what growth do you hope to see in the future?   

        Everyone has challenges and Hispanic Americans are no different. What concerns us is very similar to what concerns most American – the economy, the rising cost of higher education, our health, equality, and most importantly, in my opinion, opportunity. However, Hispanic Americans have always proven to be an active, important part of our society and I hope that continues with the next generation. 

        What advice would you give to a younger colleague or a younger version of yourself? 

        I would encourage my younger self to learn more about personal finances. U.S.-born Hispanics still have an 11-percentage-point gap in financial literacy compared to non-Hispanic whites. Learning the consequences of debt, the importance of saving, and even the impact of something as simple as a budget could have helped me tremendously in my younger years. 

        Learn more about life at Cadent and see available roles on our Careers page.  

        Fireside Chat Replay: General Mills and Mindshare

        Posted on by Aliana Heffernan

        Recently, Jim Tricarico, President of Sales and CRO at Cadent led a fireside chat with Jay Picconatto, Global Commerce and Media Lead at General Mills, and Jaime Martin, Shop+ Commerce Lead at Mindshare. As part of the Brand Innovators Marketing Innovation Summit, their conversation focused on how CPG brands are leveraging audience-based targeting and finding new ways to engage consumers on their path to purchase. Discover how today’s technology is changing the CPG landscape – for both consumers’ in-store shopping experiences and advertisers.

        Watch the full discussion below. 

        Can Your Political TV Strategy Keep Up?

        Posted on by Aliana Heffernan

        In the last few years, political TV ad spending has evolved from a bi-yearly, planned event into an “always on,” fluid medium. The pace of news, events, and stories has made buyers and sellers need to adapt to speed and data.   

        The role of television has also changed in recent years. Traditionally, television was used as a tool for efficient reach, used to implement persuasion and awareness tactics. More precise tactics, such as the Get Out the Vote (GOTV) initiative, were left to channels with greater targeting capabilities, as party-driven campaigns would not want to remind the opposite party to vote. This left the target and GOTV efforts in channels such as digital, social, mobile, and direct mail.   

        As the technology supporting TV advertising has become more automated and data-driven, TV’s role in the political ecosystem has begun to change rapidly. Sophisticated campaigns, issue advocates, and PACs can now deploy TV with the same speed and accuracy as digital targeting.   

        “We just saw streaming officially surpass cable as the most popular way to consume TV content,“ said Mike Schneider, a Partner at Bully Pulpit Interactive. “But treating CTV like a ‘set it and forget it’ extension of a traditional linear TV buy misses the potential impact. It needs to be targeted, optimized, and measured for impact.” 

        The lines between linear TV, addressable TV, OTT/CTV, and digital and mobile continue to blur for buyers and sellers, as much as they have for consumers. But the strategy remains the same – how do I engage my core supporters and how do I reach persuadable voters?   

        “Political advertisers value hyperlocal marketing strategies, which is what OTT can provide. And with NBC Spot On, political advertisers have access to premium local OTT inventory, including Peacock, enabling clients’ targeted messaging to reach the right voter, at the right time, in a fully engaged and pristine environment” notes Patrick Notley, SVP of Sales, NBCUniversal Local.

        Marketers can now use the same data from their digital activations to inform their TV spend in those premium OTT environments. Campaign first-party data, third-party voter registration files, and issue advocacy data can be activated in the TV space as quickly and seamlessly as digital and traditional channels. Speed to market for TV is now measured in hours – not days or weeks.   

        The question then becomes, can your media sales organization keep up with the needs of the buyers?  And can your campaign keep up with your opponents? Be as precisely targeted and quickly activated as your digital efforts for your political TV advertising with Cadent Aperture Platform. 

        Reach out to learn more Cadent Aperture Platform for publishers.  

        GET IN TOUCH

        Fireside Chat Replay: CVS Health’s Stephen Murphy and Cadent’s Lindsay Teague

        Posted on by Cadent Staff

        Recently, Lindsay Teague, VP, Advanced TV Solutions at Cadent led a fireside chat with Stephen Murphy, VP, Media, MarTech & Medicaid Marketing at Aetna for CVS Health. Their conversation focused on CVS Health’s approach to emerging media, measurement, and agency relationships for their health, pharmaceutical, and insurance-focused customers. From creating channel-specific advertising to the challenges of building audiences for programmatic media, learn how CVS Health is reaching today’s consumers across the evolving media landscape.

        Watch the full discussion below. 

        Give Your Clients the Gift of Data-Driven TV this Holiday Season

        Posted on by Cadent Staff

        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?

        GET IN TOUCH

        3 Things You Must Know Before Investing in CTV Advertising

        Posted on by Aliana Heffernan

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

        The State of Connected TV by the Numbers 

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

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

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

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

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

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

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

        Learn more about our data partners. 

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

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

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

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

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

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

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

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

        Interested in learning more about CTV advertising through Aperture Platform? 

        READ MORE

        Class Is in Session: Why Brands Need TV Advertising in Their Back-to-School Media Plans

        Posted on by Aliana Heffernan

        The back-to-school season is among the most significant shopping events for consumers and retailers alike, deemed the second largest annual spend behind the winter holiday season. 

        In fact, as inflation continues to rise, 38% of consumers say they are cutting back in other areas of spending to cover the cost of items for the upcoming school year, according to the National Retail Federation. Many households expect to spend more per person on back-to-school items this year as a result of higher prices. 

        Back-to-school spending has also increased dramatically since the onset of the pandemic, further driving consumer value-seeking behaviors when it comes to back-to-school purchases. With that in mind, retail marketers should aim to be everywhere consumers are during the back-to-school season, beginning with TV.  

        Price and Value are Key Drivers of Back-to-School Purchase Decisions 

        8 in 10 Americans believe the current economic situation will have an impact on their back-to-school shopping budget, according to Dentsu Consumer Navigator. However, most are willing to sacrifice other areas of household spending to fund back-to-school purchases. Consumers consider back-to-school items as an essential category, and they are taking whatever steps they can in order to purchase what they need for the upcoming school year. 

        This commodity approach is also leading consumers to make needs-based and price-based decisions. 82% say they are likely to buy generic store brands instead of name brands, 64% said discounts will greatly impact their decisions, and 50% do research online ahead of making back-to-school purchases. Consumers are not only cutting back on discretionary spending, but they are also looking for sales and buying more store- or off-brand items.  

        Why Brands Should Leverage TV Buys for Back to School 

         When it comes to back-to-school, it’s imperative for advertisers to stay one step ahead of the competition – and including TV in your back-to-school media plans can help campaigns deliver.   

        TV remains the most effective medium to reach a broad audience with brand messaging and drive results. Linear TV can drive awareness of deals or particular items offered for back-to-school – a necessity when more consumers are now considering generic brand alternatives. Addressable TV can be used to target viewers, in this case parents and children, with relevant promotions and offers at the household level. CTV helps drive incremental reach beyond linear, targeting cord cutters and light TV viewers. 

        How TV Advertising Can Help Address Shifting Consumer Behaviors 

        To prevent consumers from shopping for generic brands or competitors, it is crucial to highlight promotional offers. Advertising the availability of special pricing and discounts will also be especially important given that more consumers are keeping an eye out for sales events to make the most of their back-to-school budget. Implementing a competitive promotions strategy this season will likely provide bigger benefits to retailers than in years past.  

        Advertisers should also keep in mind that children are heavily involved in purchasing decisions. When it comes to back-to-school shopping, brands should not only be seeking to reach parents, but find ways to engage the students as well.  

        TV advertising campaigns are a proven way to combat shifting consumer behavior and minimize the impact of economic challenges. Cadent is a one-stop shop for data-driven TV advertising and takes a unified approach to simplify execution across a very complex TV marketplace. With Cadent, advertisers can effectively reach national audiences, leverage advanced audience targeting, and measure campaign performance.  

        Find out how Cadent can support your brand’s back-to-school advertising initiatives. 

        CONTACT US

        Cadent Partners with Tunnl to Launch Audiences for Advanced TV Advertising

        Posted on by Cadent Staff

        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]

        5 Cannes Lions Key Takeaways That Are Already Shaping Tomorrow’s Advertising

        Posted on by Cadent Staff

        By Cassidy Clarke and Hanna Wu

        This year’s Cannes Lions International Festival of Creativity brought together leaders from across the advertising industry to celebrate last year’s achievements and explore where the industry is headed. It was the event’s first in-person awards since 2019, yet the week-long event demonstrated that creative ideas, innovative solutions, and collaborative partnerships are pushing the industry to even greater heights. To reflect on what we learned at this year’s festival, we collected a list of 5 key takeaways. 

        1. TV’s data players are advancing interoperability through collaboration and new technologies

        Interoperability took centerstage as companies like Blockgraph, Experian, OpenAP, and TransUnion shared how they are partnering to enable better audience technologies for TV and other media channels. 

        As brands demand greater connectivity between partners and suppliers, the industry at large will need to continue to work together for the benefit of advertisers and their consumers.

        1. Coinciding media and tech events highlight shifting trends  

        In addition to the Cannes Lions, several other media-related events took place last week. VidCon and NFT.NYC showcased rising industry trends including video creators, social media influencers, NFTs and elements of Web3 technology. 

        Companies such as DraftKings, Coach, and Wrangler decided to attend NFT.NYC, while companies like Chipotle, Nestle, and Tinder attended VidCon. Others, including Facebook and parent company Meta, decided to attend all three.

        To have that many concurrent events – on opposite sides of the globe – with overlapping themes and stakeholders, it’s clear that the advertising landscape is about to get even more complicated. As new trends in social media, digital video, and crypto continue to emerge, it will be important to keep an eye on their evolution to determine how it will impact the future of media and advertising.

        1. Entertainment and advertising execs continue to push for true diversity, equity and inclusion 

        Building on the highly-anticipated return of the Cannes Lions, several organizations used this as an opportunity to reinvigorate conversations around diversity, equity, and inclusion. 

        During a panel regarding bias in the industry, Issa Rae, the Golden Globe-nominated star and creator of Insecure, challenged marketing and advertising personnel to not only have diversity in front of the camera but to focus on the diversity behind the camera as well. She also revealed that she mandates that all her sets are at least 60% diverse.

        In addition to the talk tracks, the World Federation of Advertisers launched a Global DEI Charter for Change at Cannes that identifies 11 ‘main action areas’ that organizations need to take to ensure the marketing industry is truly diverse, equitable, and inclusive. As the industry continues to address its’ shortcomings in DEI, accountability will be critical.

        1. Marketers are expanding their reach at Cannes using virtual experiences in the metaverse

        While Cannes was in-person, brands looking to extend their impact beyond the yachts, beaches and villas decided to take things virtual – reality, that is.

        Brands are using the meta verse to create captivating worlds, events, and activities to engage audiences like never before. In fact, McCann Worldgroup used Cannes as an opportunity to create the MWVERSE. Their gallery includes 10 rooms of past and present ad campaigns, with prerecorded discussions from leaders of their creative teams. Post-festival, McCann will be preserving many of these spaces preserved and eventually, plan to use the MWVERSE as a space for their clients to meet, build new campaigns, or host events. 

        The Cannes Lions is a celebration of creativity, and now with the assistance of the metaverse, more people will be able to express, explore, and connect.

        1. Advertisers and agencies seek to address the global climate crisis with sustainability initiatives

        Advocacy for sustainability held a firm presence at Cannes this year and a prominent theme among many of the festival’s events – as well as stunts pulled by activists – was the call for stronger climate action. 

        In light of the global climate crisis, leading figures from the global advertising industry announced at their intent to echo and expand the U.K.’s Ad Net Zero objective internationally, with an immediate focus on the US and the EU. 

        The Ad Net Zero initiative is committed to curtailing operational carbon emissions and using the power of advertising to accelerate the shift to more sustainable products and services in hopes of reducing the carbon emissions from advertising operations to net zero by 2030. 

        The 2022 Cannes Lions served as a reminder of the resiliency of creativity. Despite the challenges of lockdowns, social distancing, and remote work, advertising and media continue to grow and evolve at a rapid pace. As we look to the months and year ahead, we expect collaboration, innovation, sustainability and DEI will remain a core focus for the industry.  

        Webinar Replay: Get Ahead of the Next TV Revolution with Catalina and Cadent

        Posted on by Cadent Staff

        As many marketers know all too well, the next TV revolution has arrived, and with it has come an endless stream of both challenges and opportunities. Recently, Cadent VP of Advertising Solutions, Andrew Horlick, and Catalina VP of Omnichannel Media Solutions Jessica Lan spoke with Adweek about how the convergence of data-driven linear TV, addressable TV, and connected TV is changing the face of omnichannel marketing.   

        Watch the full conversation below. 

        Adweek Webinar: Get Ahead of the Next TV Revolution

        The Critical Value of Broadcast TV in a Cross-Screen World

        Posted on by Aliana Heffernan

        The TV ecosystem has grown increasingly complex in recent years as a result of audience fragmentation, ratings decline, supply inflation, and measurement difficulties. Contrary to some opinions, broadcast TV is alive and well, and despite a shift in viewership, the reality of how people watch TV today may surprise you. 

        A report recently published by TiVo found that a “significant gap still exists between planning to cut the cord and actually doing it” – or put another way, I’m sure you’ve heard people complain about the increased cost of their TV provider’s packages, but they still love the programming, and so the benefits outweigh the costs! Still, audience fragmentation, delivery fragmentation, and measurement fragmentation remain a challenge, so, what is a marketer to do? 

        Savvy advertisers continue to keep Broadcast TV in the cross-screen mix. This highly relevant and proven marketing channel offers advertisers unparalleled reach and so much more. To tackle the problems marketers are facing in the evolving TV marketplace, here are a few reasons why broadcast TV should be a part of every media plan. 

        The Value of Local 

        Advertisers need solutions that solve for targeting and reach. So, how can you achieve local relevance on a national scale while network pricing hits an all-time high? Cadent’s broadcast offering provides advertisers with access to loyal local audiences in core genres like news, syndication, and sports at efficient rates – a critical component for the cross-screen mix.  

        A survey from Pew Research states that 75% of U.S. adults have at least some trust in the information coming from local news organizations compared to 58% from national. In fact, across the U.S., broadcast news programming delivers vital audience reach, as nearly half of adults prefer to get their news on TV rather than through the internet, radio, or print publications.  
         
        Similarly, the TiVo report determined that 84% of respondents said viewing local content is important to them. But local news is far from the only local content out there. Local sports command a passionate audience of hometown fans. When it comes to local TV, consumer sentiment speaks for itself – just as viewers recognize the importance of local content, advertisers must work with partners that can deliver the true value of local content. 

        There’s Something About Syndication 

        Broadcast networks continue to face stiff competition from streaming platforms. However, syndicated content is giving streamers a run for their money. Ratings show that Jeopardy is the most-watched non-sports program on TV, averaging 9.2 million viewers per night, with Wheel of Fortune and Family Feud, tied for second, drawing 8.4 million viewers per night.  

        To put these ratings in perspective, compare Jeopardy with the NFL draft or NBA playoffs which drew only half that number of viewers. And it’s worth noting that the average age of Jeopardy viewers has been trending down over the past decade – before 2010, the average viewer was 70, and by 2019, it had gone down to 65. As of 2022, “among those who watch on a regular basis, nearly 4 in 10 are under the age of 35. Only one-quarter are 65 or older.”  

        Other syndicated programs, like Live with Kelly and Ryan, Rachael Ray Show, and Dr. Phil have held their ground with daytime’s key demographic of women 25-54.  

        Building Your Cross-Screen Mix 

        Unified, cross-screen TV campaigns are designed to deliver your ad to audiences, no matter what screens, devices, formats, and services they are viewing. 

        If you are already investing in cable, broadcast is the perfect complement. By incorporating local news into plans focused on national news, advertisers can extend their reach to a larger segment of their target audience. Cadent offers an unparalleled depth of partnerships and coverage across top-ranked stations in all major markets. 

        If you are activating on OTT/CTV, broadcast can extend and amplify your reach to a much wider audience. Fluidity allows you to blend the benefits of both channels while combatting the issues of finite inventory and increasing demand. 

        Ultimately, broadcast remains the fastest way to build efficient reach. Current viewership trends show that more than 60% of consumers’ total TV viewing time was spent watching linear programming, and forecasts predict future decline will be very gradual. In short – broadcast isn’t going anywhere anytime soon! 

        Learn more about how you can incorporate broadcast into your next media plan on Cadent’s Planning & Optimizing page.

        Cadent Aperture Enables Programmatic Guaranteed Bidding Across Addressable Linear and CTV

        Posted on by Aliana Heffernan

        Advanced TV advertising leader enhances ad enablement and self-service marketplace

        NEW YORK, May 25, 2022 — Cadent, the largest independent platform for advanced TV advertising, announced today a new feature within Cadent Aperture Platform which will enable programmatic guaranteed bidding for addressable TV and connected TV (CTV) across set-top boxes (STB), smart TVs, mobile devices, and desktop applications on inventory distributed by publishers.

        This solution improves monetization for publishers by increasing both demand and flexibility, while facilitating the TV ecosystem’s migration from existing, highly manual, and time-consuming direct sales processes toward a self-service marketplace for advertisers. Aperture Platform allows inventory owners to intelligently place addressable ads using historical data. This enables Cadent’s clients to:

        • Maximize yield across both scheduled and addressable ads on same networks
        • Associate audience segments with households via Aperture Viewer Graph for CTV and addressable TV planning
        • Forecast available inventory for programmatic guaranteed OTT/CTV, Video on Demand (VOD), and addressable TV deals to predict future market pressure trends
        • Manage delivery of directly sold addressable TV campaigns against programmatic guaranteed demand

        The solution works across all inventory types including programmatic linear TV, as well as On Demand and linear TV via private marketplace.

        “Streamlining the process of ad enablement using Cadent Aperture Platform – supported by a user-friendly self-service marketplace – allows both the supply and demand-sides of TV advertising to take advantage of the next generation of solutions within the advanced TV landscape,” said Eoin Townsend, Chief Product Officer, Cadent. “We are constantly looking to evolve our solutions to manage inventory in the most efficient, effective way possible. Aperture continues to unify the needs of ad buyers and publishers in an open, accessible marketplace, now with greater flexibility and sophistication.”

        This feature is added to Aperture on the heels of record growth for the platform, which launched in July 2021. Aperture Audience Data Marketplace also continues to gain momentum with 70,000 segments from now over 40 partners.

        To learn more, 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.

        7 Must-See Sessions at Programmatic I/O in Las Vegas

        Posted on by Aliana Heffernan

        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.  

        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

        Cadent Integrates Blockgraph to Enable More Effective Targeting of Addressable TV Audiences For Its Aperture Clients

        Posted on by Cadent Staff

        The agreement enables marketers to more efficiently plan, target, and measure campaigns across the fragmented CTV landscape

        NEW YORK, April 27, 2022 — Blockgraph, the technology company making the future of privacy-focused, data-driven TV advertising possible, today announced a new partnership with Cadent, the advanced TV platform company offering data-driven solutions for buying and selling TV advertising. Through the new integration, companies using Cadent Aperture Platform will be able to match and activate TV audiences using aggregated and de-identified data, across addressable households within the footprint of participating distributors, using Blockgraph’s Identity Operating System (IDoS). 

        In today’s siloed TV marketplace, advertisers must develop strategies to plan, target, and measure campaigns across fragmented platforms while maintaining coordination and compliance with privacy regulations. Lack of interoperability between formats and devices can hinder scale and efficiency, particularly as brands and marketers seek to aggregate and analyze data from disparate sources. The new partnership between Blockgraph and Cadent simplifies and accelerates processes such as data onboarding, audience building, and media planning, enhancing operational efficiency and delivering improvements to advertising outcomes.

        “While there is continued data innovation in convergent TV advertising, the actual processes of planning, deploying, and measuring a TV ad campaign have only become more complex,” said Jason Manningham, CEO of Blockgraph. “Our integration with Cadent will help simplify those processes by making it easier for sellers, buyers, and distributors to more efficiently and accurately reach brands’ target audiences across all forms of TV in the connected home.”

        The agreement between the companies will allow users of Cadent Aperture Platform to work with Cadent’s publisher clients to access and plan TV audiences, with a focus on privacy, through Blockgraph’s identity platform.

        “Our work at Cadent has been driven by a mission to break down the silos that currently complicate addressable TV advertising,” said Tony Yi, EVP, Business Development at Cadent. “By integrating with Blockgraph’s leading identity connectivity platform, our Aperture Platform customers now have a simpler solution for planning audiences across providers that use Blockgraph’s privacy-first infrastructure. Together, Cadent and Blockgraph provide scale and operational efficiency that has yet to be seen in the addressable TV advertising market.”

        About Blockgraph

        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:

        SiliconAlleyMedia for Blockgraph
        Alexandra Levy
        [email protected]

        Daddi Brand Communications for Cadent
        Bill Daddi
        [email protected]

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

        Posted on by Aliana Heffernan

        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.

        The Addressable TV Guide: Brand Success Stories

        Posted on by Aliana Heffernan

        Welcome to The Addressable TV Guide! This is part 5 where we take a closer look at a real-life example of an Addressable TV campaign.  

        To catch up on the previous posts in this series, visit our Addressable TV hub. 

        Addressable TV has the power to make a major impact. As we explored in other posts in The Addressable TV Guide series, it offers the reach of linear with the precision of data-driven targeting, the ability to leverage both first-party customer data and third-party audience segments, and unparalleled measurement solutions to determine the return on ad spend (ROAS) of your campaigns.  

        So, with all these reasons to try Addressable TV, what more could you need? Well, real-life examples speak for themselves. Addressable TV can help drive business outcomes for many verticals, from auto to QSR. However, it’s worth mentioning that 2022 is expected to be the year of going big with vacations, with more than two-thirds of Americans – a whopping 68% – planning to splurge on travel and seek out international destinations.  

        With that in mind, let’s explore what makes Addressable TV an essential advertising channel for your upcoming travel and tourism campaigns. 

        Why Hospitality and Addressable TV are the Perfect Pair 

        A major hotel brand chose to use Aperture for a recent Addressable TV advertising campaign. The brand’s primary KPI was to increase bookings among rewards members. Their agency of record developed a campaign for Addressable Linear STB on Aperture, leveraging the brand’s first-party data on existing rewards members and other guests who stayed in their locations in the past year.  

        After the campaign ended, sales impact was measured within the 30-day post-campaign attribution window through Aperture platform’s third-party measurement partner, Experian.  

        The Proof is in the Pudding 

        Results of the hotel brand’s Addressable TV advertising campaign demonstrated:  

        • 10% lift in overall booking confirmations 
        • 14% lift in hotel website visitation  
        • 13% lift in rewards page visitation  
        • 82% of confirmation page conversations from unique households 

        Now that you have a greater understanding of Addressable TV, it’s time to put your knowledge to the test. And the best way to know the true worth of something is to use it yourself.  

        If you’re ready to get started with your next Addressable TV campaign, get in touch with our sales team today. 

        To read another Aperture success story and learn more about Addressable TV, download our new guide. 

        DOWNLOAD

        Women at Cadent: Sofia Poonawala, Senior UX Designer

        Posted on by Cadent Staff

        March is Women’s History Month – a time to celebrate women’s contributions and achievements across different careers and spheres of life.  

        Now more than ever, women are forging paths in a variety of once male-dominated fields, including ad tech. These trailblazers are sparking conversations around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite, supporting women to choose and stay with STEM careers, and helping women achieve a work-life balance. 

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, the importance of Women’s History Month, and what advice they would give to women entering the workforce.  

        For over two years, Sofia Poonawala has been a dedicated member of Cadent’s user experience team as a Senior UX Designer. After graduating from McGill University with a degree in Environmental Science & Politics, Sofia explored a career in the financial services sector. Realizing her passion for design, Sofia decided to take a General Assembly course in user experience, followed by a continuing education program at the School of Visual Arts. From there, Sofia began her career as a UX designer, ultimately making her way to Cadent! When she’s not at work, you can find Sofia exploring the city or finding new recipes to test with her Instant Pot.  

        To learn more about Sofia, check out our Q&A below.     

        The following interview has been lightly edited and condensed. 

        Tell us about your role. 

        As a designer, my job is to understand our users and figure out how to make their lives better. At Cadent, I work with the Addressable TV and DSP teams to make our products easier to use. I’m also working on our design system, which unifies all our products. 

        Where can we find you when you’re not at work? 

        You can find me trying new recipes in my Instant Pot (ideally, anything with sundried tomatoes or sumac), meeting up with friends for lavender lattes, propagating plants, or scoping out a used bookstore. 

        What does Women’s History Month mean to you? 

        I think Women’s History Month is significant because like other celebrated days and months, it is the first step. It’s great to celebrate, but it’s even better to take action around advancing equality – for not just women, but all genders, races, ethnicities, and sexual orientations. 

        UN Women does a great job of listing some of the things that contribute to an equal work culture like unified parental leave policies (that offer paid leave to both parents) and work reintegration programs. Both are important ways organizations can level the playing field for women. 

        When I think of Women’s History Month, I am reminded of this quote from Audre Lord, “I am not free while any woman is unfree, even when her shackles are very different from my own.” 

        Are there any resources you have found valuable while building your career? 

        Ladies Get Paid, a free Slack channel, has been enormously helpful! I’ve also enjoyed the Hue Slack channel and Tech Ladies group. 

        What advice do you have for women starting out in a STEM role? 

        It’s okay to not know everything and to ask questions. It’s okay to say no, that you don’t have the bandwidth for something – I still struggle with this sometimes. Community is very important, so find people who are willing to chat and mentor you. This can be through Slack groups, co-workers – ask around! I’m so grateful for all the women who went out for coffee with me and shared resources when I was just starting out.  

        Learn more about life at Cadent and see available roles on our Careers page. 

        The Addressable TV Guide: Proving Your ROAS

        Posted on by Aliana Heffernan

        Welcome to The Addressable TV Guide! This is part 4 where we explore the comprehensive measurement solutions now available for Addressable TV campaigns. Come back next week for part 5 when we will share customer success stories.  

        To catch up on other posts in this series, visit our Addressable TV hub. 

        With the ubiquity of digital advertising, brands have come to expect that their campaigns will clearly demonstrate return on ad spend (ROAS). A simple formula of revenue attributable to ads divided by the cost of ads can show whether a digital campaign was successful; however, TV advertising long suffered from existing within a “black box,” operating with little visibility into direct results achieved. Today’s data-driven advertising flipped this TV ROAS paradigm on its head.  

        As we discussed earlier in the series, Addressable TV enables advertisers to measure a variety of business outcomes including sales lift, web traffic, foot traffic, and brand health. Advertisers can now determine the effectiveness of their TV campaigns, drawing a line between the TV ad to customer preferences and behaviors from top-of-the-funnel metrics, like brand awareness, to bottom-of-the-funnel metrics, like in-store purchases.  

        Before you launch an Addressable TV campaign, find out what you need to know to set campaign objectives and how to measure your results.  

        Setting Your Campaign Objective 

        When building your Addressable TV campaign, audience-based targeting solutions allow you to leverage behavioral, purchase, intent, and other data sources. As a result, Addressable TV offers the best of both worlds – the reach of linear with the ability to measure success in terms of business outcomes, such as conversion, acquisition, and revenue. So, how do you select your campaign objective? Here are 5 questions you should consider:  

        • Is your goal to boost awareness of an already well-known brand?  
        • Are you launching a new product where success is measured by units sold?  
        • Does your product or service illicit a direct response – e.g., call this number or visit this website? 
        • Does your brand fall within a highly competitive or saturated marketplace?  
        • Is your ad part of a brand refresh or complete rebranding?  

        Closed-Loop Measurement Solutions  

        As you implement a measurement solution for Addressable TV, it is important to understand the differences between types of measurement studies. Closed-loop measurement methodologies are used to determine the lift in the desired action by the exposed group (consumers who were shown the ad) versus the control group (consumers who did not see the ad).  

        Through Aperture Dashboard, users gain access to deterministic attribution reporting for KPIs including sales lift, brand health, web traffic, and foot traffic metrics. With more robust reporting, agencies can easily demonstrate accountability to brand clients while providing valuable insights for future campaigns.   

        To learn more about measurement solutions for Addressable TV, download our new guide.  

        DOWNLOAD

        Why Household Level Purchase Behavior is Important for TV Campaigns

        Posted on by wpengine

        Guest Author: Matt Frattaroli, VP of Digital Platform and Agency Partnerships, Alliant

        With spend projected to surpass $84B across traditional linear, Addressable linear TV, and Connected TV (CTV) in 2022 (Winterberry Group, annual outlook report), advertisers are beginning to align budgets with the accelerated shifts in viewer behaviors we’ve seen in recent years. In fact, Addressable TV and CTV are expected to see the largest increases, at 27% and 32% respectively, compared to only a 3.5% increase for linear tv. This is largely due to the “video everywhere” trend which also includes double-digit growth projections in digital video spend.

        Beyond the draw of increased viewership, dollars are flowing into TV because of newfound abilities to go beyond demographic segmentation and leverage the power of audience targeting that has been available for digital campaigns. For marketers accustomed to building data-driven digital campaigns, there are some important differences (read: benefits) that are introduced when moving to the biggest screen in people’s homes. Understanding the power of purchase data specifically will help capitalize on these differences, but first, let’s start with a quick discussion on household-level targeting.

        Digital channels are praised in media because of the ability to personalize messaging on a one-to-one level. Marketers are attracted to this precision, and it can be natural to question the efficacy of household-level TV audiences when compared to individual targeting using identifiers like Mobile Ad IDs (MAIDs).

        The assumption many marketers make is that all desktop and mobile targeting is at the individual level and that precision gets lost when applying targeting to TV – that is not the case. While most digital targeting is based on an identifier like a cookie or MAID, the data used to match that device is often not at the individual level. And even in cases where data is at the individual level, fuzzy matching logic may have been used to get there, introducing the potential for inaccurate targeting.

        TV audience data on the other hand, such as Alliant’s matched audience segments available through Cadent Aperture Viewer Graph, represents household data that has been deterministically synced to a household. So, while not at an individual level, identity has been deterministically managed during both the audience development and onboarding steps, providing more transparency and accuracy than attempting to match consumers at a one-to-one level with cookies or MAIDs.  

        With many other obscured data practices in the supply chain, we encourage data strategists and buyers to ask about data collection levels, followed by an assessment on how it relates to the activation level and their use cases. You want to ensure that the granularity of the source data always matches the activation level.

        Now, let’s revisit the tendency to question why it can be beneficial to target at the household level, even cookies or MAIDs are available. In a digital environment, many brands or campaigns would benefit from messaging at the household rather than individual level. Verticals such as travel, CPG, entertainment, retail, and auto can all drive business outcomes from the collective household. This is especially true when you consider that TV is often a shared viewing experience.

        Demographic data has long served as the backbone of TV campaigns, but platforms like Aperture are opening new opportunities for advertisers to be smarter with their approach to targeting. And while there are many data sets that can drive successful outcomes for TV advertisers, we believe purchase data is one of the most powerful audience solutions for any vertical or category. For example, other types of data like social or location data can provide behavioral insights but may signal more aspirational traits – someone who engages with a variety of tech brands online is not necessarily primed to buy from one of those brands. Purchase data on the other hand shows that someone has demonstrated they have bought from a tech brand and may be willing to buy again.

        Ultimately, there are countless ways that purchase data can be used to build more effective TV advertising campaigns. To help you get started, here are 3 quick ideas on how purchase data can reshape your TV advertising strategies:

        Change the way you think about TV campaigns:

        The biggest screen remains a powerful brand awareness tool, but with the addition of purchase-based audience data, advertisers can create more cohesive performance-driven campaigns. Using optimized data at the start of a campaign will minimize wasted impressions by finding those most likely to buy, and then allow for the measurement of those impressions against both upper-funnel and lower-funnel KPIs.

        Influence creative strategies:

        With precision in mind, you can start to think about how different creative messaging can be used throughout your TV advertising campaign. A better understanding of brand preference across the household can lead to different copy or product recommendations, driving better consumer response.

        Introduce predictive models:

        Deterministic purchase data is an impressive tool on its own but combined with predictive modeling advertisers can extend reach and identify other highly qualified prospective customers. An added benefit is that these models will factor in a multitude of purchase behaviors and other characteristics, removing presumptions about customers’ interests or purchase intent.

        Interested in learning more? The Alliant and Cadent teams are available to provide recommendations to help you implement successful tests and learn data strategies.

        Women at Cadent: Bonnie Fisher, VP, New York Sales Lead

        Posted on by Cadent Staff

        March is Women’s History Month – a time to celebrate women’s contributions and achievements across different careers and spheres of life.  

        Now more than ever, women are forging paths in a variety of once male-dominated fields, including ad tech. These trailblazers are sparking conversations around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite, supporting women to choose and stay with STEM careers, and helping women achieve a work-life balance. 

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, the importance of Women’s History Month, and what advice they would give to women entering the workforce.  

        Bonnie Fisher, VP, New York Sales Lead, has been with Cadent for over five years and has seen both the company and TV advertising industry through some major changes! A native New Yorker, after graduating from Brooklyn College, Bonnie jumped right into the world of TV. Her previous positions include roles at CNN, TV Guide Network, and NBCUniversal’s Syfy channel. Always ready to tackle a new challenge, Bonnie was recently promoted from a Senior Account Executive to her current role as a VP.  

        To learn more about Bonnie, check out our Q&A below.     

        The following interview has been lightly edited and condensed. 

        Tell us about your role.  

        I am in a new role on the sales team! I’m now leading New York sales and couldn’t be more excited to tackle my new priorities with the hardest working team I’ve ever come across.  

        Where can we find you when you’re not at work?   

        On the weekends, I am on the soccer field or basketball court, watching my kids play.  

        What does Women’s History Month mean to you?  

        Women’s History Month is important to me because I can show my daughter all the amazing, fearless women who have paved the way for us to succeed, live in equality, and showcase our talents freely.  

        Are there any resources you have found valuable while building your career?   

        The resources I have found most helpful are my mentors and the ability to network. I am fortunate to have met incredibly generous people along the way who helped guide me through my career by giving me great advice and teaching me important life lessons. I highly recommend for everyone to network at every stage of their career – meeting people and learning from them provides perspective and helps us grow.  

        What advice do you have for women starting their careers?  

        My advice to anyone starting their career is to find your passion and stick with it. It’s important to follow your gut, trust your instincts, and stand up for what feels right. I’d also recommend learning the art of assertive communication, so your voice is heard in an impactful way.  

        Learn more about life at Cadent and see available roles on our Careers page. 

        The Addressable TV Guide: Extend Your Reach with Household-Level Targeting

        Posted on by Aliana Heffernan

        Welcome to The Addressable TV Guide! This is part 3 where we will dive into the audience targeting strategies made possible with today’s Addressable TV solutions. Come back next week for part 4 where we will explore measurement and attribution.  

        To catch up on other posts in this series, visit our Addressable TV hub.

        Data-driven advertising is nothing new – for decades, advertisers have had access to a wide range of third-party audience segments, in addition to their own first-party customer data, allowing for more precise and accurate targeting across digital media. Yet until recently, TV advertisers were limited to demo- and genre-based targeting to reach audiences.  

        Advertisers previously bought TV media based on demographics, such as adults aged 18-54, or viewers of certain types of programming, like reality TV. However, with the latest audience data solutions, advertisers can use targeting strategies, like those typically applied to digital media, on their advanced TV campaigns. And although the technology is still relatively new, audience-based strategies have already demonstrated tremendous value to advertisers’ advanced TV campaigns. 

        To help you get started, we’re sharing a quick overview of how advertisers can leverage first- and third-party data for their Addressable and CTV campaigns.  

        Activating Your First-Party Data 

        Today’s advertisers understand the importance of first-party CRM data, and as a result, they are constantly seeking new and better ways to activate their data. Through Cadent Aperture platform, advertisers can quickly onboard and match their CRM data to create audience segments – often in as little as 15 minutes. These segments can then be activated to reach the right viewers across Addressable TV households. Further, once you have onboarded your CRM data, it remains easily accessible through Aperture Audience Studio.  

        By reducing the time needed to onboard first-party data, advertisers can execute campaigns with greater agility, all while the data is still timely and relevant.  

        Selecting Premium Third-Party Data 

        Using first-party data alone may not deliver the scale advertisers require. By layering data sources, advertisers can reach even more of their target audience. With Aperture, advertisers can combine first-party data, third-party data (like demographic, behavioral, or purchase-based data), and leverage our lookalike modeling capabilities to expand the audience size, to maximize reach while maintaining the desired audience attributes.  

        When selecting third-party data for Addressable TV activation, look no further than Aperture. Aperture Audience Studio gives advertisers access to over 70,000 pre-made audience segments from more than 35 industry-leading data providers. 

        To learn more about audience targeting capabilities possible with Addressable TV, download our new guide.  

        DOWNLOAD

          

        Women at Cadent: Nawal Kabir, UX Designer

        Posted on by Cadent Staff

        March is Women’s History Month – a time to celebrate women’s contributions and achievements across different careers and spheres of life.  

        Now more than ever, women are forging paths in a variety of once male-dominated fields, including ad tech. These trailblazers are sparking conversations around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite, supporting women to choose and stay with STEM careers, and helping women achieve a work-life balance. 

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, the importance of Women’s History Month, and what advice they would give to women entering the workforce.  

        Nawal Kabir, a UX Designer, has been a part of our team for just 6 months but has already immersed herself in Cadent’s company culture! After graduating from Hunter College, Nawal initially pursued a career in teaching. However, after a few years and a 10-week UX bootcamp, she shifted gears and began working in user experience design. When she’s not at work, you can catch Nawal focusing on her side hustle, creating paintings and prints.  

        To learn more about Nawal, check out our Q&A below.     

        The following interview has been lightly edited and condensed. 

        Tell us about your role. 

        As a User Experience Designer, I’m focused on all aspects of Cadent’s products’ development, including research, usability, functionality, and visual design. This can mean either working on feature integrations for existing products or building out new products while working with fellow designers, product managers, and developers to ensure our end users are having the best experience while using Cadent’s products. 

        Where can we find you when you’re not at work? 

        I love taking time to do little things that bring me a lot of joy, so you would either find me painting, working on setting up my online art shop to sell my paintings and art prints, catching up on my never-ending list of books I want to read or at brunch with my friends! I also love visiting museums and art galleries.  

        What does Women’s History Month mean to you?  

        Women’s History Month is so important to me because it allows us all to take time to recognize, highlight and celebrate the achievements of women across time and space. I think it’s especially important to do this in the tech space where women are underrepresented and I love that Cadent is amplifying women’s voices and experiences during this month through their blog posts, speaker events, and showcasing examples of female leadership at Cadent! 

        Are there any resources you have found valuable while building your career? 

        I transitioned into tech from teaching after attending the User Experience bootcamp at General Assembly, so for me, they were the biggest resource as I landed my first contract role through my GA connections. The design peers I met through GA were a huge source of help for me as well since everyone looked out for each other when it came to job-hunting or fixing our portfolios. I would also highly recommend using LinkedIn to reach out to people in the field to learn more about their experiences and build connections and utilize online resources such as courses on Udemy, LinkedIn Learning, etc., to learn more about UX. This is a bit untraditional, but one thing that really helped me tackle the start of my UX career was watching various UX Designers on YouTube & applying their advice to my own experience.  

        What advice do you have for women starting out in a STEM role?  
         
        My biggest advice for women starting out in STEM roles would be to believe in themselves and their abilities! The fact that you’re in the room means you’re qualified to be there so there’s no need to second-guess yourself. Oftentimes I’ve seen women fall prey to imposter syndrome when they’re just starting out (and even when they’re not starting out) but it’s so crucial to have confidence in yourself, and it’s also important to find the right balance between being confident and being open to feedback. I’ve found that being receptive to feedback always leads to growth. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Fireside Chat Replay: AB InBev’s Vitória Bina Monteiro and Cadent’s Rick Beispel

        Posted on by Aliana Heffernan

        Recently, Rick Beispel, SVP, Sales and Strategy at Cadent led a fireside chat with Vitória Bina Monteiro, Head of Global NA Bev Connections at AB InBev. Their conversation focused on AB InBev’s global non-alcoholic beverage marketing and how the organization uses first- and third-party data. From experimenting with TikTok to activating their Creativity Lab, learn how this multi-national business is finding unique ways to engage audiences.

        Watch the full discussion below. 

        The Addressable TV Guide: Answering Your Frequently Asked Questions

        Posted on by Aliana Heffernan

        Welcome to The Addressable TV Guide! This is part 2 where we will begin to uncover the answers to some of your most frequently asked questions about Addressable TV. Come back next week for part 3 where we will dig deeper into audience targeting strategies.

        To catch up on other posts in this series, visit our Addressable TV hub.

        According to a recent report published by Deloitte Global, Addressable TV advertising is projected to generate approximately $7.5 billion globally in 2022 – about 40 times more than in 2012. With such tremendous growth, it’s important to keep in mind that $7.5 billion only reflects 5% of the global $153 billion TV ad market. So, what is stopping Addressable TV from achieving greater market share?  

        From terminology to technology, there are many aspects of Addressable TV and CTV that continue to raise questions for even the most seasoned TV advertiser. For instance, in our previous post, we explained that while some definitions limit Addressable TV to Addressable linear STB, Cadent expands that definition to include Addressable VOD, OTT, and CTV. But beyond semantics, just how Addressable TV works, and what audience targeting or attribution is possible is often misunderstood.  

        Let’s explore further.  

        Reaching Your Target Audience 

        As the TV ecosystem converges, so do TV buyers. Linear TV advertisers have had demo-based buying ingrained in their workflows. In contrast, those from the digital world have become experts in audience-based buying. With Addressable TV, it’s possible to have the best of both worlds – the reach of linear with the precision of data-driven targeting.  

        Addressable TV allows advertisers to match first- and third-party data to TV households. And although many advertisers worry that Addressable TV lacks the scale of cable or broadcast, there are over 100M addressable households in the U.S. So, by connecting audience segments to Addressable TV inventory, advertisers gain access to a considerable pool of potential customers.  

        From TV Ad to Attribution

        In today’s advertising world, everything rolls up to attribution. Determining the effectiveness of your ad, and more specifically, your return on ad spend (ROAS) can be the difference between keeping or losing a client. Addressable TV empowers advertisers to measure a variety of business outcomes such as sales lift, web traffic, foot traffic, brand health.  

        Curious to learn more about what today’s Addressable TV can do for your brand?  

        Read more of our answers to your frequently asked questions, download our new guide.  

        DOWNLOAD

          

        Black History Month at Cadent: DiShawn Vance

        Posted on by Cadent Staff

        February is Black History Month – a time dedicated to celebrating, recognizing, and remembering the achievements of the Black community in America. According to the Association for the Study of African American Life and History, this year’s theme, “Black Health and Wellness,” was selected because it “acknowledges the legacy of not only Black scholars and medical practitioners in Western medicine, but also other ways of knowing (e.g., birth workers, doulas, midwives, naturopaths, herbalists, etc.) throughout the African Diaspora.”  

        This Black History Month is especially significant because it marks the first in which Cadent has the Black Employees Network to lead the way in planning and organizing events to commemorate the heritage of Black Americans. As a part of our celebrations, we spoke with some of our Black colleagues to learn more about who they are, their experiences in and out of the workplace, and what Black History Month means to them. 

        DiShawn Vance, Broadcast Operations Specialist, has worked at Cadent for less than a year and has already made a major impact! As one of the co-leaders of Cadent’s Black Employees Network (BEN), DiShawn has helped coordinate several company-wide events including a Virtual Open Mic Night and Soul Food luncheon.  

        To learn more about DiShawn, check out our Q&A below.     

        The following interview has been lightly edited and condensed. 

        Tell us about your role:  

        As a Broadcast Operations Specialist, it is my job to analyze the commercials that ran for an account and ensure they ran properly. 

        What’s your favorite thing to do when you’re not at work? 

        My favorite thing to do when not at work is thrifting for clothes and bags or watching movies and shows with dark humor. 

        Are there any mentors or experiences that shaped your career? 

        There has been a slew of people in my life who helped me understand what it is that I want to do and how to get there. Most important among those people is my mother. She’s only had a couple of career changes in her life but in the last five years, she has started three businesses, finding ways to pursue her passions. She created a non-profit, made her own candles, and became a certified yoga instructor. She has been featured in television shows, newspapers, and radio. All this to say that she showed me you should go for whatever you are passionate about. Many people get comfortable being in one position and then find themselves in a rut. I was shy about applying to places like Cadent because I thought, “what if I’m not good enough?” My mother taught me to just be myself, do what I love, and the rest would fall into place. I am still learning and growing, but powerful people like herself have helped me see that I can only go up from here. 

        What does Black History Month mean to you and how are you planning to celebrate this year? 

        Black History Month means Black people are here to take up space. Black people are often overlooked when it comes to jobs, sparking ideas, and inventing new products, so it’s important for others to see that we are creative, intelligent, fun-loving thinkers. I feel like BHM gives us an opportunity to remind everyone of our impact on society and culture. My plans to celebrate involve helping lead Cadent’s Black Employee Network (BEN), an employee resource group (ERG). Outside of Cadent, I’ve used this time to brush up on some facts that I may have forgotten over the years. I will finally be watching ‘When They See Us’ – the true story based on five Black teenagers falsely accused of a vicious attack in New York City. I haven’t yet watched it because I knew it would stick with me emotionally, but their story is real and horrific things like what they experience are still happening today. I’ll also be taking the time to read, watch and listen to some of the suggestions that my peers have sent me for music, books, podcasts, etc. Ultimately, I want to make sure that BHM continues and doesn’t ‘end’ when the shortest month of the year ends.  

        Do you have any favorite movies, books, art, or music made by Black creators?  

        A couple of my favorite movies are Love Jones, directed by Theodore Witcher, and The Wood, directed by Rick Famuyiwa – I am a sucker for a good love story. Musically, I love SZA. She is my favorite artist and I’ve been listening to her for more than seven years. I love and relate so closely to all the things she sings about. As far as art goes, I’ll always love Jean-Michel Basquiat. However, some of the most amazing pieces I’ve seen recently come from Black creators on Instagram. It’s incredible when you can see and feel the emotion – and hard work! – put into a piece of art. I stumbled on a post from @thegrnwood of a man illuminated by the night sky and thought it’s beautiful when something so simple can make you experience different feelings or ideas. 

        This year, ASALH’s Black History Month theme is “Black Health and Wellness.” Can you tell us what “Black Health and Wellness” mean to you? 

        I love this theme because for so many years, in the Black community, therapy has been looked down – as something meant for ‘crazy’ people. In actuality, wellness means so many different things. I can go on and on about it, but some key things I want to point out are, first: representation is important. Black doctors, therapists, interns, should all be within reach. Children should feel empowered to dream big, our elders should feel comfortable sharing personal experiences about their health and bodies. Everyone deserves to be heard and understood when they need it most. Secondly, self-love can make or break your day. A sour interaction can make you feel like a dark cloud is hanging over your head, but if you spend time doing one of your favorite things, or reflecting, or just getting some sunshine – it can make all the difference.  

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action? 

        It begins with a willingness to listen and learn about cultures and life experiences that aren’t your own. I also believe that there must be a friendly invitation. It’s simple, but for people to say, “Everyone is welcome,” or, “I think this meeting would be better if you were a part of it,” makes a difference. Overall, friendliness and genuine interest can go a long way.  

        I think when people know what they’re getting themselves into, it’s less frightening for them. When someone doesn’t understand something, it becomes intimidating. For example, when we say we’re having an interest meeting for the Black Employee Network, it can sound like this is a meeting for only Black employees and others may not feel comfortable attending. We made sure to let people know this is a group designed to be a safe space for Black employees, but we want to share our culture with you, we want to build allyship within the company, and we want others to know this is a peaceful place for everyone to gather and learn something new. Sharing the full scope of our goals is why we could have such an amazing turnout as we did for the Open Mic.  

        If you could have dinner with any important Black-figure – a civil rights pioneer, politician, musician, artist, author, activist, etc. – living or dead, who would it be and why?  

        This is a hard question for me because of the saying, “never meet your heroes” – I once met an artist I liked in person, and let’s just say, I wish I hadn’t. But, if I did pick someone, it would be Teyana Taylor, the model, actress, director, and dancer. I think dinner would be too formal and I’d be too shy to ask any hard-hitting questions, so instead, I’d want to have brunch at her Atlanta home. I feel as though it would be easier to build a connection in a more comfortable setting. In talking with her, I’d want to hear about her experience, chasing her dreams and defying norms, all while staying true to herself. Also, I’d like to learn how she knows when it’s time to take a break! As Black people, we often try so hard to prove ourselves to others that we need to realize that it’s okay to slow down sometimes.  

        What has been your proudest moment at Cadent? 

        My proudest moment at Cadent was being able to share some of my poetry for our Open Mic. Almost one hundred people joined over Zoom, so it was an amazing experience to allow my colleagues to see a very different, vulnerable side of me – while also educating, entertaining, and simply expressing myself. I’m so happy to be part of a company that is open to listening and sharing with one another. 

        What advice would you give to a younger colleague or a younger version of yourself? 

        To a younger version of myself, I would say that there is no need to dilute your personality or who you truly are just to fit in. That there is a way to be professional and not lose who you are in the process. It’s also important to go for the opportunities you deserve. It’s not enough to dream about being successful – you must be willing to go out and take risks. The people that we celebrate during BHM are those that carried this advice with them. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        The Addressable TV Guide: What It Is and How It Can Support Your Advertising Goals

        Posted on by Aliana Heffernan

        Welcome to The Addressable TV Guide! This is part 1 where you will learn what Addressable TV can do for your business and why it should be a part of your media mix. Come back next week for part 2 where we will answer your most frequently asked questions about Addressable TV.  

        To catch up on other posts in this series, visit our Addressable TV hub.

        Today, Addressable TV commands high consumer attention and is readily available for purchase by advertisers – but it is also widely misunderstood. Across the industry, there are concerns that Addressable TV lacks scale, that there are lingering challenges when it comes to buying Addressable across multiple publishers, or that measurement takes too long to report. In fact, depending on whom you ask, you could get an entirely different definition of what Addressable TV is all together! Combine these misconceptions with an already complex TV landscape and it’s no wonder that Addressable TV has failed to receive the recognition it deserves.  

        We’re here to dispel those myths and set the record straight on Addressable TV. 

        Defining Addressable TV  

        When we think about Addressable TV, we don’t limit our definition to Addressable linear set-top-box (STB). Doing so would minimize the impact and scale of this powerful advertising channel. It would also ignore the value of partnerships that enable buying across the full spectrum of Addressable TV media. Ultimately, to talk about Addressable TV is to talk about all TV media that is addressable – regardless of delivery method. 

        As a result, Cadent defines Addressable TV as:  

        All Advanced TV media that is addressable, including Addressable linear STB, Addressable VOD, and OTT / CTV. 

        Both a buying construct and category of television media, Addressable TV empowers advertisers to efficiently buy TV advertising at scale, reduce waste, and tie TV ad exposure back to real business outcomes. 

        Why Addressable TV Matters   

        The true power of Addressable TV is that – when executed properly – it allows advertisers to target a precise audience at the household level. 

        So, why isn’t everyone including Addressable TV in their media mix? There are several misconceptions about Addressable TV and challenges associated with planning, buying, executing, and measuring Addressable TV campaigns.  

        According to a study conducted by Forrester Consulting on behalf of a cross-industry collaboration of leaders in the Addressable TV space, advertisers are hesitant to increase their investment due to a lack of interoperability between technology partners and among MVPDs. There are also concerns regarding the scale of Addressable TV inventory and challenges around measuring across publishers. 

        Meet Aperture

        Aperture is Cadent’s purpose-built platform designed to meet the needs of the evolving TV advertising landscape. ApertAperture is Cadent’s purpose-built platform designed to meet the needs of the evolving TV advertising landscape. Aperture helps advertisers at every stage of their workflow – identifying targets, finding supply, and analyzing campaigns – allowing you to optimize for the future. From building audiences to cross-screen measurement, Aperture provides you with the tools you need to make the most of your media investment. 

        To learn how to make Addressable TV deliver for you, download our new guide.  

        DOWNLOAD

          

        Celebrating International Day of Women and Girls in Science with Lauren Koslov

        Posted on by Cadent Staff

        Today is the International Day of Women and Girls in Science! Observed annually on February 11th, this day was declared by the UN in 2015 in an effort to “achieve full and equal access to and participation in science for women and girls, and further, achieve gender equality and the empowerment of women and girls.” To celebrate, Cadent reached out to women in our engineering departments, asking about their career journeys and what advice they would give to other women interested in pursuing a role in STEM-related fields.  

        Lauren Koslov, a Sr. Frontend Engineer on our IT Engineering team, has followed an unconventional professional journey. Beginning her career in business development after studying economics, Lauren later decided to switch careers and pursue her passion for coding. Since joining Cadent two and a half years ago, she’s continued to carve her own path as an engineer.  

        Read our Q&A with Lauren below to learn more about her experiences as a woman in engineering and where she goes to build on her technical knowledge.  

        The following conversation has been lightly edited and condensed. 

        Tell us about your role – can you describe your average workday?  

        As the Sr. Frontend Engineer on the Broadcast team, my day consists of several different tasks. Every day starts out with scrum (scrum is basically a meeting where you discuss what you worked on yesterday, what you will work on today, and if you have any blockers). After that, I spend time working on stories. Stories contain a feature that you code to spec based on acceptance criteria set by Product. I then have office hours to help other frontend engineers on the Broadcast team with anything they need. The rest of the day is pretty up in the air, ranging from meetings with Product and QA to planning and grooming. I also set aside at least one hour per week for online learning to continue to improve and keep up to date with the quickly ever-changing frontend. 

        Did you always have a clear vision for your career?  

        I have always wanted to be a software engineer, but for several reasons, I decided to go a different route in college. Post-college, and prior to being an engineer, I worked in sales, product, and business development. While I still wish I went straight into engineering, working in other departments allowed me to better understand the vision required in product and to be able to effectively communicate with others from sales. 

        Women are still greatly underrepresented in the STEM field. Has being a woman engineer posed any challenges?  

        Being a woman engineer has posed challenges and I know I am not alone with stories that I could share. However, my passion for engineering has never wavered. I continuously work to improve my knowledge and skillset, and I’ve learned it is important to find peers, mentors, and a company that share that mentality. 

        Are there any resources you have found valuable to building your career? 

        I attended a bootcamp (shout out to Flatiron School!) which gave me the skillset and knowledge to become an engineer. That bootcamp was the most valuable resource as I received my first contract role through their network. As a bootcamp grad, it can be difficult to apply for jobs because you lack a CS background. I highly recommend using sites like Codewars to prepare for technical interviews. To improve your knowledge in general, there are a ton of great courses on Udemy. 

        What advice do you have for women starting out in a STEM role? 

        My biggest piece of advice is to work hard and not give up – imposter syndrome is real. Never be afraid to ask questions, but ask them after you’ve done your research. With that, you’ll either solve your problem or collect enough information to accurately articulate what you know and what you are struggling to understand. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Celebrating International Day of Women and Girls in Science with Shubhra Goel

        Posted on by Cadent Staff

        Today is the International Day of Women and Girls in Science! Observed annually on February 11th, this day was declared by the UN in 2015 in an effort to “achieve full and equal access to and participation in science for women and girls, and further, achieve gender equality and the empowerment of women and girls.” To celebrate, Cadent reached out to women in our engineering departments, asking about their career journeys and what advice they would give to other women interested in pursuing a role in STEM-related fields.  

        Shubhra Goel, a Lead Software Engineer on our IT Engineering team, has had a deep interest in math and science since she was a child. After immigrating to the U.S. mid-degree, Shubhra ultimately earned her Master of Computer Science. As a software engineer, she finds herself always learning, eager to understand the latest technology or develop new skills.

        Read our Q&A with Shubhra below to learn more about her path to software engineering and the ad tech space, as well as her recommendations for others hoping to enter a STEM profession.  

        The following conversation has been lightly edited and condensed. 

        Tell us about your role – can you describe your average workday? 

        My role is Lead Software Engineer. This means that I focus on managing several software projects, collaborating with my team and across teams to provide technical solutions. For me, an average workday involves discussions with product owners, understanding the business, and providing architectural solutions. A good amount of my time is spent on technical discussions and development, which involves coding. I work with a team that includes Product, QA, developers, and managers. Our joint goal is to plan the project, set the deliverables, and deliver quality solutions on time. As a member of a very technical field, I need to continuously learn new technologies, implement them, and guide my team in utilizing them. 

        Did you always have a clear vision for your career? 

        Yes and no. I was always certain that I’d pursue a career in a STEM field, but my specific focus has changed over time. At a young age, I challenged myself by taking subjects that were traditionally considered difficult for girls. I made the deliberate decision to pursue STEM education in high school, and later I chose to focus on Physics for my Master’s degree. I was inspired by my father, who is a teacher, and started teaching Master’s level courses at the university. When I came to the USA, my visa status-imposed restrictions on my ability to continue that path, so I earned my Master of Computer Science and started my new career as a Software Developer. 

        Women are still greatly underrepresented in the STEM field. Has being a woman engineer posed any challenges? 

        Yes, it has definitely posed challenges from time to time. There is still an underlying perception in society, even in this day and age, that women are more sensitive and emotional than men and consequently women cannot be as aggressive and analytical as men. Over the years, however, I have learned that the challenges women face are directly related to the corporate culture of the company in which they work, which starts at the top of the leadership chain and trickles down. I strongly believe that the company culture, values, and leadership matter most when creating a healthy environment for everyone. Being a part of Cadent, I feel like I have great support from both leadership and coworkers. I always feel that people listen to me as a human being and don’t judge me as a woman. 

        Are there any resources you have found valuable to building your career? 

        Education and constant family support are my biggest resources. My parents always emphasized education, and I have the unconditional support of my husband and kids in my continued education and career choices. Mentoring is another valuable resource for me, and the support of my peers and friends continues to inspire and motivate me. 

        What advice do you have for women starting out in a STEM role? 

        The first thing that I would say is to stop focusing on gender and think of yourself only as a STEM professional, surrounded by other STEM peers. Act professionally, believe in your abilities, and don’t be afraid to speak up. Accept challenges and then follow through in facing and overcoming them. I constantly remind myself that gender does not define my skills, my thought process, and my values, and I will not give up learning and contributing, and exceeding expectations. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Black History Month at Cadent: Shomar Lowe

        Posted on by Cadent Staff

        February is Black History Month – a time dedicated to celebrating, recognizing, and remembering the achievements of the Black community in America. According to the Association for the Study of African American Life and History, this year’s theme, “Black Health and Wellness,” was selected because it “acknowledges the legacy of not only Black scholars and medical practitioners in Western medicine, but also other ways of knowing (e.g., birth workers, doulas, midwives, naturopaths, herbalists, etc.) throughout the African Diaspora.” 

        This Black History Month is especially significant because it marks the first in which Cadent has the Black Employees Network to lead the way in planning and organizing events to commemorate the heritage of Black Americans. As a part of our celebrations, we spoke with some of our Black colleagues to learn more about who they are, their experiences in and out of the workplace, and what Black History Month means to them. 

        Shomar Lowe, Linear Sales Planner, has been with Cadent for nearly three years, helping our Planning team develop efficient media plans for their cable and broadcast TV activations. An athlete and avid sports fan, when he’s not at work, you can often find him watching one of his favorite teams.  

        To learn more about Shomar, check out our Q&A below.    

        The following interview has been lightly edited and condensed. 

        Tell us about your role 

        I’m a Linear Sales Planner based out of the New York office. As a sales planner, I help build media plans to match our client’s requests – whether it’s based on CPM/CPP ratings, impressions goals, or both. I also coordinate with the Inventory team to ensure campaigns are delivering as planned.  

        What’s your favorite thing to do when you’re not at work?  

        I like sports, so depending on the time of year, you’ll find me watching the Knicks, Arsenal and Paris Saint-Germain, or the New York Giants. I also enjoy exploring new breweries, collecting vinyl records and sneakers, and checking out new music. 

        Are there any mentors or experiences that shaped your career?  

        Two people: one of my good friends from college and an account executive at my previous job. They each helped me learn how to navigate the sales industry, especially as a Black employee. Both taught me skills so that I could be successful in my role today as well as future roles.  

        What does Black History Month mean to you and how are you planning to celebrate this year? 

        This month is meant to highlight some of the greatness that Black people have contributed to society – everything from clothes to art, to social awareness. I will look to continue patronizing Black-owned businesses and increase my awareness of contemporary Black artists. 

        Do you have any favorite movies, books, art, or music made by Black creators?  

        There are many, but here are just a few:  

        Books: Steve Biko’s I Write What I Like, Huey P. Newton’s Revolutionary Suicide, and Kobe Bryant’s The Mamba Mentality.  

        Music: J Dilla’s Donuts, Nas’ Illmatic, Jay-Z’s Reasonable Doubt, Isaac Hayes’s Black Moses, Robert Glasper’s In My Element, and Michael Jackson’s Off the Wall.  

        Art: Jean-Michel Basquiat’s Untitiled (Boxer), Kehinde Wiley’s Portrait of Barack Obama, and Anthony Akinbola’s Camouflage #005.  

        Movies: Spike Lee’s Malcolm X and Do the Right Thing, Boots Riley’s Sorry to Bother You, and John Singleton’s Boyz n the Hood. 

        This year, ASALH’s Black History Month theme is “Black Health and Wellness.” Can you tell us what “Black Health and Wellness” means to you?  

        Take care of yourself in all aspects – mind, body, and soul. Keeping yourself organized, eating well and exercising, making time for friends and family, and indulging in hobbies or interests are each a part of your wellness. 

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?  

        It’s important to be open to everyone’s differences and show those differences, from C-level executives to entry-level employees. This is successfully put into action when collaboration is used to celebrate culture – no matter how big or small the group – allowing their voice to be heard and acknowledged in an authentic way, rather than using an idea of what it “should be” to move forward. 

        If you could have dinner with any important Black figure – a civil rights pioneer, politician, musician, artist, author, activist, etc. – living or dead, who would it be and why?  

        There are two people that come to mind. The first is Huey P. Newton, as it would be interesting to learn about how he focused on the formation and growth of the Black Panther Party, as well as working on its other programs, such as medical clinics and free food for kids. I would also ask if or how he sees remnants of the Party in any of today’s sociopolitical organizations. 

        The second would be J Dilla, because it would be interesting to learn about how he was able to bring his ideas to life with – seemingly – such ease, and how he was able to stay motivated and focused, especially during the time of his declining health. 

        What has been your proudest moment at Cadent?  

        It has to be when I was recognized for my efforts with a Crushing It at Cadent award last summer! 

        What advice would you give to a younger colleague or a younger version of yourself?  

        Get a mentor and learn the ropes, apply yourself 100% to whatever you are doing – no matter how insignificant it may seem, and always have an opinion. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Cadent Has a “Day On” To Remember MLK

        Posted on by Aliana Heffernan

        Martin Luther King Jr. Day has been observed since the late 1980s. On this day, we pause to reflect upon the great contributions that he made as a servant leader and civil rights activist. In remembrance, Cadent was closed this past Monday.  

        At Cadent, we think of MLK Day as “a day on, not a day off.” Accordingly, we encourage our staff to take this day as an opportunity to volunteer locally or engage with their community. 

        This year, Cadent’s DiShawn Vance and Khadijah Freeman – who recently volunteered to lead and launch the Black Employee Network @ Cadent – participated in virtual events in honor of Dr. King. Read their key takeaways from the events below.  

        The following has been lightly edited and condensed. 

        Khadijah Freeman, Help Desk Analyst 

        I was fortunate enough to be able to join two virtual MLK events! On Monday, I attended the “42nd Annual Dr. Martin Luther King, Jr. Luncheon” and “25th Annual MLK Virtual Celebration.” Overall, both events made me think about how I can keep MLK’s dream alive. I learned a lot from each session, so my family and I will look forward to participating every year in the future. These are some of the questions that I’m reflecting on: 

        • What are you doing to create change in your community? 
        • Are you reaching out to your Statesmen to protect voters’ rights? 
        • Moving forward, what can we do to keep MLK’s dream alive?  
        • Would he be disappointed looking at where we are today? 

        Each session also referenced books that I thought were worth mentioning! In her memoir, Her Honor: My Life on the Bench…What Works, What’s Broken, and How to Change It, retired judge of the Superior Court of California, LaDoris Hazzard Cordell writes about her path to becoming a judge as a Black woman. The book, The Three Mothers: How the Mothers of Martin Luther King, Jr., Malcolm X, and James Baldwin Shaped a Nation by Anna Malaika Tubbs touches on the ways MLK was inspired by his mother.  

        DiShawn Vance, Broadcast Ops Specialist 

        Earlier this week, I participated in the University of Pennsylvania’s MLK Day of Service Virtual Kick-Off. Members of UPenn’s Black Associate Group organized an interactive class where attendees learned the moves of traditional dance, listened to powerful poetry, and heard from numerous speakers including Senator Bob Casey. Here are a few things that stood out to me: 

        • In her keynote speech, Jamie Gauthier challenged the audience with the question, “How would King’s values apply if he were here today?” This is something that resonated with me as I considered how without Dr. Martin Luther King Jr., the world as we know it today would look very different.  
        • We should use this day and every day to understand that engagement makes a difference in our society. 
        • Dr. Charles Chaz Howard shared, “We are taking the baton to move forward and continue Dr. Martin Luther King Jr.’s work.”  

        Learn more about life at Cadent and see available roles on our Careers page. 

        Fireside Chat Replay: Intuit’s Lara Balazs and Cadent’s Rick Beispel

        Posted on by Cadent Staff

        Recently, Cadent SVP, Sales and Strategy, Rick Beispel led a fireside chat with Lara Balazs, EVP, General Manager and Chief Marketing Officer at Intuit as a part of the 2022 Brand Innovators Kickoff Summit: Setting the Stage for 2022. Their conversation spanned a variety of topics including Intuit’s brand ethos, purpose-driven marketing, and how resiliency paves the way for progress. As an ‘AI-driven expert platform,’ Balazs explains how Intuit’s products and services support individuals’ and SMBs’ financial needs.   

        Watch the full discussion below. 

        4 Tips to Elevate Your CTV Strategy

        Posted on by Cadent Staff

        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 demographics, transactional 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.

        CPG, PBT, and TV — A Winning Audience Combination for 2022

        Posted on by Cadent Staff

        Guest Author: Tom Eaton, SVP, Programmatic & TV Solutions, NCSolutions

        As brands continue to refine their media plans for 2022, they are thinking about how to reach the right consumers at the right moment in the buyer journey. This consumer-focused approach to marketing makes having a cross-channel audience strategy even more important. 

        According to a recent NCS consumer sentiment survey, almost half (48%) of Americans say one of their biggest pet peeves about advertising is when they see an ad that’s not relevant to them1. And this makes sense—finding the right consumers and serving them relevant advertising can be a challenge for consumer brands. Purchase-based targeting (PBT), or targeting a consumer based on past purchases, is one strategy that can help along the way.

        Brands can use PBT to reach more precise and proven audiences based on actual buying behavior. These unique audiences can be activated across all media types and tailored to a brand’s advertising goals. 

        For example, a brand may focus on reaching consumers who sometimes buy their brand and purchase other brands frequently in their category to meet their strategy of conquesting the competition for a campaign. PBT is a proven strategy for brands looking to reach an audience more likely to buy more. In fact, purchase-based targeting drives 3x the return on advertising spend when compared to other targeting methods used by CPG companies in their strategies2. Past purchases are the most effective and efficient way to predict future buying behavior. 

        In a recent TV campaign, we saw that while just 3% of exposures were delivered to previous brand buyers, that segment contributed 27% of the incremental sales that resulted from the campaign. Using NCS purchase insights can help brands build a plan that minimizes waste and ensures every dollar they spend is reaching the consumers most likely to buy their products.

        Building brand love with repeat buyers is another benefit of purchase-based targeting. With inflation at a recent high and kinks in the supply chain, consumers may try new brands due to price or availability. In a recent NCS consumer study about holiday food shopping, we learned that 17% of respondents will try another brand if their preferred brand is not available and 31% will substitute their favorite food for a cheaper brand3. 

        Reaching buyers at the right time and place matters. NCS has teamed up with Cadent to ensure their customers have access to NCS’s purchase-based audiences right within the Cadent Aperture platform. CPG brands have the ability to compete for digital dollars by delivering the same high-value audiences across all TV platforms. 

        Download NCSolutions’ free guide to discover more on how the combination of PBT and TV can work together for CPG.

        Sources:

        1 NCS Consumer Sentiment Survey, September 2021

        2 NCSolutions/Nielsen CPG Meta-Study

        3 NCS Consumer Sentiment Survey, November 2021

        Finding Sports Fans Across the Fragmented TV Landscape

        Posted on by Cadent Staff

        It should come as no surprise that live sports on broadcast, cable, and CTV consistently draw in a strong viewership. Have you ever tried to record a game and watch it the next day? Good luck avoiding spoilers from friends, co-workers, and social media! Live TV remains an impactful medium to reach audiences with improved targeting and attribution capabilities. Whether marketers need to drive brand awareness or sales lift, live programming provides an effective path to achieve your business outcomes.

        And while the TV landscape continues to fragment and audiences shift toward OTT/CTV platforms, you wouldn’t know it based on the sky-high ratings of live sports. In fact, according to Sports Illustrated, 23 of the top 25 most-watched broadcasts in 2021 were NFL games. Further, the Tokyo Olympics snagged 16 spots within the top 100, while events like the NCAA’s March Madness Final Four, the NBA Finals, and the Masters all claimed their spot on the list.     

        To help you get started, we’re sharing our top three strategies that marketers can use to reach their target audience through sports programming.  

        3 Strategies to Reach the Sports Audience 

        1. Play into the passion of live sports viewers

        There’s nothing like the energy of watching a live sports game! Some die-hard fans will even watch regular-season games with the same fervor as a playoff or championship. So how can advertisers capitalize on key moments throughout the sports season? It’s important to keep the momentum going. Some brands opt to make a single, big splash; however, it can be more impactful to activate your media plan over several weeks or months. This consistent pacing will allow you to target your audience with non-skippable advertising and reap the benefits of frequency-capped, repeated exposure – a win-win for brands.   

        2. Maximize impact with a cross-channel approach 

        If you are already activating on linear, consider extending and amplifying your reach with CTV media. The lion’s share of live sports is still found on cable and broadcast, but increasingly, leagues and networks are airing games through OTT and CTV platforms. Simultaneously, more and more households are cutting the cord with their cable providers, but still want to tune in to watch their beloved sports teams. For marketers looking to improve the efficiency of their media buying for sports programming, a cross-channel approach can be a game-changer! Live sports on CTV give advertisers the real-time advantages of linear with targeting and attribution similar to digital.  

        3. Reach an upscale audience – at scale 

        Most sports benefit from a broad-reaching audience – football, basketball, baseball, and hockey each draw fans from the full spectrum of individuals that make up the 18-49 demographic. However, a few sports boast a more niche appeal. Golf and tennis in particular provide marketers with the opportunity to engage with a fanbase that falls in a higher income demographic, making these sports an ideal space for luxury retail, luxury auto, and financial services advertisers. In fact, according to Scarborough Research, 30% of adult tennis fans and 27% of adult golf fans have household incomes of $100,000 or more. High-net-worth individuals are notoriously difficult to advertise to, so advertising during golf and tennis matches allows brands to get in front of this hard-to-reach segment.   

        Sporting events on TV offer marketers endless advertising opportunities. A multipurpose solution, activating your message on TV enables marketers to meet both their upper and lower-funnel KPIs.  

        Ready to take your sports TV advertising to the next level? Get in touch with a Cadent account executive.

        Why Automation & Collaboration Will Scale Addressable TV

        Posted on by Cadent Staff

        [A version of this post originally published on Ad Age.]

        In today’s world, where viewers curate their own “must watch TV” across a combination of content providers and screens—including TV networks, subscription video on demand (SVOD), advertising-based video on demand (AVOD), virtual multichannel video programming distributors (MVPDs), set-top-box (STB) and internet protocol TV (IPTV)—there is no place for siloed planning or buying. It is impossible to execute a thoughtful cross-screen campaign orchestration without automation, unified audience planning and execution, and the ability to deliver appropriate frequency at the household level. 

        As an industry, we are finally at the tipping point to drive meaningful addressable scale; all the technology exists. The last step is connecting the pipes to create true interoperability.

        Over the last decade, I have planned and executed thousands of addressable TV and audience-based cross-channel campaigns, both on the agency side without automation and on the sell-side with automation. I can say with absolute certainty that it is much easier with automation.  

        Essentially, any type of TV (STB or IP) that allows you to target audiences at the household level and measure results against specific business outcomes is addressable.

        To scale addressable, it needs to be easier to plan, buy, sell and measure. Early technology focused on turning the STB into an ad server to allow brands the ability to target strategic audiences. Next, the industry focused on creating unified audience segments to send across screens. Newer technology has automated the workflow between the buy and sell-side to create operational ease and executional efficiencies.  

        Technology, when put in the hands of media buyers, makes it easier to scale addressable TV across multiple suppliers. Brands also need the ability to contemplate holistic cross-screen viewing of their target consumers by being able to find their target audiences regardless of what type of inventory they are watching.  To a consumer, TV is the content they watch; they have no idea if the commercial they are viewing was served in a local addressable STB pod, or a national addressable STB spot, or IP-based OTT/CTV inventory. As we look holistically at addressability across all these screens, brands will be able to deliver their message thoughtfully and at the appropriate frequency.

        So what has stopped addressability from achieving wider adoption as a TV buying paradigm?

        Ultimately, the right technology exists and agencies understand the impact, but broader collaboration is needed to ensure the best consumer experience. No one wants to send 30 messages to one household and none to another. Viewers do not view in silos and we cannot continue to execute in silos. For addressable TV to realize its full potential, interoperability is key. In fact, a recent Forrester report determined that 74% of TV buyers want there to be more interoperability among MVPDs and 66% want simplified buying and campaign management across suppliers.¹

        Technology needs to facilitate more relevant ads to the right consumers and protect the viewing experience. Relevant ads at the appropriate frequency will better resonate with audiences and ultimately drive meaningful KPI-based results for brands.

        Over the last few years, significant progress has been made. The industry has managed to live through years of time-consuming, manual spreadsheets. Television has made great strides in catching up to digital media over the last several years with targetability, measurability, and automation. Advertisers have seen the impact of advanced TV and experienced positive results. So until another medium proves to be more effective, the time to embrace advanced TV is now.

        It is time for us to combine the power of data and technology together to truly empower advertisers to reach the right audiences within premium content and at scale.  

        Sources:

        ¹ The Transformation of Television: Embracing the Era of Addressable TV, conducted by Forrester Consulting on behalf of Cadent, Comscore, Canoe, DISH Media, INVIDI Technologies, LiveRamp, ViacomCBS, Verizon Media, and WarnerMedia. https://s3-prod.adage.com/whitepapers/dish_futureisnow_wp.html

        Veterans Day at Cadent: James Bentley, Senior Cloud Manager

        Posted on by Cadent Staff

        In honor of Veterans Day, we are proud to stand with the individuals who served and sacrificed in the U.S. military. At Cadent, we recognize the value that Veterans bring to our workforce. Today, it is our privilege to recognize James Bentley, an Air Force veteran and Senior Cloud Manager for Cadent. Recently, we spoke with James to learn about his role at Cadent and his experiences as a member of the U.S. Air Force.

        To learn more about James, check out our Q&A below.       

        The following interview has been lightly edited and condensed. 

        Tell us about your role at Cadent  

        I just started at Cadent at the end of August so I’m fairly new. I’m a cloud engineer on the DevOps team. In my day-to-day, I work with our developers to architect and deploy their applications in the Amazon cloud. 

        What’s your favorite thing to do when you’re not at work? 

        I have two boys in elementary school, so most of my free time is spent with them. Otherwise, I enjoy gaming, reading, and riding Peloton 

        What does Veterans Day mean to you? 

        It’s a time to recognize those that served in the Armed Forces and personally, to remember that I was more fortunate than most that served during the Iraq and Afghan wars 

        How would you describe your time in the Air Force?  

        I was a deployable network engineer. I spent much of my time deployed and we would set up networks and infrastructure for air operations where there wasn’t yet a base. I was deployed to the Middle East a few times, and a couple of times in the U.S. for humanitarian aid. 

        What opportunities and challenges do veterans face? 

        I think members of the military receive a lot of training to help them function in high-pressure situations. They also have options for professional training if it relates to their job, and they have multiple opportunities to take college classes during and after their time in the military. 

        What was your experience leaving the military and moving on to a civilian role?  

        My experience was pretty seamless. I worked in IT before, during, and after serving in the Air Force, so I was able to move into a civilian role without much issue. 

        What advice would you give to other veterans transitioning out of the military?  

        Try to network with other service members whose enlistments ended before yours. It’s helpful to discuss what issues they may have had so you can prepare to enter the job market or go back to school. Networking for military members is just as important as it is in the civilian world. 

        Is there anything you wish civilians understood about military service? 

        I would say that not all members of the military enlist for the same reasons. Some are looking for a way to pay for college while others think of it as a way to see the world. The military is like most large organizations in that not everyone has the same views and experiences. 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Octillion Selects Cadent Aperture Platform to Enable Sales Lift Measurement from OTT & CTV Advertising

        Posted on by Cadent Staff

        NEW YORK, Nov. 11, 2021 /PRNewswire/ — Cadent, the TV advertising technology company, today announced an expanded partnership with Octillion, the platform as a service company for local and mid-market advertisers, to measure the direct sales impact of clients’ advertising based on in-store sales lift from exposed homes.   

        Through this partnership, Aperture Viewer Graph – Cadent’s cookieless audience mapping technology is paired with Octillion’s proprietary real-time attribution suite to offer Octillion clients a holistic look at the purchasing behavior of ad-exposed consumers.

        “The past 18 months began a record shift from linear TV viewing to OTT/CTV. As the market continues to see explosive growth, marketers are seeking better ways to leverage these channels as well as understand how they are driving business outcomes including retail store sales, web traffic, and foot traffic,” said Gabe Greenberg, Octillion CEO.

        Octillion and Cadent are now enabling brands and agencies to measure true business outcomes including ROAS (return on ad spend) from their media spend. The new partnership allows marketers to measure brick and mortar sales, providing deterministic accountability and deeper insights for optimization of current and future campaigns. With this enhanced sales attribution tool, advertisers are realizing the full potential of OTT/CTV and consequently increasing their investment in this format.

        Robert VanHoose, CEO of Big Sandy Superstores comments, “We have gone from zero accountable partners to over 50% – anyone that could not provide attributable media had their spend reduced or cut. Today, OTT with Octillion and Facebook are our largest spend, compared to circulars and broadcast TV just two years ago. Octillion’s level of focus and detail has allowed us to reduce our overall marketing spend as a percentage of sales to almost half and we can prove it with their full suite of attribution tools.”

        To begin the attribution process, Octillion clients securely onboard their CRM (customer relationship management) files into Octillion’s self-service FATE platform and select the campaigns they want to match against. Aperture’s measurement enablement technology determines which conversions are attributed to the viewership of each of the CTV ads. Lastly, the post-campaign analysis is provided to Octillion’s advertisers.

        “Our partnership with Cadent allows us to provide a far more detailed sales attribution and ROAS report, demonstrating how our client’s working media is driving true business outcomes,” Gabe Greenberg, CEO of Octillion said. “Invariably, clients that have these additional insights, paired with our fully transparent pricing, as well as transparent reporting and fraud tools, have the confidence to make a larger investment in these and other channels in the future.”

        “OTT and CTV viewership continue to grow, as audiences become more and more fragmented. This means that it is becoming increasingly important for marketers to be able to demonstrate results from campaign activations,” Jamie Power, Chief Data Officer and COO of Advanced TV at Cadent said. “Through the use of Aperture Platform, we can offer Octillion’s clients a clearer picture of their ad conversion, minimizing wasted ad spend and strengthening the power of this impactful advertising medium.”

        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.

        About Octillion
        Octillion believes programmatic should not be problematic, complex, or costly. Octillion’s FATE, a platform as a service solution, makes it easy for local and mid-market brands to complete fraud-free and fully transparent, media planning, buying, optimization, and attribution of CTV, Audio, Video, Addressable TV, and DOOH. The platform coupled with Octillion’s combined hundreds of years of expertise ensures their buyers of all sizes have the support and care they need to deliver quantifiable business outcomes from every media dollar invested.

        Hispanic Heritage Month at Cadent: Patricia Van Nostrand

        Posted on by Cadent Staff

        Hispanic Heritage Month is September 15th to October 15th – a month to celebrate the history and diversity of Hispanic cultures. This year’s theme, “Esperanza: A Celebration of Hispanic Heritage and Hope,” invites us to reflect on how great our tomorrow can be if we hold onto our resilience and hope. It encourages us to remember all the contributions Hispanic and Hispanic-American people made in the past and will continue to make in the future. It’s also a reminder that we are stronger together.  

        This month at Cadent, we spoke with some of our Hispanic colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them.   

        Patricia Van Nostrand has been with Cadent for more than four years, watching the business take shape into the company we are today. A proud Argentinian and Cuban, Patricia has sought ways to build a stronger community for her Hispanic peers, in the workplace and beyond.  

        To learn more about Patricia, check out our Q&A below.   

        The following interview has been lightly edited and condensed. 

        Tell us about your role

        My title is SVP, Business Operations. That means that I focus on operational evolution, helping our teams drive change and innovation by leveraging technology. For example, as we evolve as a platform company, many teams are involved in the overall workflow in the business. We identify what information is key across teams and unify how that’s tracked and communicated inter-departmentally. The speed at which it happens, and the accuracy, eliminates error and allows us to scale.

        What does it mean to you to be a woman of Hispanic descent, and what does Hispanic Heritage Month mean to you?

        Growing up in an Argentinian and Cuban household, I was encouraged to be a strong-minded and outspoken woman; to “Always speak up when you’re passionate about something.”

        My parents came to the U.S. as young adults, knowing little to no English and neither having graduated from college. They worked hard, found opportunities to excel, and put three kids through college – a huge accomplishment from where they came from – being “tired” wasn’t in their vocabulary. I never self-analyzed until adulthood, why I was (am) kind of obsessed with “succeeding,” whatever that means – it’s the immigrant family work ethic. Hispanic Heritage Month is an opportunity to celebrate the many individuals and families who came to the United States for a better life – the American Dream.

        Hispanic Heritage Month means an opportunity for representation, celebrating our culture and all that it brings. It’s a very passionate culture – lively music, colorful food, and a fiery zest for life! I try to bring that same energy to work every day and help people I work with smile more. One of my favorite things about being Hispanic is being bilingual. It has allowed me to break barriers and build multicultural relationships both in my personal and professional life.

        Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators?  

        Growing up, we always had music playing in the house. Argentine Tango for barbecues and Salsa while we were cooking, organizing, or celebrating birthdays. Latin music is a huge part of my life. Carlos Vives, Fonseca, and Maluma are some of my favorites. The lyrics in Spanish can be so eloquently written, but unfortunately, the translation to English doesn’t do it justice. It still gets everybody moving regardless of whether you even know the words!

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?   

        I’m beginning to see a transition – in how people are participating and in the sheer number of conversations being had around inclusion. Organizations are now more open to listening to how people have been impacted by exclusion – unintentional or not – and more importantly, leadership is acknowledging that creating a safe space for employees to share is a must. I know people who have had the opportunity to share their experience feel heard and that’s all some people need. Ultimately, we all need to internalize that feedback, adjust our mindset and behaviors, and make clear what we are no longer willing to accept.

        What challenges do you feel are faced by the Hispanic and Hispanic-American community today and what growth do you hope to see in the future?  

        I think there are a lot of stereotype molds that need to be broken. In my experience, there’s also a close-mindedness as to what a Hispanic or Latina woman is “supposed” to look like – and some of these judgments happen within our own community. So, to break these stereotypes, there is a lot of mentorship and sponsorship that needs to happen for the women coming behind us. We need to provide more access to the Hispanic community, and I personally am making it a mission of mine.

        Learn more about life at Cadent and see available roles on our Careers page. 

        Hispanic Heritage Month at Cadent: Joan Gonzalez-Delia

        Posted on by Cadent Staff

        Hispanic Heritage Month is September 15th to October 15th – a month to celebrate the history and diversity of Hispanic cultures. This year’s theme, “Esperanza: A Celebration of Hispanic Heritage and Hope,” invites us to reflect on how great our tomorrow can be if we hold onto our resilience and hope. It encourages us to remember all the contributions Hispanic and Hispanic-American people made in the past and will continue to make in the future. It’s also a reminder that we are stronger together.  

        This month at Cadent, we spoke with some of our Hispanic colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them.   

        Joan Gonzalez-Delia, Ops Manager, has been with Cadent for over eight years, beginning her Cadent career in Accounting and eventually moving on to Broadcast Operations. An avid music fan, when she’s not at work, you can find her spending time outside with her family or dancing to her favorite salsa albums.  

        To learn more about Joan, check out our Q&A below.   

        The following interview has been lightly edited and condensed. 

        Tell us about your role 

        I manage the Broadcast Operations team. We’re in charge of getting the reporting out to advertisers, inventory sources, just making sure that we’re running the commercials the way the advertisers want them to run.  

        What has been your career journey? 

        My first media role was with Cadent! I have a marketing degree, but when I joined Cadent eight years ago, my job was with the Accounting department. Then, when the company was being reorganized, I decided to take my chances with broadcast rather than cable, because, at the time, I felt like our cable team was already very established, while broadcast was up and coming. I started off in buying and later moved on to the operations side, where I still am today. 

        However, my first job was in auto sales. I worked at a dealership for a long time, in their service department, taking appointments and writing up customer’s bills. Then I moved to internet sales. It was the very beginning of internet sales when people were reaching out for quotes and such on their internet packages. From there, I became a repossession manager. But after all that, I got my opportunity here at Cadent! I was referred, went through the interview process, and I got the job.  

        Are there any mentors or experiences that have shaped you – either professionally or personally? 

        I would say, personally, would have to be my stepfather. He was always my biggest fan. He told me I could do anything I put my mind to – there truly wasn’t anything that I couldn’t do in his eyes. He was a police officer, and he was in the military, so he was driven and had a lot of pride in everything that he did. I think that’s something I took from him, and it’s shaped how I am as a manager.  

        Professionally, I have to say Danie, our Senior Director of Broadcast Operations. When she started her role several years ago, Danie took the time take me under her wing and guide me through the business, helping me and grow into a manager position. She has been my biggest advocate. I look up to her and if it wasn’t for her, I wouldn’t be where I am now.  

        Where can we find you when you’re not at work?  

        Outside. Whether I’m out back, sitting on the hammock or in the pool, or on the beach, I enjoy anything outside in the summertime. In the wintertime, I like to listen to music – and I know that sounds awful, but I like to clean! So, if you don’t find me at the beach or doing something outside, I’m probably cleaning or organizing a closet somewhere. 

        What does Hispanic Heritage Month mean to you, and what does it mean to you to be a woman of Hispanic descent? 

        I’m Puerto Rican, so for me, I’m Spanish all the time! And it’s nice to see that we get some recognition. There are so many different cultures that fall under the Hispanic umbrella, so I feel like Hispanic Heritage Month highlights how not everybody who speaks Spanish is Mexican, that not everybody from Puerto Rico is “illegal.” I get a lot of, “You’re from Puerto Rico – do you have your green card?” and “Did you need to get your visa to come?” When, it’s like, no, I am a citizen – I was born that way. 

        I also think Hispanic Heritage Month brings up more conversations and in turn more knowledge to people that don’t really know much about the Hispanic community. 

        But what does it mean to me to be Hispanic? I take pride in it. It’s who I am, right? It’s just a part of me. My husband is Italian and I’m Puerto Rican, so I try and incorporate as much of both our cultures as I can into our kids’ lives. I make them listen to Spanish music on Saturdays while I’m cleaning. And sometimes I’ll have them dance with me. It’s part of their culture, so I feel that it’s something they should know.  

        Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators? 

        Marc Anthony, I listen to a lot! I saw him when I was in second grade. He was a nobody, playing at a festival. But since then, he’s become a household name. My mom loves him, and I think we’ve been to four of his shows over the years. He keeps it very traditional, very salsa, and just very Puerto Rican. 

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?   

        Conversations help. I think what Cadent is doing when it comes DEI, putting in the time and effort to bring in all these different speakers is so important. It helps us to understand that many people, even those who look alike or work at the same job, all live very different lives. 

        We are so diverse as a company, which I think that’s a good sign that things are working. You’re not just forgetting about the people that make your company function. We are a big, important part of Cadent and its success. 

        I also think it’s important that each group be recognized whether it’s Women at Cadent, or employees who are part of the LGBTQ+ community, or our Jewish coworkers. At the end of the day, these are the people that I spend more time with at work than I do at home, so I would like to get to know them a little bit more! And having those opportunities at work, to learn more about other cultures, is pretty neat.  

        What challenges do you feel are faced by the Hispanic and Hispanic-American community today and what growth do you hope to see in the future? 

        It was two years ago, right before the pandemic, and I pulled up to the gas station. I had my Spanish music blaring, but I get out to start pumping the gas and the guy next to me was like, “We speak English.” 

        And I didn’t say anything because okay, that’s great, I speak English, too. But you know, I feel like if we lived in a different world or different time, I would have had a conversation with that person. For people like that, ignorance is bliss. And just because I’m Spanish or I’m listening to Spanish music doesn’t make me an any less American. It doesn’t mean that I don’t know English. It doesn’t mean that I’m here illegally. 

        That’s the biggest challenge, at least for myself and for the Puerto Rican community, although I can’t speak for everybody else. It’s when people think that we don’t belong here just because we’re from Puerto Rico. A lot of people don’t realize we get to vote – we don’t vote in the election, but we get to vote in the primaries. We serve our country the same way that and America that lives on the mainland serves their country.  

        I’ve had my share of rude comments and other incidents like that day in the gas station, but I feel like the more conversations we have about these different communities, with each other, the more it will help.  

        What has been your proudest moment at Cadent? 

        I feel like the growth I’ve been able to achieve within Cadent has made me proud to be working for Cadent. They didn’t stop me at Accounting. When I saw another opportunity, I was able to move into that and grow. I’m proud of the fact that they have allowed me to grow and that I see it happen with other people, too. There are many other people within the company that have started off here and they’ve ended up there.  

        I’m also proud to work for a company that listens to their employees and takes the initiative to make sure that their employees are happy.  

        What advice would you give to a younger colleague or a younger version of yourself? 

        Just be authentic. Be your true self. I try to tell my kids all the time, “We all look different, because we are different,” but what’s important is, “you believe in what you believe, so don’t let anybody tell you, you can’t do or be something. If you put your mind to it, it’ll happen.” I don’t know though – I would give a lot of advice to my younger self! 

        Another piece of advice I would give myself is, “Don’t hold back.” I know that I’ve held a lot back because I’m a woman or because I’m young or because I’m a mom. Unfortunately, I think I’ve held myself back from doing a lot of things, that if I could go back and tell my younger self anything, it would be just to, “Be authentic, be you, and if you want to do something, just do it.” 

        Learn more about life at Cadent and see available roles on our Careers page. 

        Hispanic Heritage Month at Cadent: Erin Minjares

        Posted on by Cadent Staff

        Hispanic Heritage Month is September 15th to October 15th – a month to celebrate the history and diversity of Hispanic cultures. This year’s theme, “Esperanza: A Celebration of Hispanic Heritage and Hope,” invites us to reflect on how great our tomorrow can be if we hold onto our resilience and hope. It encourages us to remember all the contributions Hispanic and Hispanic-American people made in the past and will continue to make in the future. It’s also a reminder that we are stronger together.  

        This month at Cadent, we spoke with some of our Hispanic colleagues to learn more about who they are, their experiences in and out of the workplace, and what Hispanic Heritage Month means to them.   

        Erin Minjares, Executive Assistant, has been with Cadent for over five years, and in that time, she has watched the company grow into the business it is today. A California native, Erin attended San Jose City College before beginning her professional career. When she’s not at work, you can find Erin checking out a new art exhibit or playing pool with friends. 

        To learn more about Erin, check out our Q&A below.   

        The following interview has been lightly edited and condensed. “

        Tell us about your role   

        I am an Executive Assistant at Cadent supporting our CTO, Les Carter, and VP of Platform Sales, Tim Jenkins. I am also part of our DEI Team.  

        What does your day-to-day look like?  

        A typical day for me includes managing calendars, touching base with HR and DEI, planning for upcoming events, and working on current projects.  

        Are there any mentors or experiences that have shaped you – either professionally or personally? 

        Definitely – I have a spiritual mentor who has been a trusted confidant for years. He has given me direction in life and has helped me grow spiritually. It’s given me a different perspective and guidance in life and helped me learn how to manifest my goals. 

        Where can we find you when you’re not at work?   

        Playing pool or catching a new art exhibit in the city! 

        What does Hispanic Heritage Month mean to you? -or- What does it mean to you to be a woman of Hispanic descent?   

        Growing up in a Hispanic household, there was always family around, music playing, cooking in the kitchen and a beautiful vibrancy of culture. My mother always taught us about where we came from through art, history, and events and made sure we were knowledgeable about where our family came from. It’s what keeps me humble and it’s a beautiful story – to see the hardships our culture has gone through and where we are today. With that said, it means a lot that I come from a background of fighters – even women had a crucial role in the battlefield during the Mexican Revolution – musically talented, educated, creative, culturally-minded people, with a broad variety of delicious food. I am extremely proud of being a woman of Hispanic descent.   

        Fun fact – did you know that a Mexican engineer is responsible for one of the greatest inventions of all time: color TV! Guillermo González Camarena invented the chromoscopic adapter for television equipment when he was only 23! Talk about an overachiever. Bien compa! 

        Do you have any favorite movies, books, music, or other cultural inspirations from Hispanic creators?  

        As an art lover, I would have to say Frida Kahlo. She broke barriers and created her own footprint in the artist world. She is one of the most famous artists in the world to come from Mexico and created very touching pieces that have been a staple in our community for over 80 years. She is an inspiration to me because she was so strong, and even though her life was short lived, she impacted so many by giving young women the influence to be their true selves.  

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put into action?  

        While fostering inclusion is a vital process in the ultimate success of a company, it shouldn’t be a chore. You should have a team that is passionate about the work, which ultimately leads to successful outcomes. I am happy to say our DEI Team has built a really good foundation for the future and is working hard to help this very important part of the company grow and flourish.  
         
        What challenges do you feel are faced by the Hispanic and Hispanic-American community today and what growth do you hope to see in the future?   

        Access to quality education and immigration reform are the areas that I feel are the most important.  
         
        What advice would you give to a younger colleague or a younger version of yourself?  

        Don’t worry about opinions, work hard at your goals, and create your own lane. 

        Learn more about life at Cadent and see available roles on our Careers page.

        Webinar: How Speaking the Language of Data Will Drive Success for Addressable TV

        Posted on by Cadent Staff

        Today’s marketing is defined by the growing need for improved measurement and attribution. When reflecting on the TV landscape, you discover that addressable TV enables marketers to demonstrate the ROI of their marketing tactics and improve performance from campaign to campaign. However, fragmentation, operational complexity, and a lack of data standards has long hindered the growth of this impactful medium. In this webinar for VAB’s Attribution & Outcomes Week, Jamie Power, Chief Data Officer and COO of Advanced TV, Cadent, will explain the tremendous opportunity addressable TV presents for buyers, and the steps the industry needs to take in order for us to realize its full potential.

        Fireside Chat Replay: Citi’s Mike Venables and Cadent’s Jim Tricarico  

        Posted on by Cadent Staff

        Earlier this week, Cadent President of Sales and CRO, Jim Tricarico led a fireside chat with Mike Venables, Managing Director, Head of Media at Citi for the Brand Innovators’ Fall 2021 Media Buying Summit. Their discussion centered on the state of media buying in today’s changing media landscape, how Citi stands out from the pack in a competitive financial services marketplace, and the importance of building a strategic data mix. Mike and Jim also touched on how diversity, equity, and inclusion remain at the forefront of Citi’s business model, as well Mike’s experiences moving from the agency world to in-house. 

        Watch the full conversation below.  

        Livecast Replay: Women Leaders Shaping the Basketball & Sports Marketing Landscape

        Posted on by Cadent Staff

        Last week, Cadent Account Executive, Lauren Treinen hosted a panel with Christy Hedgpeth, COO, WNBA for NBA/WNBA, Kate Johnson, Director and Head of Global Sports & Entertainment Marketing Partnerships, Content and Media for Google, and Lisa Woodward, Director, Sponsorships for AB InBev as a part of the Brand Innovators’ Sports Marketing Upfronts livecast series. Their conversation focused on the growth of women’s basketball, the importance of women leaders in sports, and how their personal experiences shaped their professional journeys.

        Watch the full discussion below. 

        TV Ad Tech 101: Let’s Talk About Delivery Device & Method

        Posted on by Cadent Staff

        This is Class 6 where we will learn about Delivery Device & Method. In case you missed it, catch up on previous classes. 

        The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101. 

        The method and device used to deliver TV content continues to be a hot topic among advertisers. Whether your audience is watching terrestrial broadcast, digital cable, or advanced TV on a television set, computer, or mobile device, you need to know how your media is getting from the distribution partners to the viewers’ screens. What’s important to note is that many viewers use multiple delivery devices and methods. It’s possible that an individual could watch the nightly news on a cable set-top box, then switch to a smart TV to stream their favorite show. With the growth of consumer TV services, advertisers must be careful not to confuse or misunderstand how and where their advertisement will be displayed. Below, we explain the differences between types of delivery devices and methods.  

        Types of TV Delivery Devices & Methods 

        OTA

        OTA (over-the-air) is how television broadcasts from national networks and local TV stations reach your home. The simplest delivery method, all you need to watch is a television and a digital antenna. For many years, the only means of watching TV was OTA, via rooftop and rabbit-ear antennas. Today’s digital TV antennas allow consumers in rural areas to receive high-definition TV for free. Given the nature of this delivery, OTA is only used by broadcast.  

        QAM-Based 

        QAM is a type of digital TV that uses quadrature amplitude modulation. This delivery method is used by cable distribution partners for Wi-Fi and dialup modems. While OTA delivery requires an ATSC turner to receive the channels broadcast to an antenna, QAM-based delivery uses QAM turner to transmit service to a household’s cable connection. QAM delivery is used by broadcast, cable, indexed and addressable STB.  

        To review all of our previous classes, visit the TV Ad Tech 101 hub.

        Set-Top Box 

        Set-top boxes, often called “cable boxes,” are pieces of hardware that use analog or digital TV turners to input an external signal and output TV on a television set. This device converts video content to analog or digital TV signals through a wired connection. Like QAM-based delivery, set-top box can be used by broadcast, cable, indexed and addressable STB. 

        Smart TVs, Connected Devices & Sticks, Gaming Consoles & Mobile  

        Smart TVs, connected devices & sticks, gaming consoles and mobile phones are all options when it comes to watching CTV and OTT. These devices vary in size and capabilities, but all share the ability to connect to the internet and support a range of streaming apps.  

        Why It Matters 

        The delivery device and method in which TV is transmitted determines how your ad is encoded so it plays correctly, no matter how you audience is watching. However, different types of TV delivery require different advertising strategies. If your campaign objective is to reach a mass audience, you may want to focus on networks and programs delivered OTA. But if your campaign objective is to reach a specific audience and lift foot traffic to your brand’s brick-and-mortar stores, you could consider activating through OTT services that are available on mobile devices. Ultimately, delivery device and method are factors that should be considered from the start in order to drive the intended results.  

        Reaching Across the Fragmented TV Landscape.

        Download

        TV Ad Tech 101: Let’s Learn About Distribution Partners

        Posted on by Cadent Staff

        This is Class 5 where we will learn about Distribution Partners. In case you missed it, catch up on previous classes. 

        The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101. 

        Distribution partners connect the ad inventory owners who run the programming you are most interested in, getting your advertisement from point A to point B. Unlike media types, which are the ways distribution partners can transfer information, or delivery devices & methods, which are the tools that enable viewing, distribution partners are the companies that manage how content reaches screens. Basically – distribution partners are the pipes that get TV shows and ads in front of audiences.  

        The reason you need to know the distinct types of distribution partners is so that you better understand the complete TV advertising workflow. To provide a clearer picture of the TV landscape, we have broken down each type of distribution partner.  

        Types of Distribution Partners 

        Broadcasters & Local Broadcast Affiliates 

        Broadcasters and local broadcast affiliates are syndicated media organizations that distribute audio and video content to mass audiences. This type of television is transmitted “over the air” by radio waves and then received by a television antenna. Modern broadcast TV is often bundled with cable and therefore does not require customers to have an antenna to receive a signal. Major broadcasters include ABC, CBS, CW, FOX, NBC, and PBS. Programming on these networks varies, from national and local news to primetime dramas and comedies, to educational series – often available to anyone who can receive the signal on their TV set.  

        MVPDs & Cable Networks 

        MVPDs (Multichannel Video Programming Distributors) and cable networks are entities that distribute multiple television channels. Cable providers include companies like AT&T, Comcast, DirecTV, DISH, and Verizon and they deliver their content by satellite, cable, or linear broadcast systems using signals transmitted through coaxial or fiber-optic cables. Typically, cable providers package several channels that they then offer to customers who pay to subscribe to their service.  

        Streaming Services, vMVPDs, TVE, & Streaming Apps + Channels 

        OTT and CTV are available through streaming services, vMVPDs (Virtual Multichannel Video Programming Distributors), TVE (TV Everywhere, also known as authenticated streaming or authenticated video on-demand), and streaming apps or channels. Distributors in this category include SVODs (Subscription Video-On-Demand) like Netflix, Hulu, and Amazon Prime Video, AVODs (Ad-Supported Video-On-Demand) like YouTube TV, Roku, Tubi, and Crackle, and vMVPDs like DirecTV Now, fuboTV, PlayStation Vue, Pluto TV, Sling TV, and Xumo. These distributors are the content solution of choice for many “cord-cutters” who prefer to use digital, on-the-go services. Notably, these services can be available to consumers with or without advertising and include options to watch live TV, as well as video on demand. 

        Why It Matters 

        The fragmented TV landscape has become a significant challenge for advertisers. However, by knowing the differences between types of distribution partners and leveraging premium data solutions, advertisers are empowered to make the best decisions for their campaigns. And with tools like Cadent’s Aperture Viewer Graph, advertisers can easily and effectively reach their target audiences – across both media types and distribution partners.  

        Reaching Across the Fragmented TV Landscape.

        DOWNLOAD

        Be sure to come back next week for Class 6 of TV Ad Tech 101, where you’ll learn all about Delivery Devices & Methods.   

        TV Ad Tech 101: Let’s Learn About Media Types

        Posted on by Cadent Staff

        This is Class 4 where we will learn about Media Types. In case you missed it, catch up on previous classes. 

        The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101. 

        A lot has changed since the first TV broadcast in July of 1928. After cable TV was introduced in the late 1940s, these two types of TV dominated for decades. More recently, indexed, addressable, CTV & OTT have disrupted this once monolithic industry. As fragmentation across the TV landscape continues to grow, how do you know what media type is right for your brand and your ad?  

        It’s important to understand why and how you should leverage each type of TV media to ensure you’re reaching your brand’s target consumers. The key differences come down to audience, activation, and attribution: How can you target viewers? How do you launch a campaign? And how can you measure outcomes?   

        The 5 TV Media Types  

        To help you make the most of your advertising, we’ve broken down the 5 TV media types.  

        Broadcast 
        Broadcast television, which includes news and syndicated programming, remains a vital part of reaching audiences at scale. In fact, nearly half (44%) of adults prefer to get their news on TV – more than any other medium, including online, through print or radio. This preference for watching news live means broadcast is immune to the pitfalls of DVR: viewers watch the news with commercials, as opposed to fast-forwarding through when watching later. By combining the relevance and resonance of local television with the ability to scale nationwide, you can deliver the right message to the right people at the right time.   

        Cable 
        Cable offers advertisers access to cost-effective, premium, national inventory with the benefit of optimizing based on network, programming, and daypart. By advertising on cable, you get placement on the highest-quality content, meaning you can guarantee both brand safety and contextual relevance. Additionally, by pairing verified third-party research with your cable activations, you’re able to learn what drove success and have true visibility into post-campaign effectiveness. Reaping the benefits of both media types, many successful campaigns combine cable and broadcast.   

        Indexed 
        Indexed-based buying is determined by data that measures a specific program’s audience composition compared to all TV audiences. The index is used to identify consumers that are more likely to be in-market for a particular audience by matching household income or purchasing behaviors to viewing habits. Audience viewer data for indexed TV is data is gathered from set-top boxes or smart TVs. When planning for indexed TV, buyers need to weigh the value of high indexing, more targeted audiences that may come at a higher cost, versus lower indexing programs, that may be lower priced but reach a less precise audience.  

        Addressable 
        Addressable linear TV, much like indexed TV, is all about targeting. With this more targeted approach, addressable TV advertising enables brands to not only engage an in-market audience but also follow the customer journey by layering purchase and behavioral data to reach existing buyers. This provides a lift in KPIs including customer loyalty, market penetration, and competitive conquesting. The audience viewer data for addressable TV is gathered from cable or STB. Using this data, advertisers are able to deliver ads to specific households, based on things like income, purchase history and demographics. Interest in this media type continues to grow as automated solutions simplify the process of planning, buying, and measuring addressable TV advertising.  

        CTV & OTT 
        CTV (connected TV) is television connected to the internet through ethernet or Wi-Fi. OTT (over the top) refers to video content that is accessed “over the top” of the traditional, closed television system. This includes video content streamed on any internet-connected device – including a CTV-enabled device. While advertisers may have concerns about this skippable ad environment, marketers have to be willing to go where their audience goes. As a result, what OTT and CTV may lack in scale, they make up for in incremental reach. To make the most of this media type, brands need to be strategic about frequency, context, and content.  

        For a full rundown of today’s TV Landscape, download our new infographic. 

        DOWNLOAD

        Be sure to come back next week for Class 5 of TV Ad Tech 101, where you’ll learn all about Distribution Partners.  

        Life at Cadent: John Dragan, Senior Manager, AMO Operations

        Posted on by Cadent Staff

        The following conversation has been lightly edited and condensed. 

        John Dragan, Senior Manager, AMO Operations, has been with Cadent since before it was known as Cadent! Over the years, his role has ebbed and flowed as the company has grown. When John is not at work, you can find him pursuing two of his biggest passions in life: photography and botany. To learn more about John, check out our Q&A below. 

        Tell us about your role. 

        My role at Cadent has evolved over time. In January 2022, I will have been with the company for 9 years. I am in the AMO (Agile Management Office) as a Senior Manager, AMO Operations. Many hats are worn by me. 

        I am a Scrum Master for the Data Science team – transitioning to a scrum master role for our Design team and an interim scrum master for the Broadcast team, as well as the administrator for Workfront for our time sheet application, in addition to numerous ad hoc projects. 

        There is also a role I volunteered for at the beginning of the pandemic, that of the office plant caretaker. I have read many sad stories about office workers returning to their office spaces to find dried, dead plants. This will not be case at Cadent! I go into the office weekly to water, feed, re-pot, and groom the plants. Currently, I am trying to ramp up my work so that everything is ready for our return.  Along these same lines, I hold plant-focused events in the office for our annual Kid’s Day. During the last event, the participating kids took away a potted caladium tuber that soon sprouted beautiful foliage.

        Where can we find you when you’re not working?  

        Aside from caring for many plants, my passion in life is traditional gelatin silver photography. Soon after I moved to Florida in 1980, I had the opportunity to pursue an artform I had dabbled in my entire life. For some context, Sarasota has a notable art school, and I began taking photography courses. I had little interest in color photography, so black and white became my forte.  

        In one of my classes, we were told to go out and photograph in as many styles as possible – sports photography, nature photography, portraiture, architecture, etc. We would then come back to class the next week and employing the skills we learned, process the film and print our images. Next to composing and capturing the image, traditional wet darkroom work is what I love. We then set out a “show and tell” for our professor to critique the images.  

        Since plants have always been a part of my life, I shot many images of various wildflowers. However, when shot in black and white, plants render as an uninteresting gray. Around the same time, an acquaintance of mine said he would model for the portraiture shots. Given that the closest beach was a nude beach, the opportunity was too good to pass up. 

        After reviewing the assignment’s shots, my professor stopped at my photos from the beach. She emphatically pointed and tapped the images stating: “This is it. This is what you understand.”  She was so right. From that day forward, I abandoned all other subjects to focus on the male form which defines my fine art photography genre. 

        You’ve mentioned that in addition to being a photographer, you’re also an avid botanist. The plant community has grown in recent years, particularly as a result of lockdowns during the pandemic. Do you have any tips for new plant parents?  

        I have a great interest in botany. My minor degree is in botany and if I could have made a living studying plants, I would have done so. But I’m afraid an PhD is required and then you spend your life chasing research grants. 

        Caring for plants is a heavy responsibility. They are living things requiring even more attention than a pet. Plants cannot seek you out when attention is required; they are constrained to a pot or other growth substrate. In captivity, they are dependent on you for proper care. I tell people not to have plants, indoors or otherwise, if they cannot properly attend to them – even when away on vacation. I would hope no one would leash a dog to the corner of a dark room and slowly let it die from lack of care and feeding… 

        If you are an apartment dweller, I recommend you carefully choose plants that will thrive in your environment. Do your research! Unless you are very skilled, it may be wise not to choose trees for an apartment.  When choosing a plant two things standout: what are the light requirements and what are the humidity needs? People tend to choose tropical plants for indoor gardens since our living environments, while dry, mimic the tropics. Side note: misting does next to nothing to increase humidity. Instead, place your plants on trays of pebbles filled with water to just below the pebble tops.  This is a way to provide a humidity cap around your plants. 

        For me, I grow American tropicals (new world plants) and African arid condition plants (old world plants). I call it my African American garden.

        I’ve also heard that you’re passionate about getting involved in your community. What are some of the ways you’ve been a leader in the communities you’ve lived in?  

        It is unfortunate, but between my work at Cadent and my photography – I’m opening a show at a local gallery soon – I haven’t had as much time to volunteer. Still, I do hope that the opportunities will present themselves again. I have been on many organizations’ boards during my life, from street tree planting boards, to Toastmasters, to small town NAACP boards. I am convinced that literacy may be one of the most crucial skills for success. To that end, I would like to volunteer with a local literacy council. 

        What is a movie or show you’ve recently watched, book you’ve recently read, piece of artwork you’ve seen, or album you’ve listened to that left a lasting impression?   

        By now, it may be apparent that I do not have much free time for movies and the like. And to me, books, virtual or otherwise, have been a means to an end. I read to gain knowledge and skills in the pursuit of my interests, not entertainment.  

        Having said this, there are a few classic sci-fi films that had an impact on me, especially during my childhood. My all-time favorite movie is the original version of “The Day the Earth Stood Still [Klaatu barada nikto].” It presented a future where hope truly exists, despite man’s folly.  

        Any free time I may have during the week, you will find me watching one Brit sitcom or another. 

        As someone who is creatively motivated, how do you think this has shaped your professional work?   

        I am the sum of my parts. There is no instance where my personal evolution does not color my contemporary behavior. This shapes the people with whom I associate – or not – and the nature of my professional explorations. I am aware that logic alone can lead to a sterile perception and working method, so I attempt to employ a softer nature in what I do. And I am candid – if you couldn’t tell!  

        What advice would you give to a younger colleague or a younger version of yourself?  Do not be persuaded by consensus or public opinion. Do what you innately feel is right and follow your own north star. Do not allow yourself to be influenced by philosophies that you know to be poorly defined and based in superstition. Be your own person first; the rest will follow.

        Learn more about life at Cadent and see available roles on our Careers page. 

        TV Ad Tech 101: Let’s Learn About Viewing Experience

        Posted on by Cadent Staff

        This is Class 3 where we will learn about Viewing Experience. In case you missed it, catch up on previous classes. 

        The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101.  

        Viewing experience refers to how audiences engage with content. In today’s TV landscape, the main ways of viewing TV are live linear – which is how you would watch TV on broadcast or cable, and on-demand – which includes addressable STB (smart TVs), VOD (video on demand), and DVR (digital video recorder). Viewing experience differs from media type and delivery device & method because the only thing you need to consider with viewing experience is whether the content is viewed live, in real-time, or after an original air date, on-demand.  

        Now you may be wondering, what makes a viewing experience ‘good’ or ‘bad’ for audiences? However, the answer is more complex as there are pros and cons to all viewing experiences. To help explain the importance of viewing experience, below are a few examples of how it impacts ad placement.  

        Examples of Viewing Experience 

        Live Sports 
        When it comes to viewing experience, there are few categories of TV that attract engaged audiences better than live sports. And the ads that run during games, matches, and playoffs offer advertisers prime exposure to these attentive viewers. Its why advertisers pay a premium to have their ads placed during major sports moments like the Super Bowl, March Madness and the U.S. Open. Due to its live, in-the-moment nature, TV is one of the best ways to capitalize on these highly engaged sports audiences. In a recent interview on sports viewership, VAB’s Jason Wiese emphasized this point saying, “…linear TV has most of the viewership and OTT is complimentary to that.” 

        Nightly News 
        Watching the nightly news can be a ritual – amplified by the comfort of anchors you know talking about the local issues you care about. As a result, local news offers a unique viewing experience and can create a halo effect of trust when an ad is placed during the news program. For others, watching the news is a new part of their daily routine. In fact, in 2020, viewership for network local affiliate news stations increased by 4% in both the evening and late night time slots. While some of this may be attributed to 2020 being an election year, trends have shown that interest in TV news, especially local broadcast, is here to stay. 

        Primetime vs. On-Demand 
        Primetime TV shows continue to draw large audiences, despite recent declines. Simultaneously, the line between programs available on live linear and through VOD or streaming services also continues to blur. However, viewing experience for TV on-demand is considerably different than tuning into a show every week at 8 p.m. Commercials on linear TV are typically viewed on a TV screen. Commercials on VOD platforms are viewed on TV screens, laptops, mobile phones and other devices. Live linear TV plays from start to finish, with planned breaks for advertisements. VOD can be stopped and started by the viewer.  

        Why It Matters 

        While these are only a few instances of how viewing experience impacts TV and consequently, TV advertising, they demonstrate why it is vital to take viewing experience into consideration when creating an ad campaign. Yet viewing experience is only one of many factors that changes how audiences consume your ad. Differences in viewing experience, content, media types, and devices all impact how your campaign is received by consumers. It is each interconnected piece that makes up the complete TV landscape.  

        For a full rundown of the TV Landscape, download our new infographic.

        Be sure to come back next week for Class 4 of TV Ad Tech 101, where you’ll learn all about Media Types. 

        TV Ad Tech 101: Let’s Learn About Premium Content

        Posted on by Cadent Staff

        This is Class 2 where we will learn about Premium Content. In case you missed it, catch up on Class 1, Campaign Objectives.

        The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101. 

        What do we mean when we say ‘premium content’? Premium content refers to high-quality, professionally produced TV programming. Whether your audience is watching an episode of their favorite show, a movie, or sporting event, today’s premium content can be viewed across channels, media types, and devices. Premium content is typically part of a paid TV service or subscription.  

        Understanding the difference between TV content types is important when developing your media plan. Advertisers want to know that their ads – their brand and their messaging – are running alongside content that captures the attention of their target audience while adhering to their brand’s standards. So how do you know whether the content your ad will be featured within is premium? We’re sharing some of the best performing genres of premium content available on linear, CTV, and OTT media.  

        Premium Content Genres 

        To understand the TV landscape, you need to be familiar with what premium content is most popular with consumers. According to Statista, drama, action and comedy are among the top genres. However, while a genre may be popular with a larger segment of viewers, it may not be popular with your target audience. Below are just a few ways brands can think about premium content.  

        Primetime Dramas: If your brand is looking to cast the widest net and reach audiences across a variety of demographics, primetime dramas may be a great option. Whether consumers are watching during the 8 to 11 p.m. time slot or on-demand, these programs tend to have high viewership.  

        Family Comedies: When trying to reach families, moms, or children, comedies allow brands to capitalize on co-viewing habits. For example, advertising during comedy shows could be a strategic opportunity around the back-to-school and holiday seasons.   

        Action & Adventure: Looking to reach an audience that enjoys physical activity, spending time outside, or a bit of thrill-seeking? Action and adventure shows can place your brand in front of many different types of viewers that may be receptive to your messaging.  

        Local News: In recent years, there has been a resurgence in viewership of local news stations, especially as younger Americans move to cities beyond the coasts and become more involved in political causes. In fact, Nielsen reports that today’s local news audience is “diverse, young and informed.”

        Live Sports: As we emerge from the pandemic, audiences are eager to see a return to regular sports seasons. Additionally, as sports like women’s soccer continue to grow their fan base, more viewers will be tuning into live games.  

        Hobbies & Interests: Seeking fans of cooking, gardening, home design, history, or science? With the explosion of media types has also come an increase in the breadth of programming. Broadcast, cable, and CTV/OTT all offer shows geared towards these specialized interests.  

        Docu-Series: Newer to the scene are docu-series. While some multi-part historical shows have existed in the past, today’s docu-series span a variety of sub-topics including nature, true crime, and food.  

        Why It Matters 

        As the content universe expands, advertisers need to know what to expect from their placements. Ultimately, not all TV is created equal. When advertising on premium content, the viewing experience, engagement quality, and brand safety are a few of the key benefits, as compared to other forms of video advertising such as online video clips. The next time you’re planning a TV campaign, keep in mind that where and how the ad is viewed matters just as much as the impressions delivered.  

        For a full rundown of the TV Landscape, download our new infographic.

        Be sure to come back next week for Class 3 of TV Ad Tech 101, where you’ll learn all about the Viewing Experience.  

        Cadent Launches Aperture Platform to Support Cross-Screen Multi-Seller Addressable TV Marketplace

        Posted on by Cadent Staff

        Premium Inventory from DISH TV, SLING TV, National Networks, and U.S. MVPDs, representing 62%+ of all U.S. addressable impressions, now available through a self-service platform.

        NEW YORK and ENGLEWOOD, Colo., 13 July 2021 /PRNewswire/ — Cadent today announced the launch of the first cross-screen self-service platform for buyers and sellers of addressable TV advertising. With a rollout beginning this month, Cadent Aperture Platform will power a new multi-seller addressable TV marketplace that includes CTV, OTT, and addressable STB inventory from the most established sellers of addressable TV, such as DISH Media’s addressable footprint which includes both DISH TV and SLING TV, in addition to other MVPDs and national TV networks.

        Next year, ad spend for addressable TV is projected to reach $3.64 billion, according to eMarketer data. However, a recent study commissioned with Forrester Consulting (The Transformation of TV, March 2021) noted that “complexity and siloed approaches are hindering addressable TV adoption and understanding.” By automating access to over 60% of all U.S. addressable impressions across multiple providers, Cadent Aperture is eliminating the fragmentation and complexity that has held back addressable’s adoption.

        “We know buyers are looking for this exact type of solution – one that aligns offerings against common standards and platforms, promotes interoperability, and delivers unified stewardship, measurement standards and great addressable scale,” said Kevin Arrix, SVP, DISH Media. “This marketplace provides access to millions of consumers while safeguarding their personal information.”

        For advertisers, the marketplace is a groundbreaking solution that automates and simplifies the process of planning, buying, and measuring cross-screen addressable TV advertising by bringing scale of execution across multiple providers. Cadent Aperture enables advertisers to directly negotiate private rate cards with suppliers, and plan, buy, and execute campaigns across all partners in the marketplace. The workflow provides users with unified views of budget, pricing, household, and device counts for desired audiences, campaign pacing, and attribution.

        For inventory providers, Cadent Aperture automates the activation, sale, delivery, and reporting of addressable TV advertising within a suppliers’ footprint. Each inventory owner can manage its own demand relationships, rate cards, orders, yield optimization, and ecosystem partnerships from within their private marketplace on the platform. This means providers can continue to sell their own addressable inventory with more executional ease while providing customers with the benefit of incremental reach from the rest of the marketplace through a neutral platform.

        “Today marks an inflection point for the Advanced TV industry. For the first time, advertisers and agencies, networks, and inventory providers have a self-service, independent platform to transact addressable TV advertising across national audiences on any screen. By unifying the needs of the advertiser and the supplier into a transparent, open platform, Cadent Aperture is providing the
        scale and automation necessary to accelerate the data-driven TV marketplace,” said Nick Troiano, CEO of Cadent.

        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.

        About DISH Media

        DISH Media provides advertisers with intelligent solutions to efficiently maximize exposure to desired audiences across DISH TV and SLING TV, while safeguarding consumer personal information. Through innovative platforms like addressable targeting and programmatic buying, viewer measurement tools and access to custom audiences on DISH TV and SLING TV, advertisers employ data-driven, demographically targeted buys that enhance their national media campaigns. Visit media.dish.com.

        Fireside Chat Replay: Henkel’s Melinda V. Johnson and Cadent’s Lauren Treinen

        Posted on by Cadent Staff

        Last week, Cadent Account Executive, Lauren Treinen hosted a fireside chat with Henkel Director of Marketing, Hair, Melinda V. Johnson as a part of the Brand Innovators’ Women in Retail Marketing livecast. Their conversation focused on Melinda’s experience as a leader in the CPG sector, how the beauty industry has responded to shifting consumer attitudes and behaviors in light of the pandemic, and how she brings a multicultural perspective to each of her brands.   

        Watch the full discussion below. 

        TV Ad Tech 101: Let’s Learn About Campaign Objectives

        Posted on by Cadent Staff

        This is Class 1 where we will learn about Campaign Objectives. To continue reading, check out the TV Ad Tech 101 page.

        The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101.

        Campaign objectives are the goals you set before planning a campaign. You need to first decide on these objectives in order to determine the right audience for your brand and establish the KPIs you will use to measure your success in reaching that audience.

        Establishing clear campaign objectives is critical for a successful campaign. How will you know if your ad drove the right results if you have nothing to measure it against? The strategy for your entire media plan will hinge upon the campaign objective, so it’s important to know who you’re targeting and why.

        Types of Campaign Objectives

        Age and gender are the most common demographic-based audience identifiers. These demographics can be used to segment your audience for national linear TV campaigns, which are measured in GRPs – the rate of exposure. While most commonly used in traditional linear, age- and gender-based audiences are available across all TV media types including advanced TV.

        Additionally, there are addressable audience-based targeting solutions leveraging behavioral, purchase, intent, and other data sources that can be used within indexed, addressable STB, CTV and OTT. Unlike traditional linear TV, advanced TV can be measured in terms of a marketer’s business outcomes, such as conversion, acquisition, and revenue. To accomplish this, closed-loop measurement methodologies are used to determine the lift in the desired action by the exposed group (consumers who were shown the ad) versus the control group (consumers who didn’t see the ad).

        Reaching Across the Fragmented TV Landscape.

        Download
        Why It Matters

        There are several ways to approach setting campaign objectives. This includes:

        Brand Awareness
        TV advertising is an effective medium if your campaign is trying to boost brand awareness. The leading consumer brands have become household names by creating a brand narrative and distinct voice, then consistently using that message over time. When a brand creates ad content that is authentic to their brand, this builds trust and generates stronger brand awareness. This is a tactic used by both lesser-known brands trying to boost awareness and brands that are household names that want to remain top of mind.

        Direct Response
        This form of advertising, sometimes referred to as DRTV, is used when a brand uses a call-to-action to ask consumers to call, click, or purchase at the end of their commercial. For example, if your brand’s product is sold at a specific retailer, you may ask viewers to visit that store to buy the item. This approach is most commonly used in informercials, but can also be applied to other styles of advertising – in fact, many newer direct-to-consumer brands have utilized DRTV for their ad campaigns.

        New Product Launch
        When a brand is launching a new product or service, they may want to use TV ads to make a splash. A well-timed, catchy, or unusual TV ad can help brands drive interest in new items by helping them to stand apart from the rest. Is the product something that hasn’t existed before? Or is it a new way of doing something that other brands offer? Leveraging TV advertising for a new product launch can be the platform that catapults that brand to success.

        Competitive Conquest
        Does your brand operate in a highly competitive or saturated market? Brands that operate in a competitive space will often use TV ads as a way to drive a share shift. What this means is that advertisers can implement a TV ad campaign meant to drive consumers away from competitors. Take paper towels – we’ve all seen ads that show how one brand’s paper towels are more absorbent than another. The intent is that consumers will take this information with them to the store and it will become a part of the decision-making process when evaluating options on the shelves.

        Rebranding & Repositioning
        Times change and so do brands. Whether a brand is changing their look and feel, updating their messaging, or carving out a new place in the market, TV ads can help spread the news. With TV ads, small rebrands can make a big impact, and big rebrands can go viral. Consider Old Spice grooming products. Old Spice was once an average CPG brand; however, a strategic TV ad campaign proved to be the perfect outlet for their innovative rebrand.

        Be sure to come back next week for Class 2 of TV Ad Tech 101, where you’ll learn all about Premium Content.

         

        Fireside Chat Replay: Headspace’s Valerie Kaplan and Cadent’s Paul Alfieri

        Posted on by Cadent Staff

        Last week, Cadent CMO, Paul Alfieri hosted a Cannes fireside chat with Headspace CMO, Valerie Kaplan. They discussed Kaplan’s experience joining a company remotely, the wins and losses of leading a marketing team during the pandemic, as well as how Headspace is responding to changes in consumer opinion and behavior around mental health and wellness.

        Watch the full conversation below.

        Pride at Cadent: Jordan Dunnigan, Human Resources Generalist

        Posted on by Cadent Staff

        June is Pride Month, a time to celebrate individuals who identify as Lesbian, Gay, Bisexual, Transgender and Queer, as well as the history of LGBTQ+ rights movement.  

        In 2021, tech is still a predominantly cis male industry, but increasingly, companies are encouraging conversations around ways to improve inclusivity. Across the country, a variety of groups have emerged to support LGBTQ+ people in the tech sector such as StartOut, Lesbians Who Tech, and TransTech Social Enterprises. These grassroots organizations were founded by members of the LGBTQ+ community who saw a need for better resources and representation. 

        This month at Cadent, we spoke with colleagues who identify as members of the LGBTQ+ community to learn more about who they are, their experiences in and out of the workplace, and what Pride means to them.  

        This image has an empty alt attribute; its file name is Jordan_Dunnigan_Headshot.jpg

        Jordan Dunnigan, Human Resources Generalist, has been with Cadent for over two years, and in that time, he has had the opportunity to watch the organization grow, as the first point of contact for many employees. When Jordan’s not at work, you can find him out with friends in Philly or binging the latest season of “The Real Housewives.”  

        To learn more about Jordan, check out our Q&A below.  

        The following conversation has been lightly edited and condensed. 

        Tell us about your role.  

        I am a human resources generalist, so I have my hands in a little bit of everything with HR! Day to day, my main responsibilities are the onboarding of new employees, getting their offer letters set up, getting them situated with IT, and then being the point person for questions and concerns about benefits, as well as running new hire orientation. Some other key responsibilities I have are running our internship program which we just kicked off last week and being a business partner for the broadcast operations team.  

        Have you always worked in HR?  

        I have for the last 4 and a half years or so, but my first job out of college was as an entertainment news writer for a site that’s no longer up and running. I wrote about topics like Bravo – lots of ‘Real Housewives’ articles, pop stars, and daily entertainment news.  

        Are there any mentors or experiences that shaped your career?  

        I owe almost all of it to the bosses, who I also consider mentors, that I’ve had! I’ve worked for 3 companies doing HR and I’ve been very lucky that at each of them, I had a great boss that I could go to who were not only interested in developing me in HR but also personally. I knew I could always go to them with any questions or concerns. There were no stupid questions. They wanted to see me grow and give me the tools to do, so I owe my success in my career so far to them.  

        I would say my first role – at a staffing agency in Philadelphia, one of my colleagues was a gay man in his 50s who I met through that role, and we stayed friends. I haven’t worked in that role for about 3 years now, but we still stay in touch! He was somebody who didn’t necessarily mentor me professionally but was a mentor personally, being a gay man in Philadelphia, hearing his stories. Our twenties and thirties were different times – a lot of his friends lost their lives because of the AIDS epidemic – so it was great but of course sad to hear about his upbringing in the gay community. He is someone I consider a mentor and someone who helped me be more comfortable being who I am.  

        What does Pride mean to you and how are you planning to celebrate this year? 

        Pride to me is a celebration of who we are. It’s a place, and a month, and the events that are held. Somewhere that you can go that you know will be free of judgement. Being a gay man, Pride means a lot to me because it’s a celebration of who I am, and I know there’s this safe space to celebrate. But Pride is also something anyone from any walk of life can join and celebrate love and acceptance. This year, I will be celebrating with my friends in the city. Last year, because of the pandemic, there weren’t big Pride events, so this year we plan to go to any gay bar or local LGBT event that is hosting something for Pride and hit them all up!  

        One more thing on Pride is I always think it’s important to remember that the first Pride was a riot. Because of the events that happened during the first Pride, it gave us the ability to now celebrate and have that safe space.  

        Do you have any favorite movies, books, music, or other cultural inspirations from the LGBTQ+ community?  

        The first thing that comes to mind for me was Lady Gaga. Not only is she a bi woman, but I remember growing up when she first came out and I was starting to think about my sexuality, she was the first mainstream artist that sang about those topics and was a fighter for LGBT equality in society. I remember when she released Born this Way, I was 17 or so, and hearing her sing about being gay or being trans, was such a major moment for me, that somebody can reach such success while singing about these walks of life and fighting for this community.  

        What’s your favorite thing to do when you’re not at work? 

        My favorite thing to do when I’m not at work is spend as much time with my friends here in the city as possible. I’ve been lucky that since I moved to Philly, I have made a great group of friends, most of whom are within the LGBT community. So, whether we go out to one of the gay bars, going out to eat, having a ‘Housewives’ night, or going to a concert, I love spending as much time with them as possible. It was hard during the pandemic not being able to see them, but we made sure to do Zoom’s and FaceTime’s whenever we could.  

        NYC Pride announced that 2021’s official theme for Pride is “The Fight Continues” – something Cadent has adopted for our own Pride initiatives. Can you tell us what “The Fight Continues” means to you? 

        It means we still have work to do. We’ve achieved a lot over the last few years and decades, but I think 2020 showed that there’s still a lot of work to be done. I think we thought we were in a better place in terms of hate crimes, racism, and transphobia, but that isn’t the case. We still have trans women being killed, mostly Black trans women, police brutality and violence against people of color. I think The Fight Continues means that we’ve come a long way, but there’s still a lot of work to do to fix the cracks ingrained into our society. I’m confident we will come together to help fix these issues. I also think there were those who may not have been as aware of the issues preventing us from achieving more equality and inclusion to do their research more during this past year, bringing them into the fight.

        What do you feel helps to foster a culture of inclusion? How have you seen those behaviors and practices successfully put in action?  

        The biggest thing a company can do is provide a safe space and promote that safe space so employees know they can have those difficult, sometimes awkward conversations. Before 2020, talking about race and identity was uncomfortable for people and make them nervous.  

        What Cadent is doing now is great, when we have speakers come in from different walks of life, that someone hasn’t interacted with before, people leave those events, go to a team meeting or one-on-one, and are then more likely to talk about it.  

        After one of the presentations we had as a part of the DEI initiative, people really opened up. For instance, individuals on our team opened up about their experiences, sharing with us things that we wouldn’t necessarily think are offensive or triggering. So, by creating those safe spaces, you’re allowing those conversations to be had.  

        What has been your proudest moment at Cadent? 

        A moment that stands out to me is winning the Cadent Crusher award! I know new hires are the ones who submitted me and onboarding new hires is a big part of my day-to-day work life. Of course, we’ve all been in jobs where you start out and you’re like, “I don’t know what to do,” or “I don’t know who to go to,” so I try to foster that positive relationship with them and make sure they know they can come to me with anything, or if I can’t answer it, I’ll escalate it. It was really rewarding to not only win the Crusher, but to have the nomination come from new hires.  

        What do you think about the opportunities available today to individuals who identify as LGBTQ+? Where is there room for improvement? 

        In terms of opportunities for the LGBT community today, I think we’re getting better! What can make it even better is acceptance and education. There’s still discrimination in the workplace and things that can be done to prevent that. Aside from federal and state laws, education is a big part of it. The LGBT community has such a long history in this country that we should be teaching our youth more about it. Exposing them to a different walk of life, to a different community, helps them learn more about it and that these people are a part of our country – you probably know them. Educating youth would help prevent future discrimination and create more acceptance.  

        What advice would you give to a younger colleague or a younger version of yourself? 

        Be yourself and don’t be afraid to be yourself. Everyone’s situation is different, so the fear of being yourself could be bigger for somebody depending on what they’re going through in their lives. Growing up, I was always very shy and still am a little bit today, and I always thought that’s just who I was. But in thinking about my sexuality more and coming out, it helped me come out of my shell, be more myself, be more outgoing and not be afraid to show who I really am. To my younger self, I’d say don’t be afraid to be yourself – it’s a great thing! It feels great when you figure out who you are and can live in that.  

        Learn more about life at Cadent and see available roles on our Careers page. 

        5 Lessons in Leadership from Sports’ Top Advertisers

        Posted on by Cadent Staff

        Leaders from across the world of sports marketing and sponsorships, Shawna Burtscher, Director, Experiential Marketing, Audi of America, Kerry Scalora, Director – Sports Marketing, Michelob Ultra, Anheuser-Busch, Bridget Sponsky, Executive Director – Brand, Sports & Sponsorship Marketing, Ally, Dana Dar, Director of Strategic Business Development, Intel Sports, Intel, and Marissa Weseloh, Director of Sponsorships, Verizon, joined Stacie Pearson, Account Executive, Cadent for a panel during Brand Innovators’ Sports Marketing Upfronts: Soccer. The executives shared their perspectives on what it means to be a woman in sports leadership and how the women’s sports landscape is changing.  

        Read our 5 key insights from their discussion below, including why there is still a long way to go for women’s equity in sports, as well as how today’s leaders can create change for tomorrow’s women advertisers and athletes. 

        The following has been condensed and lightly edited for clarity. 

        1. Build sponsorships with purpose.  

        Sports sponsorships are about so much more than brand awareness. It’s a critical opportunity to show consumers what matters most to your business stands. “Our values are the most important part of our company and they’re all rooted in doing what’s right. The customer is at the center of every single thing that we do, and we have this firm belief that the diversity of thought is critical to progression and success. In the end, we believe in deeds and not just words, and that values-based spirit is how we approach our alignments in sports,” Bridget explained. “We’re very purposeful with the sponsorships that we have in that they align with those values and that they have a voice in culture… How are we an ally to athletes, to fans, to the league, to the communities we serve?”   

        Offering her take, Kerry said, “Our brand purpose is to show consumers that living an active and balanced lifestyle doesn’t need to be stressful. […] In our ads, we want to show that these athletes aren’t just happy because they win – they win because they’re happy people. We’ve leaned into these big sporting moments and athletes to help us amplify our brand message and make it that much more relatable. Consumers are aspiring to be these athletes, so ultimately we hope our brand ethos and message is transferred on to them.”  

        1. Vote with your engagement & your wallet.   

        Touching on the subject of inequities between men and women athletes, Shawna called out, “We all can vote with our viewership and dollars – where we’re paying attention to content and who we follow. What’s happened over the past few years has made people a bit more vulnerable and more open to talking about [inequality].” She went on to highlight, “We’re also seeing more people support one another – not just the trailblazers who are willing to speak up – but being less afraid of the backlash that could come. […] When people see others leading with that kind of integrity, they feel empowered to do so too.”  

        1. Normalize women in sports leadership roles.   

        “I think they’re helping to change the conversation and debunk this myth that women are not qualified or don’t have the capabilities to take on these roles – that’s important and they’re inspiring the next generation,” Marissa said.   

        Yet despite the strides women have made in sports, we still have a long way to go. “I had an executive in a previous role say to me, ‘It’s great that we have a female on this sports account.’ And I remember thinking, I’m here because I’m qualified, but what is that statement implying? That it’s an exception that a female runs a sports account. So, the more we see the momentum of women taking these positions – which I’d love to continue to see – the more it’s changing the conversation, to where it becomes the norm. In the future, we’d get to the point where this panel doesn’t exist and it’s just about leadership in sports because there’s natural representation across the board.”   

        Watch a video of the session on demand now:  

        1. Use your platform to create opportunities.  

        A repeated theme of the discussion was women supporting women. As Dana noted, “All these amazing women athletes you mentioned have such a great platform, so when they voice something, it amplifies the message. But it is also up to us – those who are behind the scenes on the business side of sponsorship side within sports – to create that same conversation so that the next woman who’s up and coming doesn’t hear the same comment that Marissa just mentioned.”    

        This emphasis on using your voice and creating opportunities for one another drives home the importance of mentorship among women in sports, as well as other industries and professions.   

        1. Don’t be afraid to take risks!  

        The panelists also took a moment to reflect on their journeys and how they’ve found success as women in sports marketing.   

        “Not only was I a woman in sports, but a saleswoman in sports. That being said, I’ve always counted on myself to put in the work and make a name for myself. The gender bias in sports motivates me to work harder and stay on top of my game,” said Kerry.     

        Shawna explained, thinking back to the beginning of her career, “One day, I invited myself into an agency’s office because I knew they were hiring a new division, and it was the first time they were getting into sports marketing. At that time, I had worked extensively in motorsports, so I realized – they didn’t know anything! […] The reactions I was getting from people were like, ‘should I not know some of these things?’ Yet I was hired on the spot, in what was probably a more elevated role than had I just sent in a resume.” 

        Leaving us with a powerful piece of advice: “A lot of it was my naiveté and passion to be there, but I knew what I knew. I would say you should follow your intuition and don’t be afraid to take risks. If you’re an expert at something, don’t be afraid to showcase that you are.” 

        Cadent Virtual Upfront: Marketers’ Discuss Priorities for ’21-22, Need for Accountability and Transparency

        Posted on by Cadent Staff

        Yesterday, Cadent held our Virtual Upfront, bringing together experts from across the industry to discuss how TV media buying will change in 2021 and beyond, as well as the evolution of CTV. The event was moderated by MediaVillage’s Jack Myers and produced in partnership with Brand Innovators.   

        Catch a replay of the full event here and read our 5 key takeaways below. 

        1. Flexibility Will Incentivize Long-Term Investment

        Rapid change, accelerated by the pandemic, has ricocheted throughout the TV industry. However, it is these changes that have enabled a new level of flexibility that would have been unheard of just last year. Cathy Shaffner, Chief Investment Officer of Empower explains, “What we’re urging our brands to do is resist the fear to go back to the way things were a year ago and realize we have a great opportunity to expand how we’re purchasing video, just as consumers are expanding away from the living room and how they’re consuming video. And so I think we have to be very careful that we don’t fall back into the old stigma of ‘got to get in early, got to lay down a lot of dollars, got to lock myself in with limited flexibility.” 

        2. Efficiency & Automation Are the Industry’s Driving Force 

        Fragmentation across TV has resulted in many challenges for buyers, most notably in terms of scale. Maureen Bosetti, Chief Investment Officer of Initiative emphasizes, “You can’t reaggregate the scale we used to have… so you have to go outside of it to get that reach.” As Cadent CEO, Nick Troiano states, “When I think about the future of TV and the complexity of fragmentation of devices and platforms, from Cadent’s perspective, it’s not just about providing solutions and flexibility, it’s about providing automation from a suite of technology and platforms.” That is why Cadent’s platform is designed to establish a new type of efficiency for TV buying—beyond the upfront. 

        3. Strong Partnerships Are Empowering Both the Buy & Sell-Side 

        Agencies and brands are ready for more transparency and accountability from their partners, with Amplifi’s Mike Law saying, “Clients are definitely motivated and are being held to more performance-driven metrics, so [agencies] need to focus more on business-driven outcomes.” This has encouraged agencies to explore the different offerings in the marketplace and build stronger relationships with their tech partners. In speaking about her experience working with Cadent, Inna Kern, Vice President of Media Strategy and Planning for ESPN shares, “I feel like the more transparent, the more I can empower you, the more information I can give you, the better plans you can turn around for us. One of the things I appreciate most about your business is that I see [Cadent] very much in the partnership lens. When money was tight or non-existent, you still gave us a level of service that hopefully now money will open up and we will be in a different place.” 

        4. Attribution Will Continue to Guide Decision-Making

        As TV continues to grow and evolve, access to better attribution solutions will be critical for buyers. Carrie Drinkwater drove this point home saying, “At the end of the day, attribution will tell you where your money needs to go. Attribution will be our media mix modeling and our true north of how we move forward… Every client needs to understand what they’re trying to achieve and what attribution models will help them get there.” Yet attribution still faces several obstacles in light of new streaming services. Gibbs Haljun, Total Investment Lead for GroupM’s Mindshare argues, “You can utilize Cadent to replicate all of the Disney cable networks…but I think then the onus comes to them to help us with different replacement options and push measurement further.”

        5. Opportunity Abounds In Video Advertising

        The experts agreed—the consequence of change is that video is ripe with opportunity! Mike Law, President of Amplifi says, “The opportunity that sits in front of us is great – consumers have proven that they want great content, and our advertisers and brands are recognizing that there are a lot of changes happening in the market.” Carrie Drinkwater, Chief Investment Officer for Mediahub Global goes on to say, “We are being forced and encouraged to have this shift. Forced due to the supply and diminished erosion. And encouraged, because of the opportunity with data and content.” 

        Click here to learn more and watch individual sessions from our 2021 Upfront event.

        Women at Cadent: Deepti Goyal, Senior Director of Quality Assurance

        Posted on by Cadent Staff

        March is Women’s History Month, a time to celebrate women’s contributions and achievements in different fields and spheres of life. 

        Ad tech is still a mostly male industry, but there are more conversations than ever around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite; supporting women to choose and stay with STEM careers; and helping women achieve a work-life balance.

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, approaches to growth and mentorship, and their philosophies on leading others. 

        Deepti Goyal has more than 15 years of experience in quality assurance and business analysis of client-server and web-based applications, with strong domain knowledge of media and advertising.

        Throughout her varied career, Deepti credits her ability to adapt with curiosity and a willingness to ask questions: “Keep an open mind and be ready to learn, and when you don’t understand something, keep asking questions,” she says, adding, “Then anything is possible.”

        Read a Q&A with Deepti below. 

        The following conversation has been lightly edited and condensed.

        Did you always have a clear vision for your career?

        I had a vision but the path to achieving my goal was not straightforward. I originally studied to become a pharmacist and decided to get an MBA in Marketing. My professional life began when I handled product management at a pharmaceutical company. I then made the leap into Quality Assurance and worked in multiple domains like mortgage, finance and access control that involved hardcore electrical engineering. Whatever field I was working in, my personality and way of dealing with people remained constant. I was always willing to discover something new and I was eager to ask questions. I focused on doing the best quality work possible, wherever I was.

        After moving to the U.S., I had a break for a few years as I didn’t have a work permit. I essentially started from scratch in the software world. During this break, I put in a lot of time volunteering at libraries, a hospice, and at my kids’ schools. All those experiences, even cold calling, helped me so much in understanding American culture. Those experiences taught me not to underestimate what you can learn from any professional experience, however brief they might be. 

        Whatever field I was working in, my personality and way of dealing with people remained constant. I was always willing to discover something new and I was eager to ask questions.”

        Can you describe your average workday?

        As part of quality engineering, we’re not merely simulating users and testing software manually. Our jobs require scripting, data verification and real engineering, and we have a lot of cool tools at our disposal. On a day-to-day basis, we serve all the teams, products, and applications at Cadent, whether it’s Cable, Broadcast, Media Hub, Data Engineering, or Business Intelligence. Any software that goes out to clients has to go through rigorous quality assurance.

        We’re always working to improve our processes and technology, and we have daily meetings to discuss our progress and strategy.

        How do you motivate your team?

        When I started at Cadent, I was a one-person quality-assurance department, and I’ve since built a 13-person on-site team that has among the best retention rates in the company. I’m really proud of that, and one thing that has been key is that I still consider myself a team member, not just a leader.

        I believe in trust-based leadership. I put a lot of faith in my team members and their work, and I consider their successes as mine and vice-versa. I present them with as many possibilities to grow as I can and let them know the sky’s the limit. They realize if I ask them to do something, there’s a good reason. I listen to them and learn their strengths and weaknesses, and that way I can place them in roles where they can be successful. That said, if there are problems, we identify them together and work on a plan to improve.

        Basically, I treat them the way I want to be treated. You can call it trust-based leadership, but it’s pretty much just being human.

        Women are still greatly underrepresented in the STEM fields. Has being a woman engineer posed particular challenges?

        In many of my professional roles, I have been the first woman to hold that post, so when I got to Cadent and discovered that I was surrounded by men, that was OK. I was used to it. The men I partnered with were a little anxious; they wondered how to behave around me or whether they would have to change their manner of speaking.

        I considered my unofficial first assignment being to build friendly relationships with them and prove to them that I was capable. It worked out fine because we have the best, brightest, and most supportive people here at Cadent. My managers put their faith in me, taught me about the domain, and gave me flexibility and independence.

        Don’t forget that aside from being a woman, I was also the first Quality Assurance person, so there were challenges in that as well. I had to do a lot of explaining about what QA means, why it’s needed, and how it can be implemented effectively.

        I realize challenges of all sorts will always come my way, but I don’t let them slow me down.

        Basically, I treat [my team] the way I want to be treated. You can call it trust-based leadership, but it’s pretty much just being human.“

        As you built your department, what was your approach to convincing stakeholders that QA is important?

        Talking doesn’t help much, right? I might preach to everyone “This is important,” but if they don’t believe it, they won’t believe it. Wherever I go, I always focus on explaining the process and value of QA to them. Your work eventually proves itself. I showed them the disadvantages or the cons of why the process being followed at that time needed improvement, and I pointed out the shortcomings. I demonstrated how solving issues a certain way is more efficient and productive than what had been done for years. There are many benefits to QA – it improves the quality of the product, increases clients’ confidence and the company’s goodwill, and it helps the team detect issues earlier on, which costs less than fixing them later.

        Eventually, when people realize that you are honest and you have a shared goal in mind, they understand. It takes time. All along, I had support from my manager. He put so much trust and faith in me. He believed in my vision and gave me that flexibility and independence to execute it the way I wanted to.

        Learn more about life at Cadent and see available roles on our Careers page.

        Women at Cadent: Nina Keinberger, Vice President of Research

        Posted on by Cadent Staff

        March is Women’s History Month, a time to celebrate women’s contributions and achievements in different fields and spheres of life. 

        Ad tech is still a mostly male industry, but there are more conversations than ever around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite; supporting women to choose and stay with STEM careers; and helping women achieve a work-life balance.

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, approaches to growth and mentorship, and their philosophies on leading others. 

        Nina Keinberger has broad-based expertise in digital and television sales, marketing, and research, as well as a solid track record of establishing long-term client relationships and a proven ability to adapt quickly to new technologies, processes, and procedures. She believes you can find much to enjoy in every stage of your career and says: “Using a travel analogy, it isn’t always the destination that matters, but more importantly, the journey to get there.”

        Read a Q&A with Nina below.

        The following conversation has been lightly edited and condensed.

        What qualities are vital in a great leader?

        A great leader leads by example: they roll up their sleeves, get their hands dirty, dig right in, and accept and embody change. Just because someone has a title doesn’t mean they can’t dive in and help the team when someone is overwhelmed. 

        Even though a leader by nature acts as an authority figure in order to motivate and create a professional environment, they should first and foremost be a mentor. They must also remember to be inclusive, fun, and, most of all, human. We all come to the office with different life stories and no one wants to be treated like a machine, sitting there day after day churning out work; it’s crucial that leaders tap into the person behind that output and get to know their team on a more personal level.

        I also think it’s important to encourage the team to take ownership of a project and either present it themselves or, if that’s not possible, they should get the credit, publicly, for their hard efforts.

        Why is that credit important?

        It’s empowering to let people present their work. It offers visibility and ownership, and really makes them part of the team and not just a worker bee behind the scenes. Of course, I give people time to find their comfort level for speaking in front of a group. For young women, it’s important for their voices to be heard. 

        What has it been like watching the people who report to you become more comfortable in front of a group?

        It must feel like what it’s like to be a mother. As a camp counselor, from age 16 onwards, I always enjoyed teaching, whether it was with volleyball, swimming, or a camp play. I’ve always enjoyed seeing people bloom and flourish.

        Researchers tend to be more quiet, behind-the-scenes people, and I’m not that person. If my personableness can be infectious in building confidence in a junior Research team member, then my job is well done. 

        It’s empowering to let people present their work. It offers visibility and ownership, and really makes them part of the team and not just a worker bee behind the scenes. For young women, it’s important for their voices to be heard.”

        In your role, you do a lot of public speaking; how did you get comfortable with that?

        As a kid, I wanted to be an actress or rock star like Debbie Harry of Blondie or Chrissie Hynde of The Pretenders. I was always a performer. That definitely helped with my comfort in public speaking, but a life changer was a mandatory course the sales team took while working at Viacom called Speakeasy. Everyone was videotaped, we all spoke in front of our peers, and received constructive feedback reviewing those tapes – the pointers of which I still use to this day!

        What do you think of the opportunities available to women in media today?

        Advertising media has a pretty good women-to-men ratio so there is something to praise there. We have come a long way since the days of Mad Men, but a “boys club” mentality can still occur occasionally.

        Any business can help things improve by ensuring that women are given as much public praise as their male counterparts for their efforts; are able to speak and be heard as much as men in meetings; and earn equal pay for performing equal duties. Give women time to speak, and back up your words with action.

        On an overall observational basis, if someone gets bullied, someone else needs to speak up in order to make change. It takes a lot of voices to create change. And it’s long overdue. 

        Can you talk about the role of empathy in creating change?

        I had a nontraditional upbringing. Having grown up in a multicultural environment, from my neighborhood to schools and summer camp, I’ve always rooted for the underdog. I also value taking your education into your own hands – as a history buff, I looked for information that wasn’t taught in schools about marginalized groups and overlooked events in history. That propelled my empathy as a human, fueled by being a sociology major in college. 

        Are there any shows, books or otherwise you’ve found inspiring recently?

        In recent years I have been obsessed with the Bravo show “Below Deck,” which goes behind the scenes of superyacht and sailing charters with a focus on the crew. That vessel is a microcosm of any work environment. There are strong female leaders on the show, my favorite being Kate, the Chief Steward. Seeing her manage her team is completely engaging and intriguing. The show exposes how experience, rank, respect, work ethic, and professionalism play out on the road to success. As the saying goes, “A good sailor never learned a lesson in calm seas.”

        And you also personally enjoy sailing, right?

        I sail with friends. My friend is a captain, and we all pitch in, whether it’s dropping anchor, making coffee, cleaning up, cooking or scrubbing the deck. It’s “all hands on deck,” literally. The fact that I can do this with my best friends in the world is amazing. Each person will pitch in for the greater good. 

        That’s how I think about teams – we’re all trying to get from point A to point B. We all have to make sure the boat has enough water and gas and that we have enough food. Let’s all jump in and make it happen. 

        Learn more about life at Cadent and see available roles on our Careers page.

        Women at Cadent: Camille Marcos Napa, Senior Counsel

        Posted on by Cadent Staff

        March is Women’s History Month, a time to celebrate women’s contributions and achievements in different fields and spheres of life. 

        Ad tech is still a mostly male industry, but there are more conversations than ever around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite; supporting women to choose and stay with STEM careers; and helping women achieve a work-life balance.

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, approaches to growth and mentorship, and their philosophies on leading others. 

        With more than a decade of legal experience, Senior Counsel Camille Marcos Napa held public-service posts, advised tech start-ups, and taught Intro to Business Law at Bentley University before joining Cadent. Her legal background included representing people before a judge, an experience that many attorneys, even at large law firms, don’t always have in their backgrounds.

        “That was a true growth opportunity, to represent cases and make arguments that had successful outcomes,” Camille said. “Now, when I have to deal with a multitude of issues that come across my desk, I have some point of reference, whether it’s in the litigation matter, a vendor issue or otherwise.”

        With her varied background and willingness to try new areas of law, it’s no surprise that Camille believes in the importance of taking on new challenges in order to learn and grow. Read more about Camille’s career journey in a Q&A below. 

        The following conversation has been lightly edited and condensed.

        Can you describe your path to Cadent and the experiences that have helped you grow along the way?

        It was definitely not linear. As a law student, I worked for the Massachusetts Attorney General’s Office, and in that capacity, I did a lot of the research and writing for the state’s Universal Health Care initiative. I’ve also worked for an advocacy group that represented employees in cases of wage and hour violations, done family law and immigration work, and consulted for various technology start-ups. 

        I didn’t come from a media background, and I hadn’t worked at a media or advertising law firm, but when I approached Cadent, they saw I was driven and hungry for the opportunity. I had learned to be agile and handle a broad range of legal and business issues, and I did a lot of research on the ad industry. Chris Poindexter, General Counsel at Cadent, mentored me, taught me about the company, and introduced me to what the media industry was like. He also supported me in joining the Association of Corporate Counsel, a group for in-house attorneys, and that was really helpful to me to grow professionally.

        Cadent has changed a lot since you joined the company; has that posed any challenges for you?

        I had to evolve very quickly and become knowledgeable about brokering data in the ad tech ecosystem. Because my background is multidisciplinary, I was able to pivot quickly and adapt. So as the company has grown and evolved, I’ve grown and evolved right along with it.

        As an example, in January 2020, the CPPA or California Privacy Act was enacted the same time, January of 2020, as we acquired 4INFO, a data activation company. Our team had to learn a lot and evolve very quickly.

        What’s your approach to leadership?

        I focus on being an effective communicator, understanding what people want and what motivates them. Transparency is also important; when you’re clear about your goals or the problems you’re trying to solve, that gives your team incentive and empowers them. 

        I truly believe that showing you trust and value people and are empathetic to them makes for better leadership. Above all, as a leader, I focus on helping my team members develop into effective leaders themselves. 

        At Cadent, you’re known as someone who makes an effort to mentor others and be available to junior employees and interns. Can you talk about why that’s important to you?

        Absolutely. I love that I could have an impact on younger, just out-of-college or in-college people, because I feel like I’ve been in that place and I didn’t necessarily have that guidance when I started out. If there’s an opportunity to give back and be accessible and relatable to new employees, I welcome it. 

        It can make a world of difference when you’re just starting out in an industry to have someone take an interest in you and provide you with guidance.

        Do you have any favorite books on women’s leadership?

        I would argue that all women should read about negotiation. My favorite book right now is Getting More: How You Can Negotiate to Succeed in Work and Life, by Stuart Diamond, a professor at the Wharton School of Business. I think women sometimes have a hard time negotiating for themselves, so having the set of common sense tools he describes is invaluable. As a parent, I often find myself negotiating with a five-year-old and a two-year-old, so I constantly use these skills.

        How has being a parent had an impact on your perspective as a Legal professional?

        I think it’s so valuable for people who read this to understand what it means to be a working parent or a working mother. It’s probably the biggest asset that I have, that I’m a working mother. It’s taught me to be more patient, understanding, and efficient; to get more things done in less time while keeping perspective on the bigger goal. 

        Learn more about life at Cadent and see available roles on our Careers page.

        Women at Cadent: Alex Grier, Senior Director of Broadcast Media Buying

        Posted on by Cadent Staff

        March is Women’s History Month, a time to celebrate women’s contributions and achievements in different fields and spheres of life. 

        Ad tech is still a mostly male industry, but there are more conversations than ever around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite; supporting women to choose and stay with STEM careers; and helping women achieve a work-life balance.

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, approaches to growth and mentorship, and their philosophies on leading others. 

        Alex Grier, Senior Director of Broadcast Media Buying, has been with Cadent for nearly four years, and in that time, she has seen the department evolve and expand rapidly as a more strategic partner to the Cadent Sales team. 

        As a manager, Alex advocates presenting your human side to employees and striking a balance of support with constructive criticism. “It’s important that people feel heard, whether you agree or not,” Alex said. 

        In her role negotiating with Broadcast inventory partners, honesty is key, she said, adding, “All you have in this business is your word. Whether it’s with your team or your external partners, I strive to be fair so everyone involved knows they’re dealing with a person who is going to try to find a middle ground where we both win, as much as we possibly can.”

        Read a Q&A with Alex below. 

        The following conversation has been lightly edited and condensed.

        What does your day-to-day look like?

        On a daily basis, I lead a team of 11 amazing people. It’s a really great, trusting, “we all have each other’s back” type of team. 

        I’m proud to come in every day and work with them. Every day, we’re securing media on a local level for our clients and trying to get the best deals out there for our business. 

        My job is to be there for our internal and external partners, stakeholders and my team when they have questions and need answers. I encourage my team to be very solution-based. Like, “Here is the issue, and here are some suggestions I have to resolve this.” It’s always helpful, in business and in life, too, when people are more solution-based. 

        What’s your approach to learning new skills?

        At Cadent, the business has evolved so much since I started here. I basically had to bring in my whole medical kit when I came onboard, prepared to educate and create processes because the business had just been brought in-house at Cadent, but it was fun and I enjoyed it. Learning new things makes the day go fast, and I love teaching and showing people things if they really seem interested. Their interest is important – I don’t try to force knowledge on people if they don’t want to hear it.

        Can you talk about your team and how you relate to each person?

        There’s always more to learn. My team has said I’m relatable, and that’s because I’m still just me. Even with a title next to my name, I’m still just a person who wants to learn things the same as you, who wants to figure out how to build things together. If someone does something great, I want them to be acknowledged for that the same way as a person, I would want to be acknowledged for that.

        Is there a particular person you’ve worked with in the past who had a big impact on you?

        Yes, a previous manager. She was the person who mentored me and cultured me and helped me learn this media world. What I took from that experience is, if you see that people have talent or that they’re hard workers and they want to try and learn, you should definitely invest in them. It’s never a waste of time to invest.

        To this day, when I hear someone say, “Oh my gosh, I remember when you taught me this,” it’s the most rewarding feeling in the world.

        Do you have a favorite book, movie or piece of music that has inspired your journey as a leader?

        I really loved “The Immortal Life of Henrietta Lacks.” It’s about a Black woman in 1951 whose cells were taken, unbeknownst to her, and harvested in the lab. It created the HeLa cell line. HeLa, for Henrietta Lacks. It’s a beautiful and a sad story. 

        It makes me think of the contributions of Black women – even when they don’t even realize they’re contributing – and just how difficult it can be as a person of color, just people not understanding or treating you the same. That’s what I love about the book, knowing her contributions and knowing that we have all these different cures for cancer, just based on studying her cells. 

        What makes a successful leader?

        If you can make someone else better, that shows you’re successful. Regardless of how people see you, envision you, whatever doubts they try to cast on you.

        You’re not always going to get credit. Rely on knowing what you did was good or great. And don’t worry about naysayers or looking for that kind of outside gratitude. I don’t look for the accolades from the outside. If they come, I’m very appreciative because I know it’s hard for people to say, “Thank you, you did a great job.” That’s what makes me say thank you even more to my team. 

        Learn more about life at Cadent and see available roles on our Careers page.

        Women at Cadent: Sarah Collie, Technical Project Manager

        Posted on by Cadent Staff

        March is Women’s History Month, a time to celebrate women’s contributions and achievements in different fields and spheres of life. 

        Ad tech is still a mostly male industry, but there are more conversations than ever around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite; supporting women to choose and stay with STEM careers; and helping women achieve a work-life balance.

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, approaches to growth and mentorship, and their philosophies on leading others. 

        Sarah Collie, a Technical Project Manager based in the UK, has 20 years of experience  in the broadcast and advertising industries. As a PM, Sarah said she likes to help teams self-manage and lead themselves, providing frameworks and guidance for the groups she collaborates with, adding, “I like helping teams improve and identifying processes that can be made better.”

        Read a conversation with Sarah below about her path to ad tech and Project Management, and a manager who made an impact on her journey.

        The following conversation has been lightly edited and condensed.

        What led you to Cadent? 

        At university, I studied the History of Art, then began on the administration side of projects at BSkyB (which later merged with Sky), and progressed to Project Management roles. One of my managers from BSkyB led in a way which has really inspired me and has stuck with me. She knew her business area inside out, actually gave her team ownership and let people pave their own path. 

        How did your manager influence your career path? 

        She helped me find the confidence to become a Project Manager. One lesson from her leadership was that it pays to be open to any kind of commentary. There are always benefits from listening and communicating, just allowing people to empower themselves, run with ideas and learn from mistakes or from successes. She put a lot of faith in me, and she really set me on my career path. I wanted to learn a lot more about the business area I was working in rather than the administrative side. 

        So it’s fair to say this manager enabled you to make this change. 

        She was kind of the springboard. After making the shift away from administrative work, I had a wide variety of roles. I was a business analyst, worked in pre-sales and was a project manager. I don’t think I would have done any of that without having her support to make the initial change.

        I felt that if I didn’t make the leap, then maybe I wouldn’t have the career I really wanted, and I wanted to have a career that I could really get involved in and find interesting. I wanted to understand the specifics as a Project Manager, and I wanted to transform the processes involved and be more involved with the stakeholders and clients.

        How do you enable your teams today?

        I work with three different teams, and they’re all very different. 

        You have to understand your team, their work motivation, and then you also have to help them understand the external influences, the stakeholders and how the teams are working together. It’s quite dynamic. We do these retrospectives every two weeks, where we reflect on the previous sprints work, and look to identify improvements we can implement as part of the teams continued growth, and the next sprint-worth of work can therefore be entirely different.

        Senior leaders in cross-functional roles often have to work hard to reach a consensus. How do you encourage people to follow your process?

        I’m honest with my team. If I’m asking them to do something that I don’t think they would like to do, I explain the positives and the downsides of not doing it. I find clarity around what’s been asked, and then I’d probably just say “please.”

        Can you name a few qualities that make a great Project Manager?

        I appreciate honesty, patience and calmness. Humor is important. Being someone that people want to talk to and engage with is important, someone who encourages open dialogue. I want to communicate with others, and I want people to feel comfortable talking with me. I want to be able to listen.

        Learn more about life at Cadent and see available roles on our Careers page.

        The Rising Tide of CTV, OTT and Addressable TV

        Posted on by Cadent Staff

        Today, Cadent published a white paper exploring marketer sentiment around emerging television mediums called, “TV’s New Wave: Marketers Take on the Shift to OTT, CTV, & Addressable.” The report and research was done in partnership with Brand Innovators and TV[R]EV.

        Report: Marketers Take on the Shift to OTT, CTV, & Addressable TVDownload

        CTV, addressable, and advanced advertising are poised to play a major role in the next wave of growth in the TV advertising ecosystem, with 72% of respondents saying that in two to five years, CTV and other data-driven TV methods of advertising will be critical in reaching brand audiences. Sixty-six percent of respondents said an audience-first TV buying approach will be table stakes in the near future.

        As consumers rapidly shift their viewing to streaming and increase their overall time with screens, marketers understand the need to make connected TV (CTV) and other advanced advertising techniques a greater part of their overall marketing strategies – if they haven’t already. Fifty-nine percent of marketers surveyed currently run CTV ads, with the top three reasons being wide audience reach, sophisticated targeting capabilities and “lighter ad loads keep audiences engaged.” 

        Other highlights included: 

        • Sixty-two percent of respondents said they consider television, both traditional linear TV and CTV, to be a more premium advertising environment than web videos offering mid-roll or pre-roll advertising. The top two reasons these respondents saw CTV as superior to digital video were brand safety, saying “digital video could wind up on many sites that are not brand safe or next to content that is not brand safe,” and fraud, adding that “CTV has less ad fraud than online video.”
        • There’s confusion around terminology. Four out of ten respondents said OTT meant “ad-supported or subscription TV services delivered via an internet connection to any device”—through a TV, laptop, or mobile device. Fourteen percent said OTT referred to “any type or length of video programming,” and 5 percent said it meant “live and/or on-demand video content from cable companies delivered via an internet connection.” Thirty-five percent answered “all of the above,” and 5 percent said they weren’t sure what the term meant.
        • Cost was viewed as the key limitation to CTV advertising, with 32 percent of respondents flagging it as too expensive. Other challenges included too hard to buy at scale (27 percent) and too hard to measure (28 percent). Surprisingly, 32 percent of respondents said they were “unsure” as to what the key disadvantages of CTV advertising were.

        This report is based on the results of a comprehensive survey undertaken by Brand Innovators and TV[R]EV that was sent out to over 15,000 leading brand marketers between June and August 2020.

        Infographic: CTV Is TV’s Next Big WaveDownload

        Ready to take your TV advertising to the next level? Get in touch with us today.

        Women at Cadent: Akhila Gourishetty, Product Manager, DSP

        Posted on by Cadent Staff

        March is Women’s History Month, a time to celebrate women’s contributions and achievements in different fields and spheres of life. 

        Ad tech is still a mostly male industry, but there are more conversations than ever around critical issues to the empowerment of women at work, including opening doors and access for women early in their careers so they can progress to C-suite; supporting women to choose and stay with STEM careers; and helping women achieve a work-life balance.

        This month at Cadent, we’re profiling women who are leaders in their departments, asking about their career journeys, approaches to growth and mentorship, and their philosophies on leading others. 

        Akhila Gourishetty, Product Manager-DSP, Cadent, started her career in medicine and later took a leap of faith into the tech space. These days, she applies her background in medicine to solving problems on Cadent’s Product team, collaborating cross-functionally to understand user and business requirements for the DSP and how to scale the product. 

        “Using empathy to understand the voice of the customer is very similar to understanding the voice of a patient,” she says, adding, “I want to be able to understand problems without applying any stereotypes and bias, no matter the seniority, age, gender or background of a person, which is similar to how healthcare works.”

        Read a Q&A with Akhila below. 

        The following conversation has been lightly edited and condensed. 

        Can you talk about your career transition from medicine to being part of a Product org?

        Coming from a non-traditional background for tech, I want to be able to give others the same kind of open-minded, inclusive approach I’ve benefited from. My formal education in medicine doesn’t translate one-to-one, but I’ve found those experiences inform my perspective.

        That’s also why I love working as part of a Product org. Having the opportunity to learn from those around you and synthesize a solution from all of these disparate sources of data reminds me of diagnosis in some ways. The fact it exists in a more ambiguous environment in a rapidly changing industry makes it all the more fun. 

        Since I joined five months ago, I’ve been very supported with a great manager and a great engineering counterpart. I feel comfortable asking questions and saying, “Hey, can you answer this question for me?” My manager is very open to suggestions and vice versa for me.

        What’s your approach to leadership at Cadent?

        I’m very democratic in my approach. I like to encourage and empower the people I work with as stakeholders. Every single person is capable of offering a unique and valuable perspective on what we’re building and how to build it. I like to learn from other people in the room so I can concentrate on finding the most relevant piece of the puzzle we’re solving, and create space for us to collectively understand the “why” and the “how.”

        Are there any resources you have found valuable to building your career?

        What I’ve found most valuable is being able to learn about other industries, and how everyone else is building their own processes. There’s so much to learn, create, and share. 

        What advice do you have for women starting their careers?

        Young women starting out in their careers should try to understand where they’d like to be in the future and work backwards to find out exactly what they need to do to get there. Life can be overwhelming and it’s sometimes helpful to take a step back and start setting small, achievable goals. Accept your shortcomings, learn from them, and seek out feedback. Read a lot, surround yourself with people smarter than you, and take the time to really invest in yourself. Stepping into new opportunities will be difficult to adjust to at first, however these lead to the greatest growth. It’s always OK to say “Hey, I didn’t quite understand this,” or “Let me repeat what we just discussed.”

        How have you found your voice in meetings where many or all people are men?

        I was hesitant to speak up when I first started but I’m grateful to the leaders at Cadent who’ve built an environment that feels safe and have encouraged me to speak up. I suppose it started off by me offering a new perspective they hadn’t thought of before, or maybe posing a challenging question. From there, I’ve been finding that introducing a different way to frame things, or asking thoughtful questions is a very meaningful way to contribute. Speaking from a position of curiosity has not only helped me grow but also understand different perspectives.  

        Life can be overwhelming and it’s sometimes helpful to take a step back and start setting small, achievable goals. Accept your shortcomings, learn from them, and seek out feedback. “

        Can we talk about feedback – do you enjoy getting thoughtful criticism?

        I love getting feedback. It allows me to reevaluate my approach and implement new strategies to my problem solving toolkit. 

        When I have to give feedback to someone else, I try to balance the positives and negatives. The positive feedback builds confidence and helps you appreciate what has been done correctly, and the negative feedback helps to align expectations and facilitate improvement. 

        Learn more about life at Cadent and see available roles on our Careers page.

        Cadent Celebrates Women in Science Day

        Posted on by Cadent Staff

        In celebration of Women in Science Day, Cadent is highlighting two data scientists who are helping to transform the business of TV.

        Meet Katy Fallows, Sr. Data Scientist, and Derya Meral, Data Scientist.

        Both women are leading innovation in Advanced TV Advertising through Machine Learning and AI. They collaborate with various lines of business and engineering to solve complex business challenges and innovate around data driven-decision making.

        Katy joined Cadent in 2017 and has been a key part of Cadent’s growth. She has made significant impact to the organization. Katy leverages her background in Astronomy to bring with her experience defining and solving difficult problems. She earned her master’s degree in Astronomy at Boston University where she studied the ionosphere of Mars.

        Her team members would describe her as extremely intelligent, witty, insightful, detail oriented and fun to work with!

        Outside of work,  Katy enjoys hiking or exploring the city with friends, making jewelry, and drinking too much tea.

        Mike Richman, Data Scientist, said, “Katy has been a fantastic mentor since I joined this team as the junior member. We can always count on her leadership – both direct and by example – to guide us towards solutions that are technically sound, well documented, and ultimately valuable for the business.”

        Derya recently celebrated her one year anniversary at Cadent and has been an integral part of the core Data Science team. Being a Physicist, she brings a unique thought process and approach to solving some of the toughest problems in the industry. She received her PhD in Physics from Drexel University for her dissertation on molecular dynamics studies of disordered proteins.

        Derya’s team members describe her as intelligent, hard-working, thorough, and encouraging.

        Outside of work you can find her volunteering for Tech Girls, a non-profit that inspires Middle School girls to explore the possibilities of technology, or sipping on a cup of Turkish coffee. These days, however, Derya is attempting to join Katy in her tea drinking habits.

        Mike Richman said that Derya is a great team player and excels at getting projects un-stuck, whether that means offering her insights to others, asking the right questions, or picking up a work-in-progress and taking it forward.

        Fun fact: Katy and Derya both led one of the winning teams, Gradient Dissent, for our 2021 internal hackathon.

        Learn more about life at Cadent and see available roles on our Careers page.

        Cadent Announces Expansion of TV Identity Graph Partnership with Premion

        Posted on by Cadent Staff

        NEW YORK, Feb. 2, 2021 /PRNewswire/ — Cadent, the advanced TV platform company, announced today an expansion of its long-standing agreement with Premion, an industry-leading premium CTV/OTT advertising platform for regional and local advertisers. Under the terms of the new agreement, Cadent Viewer Graph, Cadent’s proprietary and cookieless matching technology, will unify audiences across Premion’s inventory of branded networks and providers so that advertisers can activate cross-screen campaigns against custom segments.

        Identity graph technology is only as good as its accuracy – including its match rates, scale, data quality and resolution. Cadent Viewer Graph uses patented technology, as well as a combination of first- and third-party data, to connect multiple TV devices back to viewing households, enabling TV advertisers to deduplicate and map any audience segment to television with minimal drop-off and maximum reach, as well as industry-leading resolution and match rates.

        Cadent Advanced TV Platform will provide Premion with a complete suite of audience solutions and tools, including first-party data onboarding, audience building, insights, analytics, reporting, and campaign deployment. Advertiser CRM files will be securely onboarded for direct matching with all the consumer TV devices within Cadent Viewer Graph’s 104 million household graph, allowing Premion to activate an advertiser’s first-party data and create unique datasets for targeting and lookalike modeling.

        Premion will leverage Cadent’s proprietary, location-based, syndicated audience data as its primary dataset for targeting purposes. In addition, Premion will have access to other third-party behavioral datasets from leading data partners within Cadent’s Data Marketplace to help advertisers build a fully comprehensive view of their audiences. Once these highly accurate audiences are created, Premion advertisers can leverage Cadent platform’s deployment tools to seamlessly activate an audience across multiple publishers. Premion will gain powerful TV insights that let advertisers drill down into audience composition by behavioral attributes including demo, geo, age and gender. Post campaign, analytics and reporting tools will offer deeper insights for Premion’s advertiser customers on what worked, what didn’t work and why.

        “True audience-based targeting tied to real-world business outcomes is critical for marketers today,” said Tom Cox, President, Premion. “Our agreement with Cadent allows us to better understand the value of our audiences so that we can provide best-in-class solutions to advertisers.”

        “For years, Cadent and Premion have partnered to bring incredible, innovative OTT solutions to market,” said Tim Jenkins, EVP, Head of Audience & Identity Solutions, Cadent. “Through this new agreement, we can enable Premion’s advertisers to unlock even greater value from their OTT campaigns by helping them unify disparate media audiences and get a more complete picture of how to best reach their target households.”

        About Premion

        Launched in 2016 by TEGNA Inc. (NYSE: TGNA), Premion is an industry-leading premium CTV/OTT advertising platform for regional and local advertisers. Gray Television Inc. acquired a minority stake in Premion in 2020. With directly-sourced inventory from 125+ premium publishers, Premion delivers transparency and brand safety, making it easy for advertisers to target and reach engaged audiences at scale. For more information, visit www.premion.com.

        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 https://cadent.tv or follow @CadentTV.

        Download the PDF: Cadent Announces Expansion of TV Identity Graph Partnership with Premion

        Cadent to Expand Automated Addressable Linear and VOD Advertising Platform across Europe with Liberty Global

        Posted on by Cadent Staff

        NEW YORK, Jan. 5, 2021 /PRNewswire/ — Cadent, the advanced TV platform company, announced today the expansion of its addressable advertising management platform in Europe in partnership with Liberty Global, one of the world’s leading converged video, broadband and communications companies. Cadent has now expanded its automated addressable linear and VOD Advertising Platform into Liberty Global’s Irish footprint, Virgin Media Ireland, with its continental European markets to follow starting in 2021.

        Cadent and Liberty Global’s partnership began in 2019 when Cadent deployed its platform in the UK on behalf of Virgin Media as part of the Sky AdSmart program, powering addressable advertising across both linear and on-demand in millions of homes.

        Cadent’s platform allows advertisers to use the best of TV – the scale and engagement of live and on-demand television that builds brands – with the best of digital advertising, including sophisticated targeting and attribution capabilities. Through this unique innovation, Liberty Global can offer a truly scaled alternative to the digital and social media advertising.

        In particular, Cadent’s solution enables advertisers to target households by using anonymized data in a GDPR-compliant manner. As third-party cookies are phased out and consumer privacy becomes even more of a priority to the industry, this approach provides advertisers the opportunity to reach strategic audiences in a trusted environment.

        “In the increasingly complex digital advertising marketplace, advertisers require access to high quality data to target their audiences in brand-safe environments beyond the walled gardens,” said Sam Tomlinson, partner at PricewaterhouseCoopers and part of the team that produced the ISBA and PwC Programmatic Supply Chain Transparency Study, which proposed steps toward supply chain transparency and accountability.

        “This integration delivers another big part of Liberty Global’s continued commitment to linear and on demand addressable advertising to support our content partners and provide a better viewing experience for our customers,” said Pieter Vervoort, VP Product, Entertainment, Liberty Global. “Cadent is providing a sophisticated solution that shows a clear way forward for TV platforms and broadcasters.”

        “As the leading independent advanced TV platform, Cadent is focused on bringing proven, scalable and sophisticated data and advertising solutions to platform operators, broadcasters and advertisers,” said Keith Kryszczun, SVP of Global Platform Sales, Cadent. “This expansion reaffirms our commitment to innovation through our technology partnership with Liberty Global, which has brought demonstrable success to the TV industry and our respective partners over the years.”

        About Liberty Global:

        Liberty Global (NASDAQ: LBTYA, LBTYB and LBTYK) is one of the world’s leading converged video, broadband and communications companies, with operations in seven European countries under the consumer brands Virgin Media, Telenet, UPC, the combined Sunrise UPC, as well as VodafoneZiggo, which is owned through a 50/50 joint venture. Our substantial scale and commitment to innovation enable us to invest in the infrastructure and digital platforms that empower our customers to make the most of the digital revolution.

        Liberty Global delivers market-leading products through next-generation networks that connect customers subscribing to 50 million broadband, video, fixed and mobile telephony services across our brands. We also have significant investments in ITV, All3Media, ITI Neovision, LionsGate, the Formula E racing series and several regional sports networks.

        For more information, please visit www.libertyglobal.com

        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.

        How Cadent Functions Like an In-House Ad Tech Team to Operators

        Posted on by Joe Matarese

        Some five years ago, Cadent partnered with Liberty Global, the world’s largest international TV and broadband company, to set up dynamic ad insertion for video on-demand for Virgin Media’s TV offering.  

        Today, Cadent announced an expansion of its addressable advertising management platform in Europe in partnership with Liberty Global, one of the world’s leading converged video, broadband and communications companies. Cadent has now extended its automated addressable linear and VOD Advertising Platform into Liberty Global’s Irish footprint, Virgin Media Ireland, with its continental European markets to follow starting in 2021.

        As the leading independent advanced TV platform, Cadent is focused on bringing proven, scalable and sophisticated data and advertising solutions to platform operators, broadcasters and advertisers. This expansion reaffirms our commitment to innovation through our technology partnership with Liberty Global, which has brought demonstrable success to the TV industry and our respective partners over the years. ” – Keith Kryszczun, SVP of Global Platform Sales, Cadent.

        Our partnership, announced in 2018, initially focused on the cross-operator deployment of our platform – Cadent Advanced Advertising Management Platform enabled the value of data enhanced advertising to be monetized in a way that benefits stakeholders across the entire TV ecosystem, including Liberty Global, Virgin Media and Sky, as well as individual subscribers, who received better, more personalized advertising experiences. And by mapping audience data to subscribers in a GDPR compliant manner, marketers were able to precisely target high-value audiences with relevant, impactful messages that don’t intrude on their privacy.  

        In Europe, unlike in the U.S., 100% of the inventory is fully owned by the programmers (known in Europe as “broadcasters”), one of the largest of which is Sky, which had already enabled addressable linear on its satellite distribution platform and wanted to enable advertisers to reach more TV households on a one-to-one basis across Virgin Media’s cable TV footprint, the largest in the UK. 

        In order to make this possible, Virgin Media and Sky needed a partner to handle the technical integration required to enable addressable linear TV campaigns, one that would take into account considerations like GDPR and advertising regulatory rules, while opening the door for particular ad breaks to be swapped out for addressable ad placement.

        In short, there are a lot of moving parts. Sky needed a partner that could accommodate its needs, and existing digital ad serving systems and solutions designed narrowly for satellite distribution wouldn’t work in this environment, nor leverage the highly available, IP STB connected environment Virgin Media supports for their cable TV customers. 

        Cadent helped Sky and Virgin Media integrate with each other, allowing them to map audience segments and create addressable campaigns for delivery against a combined subscriber base. Additionally, the integration covered multiple distribution platforms, enabling Sky not only to replace spots in linear programming broadcast to Virgin Media UK set-top boxes, but also to insert ads into VOD (video-on-demand) programs made available for STB and iPTV/app-based viewing. While the campaigns were active and after their completion, Cadent’s platform provided advertising performance and detailed campaign reports back to Virgin Media and Sky, respectively.

        Cadent has long been focused on making things simple for our partners: we’ve devised a seamless workflow based on the platform we’ve built over the last decade, with new modules for importing addressable campaign definitions, linear schedules and clash rules that allow us to integrate into new environments.

        We’ve been told we’re more than a partner; we function almost as an in-house TV ad tech staff, and we’re proud to say that Cadent’s patented addressable linear TV solution for Virgin Media and Sky is the first implementation of addressable linear on hybrid IP/QAM set-top boxes.

        Cadent built technology that gives programmers the ability to construct and map audience segments for pay TV subscribers (with segments being created with first-party data using the Safe Harbor framework), and we let programmers know how audience segments map to households, enabling them to take that knowledge into account when making decisions.  We do all of this while enabling a model whereby Virgin Media retains tight control over all aspects of their subscriber and network data; no ad requests are “re-directed” outside their network.  

        Coming up with a solution that allows UK programmers to make addressable inventory available and scale their advertising business took many team members, from product managers, designers, and software developers here in the U.S. to those on the ground in the UK. It was a truly global effort, and we’re grateful to all involved who made this launch possible, including:

        • From our product development and testing team: Krishna Durgi, Matthew Lowe and Sarah Collie, as well as former employees Allan Nicholson, Ripu Vohra, Alex Risi, Shahil Chokshi, Deepak Nagari and James Wang;
        • From our client services and technical services teams: Elvio Caruana, Azeem, Mark Crilly, Eric Caudill, and Ladislav Csehy, who supported Liberty Global on the ground in the UK, spearheading integration and testing work. We also want to extend a thank you to Cadent’s entire San Jose and Noida engineering and operations teams for their foundational work, as well as Les Carter and former employee Srini Chandrasekaran, who helped get this project off the ground. 

        Learn more about Cadent Platform, and learn more our partnership with Liberty Global here.

        Empower® Selects Cadent Platform to Power Advanced TV Execution for Customer Journey-Focused EMerge Platform

        Posted on by Cadent Staff

        Dec. 17, 2020, New York and Cincinnati – Cadent, the advanced TV platform company, today announced that Empower, the independently-owned media agency known as The Un-Holding Company℠ is the first customer of its newly upgraded advanced TV platform, which will enable advertisers to assemble and activate their television campaigns across channels with more control, transparency and ease.

        Empower will use the patented TV mapping technology behind Cadent Viewer Graph as a foundational component for its consumer journey planning platform, called EMerge, which brings the capabilities of digital targeting and measurement to the TV environment to create opportunities in all phases of the consumer journey, as well as greater flexibility, efficiency, and access to and application of data during the campaign planning process.

        As a data-driven agency, Empower is bringing the same rigor the agency uses with digital to the television space by incorporating Cadent Viewer Graph. Viewer Graph resolves multiple devices back to a household, a vital component of a cross-channel TV approach. The graph enables thoughtful orchestration of TV ads across linear television, set-top-box and IP address-based addressable, and OTT formats, so advertisers can deliver consistent messaging and frequency throughout their campaigns, as well as measure the impact across channels.

        Cadent Advanced TV Platform provides audience building tools for building segments, buying media, optimizing campaigns, and understanding outcomes, across OTT, set-top box addressable, and linear TV advertising. Empower will use the platform to access optimization tools so that campaign performance is informed by Cadent’s wealth of historical campaign data. Cadent self-service tools will provide Empower account teams with insights on pacing, media delivery and outcome-based reporting for their clients.

        The new features in Cadent Advanced TV platform include:

        • Reach audiences faster and more accurately with Audience & Identity Graph Solutions which enable advertisers to overlay specific audience attributes from the broader marketplace to create refined audience segments that can be linked directly to TV viewing, deepening campaign effectiveness. Using machine learning and billions of data points from over 500 million devices, matched to 90 million homes, Cadent Viewer Intelligence Graph helps advertisers go beyond demographics and create actionable audiences for TV advertising campaigns.
        • Maximize reach across devices with Cross-Channel TV Solutions, which include the ability to plan traditional linear GRP, audience-indexed linear TV, and audience-targeted OTT and addressable set-top campaigns.
        • Understand campaign effectiveness and efficiency with Measurement Solutions, including IQ Score, Cadent’s newly launched proprietary indexed reporting solution that helps agencies and brands evaluate the maximized reach of their campaigns, both in post and dynamically during flights.

        “The ability to leverage Cadent Advanced TV platform to build and optimize audiences within one buying system will provide more relevant, thoughtfully orchestrated cross-channel experiences to our clients’ audiences across screens,” said Jim Price, CEO at Empower. “Cadent’s technology will play a critical role in how Empower’s consumer journey work comes to life in the important space of linear and addressable TV.”

        “This suite of solutions helps advertisers leverage their data across screens so that they’re constantly learning from their campaigns and improving the way they connect with viewers,” said Jamie Power, Chief Data Officer, Cadent. “As a partner to marketers and agencies, Cadent is proud to play a central role in building the foundation of next-generation TV.”

        “Empower has always been on the forefront of in-house innovation, product development, and technology in television. Jim and Empower are bringing more accountability to TV and gaining a full understanding of audiences – where they’re watching, what they’re buying and the devices they’re using – and offering a smarter way to reach audiences and deliver on a message,” said Nick Troiano, CEO, Cadent. “We’re proud to partner with Empower to better serve brand marketers.”

        About Empower:

        Empower is The Un-Holding Company. Our advantage is simple. Clients first – not shareholders. From the day we opened our doors in 1985, Empower has challenged the media status quo. Decades later, this hustle manifested into a Creative Media mindset. Recognized by The One Show, as Campaign US’s Agency of the Year, as an Ad Age Agency A-List Standout and as MediaPost’s Media Agency of the Year, our integrated team of experts in Creative, Media, Analytics, and Word-of-Mouth Marketing outperforms expectations. Some of our biggest fans include Tempur Sealy, Fifth Third Bank, Gorilla Glue, TriHealth, Brooks Running, Jack Link’s, V-Tech, Bush Brothers, Wendy’s, GNC, Famous Footwear, Ashley HomeStore, Rust-Oleum, The Body Shop and PetSmart. Empower is headquartered in the historic Over-the-Rhine neighborhood of downtown Cincinnati. Find us on Twitter, LinkedIn, Facebook, Instagram and online.

        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.

        What’s the Right Way to Get Started with CTV and OTT?

        Posted on by Jamie Power

        A client recently told me she perceived two mindsets related to connected TV and over-the-top TV: If you’re not doing it, you are foolish for missing a big opportunity to reach premium audiences at scale. But if you are doing it, you are going in a bit blind. You will have to contend with a lack of standards in measurement and an inability to solve or understand frequency and duplication uncertainty across screens.

        This led to her question: “Who is doing it right?”

        I believe that anyone that is in-market and learning is doing the right thing.

        The fact is audiences have shifted and brands cannot afford to ignore this. Based on Cadent’s Viewer Intelligence Graph of holistic deduplicated cross-screen viewership, a brand could miss up to 40 percent of its desired audience reach by ignoring CTV/OTT in its media plan, depending on the target audience segment.

        Besides ignoring a large percentage of viewership, the cost of not trying is that you won’t learn—about your customers, audience segmentation performance and the effectiveness of CTV/OTT in your media mix.

        Unlike linear television, CTV/OTT gives brands the ability to garner actionable insights in real-time. Brands can understand how responsive audiences are to their ads by monitoring video completions rates and even deterministically tracking ad exposures to conversions. That allows you to link real-time ad exposure to desired business outcomes with the ability to optimize while in-flight.

        Instead of looking for reasons not to invest in any newer channels, it is time for brands to get in there and figure out what works for them. Data-driven channels such as CTV and OTT lend themselves to massive learning opportunities. Don’t put CTV/OTT on a plan just because everyone else is. Make it count. Create a scalable solution by working across multiple partners, focus on leveraging consistent data across all and push for visibility and learnings across every screen.

        With a clear plan, and a few basics in place, marketers can create a path to success with CTV and OTT today:

        • Iterate and innovate. If you use your campaigns as a mechanism to learn and figure out what works for you, you’ll succeed. There is usually debate over the “best” data sets in the market. The data sets and approach that work to drive optimal results for an individual brand’s KPI is the data/segment that is best for that brand. Brands will find that for certain KPIs, third-party data outperforms their CRM data and vice versa.
        • Get your team together early and often. This is a team sport. Your partners—agencies, data companies and publishers—should be at your side on this journey. Bring everyone together at the beginning of the process and challenge partners to step up and help you learn. Encourage them to be thoughtful on the front end  while being clear on what you’re trying to learn and accomplish. Push partners to give you the measurement and validation needed to help scale your efforts. Over time you’ll understand that OTT and CTV are key tactics that can be leveraged to drive outcomes, and you’ll know how to better maximize success.
        • Don’t accept that something succeeded or failed without questioning why. I always say that understanding what is broken is usually more powerful than knowing which pieces worked. If you don’t know why a campaign is not performing well, you cannot improve. Do not accept campaign success or failure without questioning why. Take a deeper look into the data and ask, “What levers can I pull to make the next campaign better?” and “How can I take insights from this campaign to inform future media buys?” For example, figure out if demo-based or strategic audience-based targeting is better for driving sales volume. Learn what the trade-offs are for targeting a demo versus a more specific audience. Determine how a shift in audience targeting could have maximized the ROI.
        • Create your own standards and practices within your organization. Find the subject matter experts in your group and develop those voices. In the test design phase for every campaign, make curiosity a core value for your team and organize everyone around that.

        You have to start somewhere. As an industry, we’re building the foundation of next-generation TV. There’s no syndicated source that’s going to tell you what works, what doesn’t work and why. The technology will get smarter over time, standards will come and OTT/CTV will become easier to plan.

        In the meantime, no one is going to do the work for you. It’s up to you to figure out what will continue to drive the success of your business in this evolving marketplace while maximizing reach against high-value audiences.

        Learn more about bringing data to TV.

        Cadent’s Future of TV Summit: Watch Sessions On-Demand

        Posted on by Cadent Staff

        The pandemic has served as an accelerant for many businesses, and TV is no exception, with streaming now accounting for 25% of all TV minutes viewed, according to Nielsen’s latest Total Audience Report.

        In October 2020, our Future of TV Summit focused on changing viewership behavior and more in conversations with thought leaders from Post Consumer Brands, H&R Block, Sanofi Consumer Health, Tegna and the TVB. Together with the Cadent team, brand marketers discussed how the consumer journey is evolving, how to reach customers with cross-channel campaigns on broadcast, cable, OTT and CTV and much more.

        See below for a roundup of Cadent’s content from the event with links to the on-demand videos for each session.

        Learn more about how Cadent connects marketers with the audiences behind the devices.

        Define This for Me: Device Graph

        Posted on by Cadent Staff

        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.    

        A technology partner can onboard your data and match it against their known universe of devices in order to create a 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 

        A 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.  

        Maximize Your TV Reach with Strategic Broadcast Buys

        Posted on by Cadent Staff

        As a result of our new normal, it’s apparent that Americans are returning to their long-trusted news source – local news. In doing so, broadcast TV is experiencing a striking resurgence in popularity.  Sixty-four percent of consumers who watch the news while working tune into local news, according to Nielsen’s August 2020 Total Audience Report. The reasons why they tune into local include getting information on local events, weather, and more, as well as getting relevant stories and trustworthy content. In other words, local TV is as relevant as ever. For people working at home, local news is what’s on the TV – people want to know what’s going on with their communities.  

        Even as we look beyond the current moment, broadcast continues to offer a variety of benefits. Through Cadent’s technology, developed and refined with today’s buyers in mind, marketers gain access to a streamlined solution for broadcast TV. And when broadcast is combined with the power of cable television, which offers incredible access to national scale, marketers can extend their reach even further with a complementary buy. 

        To help you get reacquainted with this proven advertising medium, let’s explore what makes broadcast a strategic choice for your upcoming TV campaigns, and later get into why broadcast and cable together make a powerful combination.  

        The Benefits of Context and Geo-Targeting with Broadcast  

        Contextual relevance is the key to success when activating your campaign on broadcast TV. When a brand is seen on local news stations, the ad placement benefits from the reach of loyal TV viewership for those programs, as well as the halo effect created by the trust viewers have for those stations.  

        For example, imagine you are a major automotive company and you want to execute a holistic campaign in specific DMAs where your dealerships are located nationwide. With broadcast TV, you’re able to boost awareness and brand trust by engaging with auto shoppers with strategically placed commercials during the nightly news and other local programming. Cadent has access to 1100 broadcast stations so you can reach the right audience at scale. 

        Broadcast is not only an effective medium of advertising, but a cost-efficient opportunity as well. Access to local markets also means you can isolate spend based on geographic areas, limiting your activation to the local broadcast stations where you can best reach your target audience. And you can access programming that you wouldn’t be able to afford, including special events like big games or awards nights.  

        Consider the implications of COVID-19. If you’re a national QSR brand with the option to dine-in only available at locations in the South and Midwest, you can select broadcast networks with stations in those regions for your “We’re Open!” campaign. You’re able to air different creatives in different markets and areas of the country, reducing waste of your brand’s advertising dollars.  

        Broadcast & Cable Together Are A Happy TV Marriage

        Cadent accesses inventory across 90+ cable networks, leveraging its unique combination of audience and historical data to capitalize on placements that will get your message to the right households. But cable only reaches so many households. In order to expand your reach further, you need to activate on broadcast to reach essentially every US household. If you’re already activating on cable, why not extend your buy to broadcast?   

        Through Cadent’s white glove service, you can seamlessly plan across cable and broadcast, reaping the benefits of both channels. In fact, Cadent research shows that adding broadcast news to your cable news campaign significantly increases the reach of a cable news-only schedule (based on Nielsen ratings).   

        For instance, if you’re trying to reach the full spectrum of sports fans, you can advertise on ESPN’s cable channels and ABC’s broadcast network football games. Reaching audiences across cable and broadcast can result in a lift in awareness, consideration, purchase intent and sales – without repeating views.  

        Broadcast TV drives real results. Ultimately, brands want to reach their target audience wherever they are, no matter the channel. With consistently high ratings and a powerful halo effect, broadcast TV offers what few marketing channels are able to provide.  

        You can strategically activate media on broadcast TV while simultaneously being able to plan for cable TV too. It is the combined power of Cadent across both broadcast and cable that offers unparalleled reach and efficiency.  

        Ready to learn more about Cadent’s robust Broadcast solution? Contact us today to speak with a Cadent representative. 

        Acxiom Selects Cadent as TV Data Activation Partner for Leading Brand Marketer Clients

        Posted on by Cadent Staff

        Nov. 23, 2020, New York and Conway, Ark. – Cadent, the advanced TV platform company, today announced an expanded partnership with Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, allowing TV advertisers to activate against custom audience segments faster and more efficiently and get real-time, pre-campaign insights.

        Through the partnership, Acxiom’s thousands of brand customers can activate data within television, using the Acxiom data they’ve come to know and trust. Advertisers will now be able to utilize Acxiom data across the TV universe, including indexed linear, addressable TV, CTV and OTT, directly matched to Acxiom data at industry-leading scale and accuracy through Cadent’s technology.

        Acxiom data will be integrated with Cadent Viewer Intelligence Graph, Cadent’s patented audience graph technology that resolves multiple TV devices back to a viewing household, enables national TV advertisers to de-duplicate and map any audience segment into the full universe of television with minimal drop-off and maximum reach. This partnership enables marketers to overlay specific audience attributes from the broader marketplace, create refined audience segments that can be linked directly to TV viewing and deepen overall campaign effectiveness, all in a privacy-compliant manner.

        Marketers, increasingly facing difficulty finding their high-value audiences across screens, are demanding better tools to understand audience identity and activate their data quickly and intelligently across television. In Cadent Platform, marketers can append the Acxiom data segment of their choosing and know more about their audiences before they run campaigns, applying real-time insights to inform planning or optimize performance mid-flight.

        “Acxiom is always searching for new and creative ways to connect marketers with their audiences. TV, as one of the most emotionally resonant and effective mediums for marketers, is a natural fit for our abilities as it becomes more data-driven and embraces digital paradigms,” said John Baudino, SVP Data & Identity, Acxiom. “We’re proud to partner with Cadent to better serve marketers as they seek to use data to reach the right customers through techniques such as data-driven linear television.”

        “It’s exciting to see the acceleration of data-driven performance and accuracy in the TV space,” continued Conor Burgess, Head of Partner Development, Advanced TV, Acxiom. “We see opportunities for industry growth from more streamlined TV audience activation.”

        “As viewer behavior continues to evolve and audiences fragment, it becomes more important than ever for marketers to get a complete view of their customers before and during campaign activation,” Tim Jenkins, EVP, Head of Audience & Identity Solutions, of Cadent said. “We’re excited to announce the expansion of our partnership with Acxiom, bringing our data expertise and technology together for the marketplace.”

        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.

        About Acxiom

        Acxiom is a customer intelligence company providing data-driven solutions that enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies (IPG). For more information, visit Acxiom.com.

        How Cadent Supported Employee Well-Being This Year

        Posted on by Julie Kuzmicky

        The parallels between a healthy, happy workplace and productivity are undeniable. Starting with Cadent’s first Wellness Challenge last year, when we saw how engaged employees were when competing to see who could log the most steps in a month, our focus on programs to support wellness has only gained momentum. 

        Cadent has always been focused on our employees’ well-being. In 2020, along with fun new challenges for employees, we added wellness programs to our benefit suite. We started the year with Biometric Screenings so employees could learn about certain health markers, and if they wanted, take action to improve their health and wellness. We discussed adding gym memberships, but wellness means different things to different people, so we decided that a Wellness Savings Account (WSA) was the best choice for Cadent. Each month, Cadent sets aside money in a WSA for employees to use for a variety of wellness activities such as gym memberships, acupuncture, sleep therapy and nutrition programs, just to name a few. 

        We were off to a good start! And then, COVID struck. Before we knew it, we were all working from home and isolated from family, friends, and colleagues, working remote with minimal resources, learning new tools, and for some, homeschooling. The mental health effects from social isolation and loneliness, fear and anxiety about the disease and financial concerns began to take their toll. Data from the U.S. Census Bureau showed one-third of Americans reported showing signs of clinical anxiety or depression in May, and research conducted in mid-July by nonprofit Kaiser Family Foundation found that 53% of American adults say their mental health has suffered because of the pandemic. 

        As the weeks passed, we realized this was not a temporary situation and quickly identified the need for balance in this new reality. We recognized that employees were expressing feelings of increased depression and/or anxiety, changes in sleep and eating patterns and worsening chronic health problems. From adjusting to disrupted routines to caring for sick family members, our employees needed support. 

        A well-rounded program to support employees 

        We knew we needed to meet people where they were and arm them with ways to address their individual needs. There was not a one stop shop solution. 

        Our BE WELL campaign started with Cadent sending a gift to our employees consisting of a mask (Be Safe), work out bands (Be Strong), dreamwater packets (Be Rested) and invites to several virtual events hosted by wellness experts and designed to connect us while providing useful information (Be Connected).   

        Cadent hosted a Virtual Health Fair where employees gathered around the mainstage to hear talks on Resiliency (it’s a super power!), healthy eating and home school and work balance. In addition, there were exhibit booths and a resource library for employees to explore and learn at their leisure. And of course, there were prizes. On Wednesday, we set aside an hour for our Wellness Wednesday Webinars further exploring solutions to help with isolation, anxiety, loneliness and depression; an introduction to meditation; and ways to help improve sleep. And to keep our competitive spirits alive, Cadent hosted another step challenge, and yes, more prizes were awarded! 

        As we move into 2021, we understand the challenges are not over. As mentioned during our talk on Resiliency, we need an approach to address the long-term rather than the short-term. Therefore, starting January 1, we have enhanced our mental health offerings by providing easy access to affordable mental health care with Teledoc. Additionally, all employees have access to an improved Employee Assistance Program which goes beyond a typical EAP offering. Employees and members of their household can receive up to eight free counseling sessions for each issue with which they may be dealing, they have access to a suite of E-Learning to cope with many of today’s pressing issues, and they can take advantage of the many concierge services offered that provide assistance with what might otherwise be a stressful situation. We know our work is not done, and at Cadent we will continue to strategize ways our wellness program can support employees as we all continue to adapt to our new normal. 

        Learn more about life at Cadent.

        Catalina Chooses Cadent as TV Graph and Analytics Partner, Powering the Orchestration of Marketers’ Cross-Platform Campaigns

        Posted on by Cadent Staff

        Nov. 18, 2020, New York and St. Petersburg, Florida /PRNewswire/ — Cadent, the advanced TV platform company, today announced an expansion of its strategic partnership with Catalina, the leader in shopper intelligence and personalized digital media for CPG brands and retailers. Catalina will use the Cadent Platform to expand its marketing services to include linear TV, advanced TV and OTT programming as part of its BuyerVision managed service, which also includes digital and in-store activation. Additionally, Cadent will offer its clients Catalina’s purchase-based audiences and cross-screen measurement services.

        Linking it all together is Cadent Viewer Graph, a patented audience graph technology that resolves multiple TV devices back to a viewing household, enabling national TV advertisers to de-duplicate and map any audience segment into the full universe of television with minimal drop-off and maximum reach.  The Cadent Viewer Graph has been integrated with the Catalina Shopper ID Graph, which covers 107 million U.S. households, linking TV and digital campaigns to in-store purchases to inform media optimization in real time and measure campaign efficacy.

        “The value of this partnership – using data and analytics to gain a better understanding of the shopper journey, what they’re watching and the device they’re using – is incalculable to marketers today,” said Kevin Hunter, EVP, Chief Commercial Officer at Catalina. “We’re thrilled to partner with Cadent and bring next generation TV to our brand, agency and retail partners.”

        Catalina is offering a full suite of in-store, digital, and TV services, including linear, addressable and OTT, by leveraging its real-time, one-to-one deterministic shopper data through Cadent Platform and Catalina’s channel agnostic Media Network. This enables advertisers to better understand shopper behaviors, customize their audience segments, and optimize media in real time to deliver personalized messages and creative wherever they’re watching TV or engaging in digital services.

        “As consumer media consumption patterns and in-store shopping habits rapidly evolve, reaching audiences accurately and at scale across TV formats and digital platforms – as well as in-store – is more important than ever,” added Hunter. “With Cadent we have expanded our multi-channel network across TV to help our brand, agency and retail customers bridge linear television and next-generation TV.”

        “Data-driven orchestration is how advertisers will best find and engage their TV audiences today and in the future,” Eoin Townsend, Chief Product Officer, Cadent said. “This partnership is the fusion of Catalina’s insight-rich, best-in-class data with Cadent’s end-to-end platform allowing marketers to reach their audiences more effectively and efficiently.”

        Over the last two years, Catalina has strengthened its open, channel-agnostic platform and forged partnerships that are powering new audience, personalization and measurement capabilities. The Cadent partnership is another milestone in advancing Catalina’s omni-channel managed services, programmatic self-service offerings, analytics, attribution, measurement, and data services.

        “By combining Catalina’s buyer intelligence database with Cadent’s platform, our brand, retail and agency partners will have the ability to engage and connect with even the hardest-to-reach shoppers,” added Dr. Wes Chaar, Catalina’s Chief Data & Analytics Officer.

        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.

        About Catalina

        Catalina is the market leader in shopper intelligence and highly targeted in-store and digital media that personalizes the shopper journey. Powered by the world’s richest real-time shopper database, Catalina helps CPG brands, retailers and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Based in St. Petersburg, FL, Catalina has operations in the United States, Europe and Japan. To learn more, please visit www.catalina.com or follow us on Twitter @Catalina.

        Define This for Me: Unduplicated Reach

        Posted on by Cadent Staff

        Unduplicated reach is the ability to reach an intended audience across various platforms and channels, with the intelligence to know you are not reaching the same person with more than the intended frequency.

        It’s becoming more and more difficult for marketers to know what their target audience is watching, which devices they’re watching on, and how best to reach them. There’s so much content available across viewing platforms to streaming services that it can be hard to keep track of it as a consumer, let alone as a marketer.

        One study found a single consumer uses almost 5 TV sources, many of them being on-demand. A single viewer can start the day watching news on her phone, stream a reality show on her desktop during a work break, and curl up in her living room to see a sitcom on a broadcast network in the evening. Appointment TV just doesn’t exist in the same way as it once did.

        Eric Schmitt, senior director analyst at Gartner, compared navigating this sprawling and fragmented media environment to “working on a 1,000-piece puzzle upside down, with half the pieces missing.”

        What’s the worst that can happen?

        All marketers want to reach the most relevant audiences for their products and services, and they want to do it at effective intervals and frequencies. But why would it matter if someone sees a spot just slightly too often? 

        First of all, once a consumer decides to respond to an ad, additional exposure is just a waste of campaign dollars. Even worse, however, repeated exposure can lead quickly to ad fatigue, and once that boredom (or even annoyance) sets in, the effectiveness and ROI of the campaign is going to suffer.

        What are the challenges in maximizing unduplicated reach?

        The first challenge is the same one that faces every advertiser at the start of a campaign: identifying the target audience in a granular way, from age and gender to more sophisticated attributes like purchase behaviors or attitudes. 

        Once that’s done, however, comes the admittedly difficult task of establishing effective cross-channel coordination, since running multiple campaigns on different platforms and networks can make sorting out ROI seem like an impossible task. 

        What can a marketer do?

        Take an integrated, holistic approach to your media plan. For the sake of efficiency, budgeting, scheduling, buying, and measuring should be coordinated across broadcast, streaming, and digital. 

        Don’t abandon traditional techniques like geotargeting—just apply them consistently across all channels. And standardize audience segments whenever possible, align your goals, and formulate your plans using all the data at your disposal.  

        Advertisers obviously need to understand how their reach and frequency affect their bottom line. That can be hard: data technology is still evolving, and the industry is still adapting to previously unimagined planning and measurement needs. The Media Ratings Council’s Cross-Media Audience Measurement Standards, drafted in finalized form in late 2019, are an important step forward, but certainly not an all-encompassing solution. 

        Balancing frequency and reach

        Another key aspect of unduplicated reach is reaching your whole audience – not just the segment watching TV via their linear cable feed or only those streaming via an app on a smart TV. 

        Finding the careful balance between frequency and reach is important. TURF Analysis, or Total Unduplicated Reach and Frequency, is a tried-and-true technique that lets marketers assess which combination of ad campaigns allows them to appeal to the greatest number of customers possible, according to the IAB. Running analyses like these can help marketers get a better handle on who they’re reaching and how frequently they should be reaching certain segments of their audience. 

        Maximizing reach is always going to be a basic goal of any marketer, but that’s just one part of an increasingly complicated, multi-platform equation. Luckily, in a world of multi-touch attribution and opaque conversion models, the right tech partner can help.

        Learn more about Cadent Viewer Graph.  

        Define This for Me: Advanced TV

        Posted on by Cadent Staff

        Advanced TV refers to how the delivery of television content has evolved beyond the traditional linear models. This includes OTT, indexed linear TV, connected TV and addressable TV, among others. According to the IAB, the term advanced TV was “…first used at the MIT Media Lab in the early 1990s to explain why high definition TV was only an early step in the foreseeable enhancements to the medium.” Consider advanced TV the catchall for all of today’s data-driven forms of television.  

        Advanced TV enables advertisers to deliver different ads to different audience segments, across all devices. Whether your target audience is watching on their smart TV, mobile device, tablet, or computer, you can reach them with advanced TV. 

        What Changed 

        Historically, TV was thought of as the “black box” of advertising with little to no measurement possible. Think of the often-referenced John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  

        With advanced TV, marketers can now measure the true impact of their campaign to justify budgets, as well as gain insights on how to optimize spending for future campaigns.    

        While applying data to TV planning isn’t a new concept, marketers now have the ability to apply cross-screen datasets to advanced TV activations, then receive campaign performance reports that prove campaign efficacy from their trusted technology partners. By offering improved transparency into TV campaigns, advanced TV has revolutionized the opportunities TV presents advertisers. No matter how your audience watches TV, you can apply strategic audience data to deliver the most relevant messaging. 

        When we talk about advanced TV, we also have to talk about how people’s viewership habits have changed. Today’s audiences can watch TV however, whenever and wherever they want. No longer limited to the television set, consumers are increasingly watching TV delivered over the internet. This has created a confusing landscape for advertisers, that once only needed to focus on a wider demographic across two or three TV networks.  

        As new technology continues to offer consumers more ways to stream, on more devices, advertisers need to take a more thoughtful approach to TV campaign planning. In the advanced TV landscape, it is increasingly important for advertisers to understand not only where they’re watching, but how best to reach them – all while matching the message to the audience.   

        Why It Matters Now 

        The pandemic has significantly altered American life. In the past year, many of us have experienced changes in the way we work, learn, parent, travel, and consume media. As daily habits shifted, Nielsen researchers found that video streaming increased from 19% at the end of 2019 to 25% by the middle of 2020.  

        In addition to the impact of the pandemic, the U.S. is also experiencing a cultural shift that is putting pressure on countless retail brands to get the best possible ROI from their ad spend. Knowing how to leverage data and collect insights from prior campaigns to improve future campaigns are key components of driving brand success for cross-channel campaigns on advanced TV platforms.   

        Imagining advertising beyond 2020, two trends are clear: families will still gather by the TV, whether they’re watching news, movies, or other programming, and advanced TV will continue to evolve and grow in popularity. As viewership ebbs and flows across OTT, indexed linear TV, connected TV, addressable TV and more, marketers will need to embrace the data capabilities available for each medium.  

        Ultimately, what sets advanced TV apart from other mediums is the variety of devices on which audiences can consume content, the use of behavioral audience data for targeting, and the capability for closed-loop reporting.  

        Learn more about the Cadent Advanced TV Platform 

        Three Keys to Approaching Fragmentation in TV

        Posted on by Cadent Staff

        Taxes are not usually a subject people are eager to discuss. However, H&R Block has leveraged a number of savvy advertising tactics to reach their customers during this less-than-fun time of year – even amid the pandemic. In a conversation between Andrew Martinson, Senior Marketing Manager, H&R Block, and Jes Santoro, SVP, Advanced TV and Video at Cadent, Andrew shares how years of preparation enabled H&R Block to act flexibly and pivot quickly, as well as how they’re approaching today’s TV landscape. 

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

        This year’s tax season was unique for a number of reasons, namely, because for the first time in recent history, the deadline shifted back. While this may have been a relief for consumers, it had the potential to wreak havoc on businesses such as H&R Block. Unlike other financial institutions, their messaging has a definitive sell-by date. As Andrew described, “we have such a small window of time to make an impact on people’s lives and our business being accessed.” For H&R Block, at a time when they would typically be using the first quarter of the year to drive consumers to their brick and mortar locations, lockdowns and a new tax deadline meant the need for many changes and quick turnarounds. 

        Fortunately, H&R Block’s alignment with strategic creative and technology partners allowed for nimble changes in their advertising plan. For instance, limitations on retail meant foot traffic was no longer the primary KPI. Instead, messaging shifted to, “We’re going to talk to you about our DIY component, or virtual offerings. While you can still get served by a tax pro, but in a different way.” 

        When the conversation transitioned to the subject of fragmentation, Jes asked, as viewers continue to be more diluted across an ever-growing number of distribution platforms to find content, how does that affect the way that you are handling that channel-mix planning?

        According to Andrew, he’s found a three-pronged approach to handling fragmentation across the TV landscape:

        1. Start with your KPI – What is the primary KPI of your business? This goes across channels. It’s not just television. It’s not just programmatic. It’s not just CRM, but it’s a KPI for the business. Whether you want to measure site traffic based off of an ad that’s played, or you want to measure cross-frequency, or you want to measure reach across different platforms, are you doing something on OTT and CTV that you want to measure against what your partners are doing? Understanding just how those measurements work and what they mean to your business is critical. 
        2. Open yourself up to learning – No matter your role within your organization, take the time to understand the different “fragments” that exist. Don’t limit yourself to what you already know. Where are people watching and how are you talking to them? It’s important for advertisers to be aware of all the players out there. You should also be willing to wear more than one hat – marketers should be no strangers to doing more than one job. When it comes to TV advertising, test out a new capability, take a meeting to learn what else is out there.
        3. Work with partners you trust – You need to know your limitations. Find partners who provide valuable insights and can serve as area experts. However, don’t be afraid to push back. As a brand, it’s still your job to stay involved and ask questions.

        At the end of the day, it’s also important to be willing to reevaluate your KPIs. Andrew goes on to explain, “As our programmatic peers did a number of years back, you can pendulum swing that thing a little bit too far. And I think there’s a real risk of saying, ‘Oh wow, I can now look at the measurements that could really help me optimize my television’s bias. I can see programs and networks and types of programs that my customers are engaging with. They engage more, they engage more often and they get better. That’s amazing. That’s something that we haven’t had access to,’ …but the caution there is to not rely so much on that – that it pigeonholes you.” 

        Over time, TV fragmentation will become less and less of an issue. The means of buying linear and OTT will become more seamless. The question is, will your organization be prepared for cross-channel buying? 

        Cadent has a solution. Reach out today to speak with Cadent about our linear and OTT offerings. 

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

        Why Broadcast TV Is More Relevant than Ever

        Posted on by Cadent Staff

        During our Future of TV summit, Rick Beispel, SVP, National Sales & Strategy, Cadent, hosted Steve Lanzano, President and CEO of the TVB, and TD Dixon, Chief Growth Officer, Post Consumer Brands, for a panel on How Broadcast TV Helps Marketers During the Pandemic and Beyond. Catch a video of the full session, and a recap of the conversation, below.

        This year has been a big one for broadcast, especially for political dollars. Steve said that during the midterm season in 2018, about $3.2 billion was spent on local broadcast TV, compared to $4.2 billion political is on track for this year.

        Below is a lightly edited and condensed version of Rick, TD and Steve’s conversation. 

        Rick: The election has been meaningful to TVB association members – how was this political cycle particularly unusual?

        Steve: You need timing flexibility and you need creative flexibility. Then you need scale, right? As TD will tell you, if you need to reach a lot of people to move product. That is exactly the game plan that marketers have and why they use local broadcast, TV and political, and exactly the game plan that national advertisers had this year in terms of getting their messages out… So having flexibility, having trust, having scale in premium environments has really been the game plan for all marketers this year and not just the political market.

        Rick: There was no playbook for the past few months. The family landscape, which TD serves at Post Consumer Brands, has been altered by stay-at-home orders, virtual schooling and more. How did you alter your approach to better serve your customers?

        TD: For us, there were two fundamental consumer behavior shifts. One was what we call retrench…the fear of the pandemic, the uncertainty, created a dynamic that caused people to cocoon back home. The second we call reset, which gets to the uncertainty of the future which resets the shopping behaviors and even the way people decided to spend their money. As marketers and as manufacturers, how do we deliver against those fundamental changes?

        Because this notion of safety was such an important part of the new consumer dynamic, comfort brands were important. So we try to leverage brands like Honey Bunches of Oats and Grape Nuts, really tried-and-true brands. We leveraged those brands as our front runners with those consumers.

        To deal with the reset, this is where value has taken on a whole other level of prominence, and we’re fortunate that we own the value space within the cereal category with our MOM brand. And again, we really focused on reinforcing that value.

        As marketers and as manufacturers, how do we deliver against those fundamental changes? Because this notion of safety was such an important part of the new consumer dynamic, comfort brands were important.” – TD Dixon, Chief Growth Officer, Post Consumer Brands

        Rick: With the adaptability that you mentioned, were there localized initiatives to take advantage of particular markets?

        TD: It goes back to this notion of trust, right? Not only are consumers looking for brands they can trust, they’re looking to their news outlets and vehicles where they get their information. We definitely were much more hyper-targeted within local markets. There’s a lot of regionality that we have with our brand, but even more so in this hyper-politicized, hyper-polarized time, being able to focus in those local markets and  attach yourself to local entities, as well as your local news broadcast [became important].

        Rick: How does an advertiser tap into local sports passion? I think it’s a huge opportunity for marketers.

        Steve: Absolutely. Not only professional football, but college football. The Giant games in New York are doing big ratings, right? They might not do a big rating outside of New York. In fact, the Giant-Cowboy game in both Dallas and New York, did you huge ratings. Tapping into that passion is gold for a marketer, and on a local level, doing a promotion with a station, really can up your partnership with that sport.

        Rick: The TV marketplace is certainly marked by fragmentation and cord-cutting technology. How are you viewing CTV and OTT?

        TD: It’s funny because someone asked, “is TV going away?” I think we can all agree that TV’s not going away, it just had a lot of babies. So, as marketers, we have to determine which are the right babies for us to focus on. And that’s what we’ve done. We spend a lot of time trying to understand not just who the “who” is, but what is it that they want to hear?

        I look at it as more of an opportunity than as a challenge because, you know, even though we, we can all remember way back when it was three networks and you just went out there and did a shotgun approach. Now it’s more of a sniper approach – you can not only be more targeted, you can also be more relevant with that specific group.

        Rick: TD, you mentioned on our prep call that “People have fallen back in love with TV and that appointment viewing with TV is starting to happen again.” What does falling back in love with TV mean to Post Consumer Brands and the audiences you serve?

        TD: When sports live sports came back on TV, that was such a relief for people and a release for people. Those eyeballs are now coming back and leveraging that, albeit on a local level, is really the way for marketers to re-emerge again. One of the things that we have to be conscious of is maintaining that share of voice. Because people aren’t necessarily going into the stores as much as they used to, you have to almost get the decision in their mind before they ever actually make that transaction. And so that’s where TV has been an efficient medium for us to be able to do that.

        Rick: And Steve, the local broadcasters have a lot of in the CTV arena. Sinclair has STIRR, and Nexstar has the LKQD platform. It seems like hyper-local CTV is getting traction.

        Steve: There’s an insatiable appetite by advertisers for over the top inventory, and there’s not a lot out there right now. Being able to provide that scale and that hyper targeting in terms of over-the-top is a gold mine. And as we get into the new next-gen broadcast product, ATSC 3.0, we’ve been getting more targeted on not only connected TVs, but also mobile devices.

        Rick: At the ANA Masters of Marketing conference last week, there was discussion around the importance of brand purpose. TD, Post Consumer Brand’s purpose it to “make better happen.” How did you embody that mantra this year?

        TD: For our consumers, obviously cereal is a is a staple of households and becoming even more of a staple of again as people come home. And given all the stay at home orders, all the business closures, all the unemployment, we donated millions of dollars to food banks and hunger relief organizations, Second Harvest and Feeding America, to enable people to have a bowl of cereal every morning. We’re really proud of that.

        Maybe what makes me even more proud is what we did for our employees and particularly our frontline workers and our manufacturing personnel. One of the things that our CEO decided to do was offer significant bonuses for people who are willing to work above and beyond in order to keep up with that demand.

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

        Reaching Fragmented Audiences with OTT and CTV

        Posted on by Cadent Staff

        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.”

        The Future of Identity in TV: A Conversation with Tegna’s Kurt Rao and Cadent’s Tim Jenkins

        Posted on by Cadent Staff

        With the pandemic came growing local news viewership – particularly during afternoons and evenings, as well as a resurging interest among marketers to merge their linear and OTT campaigns. In fact, according to a recent TVB report, researchers found that TV viewership among key demographics increased an average of 36% year-over-year, between the months of March and July.

        To find out how data-driven solutions are fueling the TV industry’s evolution, Tim Jenkins, EVP, Head of Audience & Identity Solutions at Cadent spoke with Kurt Rao, SVP, Chief Technology Officer at TEGNA – the media company that operates countless local news affiliates, television stations and OTT channels – delving into what TV looks like from the inside, out. 

        Catch a replay of the session, plus a recap, below.

        In recent months, consumers and marketers have become acutely aware of the value of local news. As Kurt describes it, “As global as this pandemic is, its impact has been incredibly local.”

        As Kurt Rao, SVP, Chief Technology Officer at TEGNA, describes it, “As global as this pandemic is, its impact has been incredibly local.”

        This of course means that audiences are turning to local news stations, such as those owned by TEGNA, to find out what’s happening in their communities. 

        Over the course of their conversation, a major topic of discussion was the importance of audience targeting and measurability, for both broadcast and OTT. As TEGNA built out their own in-house product, TEGNA Attribution, they were eager to partner with Cadent to leverage its identity solution. Identity allows networks to get one step closer to creating data-driven content that engages the audience. 

        When you combine complementary digital platforms, or as Kurt put it, “find the breadcrumbs that go together,” you are able to create a more unified view of the consumer. From a measurement standpoint, Kurt explains that it comes down to how accurate your predictions can be when planning. Comparing linear and OTT, he says, “The goal is to be as deterministic as possible. And certainly on your digital platforms, you can be a lot more deterministic than on some of your linear platforms, where it’s a lot more probabilistic.”

        According to Kurt, the “Holy Grail” for networks would be to get to the point where targeting allows for personalized content. For example, Kurt suggests that if you know, “if the audience that we’re reaching PhD-level audience or a high school-level audience, you can train your on-air talent on the kinds of words they use, the number of words per minute, and whether they’re truly resonating with the audience.” The idea that Identity could influence “what content we make, even before we make,” has the potential to revolutionize TV production. 

        Another notable subject Kurt and Tim touched on was the potential for cross-channel linear and OTT campaigns. What they agreed upon is that the proof is there, but adoption has been slow. Kurt explains that linear TV buyers are used to traditional methods of buying, while digital buyers are very data-driven. Consequently, because the “real promise” of OTT is in leveraging richer data sets, it will take time and education before traditional TV buyers are ready for a true audience buy. 

        The future of TV could take many paths. Offerings such as Cadent’s identity solution provide a gateway to data-driven buying for linear and OTT buyers alike. In the next few years, it will be up to networks and their technology partners to find innovative ways to make cross-channel buying less cumbersome, improving the pipes and mechanisms that exist today. 

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

        The Future of Reaching TV Audiences Will Be About Adaptability

        Posted on by Cadent Staff

        Jim Tricarico, President of Sales and CRO of Cadent, kicked off our Future of TV Virtual Summit today with a simple, but clarifying example of how TV is changing: the kids who watched massively successful programs like The Kids’ Choice Awards 15 years ago have grown up, and they’re watching TV across many different devices and platforms.

        And this year, TV has evolved at an even faster clip, accelerated by the pandemic.

        More than 25 million people have cut the cord on linear TV, shifting viewing to various streaming services. So what are advertisers to do when TV has grown from broadcast and cable, to what feels like an endless stream (pun intended) of new acronyms? A veteran of the TV industry, Jim Tricarico, President of Sales and CRO of Cadent, posed a new question: “TV is not dead – it is far from dead. But what does TV mean today?” 

        And that’s where we begin. TV in 2020 is a far cry from the TV of thirty years ago, let alone the past five. Jim was joined by Cathy Shaffner, Chief Investment Officer of Empower, the “Unholding Company,” to discuss how cross-channel TV campaigns have the power to help advertisers reach their target audiences. 

        According to Jim, the TV marketplace currently offers three powerful features: flexibility, the ability to allow advertisers to shift budgets to follow their audiences; addressability, the refined targeting made possible by the advent of things like the device graph and viewer graph; and measurability, the results-driven media buying based on business outcomes of previous campaigns.

        Consequently, Shaffner has found that, “It’s all about now finding the audience through that content versus through the channel.” No longer are advertisers going to reach their audience by simply “buying one night of TV or two nights of TV.” The landscape has changed and advertisers have come to expect flexibility, addressability and measurability. 

        How can TV provide those all-important attributes with a fragmented landscape? Cathy proposes three keys to combating fragmentation:

        Finding the right audience – Cathy said Empower spends an incredible amount of time working with its partners to marry robust and actionable first-party data with third-party data to “really identify the best customer.” 

        Content is always king – “Marketing to your audience through the content that they’re consuming – and not through the channel or through the device that they’re using.”

        Report to the report – “The business that we drive is all based on the measurement of everything that we do. …it’s not about reach or frequency anymore, as much as it’s about finding the audience in the right moment within their customer journey.” 

        In addition to combatting fragmentation, transparency is another hurdle for marketers to overcome. As advertisers demand better reporting, they also expect more transparency into how their campaigns are run.

        Cathy Shaffner, Chief Investment Officer, Empower: “Working alongside great partners like Cadent, to make sure that we set the rules of engagement upfront, making sure that the data’s putting us in the right place, helps us with brand safety and helps us with making sure we’re in the right environment for our clients.” 

        Still, it’s important to note that, like most things, TV has experienced a dramatic shift within the past few months. As Jim mentions, “Before COVID, everybody was projecting five years out, before you saw a major change and shift from linear TV to OTT.” As we all know, that is no longer the case. The pandemic accelerated the shift to new modes of TV in ways no one predicted. 

        “From an audience perspective, I think we’re going to have, as an industry, to really figure out what that new normal is based on what the pandemic has done. It’s going to leave a lasting impact on media consumption. Just think of ourselves as we’re sitting here having this this panel… This is going to become a new normal, even three years from now, as things change and get back in the future as a society, and we’re going to demand change as consumers in how we view the content,” said Cathy. 

        And for Empower and other agencies, Cathy said, adaptability will be key – where you work, when you work, how you go to market, how you use data to find audiences, how you seek out content and how you change as the world changes.

        Ultimately, the pandemic has raised more questions for the TV industry than it has answered. But in spite of the rapid pace of change, one thing is clear – TV isn’t going anywhere. While it may shift from screen to screen, platform to platform, video will continue to find new ways into consumers’ lives and advertisers’ media plans. 

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

        Fireside Chat Replay: Danone’s Surbhi Martin and Cadent’s Jes Santoro

        Posted on by Cadent Staff

        This week, Cadent SVP, Advanced TV and Video Jes Santoro hosted a fireside chat with Danone VP of Marketing Surbhi Martin. They discussed Surbhi’s exciting work with Danone’s Two Good yogurt brand, Danone’s commitment to “walking the talk around purpose” and how the brands Surbhi serves are responding to changes in consumer behavior during COVID and beyond.

        Watch the full conversation below.

        A Fireside Chat with Mars’ Heather Stuckey and Cadent CRO Jim Tricarico

        Posted on by Cadent Staff

        Last week, Cadent President of Sales and CRO Jim Tricarico hosted a fireside chat with Mars Director of Global Media Partnerships Heather Stuckey. They discussed Heather’s exciting work with Ignition Labs, an innovation group within Mars, as well as how Mars is embracing digital transformation and data as a brand serving its customers during unprecedented times.

        Watch the full conversation below.

        0ptimus Analytics and Cadent Partner to Integrate On-Demand Data Creation and Audience Modeling Into Advanced TV Platform

        Posted on by Cadent Staff

        NEW YORK, Aug. 24, 2020 /PRNewswire/ — Cadent, the advanced TV platform company, today announced a partnership with 0ptimus Analytics, the data science and technology company, allowing TV advertisers to activate against custom audience segments faster and more efficiently and get real-time insights into how campaigns are performing.

        Real-time optimization of data segments is paramount to success for marketers, allowing them to better connect with their most engaged audiences, take advantage of the creative that resonates most and better orchestrate their cross-screen investments. Because 0ptimus’s on-demand data creation and audience modeling technology allows segments to be built or updated within a matter of hours in response to real-world triggers, marketers have more choice and fluidity with their campaigns, and can adapt in real time to today’s constantly changing environment. 0ptimus transforms on-demand insights on consumer behaviors, attitudes, perceptions, activism, causes, trends, current events and more from its verified opt-in panel into scaled bespoke audiences for activation in a matter of minutes.

        The scale and accuracy are made possible through an integration between Cadent’s advanced TV platform and 0ptimus Analytics’ verified matched sample data creation. The integration connects Cadent’s Viewer Intelligence Graph directly to 0ptimus’ on-demand predictive modeling and audience scaling platform. Together, the systems enable brands to convert opt-in consumer data into modeled and scaled audiences with unparalleled flexibility, speed, precision and agility.

        0ptimus’s portfolio of pre-built bespoke consumer data segments are available through Cadent Advanced TV Platform. Cadent and 0ptimus are powered by cookieless, CCPA and GDPR-compliant technology.

        “With this partnership, Cadent and 0ptimus aim to simplify and clarify identity for television advertisers,” said Tim Jenkins, EVP, Head of Audience & Identity Solutions, Cadent. “Cadent’s Platform and 0ptimus’s data creation and modeling technology provide advertisers with unmatched speed and accuracy to target their relevant audiences across TV screens.”

        “Advertisers today require hyper-responsive technology and the ability to optimize campaigns on the fly,” said Katie Casavant, President of 0ptimus Analytics. “We’re thrilled to partner with Cadent and respond to the industry’s clear need for speed and more sophisticated, accurate audience targeting capabilities.”

        About Cadent:

        Cadent powers the evolution of TV advertising. We provide 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, CTV and OTT, Cadent’s technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. In the US, Cadent’s national platform provides access to 100 million households. For more information, visit www.cadent.tv or follow @CadentTV.

        About 0ptimus Analytics:

        0ptimus Analytics is a data science and technology company singularly focused on transforming data-driven insight on how people think, feel and act into predictive models and people-based audiences for activation at scale. Since its founding in 2013, 0ptimus has been at the forefront of innovation developing connected data approaches to leveraging market research and insight, data science, predictive analytics and proprietary software platform solutions to identify the right people and the right messages to drive brand growth. For more information, please visit www.0ptimus.com.

        Congrats to Cadent’s Rachel Hudson, a Cynopsis Top Woman in Media

        Posted on by Cadent Staff

        Rachel Hudson, SVP, Pricing & Inventory, Network Operations, Cadent

        We are excited to share that Rachel Hudson, SVP, Pricing & Inventory, Network Operations, Cadent, was named an Industry Leader on the Cynopsis Top Women in Media list.

        This honor is given to women who have contributed to every area of the media industry and who are integral to moving their businesses forward and bringing fresh innovation to the field. Rachel, who has been with Cadent in its different iterations for nearly 14 years, leads pricing and inventory strategies and partnerships across cable, addressable, and digital channels as well as cable operations out of our Philadelphia office, though her work and influence stretch far beyond those groups. 

        Below is a conversation between Rachel and VP-Operations Patricia Van Nostrand, who received the Cynopsis honor last year.

        Patricia: What has it been like transitioning to different roles within Cadent?

        Rachel: I’m often asked, “How long have you been at Cadent” with a quick follow up question, “why?” I’ve been here 14 years, but it doesn’t feel like it because I’ve had many different roles. 

        When I started, the company wasn’t even named Cadent. I started in Sales and then moved into Operations and then Pricing and Planning. Each role has been valuable to me because it gave me an understanding of how Cadent works and how we are unique in the marketplace. Knowing how we do what we do from different perspectives  is helpful in being able to deliver for our clients and partners. I’ve been able to learn various aspects from multiple perspectives and bring them together.

        Patricia: What do you do to motivate those around you?

        Rachel: Of course I focus on business success, but more importantly to me, it’s about people. The people that work for me, that I work with, and that I work for. It’s about getting to know them and learning what they get excited about and what motivates them, learning their strengths and helping them build on those strengths. 

        Something that I ask as many people as I possibly can, both outside of my group and specifically within my group is: “what are your personal goals and what are your professional goals?” My job as a manager is to align those as best I can. It’s imperative to me to learn that about people so I can help them grow and develop, and to also direct and facilitate that personal growth into success for the business.

        Patricia: What is something that you make sure you’re not doing as a leader?

        Rachel: I’ve learned to have trust and faith in people – to trust that they know what they’re doing, that they have the skills and that we will work through whatever comes up  together. 

        I don’t believe in telling someone every step they need to do. I truly believe that we all come in wanting to do the right things, and that we should appreciate and recognize that. It’s about embracing the mistakes, learning from them and having that conversation about how we can create something – an approach, a process, the work, etc. – better so that we are all better for it.

        Patricia: What are some of your sentiments around your success and the team that you have?

        Rachel: My success is a testament to my team. I am successful when they are. That’s where I go back to what I described about establishing those connections, building those relationships and really getting to know people. 

        Certainly I wouldn’t have been recognized if it weren’t for my team, for all of the great work that they do, the relationships that we have and communication. My team is fantastic. 

        Patricia: What’s your next challenge, both personally or professionally?

        Rachel:Personally, I have two young boys and an incredible husband, I want to continue to be the best parent, wife and role model for them. I would also like to continue my education. 

        Professionally, I would like to have a greater focus on mentoring and supporting others. As Cadent continues to grow, I would like to continue to foster the personal growth of our employees. I loved spending time with some of our interns this summer.

        Patricia: Your thoughtfulness is something I admire, along with your perseverance, resilience and strength. I think demonstrating those qualities in our workplace inspires our coworkers, especially the young women we work with.

        Rachel: When we first met, we knew of each other and I knew you were someone that I not only wanted to get to know better and work with, but I also had that feeling that you and I were going to be friends too, because having a personal connection with the people you work with makes the great days greater and the not-so-great days not that bad. How many times have we worked through the frustrations with a shrug and a laugh?

        It is important that we as leaders be the example in all situations. No matter your role, we all have something to learn from each other. And having fun while we are doing it makes it that much better. 

        Patricia: Funny that you bring that up. Keep going.

        Rachel: The work that we’ve done together is incredible. It’s been so much fun. To see that you were recognized last year, the immense excitement and pride I had in knowing you still overcomes me today. To be there when you were recognized was just amazing. It’s serendipitous, here we are a year later having this conversation. 

        Patricia: Absolutely. I think one of the things that you touched upon was trust. Those around you see that they can trust you, that you’re knowledgeable in the space, you’re a go-to to find clarity. If anybody knows, Rachel will know the answer. 

        It’s certainly been a pleasure for me to see that you’ve been recognized as well for all of your efforts.

        Rachel: Thank you. We work with a great group at Cadent, and I’m looking forward to more incredible work together. 

        Learn more about working at Cadent.

        The Case for TV as an Alternative to Social Media Marketing

        Posted on by Annaklara Doel

        In the current advertising landscape, brands have a lot to contend with when considering how they position themselves. Companies are treading lightly to avoid sounding tone-deaf or insensitive. Take the Facebook boycott, for instance. As misinformation spread on the platform, an ultimatum was issued: Facebook needs to change its rules, or brands would pull their ads from the platform.

        Advertisers are concerned about messages potentially damaging to their brand image and relationships with customers. If an ad appears next to a post that is spreading something hateful, consumers could associate one message with another. As the list of companies pulling ads grow, the question that begs to be asked is, how can brands continue to maintain and grow their business without advertising on the largest social media walled garden?

        The pandemic has brought a change to the landscape of TV marketing, and a recent CMO survey from Deloitte, Duke University’s Fuqua School of Business, and the AMA outline that consumers are becoming more receptive of companies promoting social good. Consumers prioritize trusted relationships with brands and will reward brands who are actively participating in social activism and outreach. Brands who utilize their broad platforms to spread accurate information and invest in social change appeal to consumers who see brand relationships as an extension of themselves instead of a business transaction.

        Many aspects of life have shifted as well, with shutdowns forcing nearly 158 million Americans home, and people are turning on their TVs to stay up to date on the news and curb boredom. Three-fourths of U.S. consumers have upgraded streaming subscriptions and TV-connected devices, according to Nielsen, to stay connected to the press while at home. As attention to TV grows and changes in the marketing landscape occur, brands are beginning to improvise and are now turning back to TV advertising to fulfill their needs for a national reach and reconnect with their audiences.

        Turning Toward TV

        Focusing ad dollars on TV is making a lot of sense to advertisers. It’s “the ultimate brand-safe medium,” writes TV [R] EV’s Alan Wolk. Advertisers can avoid channels with polarizing shows and make use of high engagement as their audiences watch at home. And with TV advertising’s sophisticated targeting abilities today, advertisers can speak to their audiences at the device-level.

        TV also has the power to create an emotional connection with consumers in a way that social media ads cannot. A campaign’s sight and sounds are easier to remember than a desktop ad that is thrown in with several other ads on the same web page. Neuroscience studies show that we use the same part of our brain to process music and our emotions and memories. TV ads are memorable because their music drives the action of the ad matched with compelling visuals, which create a more impactful storyline. Audiences give TV ads more focus because only one ad runs at a time, and with the proper audience segmentation, that demographic will be more engaged.

        Reacting decisively is vital for brands as consumers scrutinize companies’ actions during the pandemic; the Facebook boycott being one example. Utilizing the broad reach of TV, brands can create thoughtful campaigns that highlight the transparency of company actions. Furthermore, the TV medium continues to rate as the most effective form of catching consumers’ attention. According to research by the Chartered Institute of Marketing, consumers are three times more likely to respond to TV advertising than messages delivered through other mediums.

        Social media advertising is the new kid on the block. Still, TV advertising has legacy and prestige that appeal to consumers in a way that native advertising has yet to achieve. Paying for a Superbowl ad is more impressive because those ads deliver greater ROI and increase brand recall. The TV medium is safer for brands, more memorable for consumers, and has evolved to be more advanced for advertisers. Facebook ads are convenient to click on and can yield a temporary increase in traffic, but an effective TV campaign will be remembered for decades.

        Read more about the power of sight, sound and motion on TV.

        What an Uptick in Co-viewing Means for Advertisers

        Posted on by Julia Vitarelli

        People naturally turn to TV for connections with others. From gathering around a shared TV set in the 1950s to posting about their favorite show on social media today, it has always played a significant role in our social experiences. 

        During a time when our interactions with others are limited, the desire for communal television is as prevalent as ever. We seek out mutual experiences and shared points of reference as audiences of all ages strive to remain connected during calls to stay at home and follow social distancing protocols. 

        One way audiences are finding this connection is through TV co-viewing. Nielsen data shows that co-viewing makes up 34% of streaming behavior and 48% of linear TV viewing. Since the start of the pandemic, these co-viewing numbers have increased even more, especially connected TV viewership. In fact, CTV use in living rooms has grown noticeably, which Nielsen attributes to a heightened desire to spend time with others while watching TV. 

        Co-viewing across all TV-viewing platforms peaked during the week of March 23, but even as states begin reopening, the co-viewing trend is pressing forward. Research from Ipsos found that when people were considering streaming service subscriptions, “we” statements increased thirteen percent from last year, whereas “me” statements increased just three percent. As the “we” mentality becomes widespread, people are transitioning to think of TV viewing as a communal experience. For example, as parents spend more time at home with their children and have limited entertainment options, they seek out content that they can watch with their kids, such as The Not Too Late Show with Elmo on HBO. 

        Viewers are gravitating to streaming watch parties

        TV-viewing as a means of social connection has not only grown within a household in the form of co-viewing, but across households as well through streaming services’ watch parties. 

        Watch parties allow users to view content with others while physically apart, either through the platform itself or a plug-in extension. For example, Twitch, a platform owned by Amazon, gives users watch-party access to Prime Video content. HBO and Hulu launched group streaming options as well. Interestingly, sixty-one percent of Hulu users watch content with others in their household, indicating the prevalence of both co-viewing and group watch parties on connected TV platforms.   

        Co-viewing increases audiences’ advertising engagement

        As these TV-viewing habits grow in popularity, it introduces the question, what does this mean for advertisers? 

        According to research from the Video Advertising Bureau, co-viewing increases an audience’s engagement with an ad by 33 percent compared to solo viewing. Advertisements also generate a higher emotional response in co-viewers (71 percent) than single viewers (37 percent), and 63 percent of audiences say that they discuss the programming and advertisements they see on TV when watching with others. Co-viewing audiences are also less likely to change the channel.   

        These benefits of advertising in co-viewing environments show that television’s social connectivity is quite advantageous for advertisers. When people watch together, they engage with advertisements more.   

        The practice of advertising to co-viewing audiences is not new; advertisers have been aware of their multi-viewer audience for years. However, the introduction of new tools into the market helps advertisers and networks more accurately count co-viewers.  

        Counting co-viewership on linear TV is already an established practice, but the method for connected TV is developing and gaining traction. As a Digiday article explains, connected TVs’ first-party data is matched against Nielsen’s data to determine the number of people watching TV in a room. Then, a co-viewing factor is calculated to allow for accurate audience impression counts. 

        Harnessing data in this manner is critical for advertisers as the trends of co-viewing and watch parties continue. It brings the consideration of group engagement to the forefront of an ad campaign, and it allows for the inclusion of co-viewership in impressions, which reduces a campaign’s CPM. As the number of counted viewers goes up, an advertiser’s cost per impression goes down, allowing them to reach a larger audience for their advertising budget. 

        As viewers turn to TV to connect with each other, advertisers can rely on it to connect with valuable TV audiences and accurately measure the impact as well.   

        Why Agility in Marketing Is More Relevant than Ever: A Conversation with Dell and Cadent

        Posted on by Cadent Staff

        Jamie Power, Chief Data Officer, Cadent

        Liz Matthews, SVP of Global Brand, Consumer and Small Business Creative & Experiential, Dell Technologies

        Liz Matthews, SVP of Global Brand, Consumer and Small Business Creative & Experiential, Dell Technologies, and Jamie Power, Chief Data Officer, Cadent, recently took part in a Brand Innovators Women in Marketing Livecast Series, and their discussion touched upon several important aspects of marketing in an age of pandemic.

        Read a synopsis of their conversation below, covering agility in marketing; meeting customers wherever their needs are; and being an effective leader to teams during difficult times. 

        The following has been condensed and lightly edited for clarity.

        Jamie: You’ve been called the trailblazer. Could you share with us a little about your role at Dell and the journey getting there?

        Liz: Absolutely. I started my career with Johnson and Johnson. I’ve always had a love of human behavior, so I haven’t always done marketing. I did sales, I did training and development, I did HR and I’ve probably done every type of marketing. 

        One of the reasons that I just fell in love with brands was this idea that I think they’re the soul of companies. There’s so much you can do by being connected to them. And it’s personal and passionate, and it requires energy to move them forward. And you have to listen. Through all the different types of marketing and all the different roles I had in my career, I gravitated to this one because it’s probably the closest connection that I feel to being human.

        Jamie: You’ve described brands as living, breathing entities because they’re fundamentally made up of people. With what the world is like today, how does that philosophy guide Dell through these times?

        Liz: It’s such an interesting time, right? You’ve probably seen this so much in your every day, more and more the importance of authenticity. And how we show up as a brand is critical. And look, I do say brands are alive, I mean, for people, because we would not be here without the people in our company. And if they’re not bought into your purpose and they’re not bought into what you believe, and they’re not bought into what you’re doing, you have a very inauthentic brand. And more than ever before, ever, ever people can see through that. Generations of people that, in just seconds, can see through that.

        Especially during a pandemic, we have focused so much on making sure we’re telling our story internally, just as much as externally. 

        We pivoted quickly to idea of “we’re here to help” and focused on being authentic to who we are around being a technology brand and how people can use technology during this time. And in many cases from consumers to business owners from laptops to how people were shifting their business, became a really important story for us.

        Jamie: Did that effort help the authenticity of the brand and getting the new messaging out?

        Liz: It  did. This brought about just an incredibly, almost human transformation of our company. We talked about digital transformation. We’re going to talk about the digital transformation marketing is going through and how rapid it is. But we believe a product [inaudible 00:06:35] transformation, and a kinder, gentler, more patient, more understanding, listening culture because everyone was going through something. 

        If you show up for your team members that way, and you let them know you care, you can’t help but transition that externally. So, the same idea that we were flowing through our team members, which is we’re here to help, absolutely was coming out externally.

        Jamie: Can you talk about the transformation or the evolution that you’ve kind of led over the last five years?

        Liz: Dell has been around for a long time. It’s actually a 36 year old company… Through a large acquisition and bringing together a number of different technology pieces, we created a completely new company. And when you do that, you have to hold a mirror up to yourself. You have no choice, but to say, “Hey, is this the opportunity to do things different and how do we want to show up as Dell Technologies?”. What do we want to stand for, our purpose? What do team members tell us they want to be? And what are, most importantly, our customers expecting from us?

        And so we went through that really robust process to try to transition, and we’re still in that process, Jamie. Transitioning from being known as only selling PCs, to be really being, an essential technology company. 

        Jamie: As a marketing leader, how are you helping your team avoid burnout?

        Liz: I’ll tell you, never in my career have I sent emails about mental health and mental wellbeing and self care. And that becomes everyday conversations and part of our talk track. Honestly, if I’m not living it and showing it, then my team members won’t see that as an example. And so we’re very conscious about making sure leaders are modeling that behavior.

        Jamie: How are you thinking about agility in your marketing?

        Liz: The word agility gets used a lot, and it’s true – you have to move super fast. From a media perspective, I think like many women on this call, you have to understand where your consumers were going, how you were going to meet them with the information, and, with Dell Technologies, which is a tech brand, there’s a consumer piece, but there’s a pretty significant business to business component. We still had products we needed to launch, technology we needed to innovate on, to serve our customers during this time. 

        Jamie: Can you talk about how your plans changed?

        Liz: We pulled down media plans, we re-pivoted, we had agile teams and we’d meet in the morning and meet in the afternoons and think about, what is it that we’re trying to achieve based upon our business segments? Because our segments, while we’re out marketing to people, they do go to many different techniques, have different technology needs. 

        We saw, like many, an increase in connected TV. We saw an increase in digital. We saw an increase in the need for more storytelling because people wanted to feel connected and wanted to feel good. At the same time, our big flagship event in Vegas was moved to the fall. So we launched that innovation in pieces, so we could target the audience that we wanted to hit with that message.

        Jamie: How do you find the right moments to pivot? At what point do you shift more for consumer B2B focused messaging?

        Liz: We’re at that process now and when you think about our tonal shift at the top for everything was really around here to help. And, and now it’s, this slightly tonal shift to we’re in this together, right? And making sure we’re focusing on the products, the services, the things that we have to offer customers during this time and making that really the focus. And in the fall, or even in the next year, it’s really going to be about being ready. How do you be ready for whatever comes next? How are we ready?

        Jamie: Here’s a question from the audience: What do you consider your biggest accomplishment?

        Liz: I would say when, when my team members get promoted. All the fancy stuff that we’ve done in our careers mean nothing unless I’ve brought people along in that journey and their careers have grown. If someone was promoted within Dell or has gone outside and their career has grown, if they’re growing, then I’ve done my job.

        Watch the full interview below.

        Read more about Cadent’s mission to restore simplicity to TV and serve as trusted partners to brands, agencies and the broader TV ecosystem.

        King Arthur Baking Company’s Pandemic Story and MLB’s Short Season

        Posted on by Cadent Staff

        This week, we’re talking about Twitch’s boost in popularity, the IAB’s State of Data report, baseball’s short season and more.

        Baseball’s short season is doing numbers. It’s no surprise that sports enthusiasts are excited to have live games back, and the short MLB season is setting TV ratings records for ESPN. The Yankees played the Nationals, and an audience of 4 million viewers tuned in, according to Nielsen, making it the largest audience for an opening night game on record. (The Hollywood Reporter)

        The IAB 2020 data report. Get the download on advertising data trends this year, including the impact of COVID on marketing tactics, including data-driven ones. (IAB)

        Twitch’s vloggers draw big audiences. With 5 billion hours streamed in Q2 this year, a 2,662% increase year-over-year, the platform known for gaming channels is growing in popularity. Its “Just Chatting” channels are the most-watched Q2, with 498 million hours streamed, a 175% upswing year-over-year. (Ad Age)

        King Arthur Baking Company’s pandemic story. In an interview with AdExchanger, the brand’s marketing VP talks about a rebrand after 230 years; demand for flour this year; and an increase in content production for customers. (AdExchanger).

        Webinar: Cadent’s Jes Santoro Explores Shifts in Viewer Behavior

        Posted on by Cadent Staff

        TV is as relevant as ever. People are consuming a lot content, and families are spending a lot of time together. The television set is still where families naturally gather at the end of the day.

        Recently, the Video Ad Bureau’s Jason Wiese hosted a webinar with Cadent SVP, Advanced TV and Video, Jes Santoro, about understanding shifting audience behavior and exploring the question, “Should I still be advertising on TV?”

        Shifts in viewer behavior are happening in real-time, and marketers have to have a nimble strategy to keep pace. Here are a few takeaways from the session:

        Even before COVID, people were consuming a lot of content. Viewership will increase across demographics this year. Traditional TV will jump by 8.3 million U.S. viewers this year, ending a nine-year dip. (eMarketer)

        TV is as relevant as ever. People are consuming a lot content, and families are spending a lot of time together. The television set is still where families naturally gather at the end of the day. People are watching more TV than ever, but they’re tuning in across different platforms and channels.

        Now, marketers have to prepare for a post-COVID world. How can marketers bridge linear, OTT, CTV and other advanced TV solutions in the future? Watch the video below.

        ‘Hamilton’ and Mobile Shopping During the Pandemic

        Posted on by Cadent Staff

        This week, we’re talking about a surge in mobile shopping app downloads, Broadway’s way forward through the pandemic hiatus and a pro-mask wearing ad campaign.

        More people are shopping on their phones during the pandemic. Shopping apps for mobile had more than 14 million downloads in the U.S. between March 29 and April 4, a 20% increase from January, according to App Annie. Younger shoppers said mobile browsing was their preferred mode to shop, while respondents 55 and older were less likely to say they preferred mobile shopping. (eMarketer)

        Live-capture TV specials could be the next big thing for Broadway. With live productions mostly shuttered for the time being, live-capture television could be what musicals and plays need to survive. The success of Disney’s “Hamilton,” for instance, shows that there is demand for live-capture content on streaming platforms. (The Hollywood Reporter)

        Vistaprint’s campaign, “This is not a mask.” The online print brand launched a spot showing kids playing outdoors and adults visiting their local haunts and all wearing face masks. “This is not a mask,” the ad says. “This is a sign of love. This is solidarity.” Along with becoming a mask supplier, the brand has also donated $1 million to the Save Small Business fund it co-founded with the U.S. Chamber of Commerce Foundation and $500,000 to the NAACP to support Black-owned small businesses. (Adweek)

        A Les Misérables reunion. Anne Hathaway and Hugh Jackman reunited for a Zoom conversation focusing on their experience filming 2012’s “Les Misérables,” which brought him an Oscar nomination for best actor and her a win for supporting actress; Hathaway’s show “Modern Love” and Jackman’s movie “Bad Education”; as well as Jackman’s turn hosting the Oscars in 2009. (Variety).

        Hyundai’s Road Trip Series and a Cable News Rating Record Quarter

        Posted on by Cadent Staff

        This week, we’re talking about the TV and movies available to stream from comedy legend Carl Reiner; presidential TV ad spending and a road trip video series from Hyundai.

        Stream Carl Reiner’s work. Reiner, TV and film performer, sitcom creator, comedian and filmmaker, passed away this week. His wide body of work included “The Dick Van Dyke Show” and Steve Martin vehicle “The Jerk.” Catch some of it on streaming services, rounded up in a list from The New York Times. 

        Presidential TV ad spend heats up. The current presidential race has already been a remarkable one in terms of spend, with TV continuing to dominate. And this week, Ad Age reports that the advertising push before November continues to be a pricy one, with President Trump spending $100 million in TV ad buys in swing states Florida, Ohio, North Carolina, Pennsylvania, Wisconsin and Arizona, airing Labor Day through Election Day, according to Ad Age’s Campaign Ad Scorecard analysis. (Ad Age)

        Hyundai features zero-emission road trips in new series. A survey from the U.S. Travel Association found more than two-thirds of Americans feel safest traveling in their cars, meaning vacations and travel this year will look very different. Hyundai is seizing on the moment to feature its Kona Electric model zipping across beautiful sites including Death Valley and Big Sur. (Adweek)

        Cable news hit record ratings in Q2. Fox News, CNN and MSNBC set ratings records in light of recent events, including protests and coronavirus coverage, seeing double-digit gains over the same period last year in total viewers and adults ages 25-54. (The Hollywood Reporter).

        Dos Equis Makes a Social Distancing Cooler and Fornite Hosts Movie Nite

        Posted on by Cadent Staff

        This week, we’re talking about the latest news from Baby Nut; Fortnite’s foray into live events; and Dos Equis’s genius solution to hanging out in the time of social distancing.

        Baby Nut makes his debut on Planters packaging. Baby Nut, the Planters Peanut mascot that replaced Mr. Peanut, made its entrance to the world during a Super Bowl spot earlier this year. Now, the new character is appearing on Planters packaging in grocery stores. (Adweek)

        Dos Equis comes up with a solution for socially-distant hangouts. It’s a six-foot cooler. The beverage brand’s latest ads feature a super long cooler, so long that you can put it between you and a buddy while you enjoy a beer and have the comfort of knowing you are following social distancing guidelines. Unfortunately, the cooler sold out very quickly. (Ad Age)

        Fortnite hosts its first full-length movie. After hosting a series of concerts, the game will host its first “Movie Nite” featuring three films from Christopher Nolan. Taking place on Party Royale island within the game, players can watch “Batman Begins,” “Inception,” or “The Prestige” depending on where in the world they’re playing the game. (Polygon)

        A comedy show that makes for excellent comfort viewing. Writer and TV critic Sean T. Collins explains why “Tim and Eric’s Awesome Show, Great Job!” has held up almost a decade. (The New York Times).

        Trust and Flexibility Define Strong Partnerships

        Posted on by Cadent Staff

        A version of this article originally appeared in MediaVillage, written by Jeff Minsky. 

        While there are many variables that cement the bond between buyers and sellers in the advertising business, including responsiveness, transparency, and honesty, when things don’t go exactly right, trust is built with swift, equitable resolution. In the world of Emerging Media, trust is also developed when an organization proves to be a lighthouse in the chaotic storm of an exponentially disruptive media landscape.

        The Myers Report on Advertiser and Agency Executives’ Perceptions of Media Sales Organizations recently recognized advanced TV platform Cadent for leadership among Advertiser Respondents when it comes to the question of “Do you trust in the ad sales team’s ability to reliably deliver on promises.” Cadent President of Sales and CRO Jim Tricarico has made trust a pillar of its sales strategy as the company delivers its expanded portfolio of products and services across the advanced television, addressable, over-the-top (OTT) and linear media ecosystem.

        Tricarico credits the strong results in trust from The Myers Report survey to Cadent’s focus on strategy and a media agnostic approach, and also a doubling down on the hiring of seasoned industry experts with backgrounds in digital, traditional network and advanced TV. With clients, he says, “Instead of pushing our agenda, we listen to build value and relationships. We have no horse in the race. We’re doing what’s best for the client based on the data, and we work with everyone.”

        Tricarico reports that the client base for Cadent and advanced television includes several categories, such as consumer packaged goods and insurance, that have been less impacted by the Covid-19 pandemic. The Myers Report, in its recently updated economic report, forecast Advanced TV as one of the few growth media for 2020 at 12% increases, compared to originally projected 36% growth.

        During this especially disruptive time, Tricarico believes Cadent’s focus on direct client outreach is paying dividends. “The reduction of distractions coupled with the use of video conferencing has proven a benefit,” he says. “We always like to hear directly from our clients. Meetings have been more strategic, succinct and more conversational.” And, of course, as kids or dogs run by on Zoom videos, Tricarico says conversations include more of the personal along with the professional.

        Flexibility is an industry buzzword for a reason

        Flexibility is more important than ever, and during the COVID-19 crisis, marketers are demanding it.

        Without knowing what the media environment will look like in six months, brand and agency partners want to be more nimble and react to the market more quickly, Tricarico says. With that in mind, Cadent has instituted several creative “out-of-the-box” solutions to support their brand partners’ needs. Tricarico outlined an OTT sports alternative package to meet marketers’ needs to replace lost sports GRPs. Cadent also introduced the idea of a “flexfront,” positioning flexibility as a key commitment to its service offerings during this year’s negotiations. “We are working with each client to tailor the approach to their specific needs,” he advises. The flexfront plan offers clients two-week rolling windows during which clients can either cancel or expand their buys.

        “If marketers feel they have the flexibility they need now, as things improve, they will remember who supported them,” Tricarico says. “Now, more than ever, is the time to be there for clients.”

        Tricarico believes that the crisis has reinforced the growth opportunity for addressable media. “As businesses re-open we’re likely to see a great deal of regionalization in media buying. The messages in one region or market may not be the message that’s relevant to other areas. There is greater need for flexibility and an even greater sense of security in addressable media.”

        For marketers focused on incorporating more data into their television buys in the next few months, Tricarico expects to see phased strategies with an emphasis on getting back into the market with the right message, as well as an even greater emphasis on data-driven advertising. Earlier this year, Cadent acquired data activation platform 4INFO, adding over-the-top (OTT) and connected TV (CTV) video buying capabilities to the platform.

        “OTT will continue to be the darling of our industry this year, and our acquisition [of 4INFO] put us squarely in the cross-channel conversation,” Tricarico said.

        As Tricarico looks to a future beyond the pandemic, he believes the lessons learned and the relationships built now will translate positively. “While every company and individual is facing challenges, we’re focused on being responsive, knowledgeable, flexible and proving that we can be trusted partners. These are qualities that will serve us well beyond the pandemic.”

        Budweiser’s Father’s Day T-shirts and P&G Creative

        Posted on by Cadent Staff

        This week, we’re talking about Budweiser’s Father’s Day swag campaign, brands committing to change and new creative from P&G.

        Budweiser brings back a 1975 T-shirt for Father’s Day. The beverage brand originally rolled out its logo T-shirts in the 70s, passing the simple white Ts with a red trim around the neck to young people hanging out on the beaches of coastal towns. Now, the brand is reviving the design “to take Father’s Day back to the peak of when dads had the most swag—the 1970s,” said Budweiser Marketing VP Monica Rustgi. (Adweek)

        P&G releases spots addressing biases. The CPG company’s latest creative addresses anti-LGBTQ bias in time for Pride. In a spot called “The Pause” from Grey New York, LGBTQ people talk about the moment when they meet someone and have to consider how they refer to their partners or present themselves. P&G recently ran an ad called “The Choice,” created by Grey and Cartwright and focusing on racism and white allyship that ran on a recent town hall on Oprah’s OWN network and Discovery channels. (Adweek)

        Brands commit to change. In response to the racial justice movement, brands are committing to end racism through donations, diversity initiatives, and other commitments. Paypal, for example, is creating a $500 million fund to support black and minority businesses. Find out what Walmart, IBM and others have planned in The New York Times.

        The Cannes Lions go virtual. Advertising’s biggest annual event, held in Cannes every year, will be held online June 22-26, and it’s free to sign up. Speakers include Endeavor’s Bozoma Saint John, Anheuser-Busch InBev’s Pedro Earp, FCB’s Susan Credle, Adam & Eve/DDB’s Richard Brim, as well as author and educator Scott Galloway. (Cannes Lions)

        Read the most recent TV news. 

        Retail Foot Traffic Increases and Brands Get Involved in Social Justice

        Posted on by Cadent Staff

        This week, we’re talking about a return to retail foot traffic in some states that have reopened businesses after pandemic shut-downs, and we’re talking about the racial justice movement, including anti-racism educational resources to stream, how brands are responding to the movement and what comes next for businesses wanting to promote diversity and inclusion.

        Foot traffic to stores is returning in some states. Georgia, which was the first state to reopen on April 24, showed the highest gains of any reopened state, with 52.3% of its normal retail foot traffic, according to research from software platform Zenreach. Arizona, Texas and Florida also showed increasingly strong foot traffic as states balance reopening retail businesses with public health concerns. (Adweek)

        Brand responses to the racial justice movement. As the Ad Age staff notes, brands and agencies often are silent on social justice issues, but now, many are speaking out. See what PayPal, Nascar, Reddit, Nike and others are doing to speak out and give back to racial justice causes. (Ad Age)

        How will businesses promote social justice in the long-term? There’s an appetite for businesses to take actionable steps on promoting diversity and inclusion. With that in mind, the WSJ’s Sahil Patel takes a closer look at what comes next, after the initial outpouring of donations, social media posts and supportive ad campaigns. Doug Rozen, chief media officer of 360i says that beyond corporate social responsibility and diversity commitments, “brands need to be more proactive in the diversity conversation and not just reactive.” (The WSJ)

        Anti-racism streaming resources. Vanity Fair rounded up a few movies and documentaries including “Just Mercy” and “I Am Not Your Negro,” available to stream free of charge. See the list here, and see a list of what Netflix has available in its Black Lives Matter collection here.

        Read the most recent TV news. 

        TikTok and a Lord of the Rings Reunion

        Posted on by Cadent Staff

        This week, we’re talking about TikTok’s growing user base; another virtual reunion from Josh Gad; and the NHL’s original programming during the pandemic.

        TikTok increases user base. The app generated “the most downloads for any app ever in a quarter” in Q1 of this year, and among the 18+ set, TikTok garnered almost 29 million mobile unique visitors in March. In April, that number soared to 39.2 million, up from 12.6 million who used the app last April. (Adweek)

        The NHL creates original show in lieu of live sporting events.  Until games return, the NHL is getting creative by producing a slate of original shows (produced remotely) accessible across both TV and digital. One example, “Hat Trick Trivia,” is uploaded simultaneously to the NHL’s site and its accounts on YouTube, Facebook and Instagram. Soon after, the show airs on TV, including on NBCSN and NHL Network. Content includes homemade videos with star players and classic game replays with the NHL’s interest “solely to keep the NHL front of mind,” says NHL chief content officer Steve Mayer.(Digiday)

        Josh Gad reunites the Lord of the Rings cast.  In the latest episode of Josh Gad’s web series, Reunited Apart, Gad is bringing the fellowship back together, including Elijah Wood, Ian McKellen and Sean Astin. The full episode premieres this Sunday. (AV Club)

        The marketing trends to know now. Travis Scott’s performance on Fortnight attracted 12.3 million live viewers, and Charli XCX performed at a virtual music festival for Minecraft. Marketers are embracing more raw qualities of production and thinking in out-of-the-box ways with how they’re creating experiences. Read a breakdown of the trends from Adweek.

        Read the most recent TV news. 

        Why Uber Believes in the Power of Humanity in Marketing

        Posted on by Cadent Staff

        Jamie Power, COO of Advanced TV, Cadent

        Travis Freeman, Global Head of Media, Uber

        Travis Freeman, Global Head of Media for Uber, and Jamie Power, COO of Advanced TV, Cadent, recently took part in a Brand Innovators Livecast Series, and their discussion touched upon several important aspects of marketing in an age of pandemic.

        Read on for five thought-provoking takeaways from their chat.

        The following has been condensed and lightly edited for clarity.

        Meet people wherever they’re watching content.

        Jamie asserted that the current environment confirms the need for a responsive approach to marketing – simply put, brands must go where the audience is. “If this craziness has taught us anything, I think it’s that people need to work closer together and actually be more agile in their marketing,” Travis agreed. The pandemic has turned Uber’s channel mix a little bit on its head, Travis said. 

        The company has previously focused on digital and out-of-home advertising, but now, it has started to lean into linear in a way that it hasn’t in the past because Uber’s research shows that’s where its audience is. “They’re watching cable news, they’re watching Prime, they’re looking for a space outside of only [thinking about COVID-19] every single day, all day long.”

        Our first priority is making sure that people know that if they have to go out right now and if they have to use our services, we’re doing everything in our power to make it so that it’s a completely safe environment.”

        Focus on informing and providing value to consumers.

        “Our first priority is making sure that people know that if they have to go out right now and if they have to use our services, we’re doing everything in our power to make it so that it’s a completely safe environment,” Travis explained. For instance, Uber is asking drivers to take a selfie before a ride starts to make sure that they’re wearing a mask.

        Asked by Jamie whether a shift in messaging had been planned before the COVID-19 crisis or driven solely by it, Travis replied that both were correct. “We knew that we needed to create consistent narratives across everything that we’re doing,” he said. “We just might not have thought that we would be doing it in such an impactful way, and in such a loud way.”

        Examine which KPIs are key.

        Jamie looked ahead to a time when Uber could focus less on building the master brand and more on driving the actual business units. What metrics and KPIs would have the most impact on Uber’s RoAS goals as the company dives increasingly into full-funnel messaging?

        “We’re starting to do a lot of work on that,” Travis explained. “Is it favorability? Is it consideration? Is it awareness? We’ve been a bit in the dark on that in the past, because a lot of it has been tied back purely to conversion lift and not necessarily correlated back to a lot of these brand KPIs. That’s the work that we’re doing now.”     

        Speak to specific consumer need states, and measure effectiveness, not just efficiency. 

        Jamie said that in this environment, it’s important to speak directly to consumers. With a medium like addressable, marketers can consider parameters like geography to make sure they’re speaking to specific audiences.

        Travis agreed, adding, “At the end of the day, I’m fine to pay a CPM a bit more on the premium side than not if I know that I’m going to have the creative to speak to that different segment, and it’s going to outperform what I would be doing from a broad messaging and broad marketing perspective.” What’s important, Travis said, is ensuring that proper measurement is set up to evaluate effectiveness.

        I think that’s what brands really need to do, is just act like humans and not like corporate brands.”

        Preparing for a time after the crisis.

        Jamie pointed out that what had happened at Uber within a very brief timeframe – the amazing pivot to connect with consumers, the drive for more thoughtful messaging – had actually helped accelerate the process of innovation. “It refocused what our priorities were, even what we were measuring,” Travis agreed. “This is a huge shift for us.”

        And now, Jamie said, as the COVID-19 crisis continues, consumers are longing for a bit of normalcy—and even humor—in brand messaging. Travis agreed, adding, “I think that’s what brands really need to do, is just act like humans and not like corporate brands.”

        Read more about Cadent’s mission to restore simplicity to TV and serve as trusted partners to brands, agencies and the broader TV ecosystem.

        Cinematic Shows and John Krasinski’s Show

        Posted on by Cadent Staff

        This week, we’re talking about John Krasinski’s YouTube show getting picked up by ViacomCBS; the best sketches from season 45 of SNL; and shows directed by movie directors.

        The best sketches from the weirdest season of SNL. The season began normally with episodes filmed live at the studio, and as shelter-in-place rules were put in place, the show pivoted to pre-recorded shorts. Check out Vulture’s list of the best SNL sketches from this unusual time. (Vulture)

        John Krasinski’s show will get the multiplatform treatment. The Office star’s show, Some Good News, is coming to ViacomCBS. The show, which focuses on positive news and anecdotes, got a ton of buzz following episodes featuring the likes of Krasinski’s Office castmates and the original Broadway cast of Hamilton. The YouTube channel for the show garnered 2.57 million subscribers, with the most-viewed episode getting 17 million views. (The Hollywood Reporter)

        Shows with a cinematic quality. If you love movies, you might love these shows directed by film directors. The Times rounded up 12 series by directors, including Twin Peaks from David Lynch, which ran between ’90-91, and Steven Soderbergh’s “The Knick” from 2014-15. (The New York Times) 

        The story of how Anheuser-Busch adapted its message to the pandemic. With bars and sports shutting indefinitely, the beverage brand had to shift more of its focus to e-commerce. DraftLine, the brand’s in-house agency, was built to “help AB-InBev understand consumers’ behaviors to make sure that the messaging used in old and new ads isn’t tone deaf,” according to reporting from Digiday. The brand took a few key steps, including listening very closely to what consumers were saying on social media, and of course, pressure-testing all its ideas during the pandemic. (Digiday)

        Read the most recent TV news. 

        How Barbie Keeps Audiences Engaged, 61 Years Later

        Posted on by Cadent Staff

        How does a decades-old iconic brand keep multiple generations of fans engaged?

        Lisa McKnight, Senior Vice President and Global Head of Barbie and Dolls, Mattel, and Jim Tricarico, President of Sales and CRO, Cadent, took part in a virtual fireside chat session for Brand Innovators to discuss. The executives, both with years of experience supporting children’s properties, shared insights on connecting with audiences and staying on top of changing viewership habits. 

        Read insights from Lisa and Jim’s conversation below, including Barbie’s multi-platform approach and why storytelling is a critical part of keeping multiple generations engaged with the iconic brand.

        The following has been condensed and lightly edited for clarity.

        Jim: I just want to say that this is a little bit near and dear to my heart, for those who don’t know. I was the EVP of Sales for Nickelodeon for many years, and Mattel was our largest account. So thank you, Lisa, for joining us today.

        Lisa: My pleasure, it’s great to be here. Jim, I want to echo what you said, obviously we’ve had such a great, long standing partnership with Nick and it’s fun that our paths have crossed.

        Jim: I’m going to jump right in. I’ve always been amazed by the legacy of Barbie and how, for so many generations, Barbie has maintained its incredible place in kids’ and adults’ hearts. How have you kept a brand like Barbie so relevant for so many years?

        Lisa: It’s certainly not easy. Barbie has been around for 61 years and certainly throughout the decades, we’ve had many highs, but we’ve also of course had a couple of lows. 

        I would say what remains true is when we connect to culture, and when we stay true to the original vision behind the brand, which is to inspire the potential of girls, we usually are in good stead. It’s amazing and as you said, it’s really exciting that there’s a timelessness to Barbie, that we’ve spanned multiple generations. I would argue today, we’re actually more relevant than ever before.

        Jim: Tell us a little bit about how content has kept Barbie relevant and who you’re trying to reach.

        Lisa: Content and storytelling is so critical, certainly now more than ever as everybody’s sheltering at home. We’ve made a conscious effort to be choiceful in the ways that we try to reach consumers, as well as the storytelling narrative itself. 

        About six or seven years ago, we had an opportunity to make Barbie more in the front and center of our stories… We realized that what girls and consumers were really looking for was more information about Barbie herself, they wanted to get to know her, they wanted to know who her family members were, what she did for fun. 

        What remains true is when we connect to culture, and when we stay true to the original vision behind the brand, which is to inspire the potential of girls, we usually are in good stead.

        Today, Barbie is the number one YouTube channel for girls. We have over 11 million subscribers and one of our best pieces of content is Barbie Vlogger, where she entertains the kids and mimics what cool hip influencers are doing on YouTube. But at the same time, she also sometimes talks about important topics that are teachable moments. We’ve recently been resurfacing some of our vlogs about feeling sad because there are kids at home that are struggling with emotions right now and don’t know how to articulate how they’re feeling. And we want them to know that’s okay and that’s normal. 

        Jim: Tell us a little bit more about your Thank You for Heroes program that you’re running now.

        Lisa: Mattel introduced a macro program called Play It Forward, where we’re trying to bring all of our brands together to give back to certain communities in times of need. We launched Thank You Heroes as a campaign underneath Play it Forward a few weeks ago with Fisher Price. They introduced action figures, celebrating real folks out on the front lines right now like doctors and nurses and firefighters. 

        Jim: How have you adjusted Mattel and Barbie’s media to meet the ever changing viewership habits of today’s kids?

        Lisa: Obviously there’s been so much disruption in the media landscape, I think what we found early on is there isn’t one linear path. Kids are consuming multiple platforms almost at the same time, and there are multiple screens in front of them. We really just try to go wherever our consumer is spending their time and where their viewing habits are. 

        We do a lot of analytical work, and we look at that annually to see the media levers that we’re pulling. What’s driving both short term sales, as well as a long-term sales benefit that helps us get more guidance on where we want to invest more. But it’s absolutely a combination of top of the funnel to bottom of the funnel activation. 

        Jim: How important is co-viewing to you?

        Lisa: We are finding more and more that there are shows where there is co-viewing. So we think about our advertising with that multi-audience in mind. We think about what’s the right messaging for those types of programs when we do media buys. And then, what I like to say is our content does have adults in mind. We think about kids, but we also think about adults. 

        Again, I mentioned earlier, some of our content has teachable moments. There are moments in our Barbie blog where she’s doing fun challenges, and one is called the Baby Food Challenge. Her eyes are closed, and Ken feeds her baby food and she tries to guess what it is. That’s something that’s very appealing to the kid audience. But when she’s talking about feeling sad, one of her episodes is about why do women say they’re sorry so often, that really strikes a chord, not only with kids, but also with adults. We’re definitely always thinking about multiple audiences.

        Jim: Talk a little bit about your insights team inside Mattel and how that helps direct your marketing and continue to keep Barbie so relevant.

        Lisa: We’re very proud of our insights team. We talk to consumers almost every day. Now we’re doing this virtually, but when we are literally in our offices or when we’re able to go outside of our offices, we also like to go to people’s homes. 

        We’ve got a really robust learning center at Mattel itself, where we invite kids and families in to test products, talk about themes and issues that are going on in their lives. I think that key to success is to always listen and be in lockstep with what’s happening, not only with consumers, but with society and culture.

        Jim: Tell us what’s next for Barbie. 

        Lisa: We’re actually starting to brainstorm our 2022 product line. We’re talking now about the post-COVID generation kids and what that looks like. 

        What I can share is that this generation of kids not only is incredibly resilient, but really cares about the world around them. And so we’re going to be thinking more about infusing even more purpose into our product and our communication programs. This is a group of kids that has a ton of empathy. You can rest assured there’ll be more play sets and themes around the medical profession in Barbie’s world coming up. And of course we’re always looking at what’s an authentic way for us to focus on sustainability, more intently.

        Playtime is not canceled, I think the more that we can think about ways to bring comfort to our kids in this extraordinary time, the better. 

        Jim: How was Mattel planning to promote the Dream Gap project in the post-COVID world?

        Lisa: We’re working on a virtual execution of a festival or a convening moment with inspiring speakers and role models and activities to celebrate the fact that girls today, now more than ever actually, need to continue to be inspired and need to see that there are many possibilities out there for them. We’re that girls in underserved communities are really struggling right now with what’s happening with COVID. So we’ll be doing a lot to raise awareness about these underserved communities and ideally raising funds to work with organizations to help give these girls the tools that they need to achieve their dreams.

        Jim: With that, I just want to say thank you for spending this time with us. What’s the message you would love to leave everybody with today?

        Lisa: I’d love to just remind everybody that certainly for all of us, we’re in this together. For any of you with kids at home or that have kids in your lives or in the neighborhood, now more than ever it’s important to celebrate playtime and we’ve got to get creative. Playtime is not canceled, I think the more that we can think about ways to bring comfort to our kids in this extraordinary time, the better. 

        Read more about Cadent’s mission to serve as trusted partners to brands, agencies and the broader TV ecosystem.

        This Week in TV News: Headspace Offers Free Resources and Brands Launch Virtual Proms

        Posted on by Cadent Staff

        This week, we’re talking about time spent on social in light of the pandemic, virtual prom and graduation experiences, and a meditation app giving back to the unemployed.

        Headspace airs its first TV ad.  Americans today are dealing with unprecedented unemployment and stress due to the pandemic, and Headspace, the app that offers guided meditation, has seen a sharp increase in interest and use of its product. The brand recently released a 30-second spot created with its agency, Gut, sharing the message that the app is free to anyone who’s unemployed. Headspace also offers resources for healthcare workers, as well as New York City and Los Angeles residents. (Ad Age)

        Streaming for the Francophile. The Cannes Film Festival would’ve been happening this week if it weren’t for the pandemic, so the New York Times selected a few movies from 2014-2020 for you to get your French film fix. Among the genres included: Eccentric Postwar Extravaganza, Sociopolitical Intrigue and Bonkers Satire.

        Time spent on social is way up. eMarketer estimates average time spent with social media this year will be one hour and 22 minutes per day, about seven minutes more than 2019. Prior to the pandemic, the increase from last year was forecasted to be six seconds. (Adweek)

        After prom and graduation let-downs, brands create virtual experiences. Jack in the Box, Her Campus and Natural Light are some of the brands delivering virtual experiences to students who won’t get to enjoy the in-person events that usually cap off high school – prom and graduation. Jack in the Box hosted a star-studded virtual “Prom in the Box” for two California schools with Diplo DJing, along with public livestreams on its Instagram and Twitch accounts. Her Campus, a digital platform targeted toward female college students, is hosting a virtual graduation called #ImStillGraduating with speeches from celebrities like Margaret Cho, Tamron Hall, Billie Jean King, Eva Longoria and Andrew Yang. (Adweek)

        Read the most recent TV news. 

        This Week in TV News: TV’s Zoom Reunions and Shows You Should Watch (According to Experts)

        Posted on by Cadent Staff

        This week, we’re talking about new creative from insurance brand Progressive, the TV shows you should stream according to people who make and critique TV, and social distancing reunions to tune into.

        Progressive’s Flo goes remote. A series of three new ds from Progressive and its agency Arnold focuses on the brand’s fictional team of insurance salespeople and their experiences working from home. Technical challenges are plentiful in the ads, which were filmed remotely by the actors on their iPhones. (Adweek)

        What TV writers are streaming. With shelter-in-place orders and social distancing rules putting in-person production on hold for the foreseeable future, TV writers find themselves (like the rest of us) with more time to try shows. Here’s what 11 writers are watching, from a “Nashville” writer to a writer who worked on “Mad Men” and “Mrs. America.” (The New York Times)

        What The New Yorker’s TV critics are streaming. Troy Patterson and Doreen St. Félix selected 40 underrated shows you could stream right now, with St. Félix choosing “shorter series that felt like jaunts rather than commitments” and Patterson selecting a few quickly-cancelled sitcoms. Their selections include classic favorites like “Miami Vice” and “Living Single” and definitively less of-the-moment picks like “The Brady Bunch” and the archive of MTV show “120 Minutes.” (The New Yorker) 

        Social distancing reunions on TV you shouldn’t miss. Vanity Fair rounded up the TV reunions you should check out, including “The Nanny,” “The Office” and “Mama Mia.” (Vanity Fair)

        Read the most recent TV news. 

        This Week in TV News: a Parks and Rec Reunion and the NFL Draft

        Posted on by Cadent Staff

        This week, we’re talking about new posters from McCann Belgrade depicting medical workers in a new light; ratings from the recent NFL draft; and a beloved NBC show coming back for a reunion to raise money for COVID-19 relief. 

        Doctors and nurses are the heroes. New creative from McCann Belgrade shows a familiar sight from the past few months, medical workers with marks on their faces from wearing masks, but with a twist – the marks look like they’re from Spider-Man, Iron Man and Batman masks. The ads are part of an outdoor campaign shown in cities across Europe. (Adweek)

        The NFL draft scored big ratings. The 2020 NFL Draft’s first night drew a record 15.6 million viewers across ESPN, ABC, NFL Network and ESPN Deportes, a 37% increase over last year. More than 55 million total viewers tuned in to watch the NFL draft. Microsoft Teams served as the primary line of communication between the NFL and its franchises. (CNBC)

        TV viewing time will grow by 19 minutes this year. Viewership will be up across demographics this year, with the biggest jump among adults 65 and older, which will grow by almost 5%. (Forbes)

        Parks and Recreation is back for COVID-19 relief. The comedy is coming back for a reunion. How did they make it happen with social distancing rules? Each cast member recorded themselves with equipment sent via FedEx, acting as their own sound and camera people.  (LA Times)

        Read the most recent TV news. 

        Seven Lessons in Leadership from Ally Financial’s Andrea Brimmer & Cadent’s Jamie Power

        Posted on by Cadent Staff
        Jamie Power, COO of Advanced TV, Cadent
        Andrea Brimmer, Chief Marketing and PR officer, Ally

        Two leaders in data-driven marketing, Andrea Brimmer, Chief Marketing and PR Officer, Ally Financial, and Jamie Power, COO of Advanced TV, Cadent, took part in a chat for Brand Innovators’ Women in Marketing livecast  recently. The executives shared their takeaways on leading during challenging times, what CMOs should focus on now and how brand marketers can learn from the COVID-19 crisis.

        Read seven insights from their fireside chat below, including why there are some crises you can’t fully prepare for and why humanity should always be at the center of marketing.

        The following has been condensed and lightly edited for clarity. 

        1. Provide levity to customers at the right moments. 

        Ally’s tag phrase is “Do It Right,” driving the brand to do what’s right for their customers. With that in mind, Jamie said, how is Ally engaging with consumers differently, and how is the brand practicing being “customer obsessed?”

        Andrea replied that the brand has increased its frequency of customer communications, emailing customers at least once a week with relevant information. Additionally, the brand has increased its velocity in social, and generally, Ally is taking advantage of new opportunities popping up. For instance, the brand is sponsoring Jimmie Johnson, a NASCAR driver, and as NASCAR pivots to virtual racing, Ally outfitted Jimmie’s entire iRig with Ally branding, including a hat and backdrop.  

        “We’re having some fun with it, where we actually are surprising and delighting some of our customers,” Andrea said. The brand has also partnered with Katie Couric on a series called “The Bright Side,” focusing on stories of “the heroes, the helpers, and the people who are finding joy” under these unprecedented circumstances. 

        2. With the right tone, brand-customer communications can be a salve.

        Jamie asked Andrea how Ally is being brave with its marketing in light of the pandemic. “In a lot of ways,” Andrea said, “brands are like a warm chocolate chip cookie right now,” reminding people that everything will be ok.

        Andrea said for Ally, being brave at this time means focusing less on short-term business implications, and thinking more in terms of being human beings and good corporate citizens as a brand. The brand has implemented a comprehensive relief package for its customers including suppressing all auto payments to customers for 120 days, suppressing all mortgage payments for 120 days and waiving all fees. Ally is also focusing on providing helpful information like what customers can do with their stimulus checks, how to think about FDIC insurance and the importance of it right now. 

        3. TV’s reach is as powerful as ever. 

        As the COO of Advanced TV at Cadent, Jamie said she’s a believer in the power of data to communicate at the household-level. So is now the right time to get more targeted or more broad with TV messaging?

        Andrea responded, “I think people that draw a line in the sand and say it’s ‘either/or’ are really not looking at the full picture, and not giving themselves an opportunity to reach the number of people that they need to reach,” adding that in many regards, there’s still no better medium than television to gain mass appeal.

        4. CMOs should dig into the details with their data right now. 

        Andrea generally is a big proponent of keeping an active learning agenda as a CMO, aiming to allocate a third of her time to learning. 

        Under the current circumstances, she said, CMOs should “ferociously read every piece of information that they can get their hands on right now,” adding that they need to be more involved than ever in the social listening process, and actually listening to what customers are saying, and how they’re feeling.” Andrea said recently, she’s closer to the creative process than ever before, meeting more frequently with Ally’s various agency teams in order to stay fluid and adjust on a weekly basis. 

        She added that CMOs shouldn’t be afraid to get into the details of customer feedback right now: “The people that pay attention to the details, are the ones that are going to make sure that they don’t do any harm to their brand, and they actually thrive coming out of this.”

        5. Show your humanity. 

        Andrea said her team is finding ways to connect remotely, from virtual happy hours and fitness bootcamps to a game of Marco Polo, adding, “I’ve literally sent a Marco Polo video message to all 120 individually, and I’m keeping in touch with anybody that’s responding on a really regular basis.”

        Jamie said right now is an important time to support Cadent’s brand and agency clients: “As a technology partner, we’re looking for ways to be supportive to our agency and brand clients in any way we can. We’re not necessarily selling right now; we’re looking for solutions.” To stay connected to her team, Jamie said she learned how to use TikTok to regularly share silly videos.

        6. Lean into your brand, in the good and bad times.

        During the last recession, the brands that went dark took nine times longer to recover, Andrea said, adding, “We also know that a large portion of brands that go completely dark, will lose at least 1X their brand measures, and we’ve worked too hard, particularly over the course of the last two years, to have dramatic brand acceleration.” Ally has accelerated its brand valuation, doubling it in each of the last two years, Andrea said. 

        7. Learn from times of crisis.

        Jamie asked about Ally’s history of handling national crises; the brand launched during the financial crisis in 2007. Did her team take learnings from the previous crisis into this one? Andrea said that while there’s no playbook for a crisis like this, and no one would have imagined they’d have to live through a pandemic, Ally was born out of customer pain points. Now, as people flock to digital brands that help them adjust to the new normal, like Netflix and Zoom, customers are also flocking to Ally, a digital-only bank. 

        “We will use the lessons that we learned of solving for customer pain points and providing great digital utility to carry us through this,” Andrea said. 

        Read more about Cadent’s mission to restore simplicity to TV and serve as trusted partners to brands, agencies and the broader TV ecosystem.

        This Week in TV News: Baby Nut Is Back and State Farm Premieres Deepfake Creative

        Posted on by Cadent Staff

        This week, we’re talking about a “deepfake” ad from State Farm that’s getting buzz on social media, Budweiser brought back a creative favorite from 1999, and brands get creative to produce ads when in-person production isn’t possible.

        Baby Nut is back. Mr. Peanut perished earlier this year, and Baby Nut was premiered to the world during a Super Bowl spot shortly after. Baby Nut has been on hiatus for a while, but the infant spokesnut is back and active on the @MrPeanut Twitter handle, recently tweeting: “I’ve got a lot to learn, but I look forward to growing back into the peanut you know and love. It’s what I was born to do. Twice, apparently. #BecomingMrPeanut.” (Adweek)

        The future of ad creative when in-person isn’t possible. With on-set creative production on hiatus, brands have had to get resourceful with their marketing campaigns. State Farm in particular is getting buzz for its innovative spot that ran during ESPN’s Michael Jordan docuseries “The Last Dance.” In the ad, veteran SportsCenter anchor Kenny Mayne says, “This is the kind of stuff that ESPN will eventually make a documentary about. They’ll call it something like ‘The Last Dance.’ They’ll make it a 10-part series and release it in the year 2020.” The ad, combining present-day Mayne’s mouth and voice and footage from 1998, was developed by ESPN CreativeWorks, Optimum Sports and Translation. Viewers were somewhat confused and mostly entertained, with someone tweeting, “That future/retro State Farm commercial was ingenious.”(The New York Times)

        Budweiser asks “Whassup” once again. The beer brand brought back the beloved campaign that originally ran from 1999-2002, this time with Dwyane Wade, Gabrielle Union, Candace Parker, Chris Bosh and DJ D-Nice. The new ads remind viewers to check in with each other during the COVID-19 quarantine, with this message from the brand on Twitter: “Whasssuppppppppppp? That’s all it takes to check in. Staying connected matters now more than ever.” (USA Today)

        Netflix adds 16M subscribers. The streaming service has a total of about 183 million global subscribers, bolstered in the past quarter. Two of the streamer’s series, “Tiger King” and “Money Heist,” are expected to garner more than 60 million member views respectively. (The Hollywood Reporter)

        Read the most recent TV news. 

        This Week in TV News: New Brand Creative from Potbelly, Busch and Burger King

        Posted on by Cadent Staff

        This week, we’re talking about more brands using TV advertising to communicate to their audiences; the best brand creative that’s coming out of the quarantine; and a Busch sweepstakes aimed at couples who had to cancel their wedding plans this year.

        Brands embracing creativity during quarantine. In-person production might not be possible right now, but that isn’t stopping brands from producing impactful creative. From Burger King’s “Stay Home of the Whopper” to Jeep’s “Same Day,” this period of time is anything but unproductive for brand marketing. Sandwich chain Potbelly posted a video showing their marketing team on a Zoom call, with a creative director “tossing” sandwiches to his colleagues on the call. (Adweek)

        About 26% more brands are using TV than a year ago. In fact, 1,247 more brand marketers are advertising on TV this year, according to data company iSpot.tv. Data used in the study looked at 6,126 different brands using national TV advertising between March 14- April 12. (Ad Age)

        Sports viewers go elsewhere for content. What are sports fans watching with all the major sporting events cancelled or postponed? Nielsen data found they’re watching more movies, news and SVOD content. Heavy sports viewers are watching a lot of movies, growing from about 12.5% of total time spent watching TV in early March to 17% in the following weekends. (The Hollywood Reporter)

        Busch offers sweepstakes to couples with cancelled weddings. The beer brand launched its #BuschWeddingGift sweepstakes with a video from its spokesperson, Busch Guy, who says that despite a grim-looking wedding season, “As someone with unlimited access to unlimited beer, there might be one way I can try to help.” Two-hundred and fifty winners will get $300 prepaid debit cards to buy Busch beer for up to one year. Friends and family of couples are encouraged to participate in the social campaign as well. (Adweek)

        Read the most recent TV news. 

        This Week in TV News: SNL Is Back and DTC Brands Give Back

        Posted on by Cadent Staff

        This week, we’re talking about SNL coming back with a remotely taped show; Netflix’s huge hit “Tiger King”; and the list of DTC brands simultaneously offering customers discounts and giving to charities during the pandemic.

        SNL is back, remotely. SNL is going the way of other live show tapings (Conan, Jimmy Fallon, Stephen Colbert and Jon Oliver) with a remotely produced episode. The show will air during its normal time this Saturday. On Twitter, a screenshot of the cast on a Zoom call was shared. (Vulture)

        DTC brands come together to offer COVID-19 relief. The Brands x Better initiative is raising money during the pandemic with a commitment of giving “a minimum of 2% of sales or 10% of proceeds to nonprofits helping support COVID-19 efforts.” Brands include Rhone, Knot Standard, M. Gemi and Faherty. (Adweek)

        “Tiger King” continues to dominate streaming. The Netflix series is a runaway hit, with about 34 million unique viewers streaming it in its first ten days being released, according to Nielsen. In total views, the show comes in behind “Stranger Things” season three, which took in 36 million US viewers in its first 10 days, also according to Nielsen. (CNN Business)

        Movies that’ll make you feel like you’re outside. Just what you needed during quarantine: a list of 16 movies that’ll give you a dose of the outdoors, from the Austrian alps in The Sound of Music to misty mountainsides in Arrival. Get inspiration for your weekend movie pick and enjoy stills from the films chosen on Vanity Fair.

        Read the most recent TV news. 

        This Week in TV News: Video Fitness Classes and the Best Creative of the Moment

        Posted on by Cadent Staff

        This week, we’re talking about your favorite sitcom characters’ reactions to the pandemic; the best PSAs and brand creative of the moment and how people are hitting the gym online.

        Video is the future of fitness. With unable to get to the gym during the pandemic, the $94 billion industry is changing its reliance on physical, in-person programs. Among those making changes Classpass – more than 500 studios have added live classes to the platform, with proceeds going directly to the studios. (CNN)

        Surf your coach; visit your houseplant. Adweek featured social distancing posters from NASA designer Jennifer Baer, who styled the message like bright, colorful vintage travel posters. “Take a trip to your own bathroom” reads one. (Adweek)

        If your favorite sitcoms had coronavirus episodes. What would Liz Lemon do during the pandemic? Would Leslie Knope have a binder full of ideas to unify her community? Vulture asked Tina Fey, Mike Schur, and 35 other TV writers to come up with scenes and synopses showing how famous characters would react during the pandemic. For “Curb Your Enthusiasm” fans, there’s no surprise how the TV show version of Larry David would react to a social distancing advisory: “Isolated in his house, Larry doesn’t feel imprisoned. He feels relief.” (Vulture)

        The best brand creative of the moment. From the BBC’s social distancing PSAs with clips from “I’m Alan Partridge” and “The Mighty Boosh” to Budweiser and David Miami’s campaign featuring doctors, nurses, teachers and others fighting the pandemic, Ad Age rounded up who is coming up with the most creative ads right now. (Ad Age)

        Read the most recent TV news. 

        Reach Sports Fans, Wherever They’re Watching

        Posted on by Cadent Staff

        These are unprecedented times. As sports fans’ favorite teams go on hiatus, viewers go elsewhere to fit their content needs. Likewise, brands and agencies are adjusting their media plans to reach their audiences at scale without live sports content and tentpole events.

        Cadent’s high-indexing linear, OTT/CTV and addressable television solutions help advertisers find missing sports audiences whenever and wherever they are viewing TV.  And they can still maintain cost-effective coverage within a full national footprint.​

        Cadent accesses inventory across 90+ cable networks and leverage its unique combination of audience and historical data to capitalize on those placements that will be the most efficient and effective for brands​.

        For more information, get in touch.

        This Week in TV News: TV Shows to Binge and Coke’s Times Square Ad

        Posted on by Cadent Staff

        This week, we’re talking about Jimmy Kimmel’s show resuming production (from his house to maintain social distancing), a Times Square OOH ad from Coca-Cola and the list of TV shows you should consult if you find yourself at home with lots of time on your hands.

        The TV binging list you need right now. The LA Times rounded up 51 TV shows, so you can responsibly practice social distancing while settled comfortably on your couch with great and/or binge-able television. The list has something for everyone, from “Call the Midwife” (on PBS and Netflix) to “Cheers” (available on Netflix, Hulu and CBS All Access). (LA Times)

        Coke’s Times Square message. Coca-Cola changed the kerning on its famous script logo with a message: “Staying apart is the best way to stay united.” The lettering reflects social distancing, the practice of preventing the spread of coronavirus by staying 6 feet or more away from others. A coke spokesperson told Ad Age the ad is one of the brand’s “most iconic pieces of out-of-home that we could turn over to help get the message out.” (Ad Age)

        If alcohol labels made hand sanitizer lines. What would it look like if White Claw manufactured hand sanitizer in its beloved black cherry flavor? A freelance creative director and founder of the Denver Ad School decided to find out, mocking up designs of hand sanitizer bottles in the styles of famous alcohol brands including Bud Light, Boulevard and Fat Tire. (In reality, Anheuser-Busch has shifted some production capacity to creating hand sanitizer for the American Red Cross.) (Adweek)

        Jimmy Kimmel Live and Desus and Mero return to production. Filmed remotely from the hosts’ homes, of course. Kimmel’s guests for next week include Samuel L. Jackson, Jennifer Aniston and Jeff Tweedy. (Variety)

        Read the most recent TV news. 

        This Week in TV News: Late-Night Shows Go Audience-Free

        Posted on by Cadent Staff

        TV viewership is up this week as people practice social distancing to prevent rapid spread of COVID-19. This week, we’re talking about a programming refresh from ESPN, Hallmark and others; TV consumption is generally up; and the Democratic debate goes without an audience.

        ESPN, Hallmark and others adapt programming. While live sports are on a hiatus, ESPN is bringing back “The Ocho,” a compilation of random sports including Stupid Robot Fighting League, cherry pit spitting, sign spinning, the 2007 World Sport Stacking Championships and the 2018 Classic Tetris World Championship. Hallmark Channel is airing a special called, “We Need a Little Christmas,” a marathon of fan favorite holiday movies. Streaming services adjusted programming, with Disney+ offering Frozen 2 three months earlier than planned, and NBCUniversal’s Universal Pictures offering upcoming film releases on their streaming service, including The Invisible Man, Emma and the upcoming Trolls World Tour. (Adweek)

        TV consumption spikes this week. Nielsen found total TV usage increase by about 60% this week, based on data from prior major crises in recent U.S. history that forced consumers to stay home like Hurricane Harvey and the snowstorm that hit New York in 2016. “Total TV” includes traditional live TV, DVR recordings, video-on-demand and streaming services or other content through any TV set, game console or connected device. (TechCrunch)

        Live linear TV gets a boost, too. Primetime PUT (People Using Television) levels were up every day last week, according to Deadline. “The Voice” saw a 38% increase (five tenths of a rating point) week-to-week among adults 18-49, and CBS’ “Bull” and “Bob Hearts Abishola” experienced season highs.

        Live programs forego live audiences . Forget about going host-free. With social distancing, more programs are going audience-free, including late night talk shows. The latest Democratic presidential debate also went audience-free. The program, airing on CNN, brought in 10.8 million linear viewers and 3.9 million live streams. Overall, linear viewership wasn’t as good as the previous debates in Nevada and South Carolina, but the televised event was received as having more focus and solemnity with a national crisis as the backdrop. (NYT)

        Read the most recent TV news. 

        Three DTC Challenges Marketers Can Address with Advanced TV

        Posted on by Stephen Eidelman

        Catchy ad campaigns for new direct-to-consumer (DTC) brands are everywhere – whether it’s a razor that promises to drastically shave your costs along with your beard or a sustainably produced mattress that won’t break either the bank or your back.

        But while few would dispute the advantages of DTC (for example, the ability to maintain control over every aspect of your product, from manufacturing to distribution) it’s challenging to be a DTC brand right now. Not only is venture capital becoming harder to attract, new customer acquisition is getting increasingly expensive, and brands are discovering that some of their earlier strategies are simply not all that effective because of their lack of hard metrics and accountability.

        Previously, DTC marketers might have discounted a television audience as too broad or untargeted, but now, savvier brands are waking up to the fact that thanks to addressable, television can help them target select consumers at scale, grow, and improve their overall health.   

        Addressable TV, as they’re finding out, is key to building solid one-to-one connections with potential lifelong customers.

        Challenge: Social Video Inventory Constriction

        DTC brands have long depended on social video to provide the scale and reach they need, but as the space evolves, digital ad costs are rising, brands are going up against each other for the same audience, and it’s becoming harder and harder to gain the attention they need to thrive.

        Professionally produced television content, where advertising is considered integral to the programming, can be an antidote for the crowded (and sometimes chaotic) environment of short-form digital video and social ads. It allows marketers to increase impact because they’re delivering their message just as people are most immersed in content, and it does so in a fully brand-safe way.  

        Challenge: High Costs for New Customer Acquisition 

        Some experts have recently begun referring to current customer acquisition costs (CACs) as “unsustainable,” due to a variety of factors, including market saturation—a natural result of combining low barrier to entry with good return on investment in past years. Depending on the industry, acquiring a new customer can cost up to 25 times more than retaining current ones, according to some sources, and those costs are only expected to rise in the coming days.  

        Addressable TV, however, offers brands the opportunity to efficiently reach high-value audiences at scale, with markedly lower CACs. Additionally, addressable TV delivers higher ROI in reaching the specified audience, and its ability to close the loop on television effectiveness delivers immeasurable incremental value.

        Challenge: Making the Most of DTC Data

        DTC brands, especially those that can be characterized as digitally native, own not only the entire business process from concept to distribution, but troves of valuable and continuously replenished first-party data. “Ownership of the data gives these brands much more knowledge about consumer needs and desires and greater ability to reach consumers quickly,” Randall Rothenberg, CEO of the IAB, told PR Week. “They are more flexible in bringing products to market.”

        That data can also help them connect ad exposure to outcomes, and through addressable TV, they can be assured that they are comparing apples to apples—an important consideration since they can’t afford to know that half of their ad budget is working but not which half, as famed retailer John Wanamaker once quipped.

        DTC marketers need to ascertain how their campaigns are performing, and addressable advertising makes that clearer than ever, from measuring a campaign’s effect on driving consumer purchase activities to summarizing impact on such KPIs as lift in penetration, share shift, web and foot traffic, and return on advertising spend (ROAS). 

        The Bottom Line

        There’s ample proof that addressable TV is a smart option for DTC brands. A recent VAB report looked at more than 100 companies who collectively spent $3.8 billion in TV advertising over the course of a single year and found that their campaigns had resulted in successes throughout the purchase funnel – from sharply elevated website traffic after a TV campaign launch to impressive lifts in sales during sustained TV campaigns.

        As consumers change, brands are changing with them, and TV is keeping pace. One thing remains the same, however. TV will always provide the sight, sound, and entertainment value viewers demand.

        Find out more about Cadent Addressable.

        This Week in TV News: the Koolaid Man Goes MIA and VW Premieres an Ad Series

        Posted on by Cadent Staff

        This week we’re talking about the disappearance of the Koolaid Man, why data used correctly can change businesses and a new VW ad with famous TV stars.

        Koolaid Man is MIA. “KOOL-AID MAN IS MISSING” tweeted @koolaid. This comes a month after Mr. Peanut died in a Super Bowl commercial, reborn as Baby Nut. Never fear – the big pitcher isn’t in danger. He’s just traveling the world looking for the next big Koolaid flavor. See more atkoolaidmystery.com. (Adweek)

        How marketers are responding to coronavirus. The novel coronavirus is impacting the global economy, including businesses all over the world. Along with work-from-home policies and event cancellations, many brands are reaching out to customers to communicate their virus prevention practices and plans. Read how brands and agencies are responding to the pandemic via Ad Age.

        Data really is the new oil. It’s all about how it’s being used, says a new study from Enterprise Strategy Group and Splunk. In fact, an organization’s profitability can increase by an average of $38 million, or about 13% of a business’s total gross profit, the study found. How a business uses its data impacts not just the ability to “glean insights from its data, but to convert these insights into concrete, data-driven decision-making and real-time action,” a release from Splunk stated. Survey responses came from 1,350 senior business and IT execs across industries in Australia, China, France, Germany, Japan, the UK and the US. (MediaPost)

        Billions and Succession stars in a new VW ad. Paul Giamatti from Showtime’s Billions and Kieran Culkin from HBO’s Succession both appear in a string of Volkswagen ads playing characters somewhat similar to their current roles on their respective TV shows. Giamatti plays an accountant to the celebs, constantly talking clients down from ridiculous purchases and tax strategies. Culkin, like his Succession character, plays the wealthy, somewhat out-of-touch character who finally makes a sound choice: buying the Atlas Cross Sport crossover. (Ad Age)

        Read the most recent TV news. 

        How Addressable TV Is Changing Auto Marketing

        Posted on by Cadent Staff

        This interview, conducted and written by Kathy Newberger, originally appeared on Cadent’s MediaVillage microsite. 

        There are car people. There are media people. And then there are people who are both — including longtime auto/marketing journalist Jim Motavalli and Stephen Eidelman, Senior Director of Addressable Advertising at Cadent, whose focus is connecting automotive marketers and agencies with data-driven and addressable television. When you have two experts like these in a room, you know the conversation is going to be good.

        Fortunately, I had the pleasure of listening in when I hosted a conversation between Motavalli and Eidelman about trends in auto marketing for media and beyond. The two also discussed the issues that people at the center of that automotive and media Venn diagram should know.

        Media Trends: More Complex Choices for Advertisers

        Motavalli kicked off the conversation by pointing out that as media consumption habits change — and particularly as viewers consume video across a wider array of devices and services than ever before — it creates pressure in the media business that he’s seen before. As an auto journalist, car magazines used to be his bread and butter, but “mighty institutions have fallen trying to depend on auto advertising.” Consumers no longer rely on those magazines for car specs, and automotive advertising today, he says, is less about information and more about associating a brand with a lifestyle.

        Eidelman agreed. “Advertisers follow consumers, and changing media usage patterns affect how manufacturers use all types of marketing channels: social, mobile, even print,” said Eidelman, who previously worked at Group M’s Modi Media, at TubeMogul on programmatic TV, and as part of DISH Media Sales, so he’s well-versed in the capabilities of all types of media. “But when it comes to TV, what’s really been changing, driven in part by data and technology, is that now auto marketers can use television at the top of the funnel for brand-building, and the bottom of the funnel to identify households, through hundreds of data touchpoints, and target households when they’re further along in their customer journey.”

        The Path to Purchase: More Winding Journeys for Consumers

        Although most automotive purchase research now takes place online, the dealership is still the primary place where sales take place, Motavalli says. That can be a challenge for marketers who might mistake an enthusiast’s interest for buying signals online.

        Eidelman and his team at Cadent can identify who’s actually visited a dealership, versus who are auto enthusiasts just liking or viewing certain pieces of content. “Depending on where people are in the journey,” Eidelman said, “we can craft messaging that speaks to their current need and deliver that through TV.” He cites as an example the ability to use relevant creative to target segments such as young families that move to the suburbs and are likely to be in the market for the SUVs and crossovers that Motavalli says are so critical to the industry.

        “Auto marketers are one of the more sophisticated verticals we work with at Cadent,” Eidelman said. “We’ve seen explosive growth across addressable television and OTT. Auto marketers are there because consumers are there.”

        And when it comes to traditional linear television versus OTT, Eidelman made a point that Motavalli agreed is important: “It’s less about thinking of TV as a piece of furniture in someone’s house and more about finding that customer where they’re watching.” So, Cadent works with advertisers using the same datasets and targeting segments across devices and services, Eidelman said.

        Targeting and Branding

        Both Eidelman and Motavalli also agreed that just because a marketer can target a tiny fraction of the viewing universe, brand-building doesn’t lose importance. “Consider Maserati or Ferrari or Jaguar…” Motavalli urges. He says that manufacturers create vehicles that might only appeal to 5 percent of those who buy their brand, but unless they create that aspirational model, those aspirational buyers will look elsewhere. “It isn’t Jaguar unless you have the F-type,” he said. “That’s what creates the brand.”

        And, for Eidelman, “if you’re really looking to market a vehicle with narrow appeal, then addressable is a good tactic because you can hyper-target and not waste on mass reach.” He warns that if auto manufacturers only reach a targeted audience once they’re in the market for a car, they lose out on building brand equity. That’s why he works with brands to plan tactics across their entire marketing journey.

        Data and Attribution

        Eidelman notes that auto advertisers were the first to “lean in” to data-enhanced advertising because they were already comfortable using Polk and IHS auto registration data. So, looking at targeting beyond demographics to include psychographic and behavioral triggers came naturally.

        He adds that there’s no better indication of what type of vehicle someone will buy than what they’ve historically purchased, and that his company’s auto predictive models take that into account. This allows Cadent to help its auto advertisers serve the optimal creative to each audience. “We’re working with marketers who are very sophisticated in working with registration data so they can target buyers — and, see the impact of the advertising they’re doing,” he said.

        One of the datapoints that he says is “super-crucial” to most of Cadent’s auto advertisers is a “days to purchase” analysis, which compares when a consumer was exposed to either the first or last impression to the actual conversion (i.e., purchase) date. “What you find is exactly what Jim was talking about earlier with the lengthy purchase cycle,” Eidelman said. “They’re able to see what it is really and adjust for future campaigns.”

        Eidelman added that Cadent’s recommendation for auto marketers just getting started with addressable TV is to lean in and understand where the waterline is first. “If you test addressable, do it correctly,” he said. “Don’t dabble and stick a toe in the water. Level set from the start and understand what’s possible with the medium.”

        The last couple of years has been important in educating the market about addressable, Eidelman pointed out, noting that awareness of the medium is much higher. “The conversations don’t sound like science fiction anymore,” he said. “Brands certainly have invested more into data and their technology stacks. Now it’s more of a matter of accepting addressable as a core part of the media mix as brands and agencies realign and invest more in data-driven strategies.”

        Learn more about addressable TV.

        This Week in TV News: TikTok Users and Jif’s GIF Peanut Butter

        Posted on by Cadent Staff

        This week we’re talking about presidential campaign ad spend insights, explosive TikTok user growth and the news medium U.S. consumers trust most.

        Jif takes on the pronunciation of GIF. The peanut butter brand released a special jar in partnership with GIF site Giphy. Created with Publicis’ PSOne agency in New York, the word GIF got the Jif logo treatment in an effort to spread awareness that GIF is actually pronounced with a hard G, setting it apart from the peanut butter brand pronunciation. (Adweek)

        Presidential advertising spend, explained. Ad Age writer Simon Dumenco sums up nine insights into the presidential campaign advertising competition. Bloomberg is in a league of his own, and if he were to be added to the Ad Age Leading National Advertisers ranking, Dumenco says, “he’d land at No. 118—above Heineken, Kraft Heinz Co. and Hershey Co.” Dumenco also suspects Bernie is faring well on Reddit, which has 430 million active users and hasn’t shared political ad spending yet. (Ad Age)

        TikTok users quickly growing in the U.S. After growing 97.5% in 2019, TikTok’s user base will grow 21.9% to 45.4 million by the end of this year, eMarketer says. eMarketer principal analyst Debra Aho Williamson said some users, primarily young people, are spending multiple hours on the app, but it hasn’t caught on with older people yet. (Adweek)

        Local broadcast TV is the most trusted news source in U.S. According to a study from GfK and TVB, 75% of adults 18 and older agree that local broadcast is the medium they trust most for new info, compared to local TV news websites/apps (64%), radio (68%), cable TV (56%) and social media (25%). Another key finding: consumers spend more time with TV than any other ad-supported media platforms. (Press release)

        Read the most recent TV news. 

        This Week in TV News: A Moldy Whopper and the Brands Gen Z Likes Best

        Posted on by Cadent Staff

        This week we’re talking about the brands that Gen Z and millennials love the most; Mike Bloomberg’s TV advertising efforts; and Burger King’s moldy Whopper ad.

        Democratic political ad spend. The former New York City mayor and current candidate for the Democratic presidential nomination, Mike Bloomberg, is outspending all the other Democratic candidates combined on both TV and digital media. Bloomberg is also using advertising formats that other candidates aren’t, including influencer advertising. Generally, political candidates lean on digital advertising less than TV and other tried-and-true ad formats, with Google and Facebook will account for almost 78% of the total spend, compared to about 61% for the general market, eMarketer predicts. eMarketer also forecasts that the total U.S. political ad spend for 2019 and 2020 combined will be $6.9 billion, up 63% from the previous presidential cycle. (AdExchanger)

        Burger King ad demonstrates what preservative-free food looks like. And it’s another viral hit. “The Moldy Whopper” campaign, which includes a time lapse video of a burger growing green-gray mold for a month, is the latest effort led by Fernando Machado, Restaurant Brands International’s global chief marketing officer. Machado told USA Today that instead of showing the burger in “the classic flawless and often too perfect photographic style typically used in fast food advertising,” they wanted to “showcase something real, honest and that only Burger King could do.” (Ad Age)

        The brands Gen Z and millennials like most. Which brands do young people care about the most? Agency MBLM took a close look in a new report on brand intimacy, defined as the relationship between people and a brand that “transcends purchase, usage and loyalty,” according to Mario Natarelli, managing partner at MBLM. When it comes to video game consoles, Gen Z prefers Xbox, and millennials are partial to Playstation. Gen Z is all about Sephora, H&M, Spotify, Venmo and Louis Vuitton, according to the report, and millennials are into Nintendo, Amazon, Ford, Jeep, Apple, Target, YouTube and Xbox. (Adweek) 

        The Democratic debate crushes ratings record. About 20 million people tuned into the debate Wednesday night, setting a new record for Democratic primary debate viewership, according to Nielsen Media Research. The second-most watched Democratic primary debate was in June 2019, when about 18.1 million viewers watched night two of a debate series on NBC, MSNBC, and Telemundo. The next debate will air February 25 on CBS. (CNN Business)

        Read the most recent TV news. 

        This Week in TV News: The Oscars Viewership and Sprite Ginger

        Posted on by Cadent Staff

        This week we’re talking about the IAB’s new project in response to Google’s news that it would end third-party cookies; who tuned in to watch the Oscars; and the rising number of people who stream their TV.

        The IAB Introduces Project Rearc. At the IAB Annual Meeting, the organization introduced Project Rearc, which will “bring together IAB, IAB Tech Lab, governmental, and other industry/consumer organizations with the goal of creating standards of behavior, codes of conduct, legal agreements, and enabling technologies to address consumer demands for personalization, and privacy.” The group is being formed in response to Google’s announcement that third-party cookies are ending. (AdExchanger) 

        The streaming age. A fifth of the time consumers spent watching TV in OTT-capable homes in the fourth quarter of 2019 was spent on streaming, whether it was ad-supported or paid subscription services, according to a new report from Nielsen. (CNBC)

        Oscars viewership hits record low. Last Sunday, the Oscars drew 23.6 million total viewers and a 5.3 rating in the adults 18-49 demo, a 20% decrease in total viewers and a 31% demo drop from last year’s ceremony, according to Nielsen. The awards show didn’t have a host this year, its second year of going MC-less. (Adweek)

        Sprite’s new flavor. Coca-Cola launched a new flavor of Sprite with a ginger flavor combined with its familiar lemon-lime flavor. It’s one of 20 product launches from Coca-Cola in 2020. There’s a new TV ad from Wieden & Kennedy New York and fashion designer Jeff Staple has created a new fashion line, “Sprite Ginger Collection,” for the soda.

        Read the most recent TV news. 

        John Tigg Joins Cadent as VP and Managing Director of EMEA

        Posted on by Cadent Staff

        John Tigg, VP and Managing Director of EMEA, Cadent

        Cadent is excited to share that European ad tech executive John Tigg will join Cadent as VP and Managing Director of EMEA. John will report to Keith Kryszczun, SVP of Global Platform Sales.

        In his new role, John will lead sales and business development in EMEA, including managing all revenue streams across the region and working closely with the Cadent executive team. John will be based in London.

        Previously, John served as Executive Director of TiggSystems, a specialist technology consultancy he founded focused on the addressable and programmatic television advertising ecosystem. Over the course of his 15 year career in the media industry, John has held a number of leadership roles, including most recently serving as SVP of Enterprise and Media Solutions, EMEA at Videology, and prior to that, as Head of Emerging Platforms at Yahoo! UK and Ireland.

        For questions, reach out to [email protected].

        This Week in TV News: Top Super Bowl Ads and Planters’ Baby Nut

        Posted on by Cadent Staff

        This week we’re talking about a Valentine’s Day parody site, Planters’ Baby Nut campaign and the latest in streaming news, including Disney+’s subscriber count.

        The best spots from the Big Game. Super Bowl LIV drew about 100 million viewers, up from last year. Ad Age reviewed all the ads from the game, which you can watch here, concluding that “there was an exhausting number of movie flashbacks, remakes and references.” Nostalgia is a powerful thing. MC Hammer, Winona Ryder and Molly Ringwald all made appearances in ads. Adweek writes that Amazon’s “#BeforeAlexa,” Google’s “Loretta” and Jeep’s “Groundhog Day” are the three best spots of the night. “Groundhog Day,” which took Adweeks No. 1 spot, is a revival of the 90s movie. Read the story behind the spot here. 

        A Valentine’s Day parody site goes viral. Conceptual artist and director Ani Acopian and music producer and writer Suzy Shinn created a pop-up site featuring dating profiles in Amazon’s UI. You can scan a page of headshots and click on one to find more information (J, 29, “have never lost their AirPod Pros”) and cryptic reviews (“The product is like new and I have had no issues with it. Glad I was able to save a few bucks and still get a quality product. Thanks!”). Since the parody launched, the site has gotten over 10,000 applications by people wanting to be featured on it. (Fast Company)

        A Close-Up of Planters’ Baby Nut. After killing off the beloved monocled character in its Super Bowl spot, Planters brought us Baby Nut, an infant version of Mr. Peanut. Planters’ brand manager said inspiration came from Game of Thrones’ Jon Snow, who demonstrated “this renewed appreciation for these fictional characters after their death.” Read more about the campaign’s success on Adweek. 

        The latest in streaming news. Disney+ launched in November and already has 26.5 million subscribers, the company said during its earnings call on Tuesday. HBO Max, launching in May, is also launching a label with Warner Bros. to make movies for the streaming service. Mobile streaming service Quibi will launch April 6 with content featuring Will Forte, Kiefer Sutherland and Chance The Rapper. See ads for the shows premiering on the new service.

        Read the most recent TV news. 

        Congrats to Cadent’s Angelica Rivera, a Cynopsis Rising Star

        Posted on by Cadent Staff

        We are excited to share that Angelica Rivera, Senior Analyst, Platform Analytics, was named a Cynopsis Rising Star for her contributions building Cadent’s addressable analytics business, as well as the energy and enthusiasm she brings to taking on challenges and learning new skills.

        This honor is given to outstanding innovators, hard workers and future leaders in all areas of the media industry.

        Angelica Rivera, Senior Analyst, Platform Analytics

        “Angelica made a major transition in the past year moving from Cadent’s operations team to an addressable analytics role. Addressable analytics is an exciting field to enter right now, but entering any emerging field comes with challenges and rapid changes. Angelica has proven she’s more than up to the task of keeping up, playing a key role in growing Cadent’s analytics business and finding opportunities to learn and grow her skillset in the process. Angelica has a warm personality and an infectious positive energy. She keeps an objective lens at all times, always while smiling and making work more enjoyable for the entire team.” – Rachel Herbstman, VP, Platform Analytics

        Here’s a brief interview with Angelica on her approach to leadership, why curiosity is key and what comes next for her.

        Why did you choose to move from an operations to an analytics role?
        Being in operations, I was able to understand the components of managing a successful addressable campaign and naturally, I became more inquisitive about the key insights and what was driving the most meaningful results. How did different audience segments influence purchase intent? How can viewing environment affect sales lift? Did the creative messaging resonate with our target audience? I decided to become a part of the Analytics team because interpreting data and understanding its impact was challenging. I enjoyed being exposed to different methodologies and understanding different data cuts we can hone in on and how those relate to campaign performance. I’m inquisitive, and the role in Analytics was a perfect fit.

        My passion for professional growth is fueled by my genuine interest about addressable data and understanding what drives results for our clients. My goal is to always find the key takeaways so we can optimize future campaigns. I attribute a lot of my success to my Cadent team. Although I didn’t have an analytics background, I wanted to diversify my career within the addressable media group at Cadent.

        My goal is to always find the key takeaways so we can optimize future campaigns. I attribute a lot of my success to my Cadent team.

        You’ve successfully recommended several new hires for Cadent. What makes you enthusiastic about working here?
        I’ve worked at many places and formed friendships with colleagues along the way. If someone I know could be an asset to Cadent – whether it’s their work ethic, skillset or experience within the industry – I want them to be a part of this amazing and thriving organization. 

        Cadent’s different groups are hyper-focused on driving results for our clients and making it easy for them to understand and interpret data. If my colleagues or referrals share the same drive and passion as I do, it encourages me to onboard great people to join our family at Cadent.

        Describe your approach to working on a team.
        I love to be part of a collaborative and proactive work environment. The common misconception about people in analytics is that we’re all introverted, and I want to change that. I’m someone who will speak up in a room full of people. If I’m confused, and others are too intimidated to ask a “silly” question, I’ll be the one to ask the question if it means my team and I will understand the concept better. 

        I’m someone who will speak up in a room full of people. If I’m confused, and others are too intimidated to ask a “silly” question, I’ll be the one to ask the question if it means my team and I will understand the concept better. 

        What’s your approach to leadership?
        Being a leader is about understanding the strengths and weaknesses of those around you and empowering them to learn and continue to evolve. I always encourage communication around what’s working successfully and where we see an opportunity to improve. Being a leader is about offering continuous support, giving confidence and uplifting those around you. 

        Leadership is also about being articulate and communicating with clarity. Leaders who are approachable and take time to share information create a great culture and promote growth. I’ve been fortunate to learn from some amazing leaders and mentors at Cadent.

        One thing that sticks out about you is your positivity and enthusiasm in the workplace.
        Energy is contagious. Working alongside people who bring positivity every morning, even when we work in such a high paced environment is key. Self-awareness is a powerful skill to possess. Those who approach challenging situations with a mile make a vital difference in resolving issues. It allows others to think clearly and logically. It’s important to surround myself with people who have the same approach in addressing issues head on.

        What’s next for you?
        I’m still honing in on my current goal of being able to present data insights to clients, making it digestible for all parties. Coding is another skillset that has piqued my interest. Taking on new skills has been important in proving to myself that I’m adaptable and flexible and can learn on the fly. My goal is to keep seeking out new skills and concepts to bring to my team and continue making valuable improvements to our current reporting workflow. This unique skillset will help elevate my career to the next level and provide me with a new challenge I know I can excel in.

        See Cynopsis’ full list of Rising Stars and learn more about working at Cadent. 

        This Week in TV News: Ryan Reynolds’ Ad Agency and the Cost of Streaming

        Posted on by Cadent Staff

        This week we’re talking about more new Super Bowl ads, Ryan Reynolds and sports fans’ viewership habits.

        More Super Bowl ad highlights. Super Bowl ads are already upon us, and this year’s spots are proving to funny, emotionally stirring, bizarre and more. A Mountain Dew spot features Bryan Cranston and Tracee Ellis Ross recreating The Shining’s “Here’s Johnny” scene. Snickers’ spot is a parody of Coca-Cola’s 1971 Super Bowl ad, “Hilltop.” Ellen DeGeneres and Portia de Rossi are starring in an Amazon Alexa ad, going back – far back – before the technology existed, making stops in Victorian England and the Old West. See a complete list of Super Bowl ads via Ad Age.

        How much are you spending on streaming? MarketWatch has a calculator to help provide the costs of signing up for streaming services in the long run, plus how much you would spend on cable, should you cut the cord or decide to keep your subscription and get streaming services on top. You can select each of your streaming service subscriptions down to the tier, then see that total cost compared to if you, say, invested the money in the stock market. MarketWatch 

        Ryan Reynolds has an ad agency. Reynolds and ex-McCann creative George Dewey founded Maximum Effort Productions, a “thoroughly modern creative partnership, where ideas are largely exchanged and developed over text message.” He owns the agency’s biggest clients, Mint Mobile and Aviation Gin. The latter scored a lot of positive attention for its quickly produced ad in response to Peleton’s recent controversial holiday ad. (The Drum)

        Sports fans are homebodies. You might assume people want the live, in-the-stadium experience of a sporting event instead of watching a game at home. Nothing compares to the energy and buzz of a big venue on game day, right? Research from the VAB and research company Dynata says otherwise – in fact, nearly three quarters of sports fans prefer to watch sports at home, with 19% preferring a stadium or arena. The study also found sports fans are 24% more likely to visit a site for something they saw in a TV ad versus one seen at a stadium or an arena. (MediaPost)

        Read the most recent TV news. 

        How Does a Theatrical Run Impact a Movie’s VOD Debut?

        Posted on by Kevin Biggs

        Every studio head and film marketer wishes they had a crystal ball. Without one, who can predict why a low-budget action-adventure with a little-known cast performs like a blockbuster on VOD or how a star-studded rom-com that blew away the box-office competition on its opening weekend disappears with as little trace as a small bag of concession-stand popcorn.

        While no one can rely on crystal balls (except maybe in the movies), there is a data-driven way to make informed decisions about an on-demand campaign: box office delta.

        Simply put, box office delta is the difference, expressed as a percentage, between a film’s opening box office take versus its total box office. And no matter what the genre—costume drama, comedy, horror, or science fiction—having that figure can be revelatory. Films with higher box office deltas tend to exceed their video on demand (VOD) rental revenue goals, and the reverse is true as well: a lower box office delta often means a missed video on demand rental revenue goal that will need to be adjusted.

        We analyzed more than 50 VOD rental campaigns from 2018 and found that the average box office delta was 363% (the result of an average domestic opening weekend being slightly over $19 million, while average domestic total box office worked out to slightly under $70 million).

        There are, of course, outliers, and those prove especially instructive for Cadent’s purposes. For example, a dark superhero flick pulls in more than $80 million in its opening weekend and more than $200 million in its box office total, by no means a failure for a theatrical performance, but there’s a compelling story there for its VOD performance. The delta for this particular film was less than half the average, telling us that it might be lacking momentum entering the VOD landscape. Whereas an action-adventure remake with an opening weekend gross of a respectable $36.2 million racked up a jaw-dropping total box office of $404.5 million, meaning its box office delta was more than three times the average. It’s reasonable to conclude that there’s significant organic interest in the film as it leaves its theatrical run and enters into the VOD landscape.

        Box office hits or failures don’t necessarily make hits or failures in the VOD space; what’s important is whether the title has audience interest and whether that interest is building as the film enters the VOD rental window.

        Campaigns with high box office deltas exceeded their revenue goal by an average of 18%, while those with lower deltas missed their goals by an average of 11%. Of the 43 campaigns with under-average delta, almost half missed their revenue goal, while of the nine with over-average delta just a single film missed its goal.  With box office delta as a planning variable, this could be anticipated and planned for.

        Box office delta can be an enormous help in setting realistic VOD revenue goals during the planning stages by serving as a benchmark. In other words, by adjusting opening box office numbers based on box office delta early on, we can much more accurately foresee VOD revenue.

        Let’s take the example “Shape of Water.” It opened up with $3 million (and the chosen comparisons average just slightly over that). Later, however, thanks in large part to positive press and a good showing during awards season, the movie caught some buzz, and its box office delta ended up at 2028%. The takeaway is that the movie still had an active audience despite it no longer being in theaters, Potentially, it could punch above its weight because of overwhelming interest it had coming into the rental window.

        Basing a campaign on that modest opening weekend would represent a missed opportunity. Mathematically, the huge box office delta suggests that the film has performed more like one with a $13 million opening (versus the $3 million it had), and that’s the figure that should be considered when setting VOD goals.

        In an opposite scenario, a movie with a lot of advance buzz might have an epic opening weekend as fans flock to be in the vanguard; box office delta could then end up being low, because everyone who wanted to see it did so right at the start and the film didn’t build lifetime momentum. Thus, a low box office delta. That state of affairs will naturally affect the VOD outcome, and a marketer who has taken box office delta into consideration might just have averted an expensive debacle.

        No two movies are exactly alike, and, admittedly, no one campaign strategy is going to fit every film, but box office delta provides a powerful tool that allows marketers to consider both short-term performance and the long tail while planning for on-demand.  When combined with 20+ other variables, we have a pretty solid expectation for how a film will perform in the VOD rental window.  It’s not quite a crystal ball, but almost.

        Get in touch with us for more information.

        This Week in TV News: Megxit and Mr. Peanut

        Posted on by Cadent Staff

        This week we’re talking about Megan and Harry’s exit from the British royal family; Mr. Peanut unexpectedly passed away; and some Super Bowl ads embrace diversity.

        Harry and Meghan’s brand. What will the Duke and Duchess of Sussex focus on post-Megxit? It’s all up in the air. Adweek focuses on the couple’s brand presence and potential for future deals. Read more in Adweek. In other news, HBO Max greenlit an animated satire on the British royal family, with Orlando Bloom among the voice actors involved in the project. 

        RIP Mr. Peanut. The beloved snack mascot was killed with a car crash and an explosion, and his funeral will air in a spot during the Super Bowl. Brands mourned the Kraft-Heinz brand character on Twitter. Oreo tweeted, “Help us give a 21 dunk salute to our nutty and sweet friend #RIPeanut.” Mr. Clean tweeted, “Always classy, always crunchy, always cleaned up nicely. We’ll miss him! #RIPeanut.” See more brand engagement with the news via Ad Age.

        Representation in the Super Bowl. Nearly half (39.5 million or 46%) of Super Bowl viewers last year were women. With that in mind, Ad Age writes that some brands are looking to represent more diversity in their Super Bowl ads. For example, Olay’s ad, “Make Space for Women,” will feature Lilly Singh, Busy Philipps, Taraji P. Henson, Katie Couric and retired NASA astronaut Nicole Stott. In terms of LGBTQ representation, Lil Nas X will be featured in Doritos’ commercial, and “Queer Eye’s” Jonathan Van Ness will star in a Pop-Tarts spot.

        Read the most recent TV news. 

        This Week in TV News: Academy Awards and Presidential Campaign Ad Spend

        Posted on by Cadent Staff

        Academy Award nominations are out. A slew of Super Bowl ads are getting buzz ahead of the Feb. 2 game. 

        Oscar nominations are up. The nominees for this year’s Academy Awards show were published this week, with some saying the snubbery was off the charts. Adam Sandler’s performance in “Uncut Gems,” Jennifer Lopez’s performance in “Hustlers,” and Greta Gerwig’s direction of “Little Women” were all buzzed about prior to the nomination announcement, but they didn’t make the cut. Read Esquire’s wrap-up of who was overlooked. 

        Super Bowl ad mania begins. A new Planters spot from VaynerMedia features “Veep” star Matt Walsh alongside with the brand’s character (spokesnut?) Mr. Peanut. Hyundai spots feature Chris Evans, John Krasinski, Rachel Dratch and David Ortiz. There’s a Bud Light Seltzer commercial, and Jonathan Van Ness is starring in Pop-Tarts’ first Super Bowl spot ever. Read The Drum’s roundup of returning Super Bowl advertisers and who’s new to the game this year. 

        Marketing trends driving innovation this year. From voice technology and 5G to experiential marketing, find out what the brightest marketers think will be the most important trends in 2020. (Adweek)

        Presidential campaign ad spend heats up. Led by Michael Bloomberg, who has spent $217 million or about 75% of what the other candidates have spent combined, ad spending is accelerating like never before. Bloomberg is No. 9 on Forbes’ list of the world’s top ten richest people. Other candidates’ spend totals $143 million for Steyer, $50 million for Trump, $26 million for Sanders, $24 million for Buttigieg, $20 million for Warren and $12 million for Biden. Other candidates spend totals $33 million. (WSJ)

        Read the most recent TV news. 

        Cadent Appoints TV Ad Tech Vet Les Carter as Chief Technology Officer

        Posted on by Cadent Staff

        NEW YORK, Jan. 13, 2020 — Cadent, the advanced TV platform company, today named Les Carter as its new Chief Technology Officer. In his role as Chief Technology Officer, Carter will oversee all engineering and lead the development of Cadent’s data-driven advertising solutions across cable, broadcast, addressable set-top video, as well as the integration of the recently acquired 4INFO over-the-top (OTT) and connected TV (CTV) video buying solutions into Cadent’s platform.

        Les Carter, Chief Technology Officer, Cadent

        An experienced executive in leading the development of carrier-grade applications and scalable high-frequency transaction architectures, Carter brings expertise in next-generation, cross-channel TV, and he holds four patents in advanced TV technology. 

        Most recently, Carter was Vice President of Advertising Engineering at Hulu, where he led technology development for the over-the-top streaming company’s advertising solutions.  Before Hulu, Carter served as Chief Architect for Cadent, where he led technology strategy, design and implementation for advanced advertising solutions deployed across global MVPDs and their programming partners. Carter began his tenure at Cadent through BlackArrow, acquired by Cadent in 2015, where he built industry-first technologies leading to multiple patents, including Cadent’s addressable linear TV solution.

        Prior to BlackArrow, Carter held software engineering and architecture roles at companies in the UK and U.S., including TNT UK, Chordiant, acquired by Pega; Siperian, acquired by Informatica; and On Command, acquired by Lodgenet. 

        “Les has unmatched experience building traditional and next-generation TV ad technology, and he has the skills necessary to enable Cadent to continue to innovate in this dynamic, rapidly changing market,” said Nick Troiano, CEO of Cadent. “Under his leadership, Cadent will continue building the technology platform the TV ecosystem requires.” 

        “After working with Cadent as a partner in the TV ecosystem, I saw firsthand the unique opportunity that a scaled independent like Cadent has to drive the adoption of advanced TV advertising,” Carter said. “I’m thrilled to rejoin Cadent at this exciting moment in its evolution, and I’m looking forward to building across our cable, broadcast, addressable and OTT properties to enable true cross-channel campaign orchestration for the TV ecosystem.”

        See the press release.

        This Week in TV News: Jeopardy! and CES Trends

        Posted on by Cadent Staff

        This week we’re talking about what makes Jeopardy! a show you should tune into in 2020, the latest innovations in TV technology and the beginning of awards season.

        Award season kicks off with The Golden Globes. The show drew a little over 18 million viewers and a 4.7 rating among adults 18-49, according to Live+same day data from Nielsen. Last year’s show, hosted by Andy Samberg and Sandra Oh, had 2% more total viewers and a 5.2 rating among adults 18-49 in Live+Same Day. (Deadline)

        Why Jeopardy! is great. E! writer Billy Nilles praises the show, now in its 36th season, for exhibiting its unique characters, serialized storylines and “revolutionary and flashy game play.” Most recently, host Alex Trebek decided to share his diagnosis with pancreatic cancer, inspiring viewers with his dedication not to miss a show. Nilles writes, “The last year has taken a game that was once written off as robotic and boring and revealed it to be perhaps the most human thing unfolding on the small screen on any given night. And because of it, we simply can’t look away.” (E!)

        CES trends. This year, CES is bringing us a mobile temporary tattoo printer, an emotional support robot that nods when you speak to it and Samsung’s Ballie, the closest thing you can buy to Star Wars’ beloved robot sidekick BB-8. There’s also some TV news. Available on select TVs from Vizio, Panasonic, Samsung and LG, there will be a “filmmaker mode” setting that disables post-processing like motion-smoothing or automatic color boosting so people see content as filmmakers intended them to. (Paul Thomas Anderson, Ryan Coogler, Patty Jenkins, Martin Scorsese and Christopher Nolan were among supporters.) Samsung premieried a TV called Sero that toggles between horizontal and vertical orientations, and LG is releasing 8K TVs this year. (Washington Post)

        The Oscars this year won’t be hosted by anybody (again). Just like last year, this year’s Academy Awards won’t have a host. Last year, Kevin Hart was slated to take the role of central entertainer (who also is somewhat responsible for keeping the show on schedule), but after he dropped out in light of a controversy, the show had a rise in ratings, up 12% to nearly 30 million viewers. (CNN)

        Read the most recent TV news. 

        This Week in TV News: The Witcher and a New Spot from TurboTax

        Posted on by Cadent Staff

        This week we’re talking about Netflix’s Witcher show, Instagram growth and rising NFL ratings.

        TurboTax ad campaign. It’s a new year and that means it’s time to starting anticipating spring, warmer weather and… taxes. TurboTax is on it with a new campaign from Wieden + Kennedy. One spot, “All People Are Tax People,” demonstrates the crazy things people are capable of – including riding a mechanical bull, bodybuilding, splitting checks and removing tattoos – to prove successfully doing your taxes is achievable. A spot from the campaign will air during the Super Bowl. (Adweek)

        NFL ratings on the rise. The NFL’s regular-season games averaged nearly 17 million viewers, up 5% from 2018. The highest viewer count for the past 10 years was the 2015 season, when the NFL regular season averaged almost 19 million viewers. (Hollywood Reporter)

        The Witcher show gives The Witcher game a boost. Netflix shared a list of its most popular titles of 2019. The Witcher, a show based on a series of books by the same name, was No. 6 out of the top 10 shows and movies. “The Witcher 3: Wild Hunt,” a video game also based on the book, has enjoyed a boost in popularity from the show, with 94,000 people playing the game on Steam, 93% more players than the previous month, according to Kotaku. The game came out four years ago. (The Verge)

        Instagram will grow at 4.5% in 2020. Last year’s growth rate was 6.7%. According to eMarketer, the reason for the growth slow-down could be that older age groups aren’t joining as fast as expected. Younger demo growth for the visual-heavy app faces competition from TikTok and Snapchat. (eMarketer)

        Read the most recent TV news.

        Why 4INFO Is a Great Match for Cadent

        Posted on by Marshall Wong

        Today Cadent announced our acquisition of 4INFO, an industry pioneer in cross-device audience data and media activation. 

        This marks a significant leap forward for advertisers activating orchestrated cross-platform campaigns across premium long-form video – 4INFO’s technology combined with Cadent’s linear and addressable buy-side and sell-side technology will allow advertisers to match their data to actual U.S. TV viewing households, and find and reach audiences across channels faster and more accurately. 

        Cadent began working with 4INFO in late 2018 when Cadent began building its proprietary TV graph to enable activation and measurement across, traditional cable, broadcast, linear addressable and OTT. 

        Because Cadent sits at the nexus of traditional and advanced TV, we face unique challenges in terms of harmonizing data sets spanning fundamentally different levels of granularity, e.g. person and household viewership audiences and viewership, impressions and spots delivery, etc. As we began integrating our core data sources with the 4INFO graph, we began to see firsthand how well it performed as a general matching fabric across our core data assets.  

        In addition to scale, the 4INFO technology blew us away in an area that was not originally at the top of our evaluation criteria: speed. The 4INFO team put in extra development cycles to build their platform to be self-service and scalable on day one. Audience segments are onboarded and matched to the TV universe in minutes, which allows Cadent’s technology to develop bespoke audience-based plans in a fraction of the time it took previously.

        We’re also excited to leverage 4INFO’s real-time activation in our buy-side platform. Through a single console, buyers will be able to plan and execute traditional TV, addressable linear and OTT all through a single console, with direct pipes to inventory, including inventory enabled by Cadent’s sell-side technology. And most importantly, the platform will orchestrate activation across platforms rather than simply plan each individually, i.e real-time channel adjustments for maximizing reach, etc. This is only possible through Cadent’s execution technologies having the full context of executed and scheduled delivery across platforms. More announcements to come on Cadent’s media orchestration as that’s a lengthy topic in its own right.  

        Traditional TV, addressable linear and OTT all have their unique purpose in media plans. Cross-platform orchestration remains the industry’s biggest pain point. Building tools to support orchestration is a massive challenge given the varying granularities of data available, and building around digital or TV-only data sets would put kids gloves on investments that require precision. The addition of 4INFO to Cadent’s graph technology provides the keystone to solving this problem, and we’re looking forward to helping our clients take big steps forward in orchestrating cross-platform video investments in 2020. 

        Learn more about Cadent’s acquisition of 4INFO.

        Cadent Acquires 4INFO, Expands Cross-Screen TV Capabilities for National Advertisers

        Posted on by Cadent Staff

        Jan. 2, 2020 – NEW YORK – Cadent, the advanced TV platform company, today announced the acquisition of 4INFO to expand its cross-screen solutions for national advertisers with advanced audience targeting, and over-the-top (OTT) and connected TV (CTV) video buying capabilities.

        The ability to orchestrate traditional and next generation TV campaigns is core to any modern advertising campaign. However, advertisers are challenged with understanding which devices belong to the same household, because of the multiple set-tops, connected TVs, streaming boxes, full episode players, and mobile apps that provide access to premium content. Complexity in planning, activating and measuring national TV campaigns has increased as viewing platforms and viewing preferences continue to fragment.

        4INFO’s data activation platform incorporates patented audience graph technology that resolves multiple TV devices back to a household. This highly accurate matching fabric enables national TV advertisers to de-duplicate and map audience segments into the full universe of television, providing a more precise measurement of targeted reach.

        “Viewers are engaging with premium TV across more devices and services than ever before. In response, advertisers and agencies require a unified view of their TV campaigns to get the clearest picture of brand reach and engagement,” said Nick Troiano, CEO of Cadent. “The integration of the 4INFO household graph and its OTT capabilities with the Cadent Advanced TV Platform creates the industry’s only unified platform for all forms of data-driven television – cable, broadcast, addressable STB, OTT, and connected devices — at true national scale.”

        Cadent and 4INFO have been technology partners since 2018, and over the past year have more tightly integrated 4INFOs data-activation capabilities into Cadent’s buy-side TV planning and activation platform. 4INFO technologies will help national advertisers build higher-performing data-driven television campaigns.

        “As an existing 4INFO partner, TEGNA looks forward to continuing to work with Cadent as we drive innovation across our business, including our leading OTT advertising platform, Premion,” said Tom Cox, senior vice president, TEGNA Inc.

        “Cadent’s scale across all forms of advanced TV will further 4INFO’s mission of enabling unified audiences at scale that are fully actionable across screens and properties,” said Tim Jenkins, CEO of 4INFO. “We are pleased to continue our journey helping advertisers evolve their television advertising as part of Cadent.”

        The transaction was completed today, and terms were not disclosed.

        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.

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

        Posted on by Nick Troiano

        Today, we announced that Cadent is acquiring 4INFO to expand our cross-screen solutions for national advertisers. This 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 partners. We 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. 

        This Week in TV News: Best Shows of the Decade and TV Execs’ 2020 Priorities

        Posted on by Cadent Staff

        This week we’re talking about the best shows of the decade, the fate of HBO’s “Watchmen” and Facebook’s foray into the Super Bowl ad mix.

        The decade’s best shows. Daniel Fienberg, The Hollywood Reporter’s chief TV critic, selected his favorites with episodes airing between Jan. 1, 2010 and Dec. 31, 2019. On the list: Pamela Adlon’s FX drama “Better Things,” the story of a single mom trying to make it as an actor. Donald Glover’s “Atlanta,” a drama/comedy with a touch of surreal. AMC hits “Breaking Bad” and “Mad Men” made the top five. See the rest of the list on THR. 

        Who’s watching “Watchmen”? Will the show get a second season? The show’s creator, Damon Lindelof, hinted that if there is another season, he might pass the director spot to someone else. The season finale, which aired Tuesday, got nearly a million viewers at 9 p.m. and 1.6 million across platforms, according to Nielsen and HBO ratings data. It was the most-watched first season of an original show since “Big Little Lies.” (Vulture) 

        TV execs’ top priorities for 2020. Adweek spoke with 18 TV industry execs about their biggest priorities next year, plus the obstacles that could prevent them from their goals. (Adweek)

        Facebook has a Super Bowl ad in the works. And it will feature Sylvester Stallone running up the Philadelphia Museum of Modern Art steps in a reprise of his “Rocky” role.  It’s a Wieden & Kennedy spot, directed by Megaforce, the French collective behind famous work including Nike’s “Nothing Beats a Londoner.” Read more about the ad and see an on-set moment shared by Stallone himself at Ad Age.

        Read last week’s TV news.

        Jes Santoro Joins Cadent Senior Sales Leadership

        Posted on by Cadent Staff
        Jes Santoro, SVP – Advanced TV Sales

        Cadent is excited to share that proven sales leader Jes Santoro is joining Jim Tricarico’s Sales team as SVP, Advanced TV Sales.

        Jes comes from Adobe TV Cloud, where he managed national sales and strategy for both brands and agencies across a product suite for campaign execution across data-driven linear TV, HH Addressable TV, CTV / OTT and cross-screen media.

        Previously, he led Sales at Tubemogul (acquired by Adobe) for the Programmatic and Advanced TV team as well as the Enterprise Software sales team. Jes was EVP of Sales at enterprise ad tech platform Vindico, which he joined after 7 years at Comcast/NBCUniversal, where he was key to Comcast Programming’s linear TV, digital and emerging video ad sales.

        Prior to Comcast/NBCU, Jes was co-founder and Vice President of Integrated Media at EarthQuake Media. He started his career at NBC and as a Media Buyer in the national TV and radio departments of BBDO.

        For questions, reach out to [email protected].

        This Week in TV News: Best Ads of the Year and Baby Yoda

        Posted on by Cadent Staff

        This week we’re talking about the best shows and ads of 2019, plus Baby Yoda merch.

        The best ads of the year. “It was a year of craft, biting humor and visceral surprises,” says Adweek reporter David Griner. The list includes Aviation Gin’s “Gift Responsibly,” which played off of the controversy of a Peleton ad; another gin maker, Sipsmith Gin, with a stylish animated ad from the “Isle of Dogs” animators; an IKEA ad showing the recreation of famous TV show living rooms; a Microsoft ad called “Changing the Game” that featured gamers of different ages and abilities; and in the top spot, HBO and Bud Light’s “Joust,” which both teased the final season of “Game of Thrones” and showcased the beer brand. Read more on Adweek.

        Caffeinated cola is coming. Arriving this April, Pepsi Café will have twice as much caffeine as a regular Pepsi. Coca-Cola has a similar product called Coke Plus Coffee, sold in international markets for the past few years, and the brand is considering bringing it to the U.S. (Fortune)

        The best shows of the year. The Hollywood Reporter rounded up the top shows that came out this year. For anyone who follows TV show buzz, the list shouldn’t have many surprises, with certified critical and audience hits including “Fleabag,” “Derry Girls,” and “Succession.” Before the decade ends, check out this list. (Hollywood Reporter)

        Baby Yoda holiday gifts. The big star of Disney+’s “The Mandalorian” is, as we all know, Baby Yoda, who takes over the Internet with new gifs when the show comes out each Friday. As people search for holiday presents, Hasbro has responded to the mania with a line of infant Yoda-inspired toys, as has Disney.

        Read last week’s TV news.

        This Holiday Season, Here’s How Retailers Are Supercharging Their TV Strategies

        Posted on by Cadent Staff

        Holiday retail sales this year are forecasted to increase between 3.8% and 4.2% from 2018, according to the National Retail Federation. With that in mind, retail marketers aim to be everywhere consumers are during the holiday season, beginning with TV. 

        With so much on the line during the holiday season – Adobe Analytics estimated 2019 Cyber Monday sales increased almost 17% over last year for a total of a total of $9.2 billion – retail marketers are taking a more data-driven approach to TV, creating sequenced campaigns that move customers through their purchase journeys and boost sales during a key period for retailers’ businesses.

        The key challenge this year (and likely the key challenge next year) will be reaching fragmented viewership. In order to meet potential customers with a relevant message everywhere this holiday season, marketers have to start with an understanding of viewers. 

        The evolution of TV viewership

        There are many types of TV viewers today – advanced cord cutters only watch on-demand TV; some viewers still like to tune into linear TV for a set amount of time; and transitional viewers, those who fall somewhere in the middle, sometimes watching live TV, and sometimes watch on-demand.

        During the holidays this year, marketers have had to orchestrate unified campaigns around constantly changing consumer behavior. The “holy grail” of digital and TV is leveraging the data and insights from one channel and bridging it to another channel for continued success. The opportunity for bridging digital and TV is rich., but unfortunately, data silos are all too common, and strategies for TV and digital remain squarely separate.

        Through audience-based buying technology, retail marketers can bridge the gap for cross-screen success. For instance, when consumers engage with social media, they invariably reveal things about themselves of interest to marketers. Engaging with certain hashtags on social media shows affinity for a product or activity. For instance, engagement with #DogsofInstagram reveals that the user has a dog or is interested in dogs, while tagging posts with #FitnessMotivation or #Keto shows an interest in exercise and health. Marketers can sequence messages and control frequency through data-driven TV, keeping their brand top-of-mind with prospective customers and further spreading its message during the holiday season. 

        Addressable TV advertising can be used as an extension to digital by applying data to TV. A retail marketer can place a pixel on their website to track exposed TV households that visit their sites. Afterward, they can target those visitors on TV again to reach them with a message specific to whatever stage of the customer journey they’re in. Putting all the data together, a marketer can get a much better idea of a consumer’s wants and interests than they would otherwise. 

        Use TV to spark an omnichannel experience

        Retail marketers today know that seamless customer experiences, from online shopping to in-store pickup, are critical to driving sales during the holiday season. The in-store experience is a still a significant differentiator – consulting firm A.T. Kearney found that 81% of Gen Z shoppers in the U.S. said they liked to transact in-store, and three out of four said they appreciated a “well-curated store experience focused on a limited number of products.”

        TV, with its ability to reach customers at scale with relevant messages, is still the most successful medium at reaching a wide swath of audiences with a message and driving results. Linear TV can drive awareness of a promotion or particular items offered on Black Friday, for instance. Through data-driven TV, retail marketers can reach households during the consideration phase of their journey, such as customers who previously bought a competitor’s products or who lapsed in purchasing and could be influenced to buy again.

        Addressable TV can be used to target viewers with relevant messages at the household level. What’s more, campaigns return a wealth of insights to retail marketers post-campaign, including incremental impact of addressable TV against a brand’s KPI, such as return on advertising spend (ROAS), lift in penetration, share shift and foot traffic to store locations. 

        An orchestrated approach to holiday retail marketing is critical this year and will be for years to come. Retail marketers today understand customers are shopping on devices and in brick-and-mortar shops, and they’re consuming content in a variety of ways. 

        In the past, retail marketers could reach the 25-54 demo through a few major TV networks. But with the proliferation of OTT, TVE, AVOD and more services, it simply doesn’t work anymore. By some counts, consumers subscribe to four services to get the same content that used to be on one platform. The average consumer subscribes to three streaming services, according to Deloitte research, and with Disney+ and Apple TV Plus gaining steam and others launching in 2020, it’s not going to get easier to reach unified audiences anytime soon. 

        TV viewers today watch more premium content across more channels and devices than ever before. A holistic approach to retail marketing during the holidays spans the full customer journey, from awareness to action.

        For more on retail marketing campaigns, get in touch with us.

        This Week in TV News: Cyber Monday and a Peloton Ad

        Posted on by Cadent Staff

        This week we’re talking about the rise of OTT advertising in the presidential election, specifically with Joe Biden’s campaign; a record new spend for Cyber Monday; and Netflix and YouTube’s streaming platform domination this year and next year.

        Joe Biden embraces OTT. The presidential candidate is investing in OTT as part of a larger ad buy in early-voting states, according to reporting from Adweek. The Biden campaign director of digital advertising for Biden’s campaign said the team recognizes “the growth of non-linear TV and will continue to invest in it as part of the paid media campaign.” The Biden campaign is spending $6 million for TV and digital ads in early-voting states. (Adweek)

        Cyber Monday gets a new record spend. An estimated $9.2 billion, an increase of 16.9%, according to Adobe Analytics. The online shopping day is supposed to be a record day for smartphone spending, with over $3 billion, spent in 24 hours. (CNBC)

        Netflix and YouTube are the top-watched platforms for video. And that won’t change in 2020, but they might lose some share given the intensifying competition including Disney+, HBO Max and Apple TV+. Read more from eMarketer. (Variety)

        That Peloton holiday ad. Some people really hated it, saying it was sexist and out of touch. Others really, really liked it. Read why the ad resonated with some people, including a woman recovering from brain surgery and another who belongs to a Facebook group for “Peloton moms.” (CNBC)

        Read last week’s TV news.

        Why Cadent Is Embracing Automation and Digital Tools for Addressable TV

        Posted on by Cadent Staff

        Cadent VP of Platform Analytics, Rachel Herbstman

        Addressable TV is rapidly evolving, and Cadent is evolving with it. Read a Q&A with Cadent VP of Platform Analytics, Rachel Herbstman.

        How has the Cadent Platform Analytics team evolved in the past year?

        Rachel: We know we need to stay up-to-date  to handle changes in the rapidly evolving media landscape. We’ve made key hires in analytics, focusing on building a team with varied backgrounds – both media and non-media. Our newest team members have data science and computer science backgrounds so pairing those skill sets with more traditional media backgrounds is beneficial as we all have different perspectives and offer different contexts. As an analytics team, we’ve increased our operational efficiencies and it’s fun to collaborate on different insights that some of us that have worked in media for years may not be accustomed to.

        With varied knowledge bases and complementing roles, we’re able to surface the performance data quickly by means of standardized scripts which inform our software and analysis. This allows for automation, freeing up our time so we can interpret the results and offer actionable insights. Ultimately, our entire team, from analytics to sales, works together to do the heavy lifting to provide the agency or advertiser digestible and sound data from which they can understand the value of their media spend.

        At the conclusion of campaign measurement, our goal is to ensure we’re using our campaign data in the most effective way. Our continued client retention allows us to have a deeper understanding of audiences and viewing environments, seasonality. With more data and campaign experience, we’re able to better understand expected outcomes and therefore plan smarter garnering stronger ROAS for each client.

        Over the past year, what’s different? What have you learned and where are you going?

        Rachel: Everything’s different… by the day! As the landscape evolves, we’re tasked with keeping up with the challenges and opportunities so we’ve actually transformed our organizational structure to make sure we’re as efficient and current as possible. Our software approach to automation allow us to quickly slice and dice the performance data by various dimensions – audience segments, viewing environments, creative lengths or even multiple dimensions like audience segment by viewing environment. 

        There’s a ton to learn from every campaign, but more data does not always equate to more learnings.

        For our team, it’s about understanding the overall context of the brand and campaign initiatives and then dissecting the data points that are most relevant. With every campaign, whether it is viewed as extremely successful or not, there are actionable takeaways so campaigns that are deemed less successful by the numbers may actually provide the most insightful learnings for the advertiser. In some cases, we may learn that the proposed target audience is not as responsive as a client initially thought, or we may see that a longer creative length initially thought to be the heavy lifter isn’t actually necessary to drive an efficient response rate. While we obviously always strive to achieve incremental results, sometimes it is the campaigns that prove the opposite that teach us the most and allow the clients to rethink their entire media strategy based on real data.

        Back to what we learn, one of my favorite cuts of data is the frequency analysis. For most verticals, we’re able to see the optimal exposure levels against the target  group to drive conversion for each of those audience segments. Then, since we’re executing across various supply partners, we can layer on the complexity of different viewing environments. With that understanding, our strategic recommendation is stronger for the next campaign. Frequency cuts become a pertinent piece of information that allows for campaign optimization, whether that means revised targeting criteria, shifting audience budget allocations, revised unit length mix, etc. and ultimately, stronger ROAS. We’ve had returning clients that have seen ROAS ratios increase from $1: $1.15 to a third or fourth campaign equating to $1:$5 based on those data points.

        We’ve also learned that it’s not just about lower funnel metrics that data-driven tactics are generally known for. We’ve also seen other areas of success beyond just closed-loop measurement. Since we all know that audiences are fragmenting, it’s becoming more difficult to find incremental audiences so using addressable as a tactic to complement a linear television campaign could show the value in precision targeting for incremental reach. For a recent campaign, we measured the incremental cost per reach point compared to a linear schedule based on efficiency and were able to understand the point at which reach plateaus. Based on that analysis, we can determine when it is the right time to turn on a targeted OTT and/or addressable approach to increase holistic campaign reach.

        How are you thinking about the frequency needed to reach marketers’ goals?

        Rachel: We’re continuing to learn and validate that not all impressions are created equal. Based on our data warehouse, we can analyze the data in different ways based on different dimensional cuts. We can look at different audiences based on viewing environment or a combination. For example: We just measured a campaign for a client looking at frequency by audience, and we saw a current customer needed less frequency to convert than a prospect. That current customer likely needed a quick reminder to purchase. We’ve seen other campaigns where linear environments require more exposure. But VOD, a more lean-in space, requires half the frequency to get the same outcome. As another example, for an auto campaign promoting a new vehicle model, we saw an opposite effect – a traditional linear viewer took less frequency to drive a conversion. This was likely because they were exposed in other media content versus a VOD-viewer that may be a light TV viewer or transformational viewer, therefore needing additional brand awareness and addressable exposures.

        How are you using data science and predictive business outcomes?

        From a more holistic approach, a key component of Cadent’s growth over the past year has been the internal alignment with different groups within our company – not only with our addressable sales and client service team but also data engineering, data science and product teams. Again, with different skill sets across the groups, we are able to leverage historical learnings across a wide swath of advertisers and campaigns to better inform scientific models and forecast particular business outcomes.

        We believe advanced TV should embrace the best of digital marketing tools and analytics to deliver valuable insights to clients. We use data science to enable data-driven decisioning on premium addressable video content, including providing insights on business outcomes.

        On a campaign, advertiser and category level, we want to make sure we’re using the data that we have in the smartest ways possible. We’re constantly aligning with data science to create a variety of different performance models that will help forecast expected business outcomes. There are definitely nuances to consider like various custom audience segments, campaign initiatives (for instance: conquesting competitive shoppers vs. increasing sales among current shoppers) but with every campaign and additional data points, our models are growing stronger.

        How has your understanding of viewing environments evolved?

        Rachel: Cadent provides agencies and advertisers an understanding of their audiences and an understanding of how those audiences are consuming content. Based on that content, we ask, how should we be targeting them? We work closely with the advertiser or agency to understand how their current targets are set up so we can use addressable media, whether that’s OTT, VOD or linear to act as a complement and not a standalone tactic.

        While our ultimate goal is generally to precisely target the core audience and measure the outcome of the media, as viewing behavior becomes increasingly fragmented, it’s critical to understand the viewing environment in which the content (or ad) is consumed. And then within those various viewing environments, we can leverage historical data to understand the frequencies with strongest conversion rates.

        How is Cadent working toward standardizing metrics across the marketplace?

        Rachel: This is definitely still a challenge for the industry. As landscape fragmentation increases, there will be more hurdles for standardization. There are industry groups in deep discussions about how to create measurement and currency standards across the advanced TV landscape but as of now, we’re seeing more walled gardens and measurement difficulties. That said, having executed hundreds of addressable campaigns, Cadent has the data to navigate through some of these challenges. For example, at the simplest form – the definition of an impression varies across the landscape. One operator may count an impression if the ad airs for 6+ seconds, whereas another operator may count an impression after the first frame of the ad is served. And there may be three other definitions for various providers, vMVPDs and OTT partners. One of Cadent’s value props is understanding the value of each impression because they’re definitely not all created equal. Understanding the frequency analyses based on MVPD, viewing environment, and audience allows us to normalize the impression delivery and better understand the true value of that impression to influence conversion.

        Read more about Cadent’s vision for the addressable marketplace.

        This Week in TV News: Friendsgiving and Super Bowl Ads

        Posted on by Cadent Staff

        This week we’re talking about Friendsgiving, influencer marketing during the holidays and Super Bowl ads.

        Snapchat user growth. The ephemeral social app is growing 14% year over year, and by the end of this year, it should have 293 million global users, according to eMarketer. eMarketer analyst Debra Aho Williamson says new features plus a redesigned Android app could explain the increase. By 2023, Snapchat is on track to total about 356 million users. (eMarketer)

        Friendsgiving offers more opportunities to engage consumers. Friends are celebrating Thanksgiving together, and brands including Google, Grey Goose, Sabra and Taco Bell are taking advantage of the cultural phenom to engage with consumers. Taco Bell holds an annual Friendsgiving program in 2013, which involves a dinner hosted at the brand’s headquarters in California, and it releases a new recipe on its website each year for fans who can’t attend the gathering. Friendsgiving events have grown an average of 34.8% year-over-year for the last five years, according to research from Evite. (Adweek)

        Super Bowl ads sell out. For the first time in five years, Fox Sports sold all its commercial inventory in Super Bowl LIV, which will air February 2, 2020. This implies, according to reporting from Variety, that advertisers are flocking for the live element in the era of mostly on-demand viewership. (Variety)

        Holiday influencing is in demand. Marketers are upping their spend on influencers during the holiday season. From Nov. 1 through Dec. 21 last year, influencers using influencer marketing platform Fohr ran sponsored posts at a rate 30% higher than the average over the previous year and a half. Total influencer spend was between $4 billion and $8 billion in 2019, up from $500 million in 2015, according to influencer marketing agency Mediakix. (WSJ)

        Read last week’s TV news.

        This Week in TV News: the Spanish Christmas Lottery Ad and Disney Plus

        Posted on by Cadent Staff

        This week we’re talking about impeachment ratings again, plus the launch of Disney Plus and changes to political advertising on major digital platforms.

        Disney Plus has a big launch. The streaming service premiered Nov. 12 in the U.S, Canada and the Netherlands. In its first day or so, more than 10 million people registered for an account. The service has a huge content library with Marvel, Star Wars, Pixar and Disney Channel properties. Exclusive shows include “The Mandalorian,” “High School Musical: The Series,” and “The Falcon and the Winter Soldier.” (CNET)

        The Spanish Christmas lottery wins Christmas again. Sorry John Lewis – with four new Christmas ads created by Madrid agency Contrapunto BBDO, the Spanish Christmas lottery wins the best holiday creative for 2019 (not an official thing). The four 90-second spots star famous Spanish actors all have a sentimental tone. The Spanish Christmas lottery winnings can be split among a few people, so the ads focus on people sharing their odds with family, friends and acquaintances. (Adweek) 

        Google and Facebook consider changes to political ads. After Twitter’s announcement that it would stop all political advertising on the platform globally, Google and Facebook are announcing changes in their political ad policies. Google will accept political ads but with limited targeting options, and Facebook is reportedly considering doing the same. (CNBC)

        Impeachment hearing ratings are down. On the fourth day of impeachment hearings, 11.4 million viewers tuned in, down from 12 million on day 3. Similarly, last night’s Democratic debate took a hit in the ratings, bringing in a total viewership of 6.5 million, down 29% in overall audience from the low of the previous debate. (Variety)

        Read last week’s TV news.

        This Week in TV News: A New Star Wars Xbox Ad and Spongebob Gets a New Series

        Posted on by Cadent Staff

        This week we’re talking about impeachment ratings, Ciara’s new hosting gig and a new “Star Wars” inspired ad.

        Impeachment hearings get solid ratings. Thirteen million people tuned in for the opening of the House Select Committee on Intelligence questioning on Wednesday. Fox News led the pack with about 2.9 million viewers, according to Nielsen, with MSNBC closely behind at 2.7 million viewers. The hearings were held between 10 a.m. and 4 p.m., outside of primetime hours. (WSJ)

        Spongebob is back. Nickelodeon is making a “SpongeBob SquarePants” spinoff for Netflix, part of a deal in which Nickelodeon will create and produce original animated feature films and television series based on its characters. (The New York Times) 

        Musicians tapped to host music awards. Specifically, Alicia Keys will host the 62nd Grammy Awards, and Ciara will host the 2019 American Music Awards. Keys hosted the Grammys this year and brought friends on stage with her throughout the night, including Michelle Obama, Jennifer Lopez, Jada Pinkett Smith and Lady Gaga. She was the first woman to host since 2005. (CBS News)

        215 McCann’s new ad for a “Star Wars” Xbox game. The Xbox One edition of Star Wars Jedi: Fallen Order has a new live-action spot, “Become a Jedi,” which tells the story of a teen hanging out at her dad’s construction site and imagining that she’s a jedi. See the ad on Adweek). The newest installment of J.J. Abrams’ Star Wars movies, “Star Wars: The Rise of Skywalker,” comes out next month. 

        Read last week’s TV news.

        Cadent Recognized for Leadership in Addressable TV Advertising

        Posted on by Cadent Staff

        Cadent, the advanced TV platform company, was recognized for Most Innovative Use of Audience-Based Buying Technology, Most Innovative Use of Addressable Television and Impact, at the Gabbcon ABBI (Audience-Based Buying Innovation) awards last night.

        The awards event, held in Beverly Hills during LA TV and Innovation Week, celebrates the most innovative companies in audience-based buying as judged by a panel of industry peers and experts.

        Cadent was recognized for Most Innovative Use of Audience-Based Buying Technology, which recognizes technology that delivered measurable results and a competitive advantage for the client; Most Innovative Use of Addressable Television, which recognizes the best campaign using an effective audience-based buying strategy to reach TV addressable homes and devices; and Impact, which recognizes a campaign that had a positive impact on society, the environment, or otherwise.

        Cadent Advanced TV Platform, with double digit growth in its addressable TV campaigns and a client retention rate of over 90%, improves TV campaign performance by optimizing across all premium addressable inventory (OTT, linear, and VOD).  The platform provides unique and powerful analytics capabilities that aggregate and normalize results across media providers, enabling advertisers to scale campaigns and take action to continuously improve effectiveness.

        “Cadent Advanced TV Platform provides an industry-leading solution that standardizes access to all inventory sources so advertisers can execute addressable campaigns at scale and understand ROI holistically,” said Jamie Power, COO of addressable and Head of Analytics, Cadent. “We’re proud to be recognized alongside our clients in leading the charge applying data and technology to TV campaigns.”

        The Gabbcon ABBI Awards have awarded innovation in audience-based buying since 2016.

        View the full press release.

        This Week in TV News: New Holiday Creative and Apple TV Plus Shows

        Posted on by Cadent Staff

        This week we’re talking about new holiday creative making buzz and renewals for four Apple TV Plus shows.

        Automation will “transform” agency jobs in the next decade. Eighty percent of agency jobs will be transformed by automation and learning technologies by 2030, forecasts Forrester. A spokesperson told Ad Age that “automation will enhance the agency workforce, not replace it. We’re very much advocating for humans + machines.”  Forrester analyst Jay Pattisall wrote that we can “expect creative leaders of global creative agencies to drop the data dissonance and incorporate data-driven, tech-fueled approaches and platforms into the creative process and toolkit.” Read more on Forrester’s blog. 

        The ANA releases a diversity report. The report found ethnic diversity is poor from the senior level on down, especially for African-American/Black and Hispanic/Latino marketers. A small 12% of CMOs and equivalent positions are held by ethnically diverse marketers, down from 13% last year. (Radio + Television Business Report) 

        Holiday ads are here, and they’re cute. And as usual, British brands are bringing their A-game, including catalog retailer Argos, which produced an “instant classic” by Adweek’s standards. The three-minute spot, running on TV and digital, features a dad and daughter playing Simple Minds’ “Don’t You (Forget About Me)” on drums together. See the ad in its full cutest on Adweek. 

        Four Apple TV Plus shows get a second season. “See,” “For All Mankind,” “Dickinson” and “The Morning Show” are all getting a sophomore season from Apple, Reese Witherspoon and Jennifer Aniston vehicle “Morning Show” is already filming its next set of 10 episodes. (Variety)

        Read last week’s TV news.

        This Week in TV News: Halloween Pizza Ads and Game of Thrones

        Posted on by Cadent Staff

        This week we’re talking about the best Halloween marketing, Game of Thrones and the Halloween pizza ads.

        PlayStation Vue shuts down. Sony is shutting down its live TV streaming service PlayStation Vue on January 30th, 2020, the company announced today. The service launched four years ago as an early competitor in the pay-TV market. Competitors included Amazon and Netflix. That includes Disney with Disney+, Apple with Apple TV Plus, AT&T with HBO Max, and NBCUniversal with Peacock, among others. (The Verge) 

        GoT creators aren’t going to work on Star Wars. David Benioff and D.B. Weiss aren’t going to work with Disney’s Lucasfilm to launch a feature film trilogy in 2022. Citing their Netflix deal, the pair won’t be working on an installment of Star Wars. (Deadline) 

        Halloween pizza ad wars. Halloween happens to be one of the most popular pizza-ordering days of the year, according to industry group American Pizza Community. October is national pizza month, and in celebration, Pizza Hut is giving out $20 gift cards on Reddit; Domino’s is offering $50 gift cards for people who retweet a post about the celebratory month; and Papa John’s is offering an $11 jack-o-lantern pizza with a smiley face made of pepperoni. (Ad Age)  

        Spooky good Halloween creative. Read The Drum‘s roundup of Halloween coverage. See a psychic perform a spiritual taste test for Burger King, a haunted rum ad from Bacardi, and for Progressive, couples experience the greatest spook of all: becoming their parents.

        Read last week’s TV news.

        We’re Simplifying How Marketers Find Their TV Audiences

        Posted on by Aliana Heffernan

        At Cadent, we’ve integrated the TV audience data ecosystem directly into our platform to provide access to targeted audiences for addressable TV ad campaigns. Our platform offers full control over building customers’ target audiences, allowing them to easily discover and reach the right segments that drive business outcomes. 

        Today, we’re sharing that we released a new platform enhancement that makes it even easier and more intuitive to discover TV audiences across a wide variety of data sources. The new feature, which curates addressable audiences by category, lets customers select one or more industry categories and receive a list of potential first or third-party audience segments to utilize within a campaign.

        Customers will now find the category field when creating or editing audiences on the audiences page within the campaign planning wizard. Select one or more categories, and we’ll serve up a curated a list of audiences that may be interesting to a customer based on their specific industry or category. For example, if you select the CPG category, you might see audience segments like light to medium brand buyers or heavy category buyers. This curated list of available audiences segments will display in real-time for whichever categories the customer picks. They can then select one or more available audience segments to apply to their addressable TV campaign.

        Available industry categories include: 

        • Automotive
        • B2B 
        • Consumer Electronics
        • CPG
        • E-Commerce
        • Education
        • Entertainment
        • Financial 
        • Health
        • Home Appliances
        • Home Services
        • OTC
        • Pharma
        • Retail
        • Travel
        • Tune-in

        This enhancement makes it easier for customers to find their audiences and build effective, data-driven TV campaigns faster. It’s another step forward in Cadent’s mission to provide customers with industry-leading audience building tools that make planning and buying addressable TV simpler and more effective. Stay tuned for more coming soon!

        Learn more about Cadent Advanced TV Platform.

        This Week in TV News: Video Ad Growth and Beverage Innovation

        Posted on by Cadent Staff

        This week we’re talking about the growing video advertising market, compliance framework for CCPA provided by the IAB and IAB Tech Lab, and how Anheuser-Busch InBev is thinking about its portfolio in light of changing consumer behavior. 

        Video advertising is growing fast. A report from the IAB and PwC U.S. found that U.S. digital advertising spend for the first half of this year came to nearly $58 billion, an all-time high for the first six months of a year. Video advertising saw the fastest level of year-over-year growth at 36%, totaling $9.5 billion. (The Drum)

        CCPA compliance framework is open for comment. In another IAB-related news, the organization and the IAB Tech Lab released a first draft of a compliance framework for the The California Consumer Privacy Act (CCPA). The draft is open to public comment through Nov. 5. The IAB Compliance & Privacy Unit will provide “information, solutions, and resources to get ready for CCPA,” according to its site, which has a clock counting down (to the second) how long until the legislation takes effect. (AdExchanger)

        Rethinking the role of the beer giant. Anheuser-Busch InBev’s innovation arm ZX Ventures, with acquisitions like Babe Wine, is “focused on finding the new big thing before it becomes a thing,” according to Pedro Earp, the group’s global CMO. In an interview with Adweek, Earp talks about building on the beverage giant’s portfolio of brands to “drive increased sales uplift, efficiencies and simplification.” Read more in Adweek.

        Spooky shows you shouldn’t watch alone. Or should you? If you’re brave and very into Halloween, Screenrant made a list of scary TV shows, with “Walking Dead” and “American Horror Story” on the list. “The Twilight Zone” is the oldest show on the list, as did newcomers “Into the Dark,” “The Terror” and “Black Summer.”

        Read last week’s TV news.

        This Week in TV News: Jen Aniston Joins Instagram and Syfy Fan-Submitted Spots

        Posted on by Cadent Staff

        This week we’re talking about the “Friends” cast member making waves on Instagram, the most-watch Netflix movies and TV shows from the past year, Syfy fan-submitted creative inspired by classic horror scenes and more.

        Jen Aniston joins Instagram. Right before the November launch of her new Apple + show, “The Morning Show,” Jen has decided to join Instagram. Soon after joining, her account crashed because so many people rushed to follow her. Her first post was a 25th anniversary reunion of her Friends castmates. As of Thursday, Jen has 12.3 million followers on the social platform. She broke the world record for reaching one million followers on Instagram, clocking in at 5 hours. (CNN)

        The best Halloween TV episodes. What’s scary is that there are only about two weeks left of October to watch a lot of Halloween-themed TV. On Esquire’s list: an episode of “Buffy the Vampire Slayer” in which the characters unknowingly buy cursed Halloween costumes; an episode of “The Office” where Michael procrastinates firing an employee; and a “Freaks and Geeks” episode called “Tricks and Treats,” in which Bill dresses up bionic woman. (Esquire)

        Syfy fans create Halloween spots. New promos pay respect to classic horror movie moments, including scenes from Annabelle, The Blair Witch Project and Halloween. Syfy created the promotion with Tongal, a content creation platform, asking for text, treatment, links, storyboards and a pitch video, and Syfy decided which submissions to fund from there. (Adweek)

        Netflix’s top movies, as revealed by Netflix. Netflix decided to share its viewership data for a year’s worth of its most-watched original movies and TV shows, from October 2018 through this month. Sandra Bullock vehicle “Bird Box” came in as the top-watched original movie, with 80 million views. “Murder Mystery” came in second with 73 million viewers. Top TV shows included “Stranger Things” with 63 million viewers; “The Umbrella Academy” with 45 million viewers; and “La Casa de Papel” with 44 million viewers. Viewers who watched 70% or more of a title were counted. (The New York Times)

        Read last week’s TV news.

        The addressable TV realities brands and agencies should know

        Posted on by Jamie Power

        Recently, I sat down with my five-year-old son and explained to him what I do for a living. After a 15 minute conversation he said, “So Mommy you send commercials to me for things that I like, like M&Ms and apple juice because I like them.” I’ve been working in the advanced television space for more than seven years, and yes, it really is that simple! I explained addressable TV in simple English instead of speaking in acronyms or big, scary words. 

        From experience, I can tell you that the concept of addressable TV is pretty easy to understand: identify the right households, send messages only those high-value audiences and have the ability to measure each campaigns impact against a brand’s KPI. 

        Set-top-box addressable television (via cable and satellite providers) began rolling out more than ten years ago, hitting real scale (70 million households) in the last couple of years. In addition, as traditional TV audiences continue to fragment, OTT addressable applications give marketers the ability to target high-value audiences across all screens.  

        When speaking to brands or agencies or reading trade publications, I’m constantly surprised at the misconceptions around addressable TV. And the language we use as an industry doesn’t serve the goal of clearing up what’s possible and not possible with the medium. It’s clear that the marketplace cannot truly scale until we all start to speak the same language, understand the true opportunity and come together to create standards. 

        The reality is that agencies want to enter the world of data-driven television, but it’s still difficult to activate an addressable campaign in a unified way. When all is said and done, there aren’t a lot of tools that let agencies reach audiences in granular way through TV. Understanding how to reach customers at scale without duplicating ads is tricky. 

        Post campaign, it is challenging to surface campaign attribution  in a meaningful, uniform way. If the targeting, test design and metrics are not consistent across screens and suppliers the data is not useful. Analytics groups/data scientists’ time is eaten up by how manual addressable advertising campaign reporting is today, taking in differently formatted raw data from multiple suppliers and or viewing environments before they actually can analyze it. 

        In order to move addressable TV from a buzz word to a flowchart staple, much easier execution is necessary. 

        There a few things brands and agencies understand about this new reality.

        We live in a multiscreen world. Just 25 or so years ago, TV didn’t have much competition. The Internet existed, but smartphones didn’t and neither did tablets. These days, consumers have many tools with which to consume premium television content, and to get an accurate picture of viewing habits, you have to take all of those into account. Nielsen recently found that nearly half of TV viewers always or very often were using a digital device while they watched TV. Often they used devices to look up information related to the content they were watching, “using digital platforms in tandem with TV and audio to augment their overall experience.” Using a second device is a part of how people watch premium, engaging content today, making it more important than ever to focus on the entire picture of who the consumer is versus what content they’re watching. 

        Cross-channel attribution is the future. It’s typically difficult to use a thoughtful approach across all screens today, but it’s possible to activate on data across screens fairly easily from both an addressable and indexing standpoint. Starting with an understanding of television is key. With full transparency into how TV compares to digital performance, agencies can recognize when they should allocate more to digital or more to their addressable spend.

        Automation is possible, and it’s changing everything. Agencies want to focus on gleaning insights from their campaigns to have the ability to optimize their efforts. Simply knowing a campaign worked is not enough. It’s important to go beyond results and provide recommendations to optimize future addressable campaigns, linear television media effectiveness, the value of an impression by viewing environment and/or  targeting audience allocation. Automation makes execution easier for both targeting and attribution, and it creates the ability to cleanly target a uniform audience and measure campaign impact. 

        One objection agencies have to addressable TV is that have tried doing it manually at scale and found it to be too complicated. That’s a valid criticism. Historically, executing an addressable campaign manually has been extremely complex and very arduous. Putting together an addressable TV campaign has been accessible only to those who have put in the time to understand its nuances versus those of traditional television and were willing to put in the time to manage the manual processes. Technology is starting to change that, and the partners who solve challenges through unification, automation and data science are the ones who will guide brands and agencies into a new era of TV that’s data-rich and technology-driven. 

        Learn more about Cadent addressable, or get in touch with us.

        This Week in TV News: a Walter White Pop-Up and an Increase in OTT Subscriptions

        Posted on by Cadent Staff

        This week we’re talking about “Breaking Bad,” the NFL streaming to more countries through OverTier and an increase in household OTT subscriptions.

        Get the full Walter White experience. Well, not the full experience of Walter White, but a “Breaking Bad” experience, complete with set recreations from the show and a themed bar and snacks. Servers will wear  hazmat suits, and fans will get to make their own cocktails during what Vince Gilligan calls “the chance to experience Walt’s world firsthand.” (Adweek)

        The NFL is streaming to more countries. In fact, 181 countries and territories will be able to stream NFL games, thanks to the NFL and streamer OverTier. OverTier has held rights to operate NFL Game Pass in Europe since 2017. Now, only three countries (the U.S., Canada and China) will not be served by NFL Game Pass through OverTier. (Variety)

        Households are subscribing to more OTT subs. A survey from Parks Associates found the number of households with multiple OTT subs has increased by 130% since 2014, with 46% of U.S. broadband households subscribe to two or more services. The number of OTT services available for subscriptions has gone up 140% in the past five years, according to senior analyst Steve Nason, who added, “consumers are finding they can’t fulfill all their interests through a single service.” (FierceVideo)

        CMOs are feeling good about budgets. Gartner’s CMO Spend Survey found that overall marketing budgets were down from about 11% of overall company revenue in 2018 to 10.5% this year, six out of ten CMOs believe budgets are set to tick upward in 2020. Marketing technology investments dropped by 3% year over year, falling to 26% of marketing budgets in 2019. (BusinessWire)

        Read last week’s TV news.

        This Week in TV News: 2020 Presidential Election TV Ad Spending and In-Store Shopping

        Posted on by Cadent Staff

        This week we’re talking about 2020 election TV ad spending, in-store shopping by Gen Z and millennials (yes, they shop in physical stores) and Premiere Week ratings.

        Young people are shopping in-store, actually. The natural assumption would be that younger consumers (millennials and Gen Z) prefer to shop digitally because they’re digital natives who prefer the speed and ease of online shopping. Not so, according to a recent study from Oracle NetSuite, Wakefield Research and The Retail Doctor. Forty-three percent of millennials and Gen Z are likely to increase their in-store shopping this year. The reason may be that they’re shopping for necessities they want immediately, says a senior commerce marketing analyst at NetSuite. (Adweek)

        2020 presidential candidate TV spending thus far. FiveThirtyEight is tracking TV ad data for the 2020 presidential election, finding that most candidates haven’t started spending much on TV ads yet. As of late September, the philanthropist Tom Steyer has used TV most, accounting for $12 million of the estimated $15.4 million that had been spent on presidential TV ads. To date, most candidates have been focusing spending on Facebook and Google ads. In 2016, campaigns and organizations were spent $2.4 billion on broadcast TV ads. (FiveThirtyEight)

        Broadcast TV ratings for Premiere Week are weak. According to live-plus-same-day data, ratings for adults 18-49, fell 12% year-over-year. On average, the Big Four networks drew 1.75 million members of the demo per night. And our of the 13 new series that aired episodes last week, just one (Fox’s “Prodigal Son”) got a 1.0 rating in the 18-49 demo. (Ad Age)

        “Stranger Things” gets a fourth season. Netflix agreed to make another installment of the 80s nostalgia-infused TV show, signing on show creators the Duffer Brothers to a multiyear film and series deal. Netflix said nearly 41 million household accounts watched the show’s July 2019 third-season premiere within four days of it being released. (Adweek)

        Read last week’s TV news.

        Operators Should Deploy Addressable Advertising to Better Compete with Digital Monoliths

        Posted on by Keith Kryszczun

        Today, just 10% of one billion global pay TV homes are enabled for addressable advertising. 

        For EU broadcasters and operators, addressable growth represents a huge opportunity. By 2023, Strategy Analytics projects the global TV and digital video advertising market will total $260 billion. If 30% of that spend shifts to addressable advertising, as many advanced advertising experts predict, $90 billion in global advertising will be spent on addressable advertising. With their network and video delivery capabilities, as well as their direct-to-consumer relationships, platform operators can enable cross-platform, anonymized, deterministically targeted advertising with closed-loop attribution. They have the opportunity to get a significant piece of that advertising spend shift through revenue share arrangements with their content providers just as Youtube, Roku, Hulu and other video market entrants do today.    

        Competition for addressable dollars will be fierce, especially as digital companies with massive scale and deterministic targeting capabilities enter the market. To compete with digital players, platform operators have to achieve the necessary scale across data, content and advertising capabilities. And the way to do that is by partnering with broadcasters and enabling cross-screen advanced advertising, especially across linear television viewing which still garners the majority of time spent for most major TV and video markets. By not enabling targeted advertising on linear TV, the leading broadcasters and platform operators are not leveraging a core scale asset as they compete with digital video players.   

        A close partnership, like the integration between Liberty Global’s Virgin Media and Sky’s AdSmart platform, is a great example of an operator and broadcaster coming together for a joint addressable advertising initiative. Through an integration with Sky’s AdSmart platform, targeted addressable advertising is delivered across Virgin Media’s UK footprint, allowing partners and advertisers to utilize targeting capabilities that have previously been confined to digital advertising. Additionally, these capabilities will be enabled cross platform so advertisers can optimize reach and frequency across live and on-demand TV, whether viewed on through a STB or on digital devices.  

        In order to deploy this kind of system, an operator has to offer multiplatform TV advertising execution for content providers, starting with linear with television, where more than three quarters of all viewing is done live, according to BARB, as well as video-on-demand and video on devices. Reach and frequency control is needed across platforms and TV formats to ensure subscribers get personalized advertising but aren’t overexposed to the point where their experience is degraded.   

        An open system, one that can integrate with broadcasters’ advertising systems, is needed – this means the system must be API-driven and enables broadcasters to easily integrate with their existing ad systems for key functions like campaign integration, audience queries and robust reporting on performance and delivery.  

        In addition, there’s an opportunity to enable these types of advanced advertising services between operators, enabling even greater scale and automation and giving broadcasters the ability to manage campaigns across two different operator footprints in a single, unified workflow. Operators would also get a faster, more cost-effective way to generate revenue and achieve scale by pooling their data assets while sharing advanced advertising services managed in the cloud.

        Bringing digital’s best, leaving behind the rest

        A broadcaster-operator partnership can improve the relevance of subscriber experiences, and it can improve ROI for advertisers. The key is doing it in a privacy-complaint way. 

        Ad tech practices are under ever closer scrutiny with GDPR in full swing. Complaints filed in Belgium, Luxembourg, the Netherlands and Spain argue that real-time bidding, RTB, entails “wide-scale and systemic” breaches of Europe’s data protection regulations. A report from the UK Information Commissioner’s Office found systematic issues including “insufficient consent, transparency and overbroad collection of data within the RTB supply chain,” calling out complex, confusing privacy and data disclosures. 

        Consumer trust is at stake, and it’s more important than ever to leave behind what didn’t work with digital advertising. Fortunately, addressable TV advertising has privacy safeguards built into it. Virgin Media and Sky, for instance, have put in place automated addressable advertising workflows that avoid the data leakage associated with RTB and are more privacy compliant.  

        There are plenty more benefits of deploying an addressable TV solution for an operator beyond new revenue generation, including a better video experience and more efficient marketing of an operator’s own product and services offerings. With high quality data assets, operators can expand their traditional ARPU-based businesses with a stronger focus on data monetization. Today, with digital giants, data monetization happens mostly through enabling more effective advertising. By enabling addressable advertising services and leveraging their existing network and video delivery capabilities, as well as their direct-to-consumer relationships, operators can offer platform-based advanced advertising services that justify a healthy revenue share of advertising spend. 

        Now is the time for operators to take control of their own destiny and seize the addressable opportunity in the EU. Delivering household addressable advertising to subscribers will bring value to the entire ecosystem – broadcasters, content owners, and advertisers.

        Learn more about our Content Monetization Solutions or get in touch.

        This Week in TV News: New Fall Shows and Phoebe Waller-Bridge

        Posted on by Cadent Staff

        This week we’re talking about an Amazon deal for new content from Phoebe Waller-Bridge, new fall TV that premiered this week, falling Emmy Awards viewership and more. 

        It’s premiere week. Fall TV is in full swing, with “The Good Doctor,” “Grey’s Anatomy,” “Empire,” “This Is Us’ and “New Amsterdam” all airing episodes this week. Netflix made “The Politician,” starring Ben Platt, Gwyneth Paltrow and Jessica Lange, available to streamers today. Amazon released a one-episode, two-hour musical series finale of “Transparent,” with lead character Moira’s death as the focus. (Newsweek) 

        Emmy viewership drops by a third. Emmy Awards viewership dropped to about 6.9 million viewers, down 32% from last year, according to Nielsen data shared by Fox. This is the first time less than 10 million people have tuned in. Last year, 10.2 million viewers tuned in for the Emmys, which were hosted by Colin Jost and Michael Che. (NBC News)

        J. Lo and Shakira will play the halftime show at the Super Bowl. This February, the two pop stars will take the stage in Miami, Pepsi announced with Roc Nation. This is the first time the two singers will perform together, and it marks the NFL’s 100th anniversary. (Ad Age)

        Phoebe Waller-Bridge gets Amazon deal. The writer and star of “Fleabag” won six Emmys for the show and signed an Amazon Studios deal for about $20 million per year, according to Variety. Waller-Bridge, also the writer and show-runner for the award-winning “Killing Eve,”  will create and produce new shows available through Amazon Prime Video. In a statement, Waller-Bridge said working with the team on “Fleabag” was “the creative partnership dreams are made of.”

        Read last week’s TV news.

        Advanced TV Offers CPG Marketers the Precision and Scale They Require

        Posted on by Cadent Staff

        Everyone can name a few consumer packaged goods that stir feelings of fierce loyalty: the chip they serve at every Super Bowl party, the laundry detergent that they swear works better than others, or the brand of soup they’ve been eating since childhood.

        In recent years the CPG industry has been met with numerous challenges. Some, like the need to compete with two-hour shipping windows, are due to digital transformation, or the use of digital technology to solve problems. Changing consumer behavior is also presenting challenges to the CPG industry. With a recent study showing that more than half of consumers surveyed in the U.S. and UK had reduced the amount of disposable plastic they used in the previous year, a laundry detergent brand may find itself forced to rethink its packaging. Home products brand Seventh Generation, for instance, uses blends of recycled cardboard and newspaper to produce its laundry detergent bottle. 

        Beyond sustainable materials, millennials are almost four times more likely than baby boomers to avoid buying products from “the big food companies,” according to McKinsey. Thanks in large part to health concerns, salt-laden soup may no longer be the lunch of choice. Add in the fact that new entrants are disrupting the traditional CPG-customer relationship, and it’s no wonder that 80% of leading CPG brand CEOs are concerned that their business model may be at risk.

        In response, many CPG companies are rethinking their portfolios, tailoring new products with wellness and more-sustainable packaging in mind, and creating their own private labels. Others are investing in ways to drive innovation, including venture funds and incubators.

        Alongside those other smart moves, they’re also rethinking their marketing strategy. Television, they may come to realize, can provide a solution to many challenges they’re facing.

        Out-of-the-Box CPG Strategy

        Despite loyalty from some consumers, CPG brands have long been plagued by high market saturation levels and low consumer switching costs. It’s easy to switch from one brand to another, depending on price or availability. 

        This makes it vital for a brand to prioritize top-of-mind awareness, and data-driven TV advertising can be an instrumental part of that strategy.

        Indexed linear television, for instance, can be used to identify those more likely to be in-market for a particular product. And today’s indexed TV applies modern data sets to TV marketing. By matching data such as purchasing habits or household income to viewing habits, a CPG brand can reach their target audiences efficiently with a relevant message. 

        For a more targeted approach, addressable TV advertising allows brands not only to hone in on a receptive audience at a granular level, it also follows the customer journey, using purchase and behavioral data to target current buyers to increase market penetration, boost customer loyalty, identify purchasers of competing brands or products to promote switching, and tap lapsed purchasers to help bridge gaps in purchase history.

        The assumption may be that addressable TV advertising is worth the investment only for industries and brands seeking specific customers for costly products or services – middle-aged women seeking to upgrade the family car, for example, or golfers planning their next resort vacation. Following that line of thinking, makers of mass-market items that almost everyone uses – tissues, soap, or sandwich bread – need only to cast the widest possible net and reach the largest audience to prosper.

        Targeting a more specific audience at the household level, however, can minimize waste while retaining an effective level of reach. For instance, a CPG brand used addressable to shift share from a competing brand, resulting in a 21% increase in brand penetration. 

        Both indexed TV campaigns and addressable TV campaigns offer valuable insights on what worked and what didn’t work with a campaign. For indexed linear, ACR data gives clarity on who watched and what they were exposed to. After an addressable campaign, incremental impact can be measured against a brand’s KPI.

        Bottling the Power of TV  

        Marc Pritchard, the chief brand officer of Procter & Gamble, a company whose products are used by some 5 billion people globally each day – and one that has been widely celebrated for the success of their mass marketing – told attendees at an ANA gathering that there was a pressing need to reinvent traditional modes of advertising. The ideal would be, he explained, “mass reach with one-to-one precision.”

        Indexing and addressable TV advertising, two highly potent mediums, offer both precision and the scale CPG marketers require. 

        Read more about our industry solutions.

        This Week in TV News: Tinder’s Streaming Series and a Cheez-It and Pizza Hut Collab

        Posted on by Cadent Staff

        This week we’re talking about a new choose-your-own-adventure video series premiering on Tinder, a collaboration between Pizza Hut and Cheez-It, and a proposal for new consumer privacy standards from the IAB Tech Lab. 

        Tinder gets into original content. The dating app is releasing six episodes of a choose-your-own-adventure series next month. App users will be able to swipe left or right to advance the story, which takes place during an apocalypse. The director, Karena Evans, is behind hits like Drake’s “In My Feelings” and “Nice For What” music videos. (Variety)

        Pizza Hut and Cheez-It release an iconic, cheesy collaboration. Who knew the pizza restaurant chain and the snack cracker would be a match made in snacker heaven? “The Stuffed Cheez-It Pizza,” available for a limited time and priced at $6.49, is basically a pizza pocket with a layer of Cheez-Its, shaped like a large Cheez-It. (Food and Wine)

        IAB Tech Lab proposes new consumer privacy standards. “ Proposal for Enhanced Accountability,” the IAB Tech Lab’s new set of technical solutions and standards, aim at address concerns around privacy, data sharing, and security while “retaining the value of open standards, is to work towards enhanced accountability to consumer privacy across our industry.” Read more about the proposal on the IAB Tech Lab’s blog.

        “Friends” turns 25. More than two decades later, the show (which leaves Netflix next year) is still popular and drawing new audiences to its story of a few twenty-somethings living in New York. The Hollywood Reporter ranked the show’s top 25 episodes in honor of its 25th birthday. 

        Read last week’s TV news.

        Advanced TV Marketing Strategies for QSR Success

        Posted on by Cadent Staff

        There’s a lot at stake for quick serve restaurants. 

        More than a third of Americans eating fast food every day. Annual revenue in the industry reaches $110 billion.

        Today, QSR marketing campaigns have to attract the attention of potential diners wherever they’re consuming content, and that means brands have to use every channel at their disposal – from radio and print to television and digital.

        Fernando Machado, Global CMO of Burger King, described the advertising landscape he navigates: “QSR is super-competitive, very promotional. If I’m not on-air on TV, my sales drop. Literally. And we know that immediately,” he explained. Still, he added, the brand knows younger audiences are watching less TV, and if you want to capture the hearts, minds and stomachs of the next generation, “you need to strengthen your presence in digital, and content creation.”

        Supersize your marketing with data-driven TV

        Because the potential customer base for QSR is so large, a wide-scale TV campaign aimed at increasing brand awareness makes sense in many cases, especially when you consider that visitors to the top-five QSRs in the country watch approximately 12 percent more television than the general population, according to a recent NinthDecimal study. 

        TV can be part of an especially effective strategy when ads are paired with relevant programming (just like those crispy, hot fries taste better alongside an icy soda). Technology partners can identify consumers more likely to be in-market for a particular QSR by matching data on purchasing habits or household income to viewing habits. Someone who binge-watches a family-friendly show like “Modern Family,” for example, might be interested in a kids-meal promotion at a QSR, while a fan of an action-packed drama like “Vikings” might be more likely to go for a deal on a hefty burger. 

        Furthermore, through aggregated national supply, QSR marketers can reach a national audience during a TV event like the Super Bowl or Oscars, even if they aren’t an official sponsor, by airing their creative through bundled local inventory.

        Dig into digital

        A television campaign with powerful creative, when used in conjunction with digital tactics, can help QSR marketers reach their audience at the right time with the right message. But it’s important to keep in mind that it’s not enough just to communicate timely offers or unveil new menu items.

        QSRs with huge numbers of social media followers are finding new ways to engage and entertain. Look at Wendy’s Twitter account, which roasts not only its competitors but its customers (who actually request that honor). Burger King gave diners the opportunity to buy a Whopper for one cent if they stopped at a McDonald’s first in a geo-location stunt. Domino’s “Paving for Pizza” campaign involved the chain offering to pave potholed roads for customers so delivery people could get pizzas to them intact. (In its first week alone, the Domino’s campaign garnered 35,000 organic mentions on social media.) These creative, cross-platform strategies are vital to successful QSR marketing today.

        An approach that incorporates channels where customers consume content, along with sequential messaging, can keep a brand top-of-mind, which is vital for QSRs seeking to win market share, especially given that repeat visits and incremental revenue are more important in the restaurant industry than in others. After all, people don’t buy cars every day, but they certainly need to eat on a daily basis. Whetting their appetites through their televisions and mobile devices is a reliable recipe for success.    

        Learn more about Cadent’s industry solutions.

        The Impact of an Earlier Oscars Ceremony on On-Demand Planning

        Posted on by Allison Smith

        Awards season buzz has a powerful impact on viewer interest in films, both at the box office and in the home. This year, studios will need to adapt their strategy to profit from this effect, as the Oscars—Hollywood’s biggest night—are being broadcast almost a month earlier than usual.

        Why does this matter for on-demand planning?

        Let’s break it down: The average time between theatrical and VOD release is about three months. Oscars timing usually aligns pretty well with award-contender films that want to capitalize on the theatrical window between Thanksgiving and Christmas, before releasing on-demand by late February – just in time for the Oscars telecast late February or early March.

        This timing is important. Titles with awards buzz get a boost in on-demand transactions, but only within a certain window. The further a VOD release date is from the award ceremony, the lower the organic impact of the award buzz.

        Cadent found that when a film is released on-demand the month of the award show rather than the month before, the ROAS dropped by 16%. That stat continues to plummet, dropping by 40% the month after the award show and 56% two months after.

        We also looked at the correlation between studio investment and revenue. In the month before and the month of the award show (with the award show at the end of the month), studios saw strong returns with additional investment. In the month after the award show, however, that relationship weakens substantially. This shows that many studios probably underspent, banking on award show buzz that had petered out.

        In short, this means that titles with awards buzz that are released on-demand after the award show need more support and a higher ad spend.

        A well-planned VOD release is especially important for smaller independent films that don’t carry resounding box office success or wide audience buzz. (Think “The Favourite” versus “A Star Is Born”.)

        Leading up to the award shows, these small films have a hearty buzz that can make up for low awareness coming out of a less successful theatrical window. This buzz can be harnessed for strong returns and performance surpassing similar low-awareness tiles without this buzz. Once the awards are handed out, however, these smaller films tend to fade into the background, especially if they don’t win any big-name trophies.

        With this year’s Oscars ceremony falling at the beginning of February, there is a much smaller window in which a title, especially a smaller one, can ride the award season wave.

        Let’s walk through an example: a film is released on Christmas Day and is nominated for an Academy Award. The film is not a wide-release box office hit, but is critically acclaimed and is getting a lot of awards buzz. Based on the average release schedule, it won’t be available on-demand until the end of February, two to three weeks after the Oscars ceremony. Based on Cadent’s findings, this film would see a 16-40% drop in return on ad spend. It would need a much larger spend to make up for the lapsed award show awareness.

        Heading into fall and winter, there are some best practices to make the most of the short awards season. First, let the big budget box office hits run their own course. These films should have enough awareness and buzz without an award-show boost to perform well on-demand. Releasing them based on ideal holiday theatrical timing and adapting revenue goals based on their theatrical success is a smart strategy.  

        Then, focus attention on smaller releases that will garner critical acclaim and nominations. Consider earlier releases for these titles, to time their on-demand release in January. This positions the titles that can benefit from awards buzz the most during the time when they can benefit from awards buzz the most. 

        To get a better grasp on the impact the earlier Oscars ceremony could have on in-home entertainment and the movie-rental window, get in touch with us.

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

        This Week in TV News: Customer Trust and Historic Emmy Nominations

        Posted on by Cadent Staff

        This week we’re talking about Apple TV+’s premiere date, historic nominations for the Emmys, including a possibly record-breaking win for Julia Louis-Dreyfus, people’s feelings on personal data safety and three new S.N.L cast members.

        Apple TV+ has a launch date. The streaming service will debut Nov. 1 at $4.99 per month and a free year sub for anyone who buys a new Apple device. At an Apple event, Tim Cook announced plans for the launch of several original shows. There’s no word yet on whether there will be licensed shows and movies, bundles, which devices it will stream to and more. Read other unresolved Apple TV+ questions on CNET. 

        Salesforce CMO talks customer trust at Dmexco. In her Dmexco speech, Stephanie Buscemi outlined why consumers are wary. Almost 60% of consumers fear their personal data is vulnerable to hackers, and 54% think companies don’t operate with their customers’ best interests in mind. On the bright side, 91% of customers are likely to trust a company that’s transparent about how personal data is used. (Adweek)

        Historic Emmy noms. To add some weight and drama to the awards show this year, a few nominated shows aired their final seasons, including “Game of Thrones” and “Veep.” If Julia Louis-Dreyfus wins a ninth award, she’ll break Cloris Leachman’s record for most overall acting wins. Other history-making nominations include Ted Danson, who’s been nominated for leading actor in a comedy series 13 times, capping off with this year’s nomination for “The Good Place.” Likewise, Peter Dinklage has made history playing Tyrion Lannister on GoT, with eight best supporting actor nominations for the character and the most nominations for a single performer in a drama, male or female. (Hollywood Reporter) 

        S.N.L. adds three new cast members. “Saturday Night Live” is adding three new comedians to its lineup for its upcoming 45th season: Chloe Fineman, Shane Gillis and Bowen Yang. Yang, currently a writer on S.N.L., will be the show’s first Asian cast member. In August, Leslie Jones announced her exit from the show. (Variety)

        Read last week’s TV news.

        Congrats to Cadent’s Patricia Van Nostrand, a Cynopsis Top Woman in Media

        Posted on by Cadent Staff

        We are excited to share that Patricia Van Nostrand, Vice President of Advanced TV Operations at Cadent, was named an Industry Leader in Cynopsis’ Top Women in Media list. 

        This honor is given to women who have contributed to every area of the media industry and who are integral to moving their businesses forward and bringing fresh innovation to the field.

        “She goes above and beyond. No is not a word – she figures out a way to make it happen. Patricia’s background is digital, and she took the time to understand how to bridge the gap between TV and digital and how clients can leverage analytics as TV evolves. She was also instrumental in merging the cultures together as one2one, Cadent Network and Cadent Technology came together as Cadent last year. She’s the backbone of our team, making sure we’re executing and considering how we can use data to make campaigns work harder.” – Jamie Power, COO of addressable & Head of Analytics, Cadent

        Here’s a brief interview with Patricia on how she keeps up with the rapidly changing TV marketplace and works to support her team members.

        How do you keep up with the changing TV industry?
        Television is and will always be a balance of traditional and progressive tactics. For me, staying current begins with consistent engagement and collaboration with my peers from all areas of the television business. What’s important to me is communicating with our team on what’s happening and how those changes impact us as an organization. I devote extra time and attention to perspectives that aren’t consistent with my own to ensure I’m not missing something. We’re all seeking solutions to similar problems and our joint expertise often gets to the finish line quicker than our individual strides, so I started a monthly “advanced huddle” where all teams share recent updates, progress, challenges, etc. The goal is to increase cross-team collaboration, communication, education and overall team building. Part of remaining current in this business is staying grounded and staying focused.

        What was your experience moving from digital to TV?
        I was advised early in my career not to think of TV and digital as competing entities or “old vs new.” When I first came to television from digital, it was clear that TV could be much more data-driven, but I learned to understand the value they both bring, and I try to focus my time and energy on improving the discussions around each channel accordingly. It’s very easy to say TV should be more like digital in terms of targeting, the use of better data, and more precise measurement. It’s also important to remember that television remains an incredibly efficient and effective tool for many advertisers. The effort we all make to assemble the perfect mix of television and digital is among the most important elements of our business.

        Talk about your management approach.
        For me, management is comprised of two very critical components. There’s managing people, and there’s managing business goals, and I’m responsible for both. My approach is constantly asking and implementing how we can improve as a team using technology. Helping our people navigate this business, discover core strengths, and making them as productive as possible is very important to me. If a person enjoys what they do and feels like they are learning and challenged, it will reflect in their output. If the team is working in relative harmony, business tends to follow suit.

        It’s also important to me to understand career paths my team wants to pursue and what makes them get excited about coming to work every day. I enjoy discussing what they want to do, asking things like, do you see yourself enjoying work more in the office or out of the office? Do you like entertaining people, do you like math and Excel? Do you like working in systems or do you like the art of storytelling? I love being able to get them to consider things they wouldn’t otherwise. If they haven’t given it thought, I want them to start now.

        It’s fair to say you enjoy being a mentor.
        Absolutely. I’ve had some excellent mentors in the past and still do. So, I take my relationships with my team and peers very seriously and I do my very best to guide them as best as I can. Continuously asking questions that encourage people to think about where people want to go with their careers is critical to our success as an organization– and you retain talent that way. One of the functions of my job that I enjoy the most is working with HR and our executive team for further corporate learning and development.

        How have you navigated periods of uncertainty?
        Communication is key. There are going to be times where we’re not quite sure what the outcome will be but continually managing expectations around the uncertainty lets people know it’s not black and white all the time. You have to enjoy the gray and navigating uncharted water.

        In a previous role, I helped bridge the gap between product and sales, client services and research. I escalated any issues when necessary and with the feedback I received, I adapted and communicated. With every client initiative I was the stopgap that made sure the workflow was set up for success, identified potential obstacles and addressed as needed. Uncertainty is just another variation of a challenge and I welcome it.

        What’s your approach to team culture?
        Connection. Advertising is a people-based business and I aim to connect with the people in the office, our partners and vendors we can potentially work with. I make it a priority to understand who they are, what they do, and most importantly what they want to gain from their current role or position. It’s important to me to know who I work with and create connections with people. Some of my most valuable friendships today are colleagues, both present and past.

        How do you help your team continue to grow?
        I look for any opportunity I can to put them in front of the room and give them a platform to lead. I believe in cultivating growth, identifying their strengths and provide people with the ability achieve their goals and succeed in their roles.

        I identify gaps, and I don’t always have to lead. Someone might ask me to be in a meeting, and I’ll refer them to someone on my team so I can elevate those around me. I don’t need to be the one in the room all the time. I want to give my team the opportunity to step up into new territory. It’s the only way we all grow.

        See Cynopsis’ full list of Top Women in Media, and learn more about working at Cadent. 

        Closing the Addressable TV Household Gap with SpotX and Cadent

        Posted on by Cadent Staff

        Addressable advertising is growing, with industry experts saying it’ll hit $3.3 billion in spend next year. As the medium continues to go mainstream in the U.S. and UK, and more international markets such as Germany, Holland and Belgium begin to enable addressable inventory, Cadent and SpotX are ready to take our partnership to the next level.

        We recently sat down to talk about how we’re working together to move the industry forward. Our partnership, which makes it easier for premium TV media sellers to monetize their data and inventory by integrating their market-leading SSP and addressable execution platforms, gives agencies and advertisers greater access to cross-platform addressable inventory via an optimized workflow.

        Below, SpotX’s Allen Klosowski and Cadent’s Paul Ranger discuss why we came together to unify premium TV inventory and streamline processes to enable cross-platform buying and selling and optimize reach, frequency and efficient execution.

        Allen: Our team at SpotX is thrilled to work with Cadent, the leading addressable TV platform, on developing a solution to create a simplified way for agencies and advertisers to access cross-platform addressable inventory on premium TV across the U.S. as well as markets in Europe. Let’s talk about the power of addressable TV advertising and how our partnership helps address challenges in the ecosystem.

        Paul: Sure. To start, addressability truly marries the power of premium TV reach and attention with the targeting and measurability of digital, but even in more mature markets such as the U.S., planning and executing these campaigns is tough. Fragmentation and legacy technology systems pose many challenges, and as we both know, there’s a lot of work to do.

        What Cadent and SpotX are focused on doing for the industry is enabling inventory owners to surface their addressable linear and time-shifted inventory from multiple platforms and making it available to the demand-side to transact programmatically.

        Allen: Yes – and by bringing digital planning and execution capability to target campaigns across all forms of premium TV including set-top boxes, we make buying and executing addressable campaigns across multiple platforms far more efficient.

        This is great for the buy-side as more and more advertisers make addressable a key element in their campaign planning. And it means we can now accurately track and measure the performance of more premium TV inventory against individual advertiser KPIs, and we can conduct much broader ROI analysis on premium TV buys. This means buyers should see greater value or at least be able to refine and optimize their planning based on real attribution data.

        Paul: Seeing the return on investment is really key to buyers seeing the value of the medium. And from the sell-side perspective, we can drive inventory sell-through and overall yield across the board so revenues are higher. Sky in the UK is a great example of this – they’ve demonstrated how addressability attracts new advertisers who previously couldn’t use TV as it had a connotation of wastage. We also make it easier for them to create new ad products for advertisers.

        This partnership took a lot of collaboration, and we’re very proud of that.

        Allen: Absolutely. For SpotX, this collaboration strengthens our mission to deliver a cross-platform, “Total Video” approach to ad-serving, and in our perspective, it comes at a pivotal moment for the industry.

        Paul: I agree. We’re at a turning point now where addressable TV advertising is becoming more mainstream. About three-quarters of U.S. TV households are now enabled for addressable ads, but only one-eighth of that inventory has been made available to buyers. There’s a lot of work to do, and more collaboration across the industry will be critical to the success of all.

        Allen: And there’s a huge upside to cross-platform solutions such as the one offered by SpotX and Cadent, which enable all ecosystem players to capitalize on this unmet demand and drive some of the $17 billion (and growing) digital advertising spend to television.

        Paul: Another key part of this partnership is what it does for subscriber data and user experience. Platform operators can monetize their data in a more GDPR-compliant process so subscriber data is protected, and experience-wise, subscribers will see more relevant ads, and ad loads will be contextually optimized.

        Allen: Definitely. It’s a win/win for the industry. Advertisers see better results and higher ROI on their campaigns, while operators and programmers see the benefits of better advertising yields and more incremental revenues to support their businesses. And as marketers focus on reaching people in the moments that matter with relevant messages, they’ll continue to ramp up their addressable spending and experimentation in the months and years ahead.

        The medium offers clear value over the data-blind constraints of traditional linear. For service and content providers to thrive during this paradigm-shift, they’ll need to prioritize new partnerships with technology companies that can keep pace with evolving advertiser demand, as well as the ever-increasing expectations from consumers.

        Read more about Cadent’s tools for content monetization.

        This Week in TV News: New Standards from the MRC and Heinz Creative

        Posted on by Cadent Staff

        This week we’re talking about a design solution to ketchup bottle woes, the fall TV shows you will probably hear about and maybe watch, and new cross-screen measurement standards from the MRC.

        The MRC’s cross-screen measurement standards. The Media Rating Council issued a final version of its provisions for measuring video advertising and content delivered through television, OTT and digital, both desktop and mobile. The standards “mark a consensus” across 175 companies have support from the ANA, 4A’s and IAB, per reporting from Adweek. MRC CEO George W. Ivie said the idea was to “make these measurements fair and on an apples-to-apples basis across all these video platforms” and that by “reining things in,” media buyers will get a better idea of campaign reach. (Adweek)

        Tfw the ketchup won’t come out. Heinz Canada released new creative focused on that classic challenge of getting ketchup out of the bottle. A new “Pour Perfect” bottle shows an askew label when the glass ketchup bottle is set down. The label appears upright only when you pick the bottle up and hold it at the right angle for pouring. The project is from Rethink Canada. (Ad Age)

        What will be big in fall TV. Vulture goes through upcoming TV shows, including offerings from Apple and Disney+, and gives its take on which shows will be biggest. Among them: a new Jen Aniston-led morning show series; a Netflix fantasy based on a video game called “The Witcher,” billed as the next “Game of Thrones”; and a Star Wars series from Disney+ called “The Mandalorian.” (Vulture) 

        Why a TV critic cut the cord. Tim Goodman talks about his journey from cable to OTT services. He starts by identifying what he wants (“I definitely wanted live sports and the local network affiliates that carry them,” he says) and what he needed for sports viewing (he doesn’t care about ESPN, but needs the NBC Sports Network for Giants, A’s and Sharks games). Read his account on The Hollywood Reporter.

        Read last week’s TV news.

        We Focus on TV First So the Industry Can Win Together

        Posted on by Eoin Townsend

        Forrester’s Cross-Channel Video Advertising Platform New Wave report was published today, including an evaluation of Cadent Advanced TV Platform.

        This report evaluated the cross-channel video landscape, and in our opinion, it focuses on digital companies broaching the world of TV. Cadent, a pure-play TV platform and not a cross-channel platform, chose to participate because it’s important to take part in the conversation on both sides of the equation about how these worlds are coming together. 

        There’s much more to the advanced TV ecosystem than mastering addressable and modernizing linear TV – our platform ties the entire TV ecosystem together into a single solution that streamlines the process of buying and selling of television.

        What’s important for a strong product vision is what you choose to focus on and what you don’t choose to focus on. We chose to focus on providing national advertisers episodic, professionally produced video content that offers premium content with advertising considered part of the programming, and we chose not to focus on short-form digital video and social ads. That way, advertisers can maintain quality and impact when reaching their TV audiences in a brand safe manner, delivering a message in the moments people are most immersed in content. 

        Today, television is complex – a combination of legacy systems and constantly modernizing technology. In light of this complexity and the challenges of audience fragmentation, we choose to focus on the evolution of TV, always keeping in mind what’s in the best interest of the whole TV ecosystem, including buyers and sellers. Digital companies approaching the business of TV with digital solutions, which as we know, in addition to trying to connect TV into their workflows, also aim to optimize banner ads, mobile apps, social feeds and more. A cross-channel TV strategy requires a thoughtful TV partner and not a retrofitted digital approach.  

        The reality is that today, traditional TV is still bought mostly the same way it was 20 years ago. In ten years, there will still be cable boxes and linear TV viewers, even as TV audiences evolve. The platform advertisers need is one that brings those experiences together, from linear TV to addressable and OTT, making it different from a traditionally digital-first DSP platform. Our platform prioritizes integrations and quality engagement that drives performance, builds brands and creates experiences. 

        Television is evolving. Its evolution won’t come from the aim of being more like digital – its evolution will come from the desire to bring the best of television and the best of digital together to become better, more automated and more transparent. Engaging audiences in a premium environment is key, as is making it easier to transact and easier for marketers to measure the impact of their campaigns. We focus our innovation only on the needs of the television industry, and we think that’s the best way to help the industry win together. 

        In TV buying, it’s our responsibility to protect consumer data and work with partners who protect consumer data. We’re focusing on building an environment where a wide variety of scaled and targeted audiences can be activated, where the value of partners’ respective businesses and the value and needs of advertisers are brought together to help them navigate TV advertising from traditional to advanced buys, across all inventory channels.

        For our customers, we want to make it easy to leverage our technology and connect with their audiences in a highly fragmented landscape. We’re entering a data-driven, technology-rich future of TV advertising, and more than ever before, audiences, inventory partners and ecosystem partners require a thoughtful strategy that drives real business results. 

        Read more about Cadent Advanced TV Platform.

        This Week in TV News: Sandwich Wars and Leslie Jones

        Posted on by Cadent Staff

        This week we’re talking about what Leslie Jones is doing after “Saturday Night Live,” the fried chicken sandwich war between Chick-fil A and Popeye’s, the growing number of SVOD subscriptions and HBO’s early streaming release of episodes airing on Sunday.

        Popeye’s sandwich goes viral. The restaurant announced it sold its entire launch inventory of chicken sandwiches, which was supposed to be last through September. The sandwiches launched on August 12, and the “Great Chicken Sandwich Twitter War of 2019” began. Twitter users began debating which brand has the better sandwich: Popeye’s or Chick-fil-A. The marketer behind the sandwich launch? Fernando Machado, global CMO of Burger King. Read more about the launch and why it wouldn’t have been a success without Black Twitter. (Adweek) 

        More and more people use SVOD services. About 75% of U.S. homes subscribe to at least one of the top SVOD services, including Amazon Prime, Hulu or Netflix, according to research from Leichtman Research Group. That’s an increase from 64% in 2017 and 52% in 2015. About 27% of respondents said they shared their Netflix login with someone outside their home, respectively 19% of Hulu users and 10% of Amazon users. (Light Reading)

        HBO gets a jump on LBD weekend. If you have plans Sunday and were going to miss your Sunday evening shows, you’re in luck. Episodes of HBO’s “Succession,” “Ballers” and “The Righteous Gemstones” that normally air Sunday night will be available to stream today via HBO Go, HBO Now and its on-demand platforms. (The Wrap) 

        Leslie Jones announces she’s leaving “S.N.L.” Jones is leaving the storied sketch show after five seasons to pursue film and TV projects, including a gameshow reboot called “Supermarket Sweep,” which Jones will host and executive produce. Check out The Times’ roundup of Jones’ funniest S.N.L. moments, including “Upper East Side” and her many appearances on “Weekend Update” with Colin Jost. (Deadline) 

        Read last week’s TV news.

        This Week in TV News: Fall TV, ‘Morning Show’ and Bill Gates

        Posted on by Mikayla Shunk

        This week we’re talking about a new show from Apple chronicling a fictional drama happening behind-the-scenes of morning television, upcoming shows premiering this fall, and a docuseries on Bill Gates. 

        Apple’s “Morning Show” gets a trailer. Jennifer Aniston, Steve Carrell and Reese Witherspoon play morning news hosts in “Morning Show,” a drama inspired by Jamie Stelter’s book “Top of the Morning.” Apple ordered two seasons of the show, which aill air exclusively on Apple TV Plus. The premiere date hasn’t been announced yet. (The Hollywood Reporter)

        New episodes of “The Proud Family” to show on Disney +.  Actor Tommy Davidson, who voiced Oscar Proud, said Disney will be producing new episodes to be released on Disney +. Kids’ show “The Proud Family” premiered in 2001 and hasn’t produced a new episode since 2005. Viewers are curious if the show pick up where it left off or skip forward a few years in its timeline. (Vice)

        Fall TV heats up. “There is literally not enough time to watch it all,” The Daily Beast’s Kevin Fallon declares in a guide to new fall TV options. Among the top-talked about titles: Kirsten Dunst’s “On Becoming a God in Central Florida”; a Michael Schur-exec produced show called “Sunnyside”; and “Modern Love,” a romantic show based on the New York Times column of the same name. (The Daily Beast) 

        Netflix gets a Bill Gates doc series. “Inside Bill’s Brain: Decoding Bill Gates,” a three-part docuseries will premiere September 20. This series will focus on the Microsoft founder, his business leadership and philanthropy. It’s directed by Oscar-winner Davis Guggenheim, who also directed “An Inconvenient Truth” and “He Named Me Malala.” (Deadline)

        Read last week’s TV news.

        Why TV Marketers Shouldn’t Discount the Power of Truly Innovative Creative

        Posted on by Mikayla Shunk

        When you watch Apple’s new ad “Bounce,” what do you see? Hear? Feel? Smell? Will that ad continue to pop back in your mind later in the day? Was it the music? Colors? Tone? Voice? All of these elements are the basis for developing, designing and producing powerful, innovative creative. 

        Bulova Watches aired the first TV commercial on July 1, 1941, which cost $9 and featured a watch floating on the screen for 10 seconds. TV soon became the dominant advertising platform. Now, conversations marketers have with their consumers are much more than a 15 or 30-second promotion of a product or company; they span digital and analog channels. They’re web banners, emails, out-of-home ads and so much more. Marketers have always had to carefully consider how they invest to build their brands, but today, in an increasingly complex and fragmented media environment, that responsibility has expanded. Data drives many brand-building decisions today, and more than ever, proficiency in analytics and measuring the success of creative is just as important as creativity itself. 

        It follows that conversations in the industry around creativity focus on tangible results, data-driven messages and relevance. But we can’t forget about the power of a truly innovative creative.

        In today’s attention economy, impactful creative still wins the day. And TV is a critical component of the brand-consumer relationship. As Cadent CEO Nick Troiano said, as brand advertising shifts to modern, data-driven techniques, “advertisers continue to rely on television as the most powerful vehicle for emotionally resonant storytelling.” From color to text to sound to movement, each part creates a unique message for the brand, influences the viewer’s opinions of the product and evokes emotion. 

        Marketers drive business through creativity

        Ads that attain iconic status have a few things in common: strong, consistent brand images and clearly communicated core values. Consumers can simply look at the logo and identify the brand. Creativity weaved into the ad differentiates the company – that’s the art aspect of advertising.

        When a campaign is developed, the creative director must not only think about the product they are trying to sell, but the elements: will the beauty, the poetic, the humor, the heroism, the interesting, the bizarre, catch the viewers attention so they don’t click the fast forward or ‘skip ad’ button? Overall, campaigns that rely on creativity are considerably more effective, according to the Harvard Business Review. What makes a successful creative campaign effective? It all comes back to having a purpose – to connect to the viewer through aesthetic communication. 

        As Creative Director Chuck McBride said, it’s not “very safe for people in advertising to think of their work as art, because it loses its purpose. We’re here to help business grow.”  

        Iasmina Petrovici concludes in her “Role of Aesthetic Communication in Advertising” that “in order to be both expressive and successful, the advertisement imagery must not only convey information, but define an aesthetic function, and determine a positive reaction on the audience.” There is a fine line between art and advertising in many cases. In order to resonate with an audience, marketers must push the limits of creativity.  

        According to Nielsen research, creative quality is still is the most important factor for driving sales.

        The art and science behind marketing

        Burger King CMO Fernando Machado’s approach to brand building is often celebrated, especially in the age of granular targeting and data-informed creative: “Machado remains a champion of creativity. He believes creative marketing truly drives business,” Digiday reports. One example of this is 66 Scenes of America, an ad that used footage of Andy Warhol eating a Whopper for 45 seconds. Millions of viewers during the Super Bowl buzzed about the ad, and searches for Andy Warhol spiked beyond any other search during the Super Bowl. In a survey of 1,200 people, there was a 49% lift in individuals talking about the ad two weeks following the Super Bowl. 

        Andy Warhol, a renowned pop culture artist who liked to engage with the lines between art and advertising, was an intentional choice. Machado was quoted as saying that “it’s kind of cool that [Warhol] did a lot of art that looked like advertising and that we are using his art to advertise. It’s like a silent assassin in the clutter of the Super Bowl.” Similar to “Bounce,” this is an illustration of  the “artful business” that marketing is. The measures of success will follow, if powerful creative is implemented. 

        Creating artful ads starts with the goal of championing creativity, investing in it, and empowering marketers to be creative and take advantage of aesthetic communication to uplevel their work.  

        This Week in TV News: Hemingway Gets the TV Treatment and ‘Succession’ Scores Big Ratings

        Posted on by Mikayla Shunk

        This week we’re talking about a TV adaptation of Ernst Hemingway’s memoir, upcoming NBA programming and the return of a classic TV show.

        HBO’s “Succession” returns. The family drama is back for season two, and last Sunday’s episode marked a series high of 1.2 million viewers across HBO’s linear network and digital platforms, up 32% from last year’s premiere episode and up 22% from the season one finale. (Deadline) 

        Ernest Hemingway gets the television treatment. Hemingway’s memoir “A Moveable Feast” is projected to become a TV series with Village Roadshow Entertainment Group. The story follows Hemingway’s early years in Paris in the ‘20s, where he encountered F. Scott and Zelda Fitzgerald, James Joyce, Ezra Pound and Gertrude Stein. Producers for the series include John Goldstone, Marc Rosen and Mariet Hemingway, the granddaughter of the author, who says the series’ aim is to “reveal on film the coming-of-age story that has captivated readers and burgeoning writers for several decades.” The producers are still in search of a writer. (Deadline)

        NBA programming is out. The NBA released its upcoming season game schedule, saying it’s been working closely with their broadcast partners to ensure doubleheaders will be covered. Upcoming notable player appearances include Kawhi Leonard in Toronto on Dec. 11 for an LA Clippers versus Raptors game; Celtics guard Kemba Walker will be in Charlotte on Nov. 7; and Jazz guard Mike Conley will be in Memphis on Nov. 15. The games air on ESPN, ABC, TNT, and NBA TV. (ESPN)

        “The Crown” and “The Flintstones” return. A third season of the British royal family drama and the classic stone-age cartoon series will soon be available on Netflix and broadcast network MeTV, respectively. After premiering 59 years ago, The Flintstones airs beginning September 30 at 6pm, Monday through Friday. (Cynopsis)

        See last week’s TV trends.

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

        Posted on by Marc Greenblatt

        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.

        This Week in TV News: Victoria’s Secret Show Is Cancelled and Coors Light Debuts New Creative

        Posted on by Julia Fortino

        This week, we’re talking about Shark Week, Victoria’s Secret and Disney+. 

        Shark Week scores high ad impression counts, ratings. Shark Week came to an end on Sunday, and Discovery Channel reported a 109% increase in primetime TV ad impressions compared to the previous year, with nearly one billion TV ad impressions during primetime. Even with that jump in impressions, there were actually fewer primetime commercials airing during Shark Week compared to the previous week. Last year, “Shark Week” brought in nearly 35 million total viewers. Top-performing “Shark Week” content this year included “Andrew Mayne: Ghost Diver” and “I Was Prey.” (Broadcasting and Cable) 

        Disney bundles up. On Tuesday, Disney announced a bundle plan of Disney+, Hulu basic on-demand, and ESPN+ for $12.99. This price will parallel the competitive streaming services, Netflix and Amazon Prime Video. Rather than purchasing these OTT services separately, this bundle will save consumers $5 per month and provide them with three unique services, including live sports. (Cynopsis)

        Victoria’s Secret cancels annual fashion show. As the fashion show has always been surrounded by controversy, Victoria’s Secret decided to pull it from television because they are trying to take their brand in a new direction by “taking a fresh look in every aspect of our business.” The brand no longer saw television as the right fit as they are trying to grow and evolve.  Instead of putting focus on the fashion show, they are developing “exciting and dynamic content and a new kind of event.” (CBS News)

        The Official Beer of… Coors Light released a series of commercials, with two displaying comedic daily moments for young adults including “… Being Done with my Bra” and “…Drinking in the Shower.’ The aim of the campaign is to target Gen Z and millennials and be their beer of choice for these small celebratory moments throughout the day. (Adweek)

        See last week’s TV trends.

        Why Consumers Will Choose Streaming Service Quality over Quantity

        Posted on by Julia Fortino

        It’s clear that the streaming service space is crowded – consumers have more than 100 options, by one estimate. Forty-seven percent of consumers are frustrated with the ever-increasing number of choices.

        Ask anyone who has been to a restaurant with a book-sized menu, and they might agree – an abundance of options isn’t necessarily a good thing. It can hinder the customer experience. Having too many options typically means people end up less satisfied with their final decision than if they’d been given fewer options in the first place.

        And with fan favorite shows moving from one service to another, consumers are frustrated because it means they have to subscribe to yet another service. Finding content among all the new options for streaming video requires work, and that brings down consumer satisfaction. 

        Competition for consumer preference heats up 

        Look to the past to better understand the convergence of TV and digital. In the early stages of the internet, when browsers battled for dominance, Netscape’s Navigator initially had an edge over Microsoft’s Internet Explorer. Then, Internet Explorer took the lead. Eventually, Google Chrome, Safari, and Firefox joined the competition. Chrome rapidly gained ground, and today, it has two-thirds of global browser market share. 

        Similarly, streaming services are about to enter a battle for consumer preference. And just as browsers like Opera, Cello, Mosaic, Amaya faded out of prominence, so will some streaming services. Each service will enter at a different playing field, with some producing new content and some coming to market with fan-favorite hit shows from the past or taking content off of certain services to exclusively stream on their own service. After a few years of competition, the wide array of options will get whittled down. 

        For many consumers, this change can’t come fast enough. Subscribers are becoming mentally and financially exhausted with all the streaming options available to them. (Hence the term “subscription fatigue.”) One survey found that most people reach their threshold at three subscriptions. Only one in ten respondents said they’d get another service if they could, and one in four said they would dump a streaming service if they were to add a new subscription to their bill. People are not willing to pay more than $45 to $50 a month on streaming services generally. And now, consumers will have to subscribe to four services to get the same content that used to be on one platform. 

        Keeping the customer experience front and center

        Consumers know that quantity does not always mean quality. And as it gets more expensive to subscribe to multiple streaming services, they will hone in on their must-see content and leave the rest behind. The average person already has about three streaming service subscriptions. Top reasons for cancelling services include not getting a good value for their money and not finding enough content they liked. Value is critical, and subscriber experiences matter more than ever before. Consumers want access to the content they’re looking for, and they want an intuitive interface to access the content. That’s why, in the race for winning consumer streaming preference, the services that successfully deliver on customer experiences are the ones that will win.  

        This Week in TV News: Smart Diapers and Monthly Streaming Services Budgets

        Posted on by Julia Fortino

        We’re talking about how much people are willing to spend on streaming services, ratings for “Big Little Lies,” and new creative from P&G and Liberty Mutual.

        Streaming service budgets hit a ceiling. Most U.S. households want to pay $21 a month for all their streaming services, a new Hollywood Reporter/Morning Consult poll finds. Many streamers pay for three services for a total of $37 per month. (Hollywood Reporter) 

        “Big Little Lies” gets big, not little, ratings. According to Nielsen, encore showings and early streaming data shows the season two finale of the HBO drama clocked in at 3.1 million viewers the night it aired, or 2 million viewers for the linear premiere and a little over one million for two same-day reruns and early HBO GO or HBO NOW streams. (Vulture) 

        Diapers get smart. P&G partnered with Google to create a smart diaper. The system, Lumi, will alert parents via app when diapers need changing; it will also use a Logitech video camera for two-way audio, which will help track room humidity, movement, and sleep. (Ad Age) 

        Liberty Mutual’s wacky ads are working. The car insurance brand’s campaign, “Truth Tellers,” has resulted in a strong increase in ad awareness, with a year-over-year lift in unaided awareness of 25%. The campaign has been around for a few years and originally received mixed feedback, but after switching agencies and going through a reboot, the new creative is its “oddest and most compelling yet,” according to Adweek. One ad features the fortune-telling “Zoltar” machine from the 1988 Tom Hanks movie “Big.” (Adweek)

        See last week’s TV trends.

        This Week in TV News: Emmy Nominations and a ‘Gossip Girl’ Reboot

        Posted on by Mikayla Shunk

        We’re talking about (yet another) series reboot, Emmy nominations and snubs and cable’s economic impact in the U.S.

        Emmy nominations are out. As usual, there are plenty of surprise nominees (including Phoebe Waller-Bridge’s “Fleabag” and Eugene and Dan Levy’s “Schitt’s Creek”) and surprise snubs (including Julia Roberts in “Homecoming,” the movie star’s first TV show and Kieran Culkin in “Succession”). Check out Vulture’s entire list of shocking snubs and nominees. (Vulture)

        Gen X shop on social and mobile. Xers use mobile apps for a variety of shopping purposes. More than half of U.S. smartphone/tablet owners from 35 to 54 said they had used a mobile retail app to seek out info about a product or service (61%) or to transact a purchase (54%), according to eMarketer/Bizrate Insights. But the generation doesn’t want to be inundated with ads on social or mobile. More than half (56%) of respondents for a separate poll from Morning Consult said there is too much advertising on the social platforms they use. (eMarketer)

        Xoxo, Gossip Girl. Seven years after the ending of the hit show “Gossip Girl” last aired, WarnerMedia plans to recreate the show with a new plot and cast. The 10 episodes will take place eight years after the original Gossip Girl website shutdown and will dive into how social media and New York itself has changed throughout the past seven years. (Deadline)

        Cable’s $450 billion economic impact. The cable industry, including broadband and phone businesses and programmers, accounted for $450 billion of the American economic impact for 2018, up $29 billion over last year, according to a Bortz Media & Sports Group report. The number counts the three million U.S. jobs the industry provides, as well as investments in services. Over the last 20 years, Bortz found, the industry has invested $290 billion in infrastructure and networks. (Multichannel News).

        See last week’s TV trends.

        Why Addressable Advertising Is a Core Component of Smart Pharma Marketing

        Posted on by Cadent Staff

        Today, people can video-chat their doctor to talk about an ailment, compare and read drug reviews online and use their phone to schedule a same-day appointment for a check-up.

        Technology is clearly changing the way people seek health information, from finding doctors to ordering medication. And for a pharmaceutical marketer, the opportunity to connect through an abundance of channels is enormous – and daunting, too.

        Marketers are realizing that data can provide valuable insights and the opportunity to engage and connect with people who are more likely to need their product. And television, now targeted and data-driven, is an especially powerful component of fostering the path to purchase. 

        Addressable TV helps pharma marketers differentiate

        With more than 70 million addressable TV households in the U.S., the need for identifying and targeting consumers with a greater likelihood of being in-market for a specific drug is clear.

        Today, many smart brands use addressable TV to their advantage. In one notable Cadent campaign the makers of a medication sought to increase sales and drive brand conversions for a drug. The brand used data to target households that had a higher propensity to have the specific ailment that the drug addresses, resulting in a 2% lift in patients with prior use, an 11% increase in new patients and a 2 to 1 return on ad spend.

        To connect with consumers requires an understanding of customer behavior, including web browsing habits and purchasing patterns. Persona mapping can be effective for pharma marketers – using ethnography and other qualitative methods to create a customer portrait that incorporates geographical and demographic data, personal goals and behaviors, pain points, and decision drivers. A marketer can then develop a target customer journey relevant to that persona, potentially boosting loyalty and decreasing consumer churn.

        Prioritizing customer experiences over the product might require a shift in mindset, but it’s vital to thriving today; McKinsey found that considering emotional and behavioral needs as well as clinical ones was especially important in the case of new products, since the way a new drug performs during its first six months tends to determine its market share moving forward.   

        Part of prioritizing the customer experience means meeting customers wherever they’re looking for information with an understanding of where they are in their journey to purchase. That’s where addressable TV comes in – the medium fosters the customer experience by offering a relevant message to the right person at the right time. Powerful creative and a message that connects with consumers resonates with consumers and can move them from one stage of the journey to the next. 

        Pharma marketers can use a variety of health-related and non-health related data to find their target audience, so households who have a higher propensity to need a specific drug can be reached, all in a HIPAA-compliant manner. And because addressable offers precise control over frequency, customers won’t see the same message too many times, which can leave a negative impression and detract from overall experience. 

        Another consideration is patent lifetime – some pharma marketers have a limited window to get their message out to the right people quickly, making efficiency more critical than ever. Fortunately, addressable advertising is a medium that offers greater efficiency and fewer wasted impressions because the households reached are all in a marketer’s target audience. For marketers aiming to scale awareness for a product within a patent lifetime, a thoughtfully deployed combination of addressable TV and linear TV offers both the benefits of wide reach and a targeted approach. 

        The key to improving a pharma campaign over time is understanding what worked and what didn’t work. Addressable TV advertising offers a clear understanding of business outcomes, such as prescription fills and doctor visits, along with insights to guide future campaign planning.

        One important consideration when discussing addressable TV: privacy compliance is a given, addressable TV advertising doesn’t involve personally identifiable information (PII). Smart applications of non-PII data can open unprecedented possibilities for pharma industry marketers, allowing them to find and target precise audiences, with the power and impact that television has always been able to deliver.

        Read more about how TV can enable you to connect with households in a more privacy compliant way.

        How Data-Driven TV Connects Auto Marketers with Their Audiences

        Posted on by Cadent Staff

        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.

        This Week in TV News: Experiential Marketing and an Ad Featuring Megan Rapinoe

        Posted on by Julia Fortino

        This week, we’re talking about U.S. women in the World Cup, “Stranger Things” season three, and new ads from Amazon and Apple. 

        U.S. women win the World Cup. The Women’s National Soccer Team brought home a victory against the Netherlands in Lyon, France, last weekend. Soon after, Nike released an inspirational ad called “Never Stop Winning,” heavily featuring star forward Megan Rapinoe. Up next: player endorsements. Keep an eye out for brands partnering with fan favorites including Rapinoe and her teammate Alex Morgan, who currently promotes Secret deodorant, FabFitFun subscription boxes and Molecule mattresses on her Instagram account. (MarketWatch)

        World Cup stats. The Women’s World Cup final brought in 14 million viewers on Fox, making it the most watched soccer game since the final in 2015 when the U.S. beat Japan. Nearly 300,000 people streamed the game. This final game had 22% more viewers than the men’s World Cup final last year between France and Croatia, and it was also the most watched World Cup game on a Spanish-language channel, with 1.6 million Telemundo views. (NBC News)

        “Stranger Things” and experiential marketing. The third season of Netflix’s hit show was released last week, with 40.7 million U.S. households viewing it in its first four days. Netflix is amping up the buzz with entertainment-linked merchandise and a slew of pop-ups, including a Hawkins fair on Santa Monica Beach and a Scoops Ahoy in Burbank. (Bloomberg)

        Apple and Amazon release new ads. On Wednesday, Apple premiered their new humorous ad “Nap” featuring a man utilizing Face ID while relaxing, and Amazon premiered a heartfelt ad titled “Sisterhood” highlighting the sibling connection with an Amazon Echo. (Ad Age)

        Read last week’s trends.

        How Film Sentiment Impacts VOD Rental Success

        Posted on by Julia Ferrigno

        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. 

        This Week in TV News: ‘Stranger Things’ Returns and the Women’s World Cup

        Posted on by Cadent Staff

        This week, we’re talking about a new IAB Tech Lab transparency standard, summer TV watching habits and the new season of “Stranger Things,” which premieres July 4.

        New data transparency standard from the IAB Tech Lab. The standard is aimed at establishing :minimum disclosure and transparency standards for any company that collects audience data for targeting, personalization, or measurement of digital advertising, and ultimately to encourage more informed data usage,” according to the IAB. The new standard allows for more clarity by allowing buyers to receive information regarding “the date the user ID was collected, the URL, location data, and if the segment includes lookalike modeling.” (AdExchanger)

        People prefer TV to the beach. According to the VAB,  95% of P18+ watch ad-supported TV during summer months. Last year’s trends show that TV watching rises during summer holidays; P35-49 watched 24 more minutes of TV on the 4th of July in 2018. We can expect a similar trend for July 4 of this year. The report also said TV’s popularity goes beyond the TV screen with 68% of the top 10 trending Twitter conversations revolving around ad-supported TV accounts.  (The VAB)

        “Stranger Things” is coming back. Netflix’s hit show returns tomorrow. If you forgot where we left off almost two years ago with season two, the Times has a handy guide to catch you up. (The New York Times)

        U.S. Women move on to Finals in World Cup. The U.S. Women beat England 2-1 in the semifinals on Tuesday. They will continue to the finals on Sunday against either the Netherlands or Sweden, depending on today’s game. The U.S. is the first team to make it to the finals three years in a row.  (ESPN)

        This Week in TV News: Boomers’ Shopping Habits and ‘American Horror Story’

        Posted on by Mikayla Shunk

        This week, we’re talking about baby boomers’ purchasing habits, the “American Horror Story” season 9 premiere, and growing use of AI in TV.

        Boomers’ digital shopping lags behind other generations. eMarketer found nearly 60% of baby boomers will buy something digitally this year, via a browser, phone or tablet. For millennials, that number is about 85%, and 78% of Gen Xers have purchased something digitally. eMarketer principal analyst Mark Dolliver said that for boomers who are retirees, “the time-saving features of digital shopping are somewhat irrelevant” compared to young people who are in the middle of their careers or raising families. (eMarketer) 

        “American Horror Story 1984” premieres this September. Set to haunt the houses of America Sept. 18th, this season will be a throwback to 80s thriller movies such as Friday the 13th, Nightmare on Elm Street, and Children of the Corn. The complete cast hasn’t been announced yet, but we do know that Emma Roberts will be returning and AHS star Evan Peters will take a break for this season. Fans are eagerly waiting to hear if Sarah Paulson will be returning. (Deadline)

        AI use is growing in TV and movies. Fox Sports is incorporating IBM’s Watson technology into the FIFA Women’s World Cup. Commentators will host “Player Spotlight,” supported byWatson tech, which creates stat analyses in real time with goal, pass, and kick data from Opta. (The Hollywood Reporter)

        Women’s U.S. soccer advances to quarterfinals. The U.S. beat Spain 2-1 on Monday; Megan Rapinoe scored the winning penalty kick with nine minutes left. More than 600,000 streamers watched the game, a 277% jump up from the 2015 World Cup. The U.S. will advance to the quarterfinals and play against France on Friday at 3pm. (Washington Post)

        See last week’s TV trends.

        2019 Cannes Lions Trends: Transparency and a Focus on Culture

        Posted on by Mikayla Shunk

        Every year, the Cannes Lions brings the advertising industry together to celebrate the most innovative creative in the world, and we have great discussions that influence the way we think about the brand-customer relationship. This year’s festival was no exception.

        At the festival this year, our leadership team took part in excellent conversations on advanced TV and building brands. Cadent President of addressable Michael Bologna hosted a panel on the future of addressable TV with Adam Gerber, President of Global Media, Essence; Laura Nelson, SVP, Advertising Solutions and Performance, Disney Ad Sales; and Bryson Gordon, EVP of Advanced Advertising, Viacom. Cadent COO of addressable Jamie Power spoke on Freewheel’s agency POV on addressable panel alongside Finecast’s Rich Astley and Cadreon’s Sean Muzzy. Cadent Sales President Jim Tricarico spoke to Burger King CMO Fernando Machado about the power of risk-taking creative and television.

        Here are a few takeaways we heard:

        The value of addressable TV must be made clear. At our panel on Tuesday, Adam Gerber, President of Global Media, Essence, said most buyers are frustrated by the complexity of addressable TV, adding, “They are used to the turnkey simplicity of linear, and it’s not there. TV needs a transparent marketplace that values the underlying audience.” Additionally, Cadent COO of addressable Jamie Power spoke about jargon at Freewheel’s agency POV on addressable panel, saying, “If we don’t speak in English and we make it too complicated, then we won’t move the industry forward.”

        Measurement challenges persist. As Laura Nelson, SVP, Advertising Solutions and Performance, Disney Ad Sales, said at our panel on the future of addressable TV, the TV industry has to come together to solve measurement challenges. “Every TV conversation devolves into measurement and that needs to change,” Laura said, adding, “For us to get the full value of our video inventory, we need to fix the measurement collective – publishers, agencies and tech platforms.”

        Culture and diversity are prevailing topics once again. John Legend, Marc Pritchard and Katie Couric talked about racial and gender inclusion efforts, with Pritchard saying his hope is P&G’s spots like “We Believe” and “The Look” are intended to “change perspective, to promote introspection, to think about things.” On the topic of diverse hiring and focusing on the pipeline of talent, Verizon CMO Diego Scotti said, “You might hire all the diverse people that you want, but if they come to an environment where they’re not going to feel included, then it’s just a waste of time.”

        Influencer marketing gets both a hot and cold reception. Chrissy Teigen’s appearance at Twitter Beach was one of the buzziest events of the week – the Twitter icon and author spoke about the power of social media and how she connects with a diverse spectrum of people through her Twitter presence. Others were not as receptive to influencer marketing in general with a campaign of street signs posted around the city saying ““STOP Encouraging Influencers” and Samsung’s global CMO saying she’s pessimistic about the form of marketing.

        This Week in TV News: Apple’s Award Ambitions and a Netflix Murder Mystery

        Posted on by Julia Fortino

        This week, we’re talking about the “Games of Thrones” prequel, Netflix’s murder mystery starring Adam Sandler and Jennifer Aniston, and Apple’s award season ambitions.

        HBO hits big ratings. The network recently started airing “Euphoria,” a new series, and it premiered its second episode from season two of “Big Little Lies.” “Euphoria” captured around one million viewers from cable, HBO GO and HBO NOW. Episode two of “Big Little Lies” had a 7% rise in viewership from the first episode (1.5 million, up front 1.4 million viewers). (Variety)

        Apple looks for awards season winners. This fall, Apple is launching Apple TV+, and the company wants the highest industry accolades to prove its quality and is looking to make six small-budget movies a year “with an eye toward stories that could win Academy Awards.” (IndieWire)

        Netflix’s murder mystery is killing it. Jennifer Aniston and Adam Sandler star in Netflix’s newest original film, “Murder Mystery.” In its first three days, 30.87 million accounts watched it. This is the most successful opening weekend for a Netflix film. In the movie, a cop (Sandler) and his wife (Aniston) attempt to solve a perplexing murder aboard a yacht in Europe. (Variety)

        Winter is coming, again. The as-of-now untitled “Game of Thrones” prequel began filming in Northern Ireland, a main production location for the original series. The prequel hasn’t officially gotten picked up as a series by HBO yet. HBO may be cautious considering the original series famously reshot its entire pilot after casting concerns. (TV Guide)

        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.

        This Week in TV News: BET’s Streaming Service and the Blues Win the Stanley Cup

        Posted on by Felicia Greiff

        This week, we’re talking about connected TV inventory growth, the Stanley Cup and BET’s new streaming service.

        Connected TV inventory is growing. Connected TV inventory is growing, according to eMarketer, which expects 57.2% of the US population will watch connected TV this year, up from 51.7% in 2017. As time spent watching increases, inventory will increase, too. (eMarketer)

        The Blues win and the Stanley Cup scores big ratings. The St. Louis Blues scored a 4-1 victory over the Boston Bruins. The game was watched by 8.2 million total viewers, up 24% on the rating for Game 6 and up 26% on the second-last game’s total viewership, with 6.1 million viewers. (Variety)

        BET is the latest to launch a streaming service. The new streaming service from BET, launching later this year, will host content from the BET channel and other channels owned by parent company Viacom. Shows on the service include “First Wives Club,” a series based on the 1996 movie of the same name, as well as original content from Tyler Perry. (Engadget)

        People prefer phones. Thirty-seven percent of U.S. adults say they rely on their smartphone the most for accessing the internet, an increase from 19% of respondents in 2013, according to Pew Research. What’s more, 17% of respondents said smartphones are the only device they use to get online. In part, this is probably due to better device quality, including larger, better screens, more memory and storage, faster processors. (MediaPost and Quartz)

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

        Posted on by Nick Troiano

        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

        Posted on by Paul Alfieri

        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.

        This Week in TV News: Mobile Surpasses Traditional TV Time and the LeBron Effect

        Posted on by Felicia Greiff

        This week, we’re talking about mobile phone use surpassing traditional TV broadcasts, the LeBron James effect on ratings and which shows to watch, now that “Game of Thrones” is no more.

        We’re living in a mobile world. People are spending more time on their phones than they are watching traditional TV broadcasts, according to eMarketer. This year, American adults will spend nearly three hours and forty-five minutes on mobile devices daily versus three hours and thirty-five minutes spent watching TV. But, eMarketer notes, mobile time isn’t supplanting TV content altogether, especially with the rise of OTT services. Since 2014, OTT viewers have increased by 34 million people, while traditional TV viewers have declined by 12 million people, according to research from eMarketer. (NBC News)

        Ratings without LeBron. The Toronto Raptors played the Golden State Warriors in Game 3 of the NBA finals, and ratings were low – a 3.7 in the 18-49 demo with 10.4 million total viewers. Variety cites two factors behind the decline: the lack of LeBron James and a Canadian team in the finals. (Variety)

        What to watch after GoT. “Game of Thrones” is over. What should a dedicated TV superfan watch next? Quartz has a guide for a variety of Thrones fans, from those who like mythology to sweeping historical drama with high production values. (Quartz)

        See last week’s TV trends.

        This Week in TV News: a Preview of ‘Shark Week’ and an IAB Advanced TV Matrix

        Posted on by Felicia Greiff

        This week, we’re talking about a new IAB advanced TV matrix, The New York Times new foray into TV and Shark Week.

        Tech is changing things for the better, most say. Most adults see technology as the biggest driver of change and think that’s a good thing, according a trends report from Ford. However, 70% of millennials would like to undo behavioral changes caused by technology. (MediaPost)

        The IAB clears up advanced TV confusion. The IAB Video Center of Excellence released a matrix “through which to view the Advanced TV landscape” this week. Enjoy the matrix and references to “The Matrix” (Remember this line from Morpheus? “Remember: all I’m offering is the truth. Nothing more.”) on the IAB’s site. (IAB)

        Shark Week is here for its 31st season. Shark Week, TV’s longest running event, is back on The Discovery Channel July 28-August 4. Last year, the show turned 30, and it garnered 48 million views from users across Facebook and Instagram. See a new preview and get pumped for the upcoming installment on Deadline.

        The NYT does TV.  Read why The New York Times is expanding into television with a 30-episode docuseries on FX called “The Weekly.” Stories will include a closer look at the Times’ reporting on Louisiana’s T.M. Landry College Prep and NYC’s yellow cab industry, among many other topics. According to Times’ assistant managing editor Sam Dolnick, after the news outlet evolved to a digital platform and audio powerhouse, “TV was the next frontier.” (Adweek).

        See last week’s TV trends.

        This Week in TV News: What to Stream this Weekend and New Coke

        Posted on by Felicia Greiff

        This week, we’re talking about the summer movies you should stream this weekend, the return of New Coke in a bid for nostalgia and the impact of GDPR on marketers’ data initiatives.

        MDW streaming faves. Vanity Fair has the most important part of Memorial Day Weekend covered – which summer movies to watch this weekend when you’re not barbecuing. On the list: “Dirty Dancing,” “A League of Their Own” and Call Me by Your Name.”

        GDPR’s impact on marketers. One year after the General Data Protection Regulation went into effect, how are marketers feeling about the EU law? A survey from Winterberry Group and the IAB found US marketers are still worried about the impact government regulation will have on their work with data. Organizational silos and difficult proving ROI of data programs are other anxieties marketers have related to their data-driven projects. (eMarketer)

        Game of Thrones wins ratings record. The final episode of “Game of Thrones” brought in a series record of 19.3 million viewers. The finale topped last week’s episode, “The Bells,” with 18.4 million viewers. (CNN Business)

        “Stranger Things” brings back New Coke. In 1985, Coke launched “New Coke,” a new formulation of the beverage that had a largely negative reception. But for the third season of Netflix’s “Stranger Things,” New Coke is coming back. The New Coke campaign is aimed at reaching people in the evolving media landscape, according to Stuart Kronauge, president of Coke’s sparkling business unit and SVP-marketing for Coca-Cola North America, adding, “It’s important for us to make sure that we are where our consumers’ eyeballs and hearts and spirits are.” (WSJ and CNN)

        See last week’s TV trends.

        This Week in TV News: Batwoman, TikTok and ‘Big Bang Theory’

        Posted on by Felicia Greiff

        This week, we’re looking at the new broadcast TV shows announced during the Upfronts, including a new Batwoman show that’s getting buzz, and we’re talking about how TikTok continues to be one of the most popular apps young people use.

        Time to download this app. Short video mobile app TikTok was the most downloaded app in in the Apple App Store in the first quarter of 2019, with more than 33 million downloads. This is the app’s fifth straight quarter in the number one spot. This quarter, YouTube and Instagram took the second and third spots, respectively. For Android, the top three downloaded apps were WhatsApp, followed by Messenger, then TikTok. (TechCrunch)

        Upfronts’ TV offerings. The annual weeks of presentations are over, and now we can reflect on the new TV coming out. Check out all of THR’s 2019 Upfronts coverage, as well as their roundup of broadcast shows coming out. On the list: a New Orleans-set dramedy starring Kim Cattrall from Fox; a CW take on Batwoman, starring Ruby Rose; “Next,” a Fox AI thriller starring John Slattery; and “Mixed-ish,” a “Black-ish” prequel from ABC. (The Hollywood Reporter)

        “Big Bang” ends with a bang. After 12 years and 279 episodes, “Big Bang Theory” drew to a close on Thursday. One of the longest running TV comedies ever, the show’s finale scored big ratings according to preliminary Nielsen estimates: a 12.2 household rating and 22 share. (CBS)

        “Game of Thrones” wins game of ratings. The final season of the epic HBO show has received mixed reviews, with some saying there are too many storylines to tie up in the finale airing this Sunday, but criticism hasn’t affected how many people are tuning in for the show. The final season has seen an average of 11.6 million live viewers, up from the previous season’s average of 10.2 million. All signs point to a strong, possibly record-breaking finish this Sunday. (Observer)

        DTC Brands Take It to The Next Level with Addressable TV

        Posted on by Jamie Power

        For every three-person startup selling T-shirts on Instagram, there is another Glossier or Casper building toward becoming a billion-dollar business. How will they get there? To date, DTC brands have been focused on sending targeted ads to consumers via premium online video. Now, some major DTC brands are now starting to take their marketing to the next level by using television to reach their target audience. The same data these brands have been leveraging to find audiences in a digital environment can now be used with television advertising. DTC brands are using addressable TV to find, target and send messages to their high-value audience prospects with closed-loop attribution.

        Challengers Face Challenges

        Challenger brands are taking market share from more established incumbents, sparking a transformation in retail, and the fragmentation and diffusion of consumers/retail channels runs parallel to the changes in TV audiences. Gone are the days of tens of millions tuning into shows on the big three networks. Viewers are harder to reach at scale thanks to expanded television viewing environments (Linear, VOD, TVE, Connected, OTT, etc.) and the explosion of content.

        Now, as the DTC space matures, reaching the right audience on the right digital platform with the right message is getting more expensive. As DTC competition increases, multiple brands are fighting to reach the same audience, digital ad costs are on the rise, and it’s harder and harder to break through to potential customers.

        Tactics like influencer marketing and hyper-targeted digital advertising initially won favor with these efficient businesses. Traditional channels like TV advertising were avoided because historically, they were considered effective at delivering ads to broad demographics. It’s rare to see a DTC brand “wasting” precious marketing dollars on a big broadcast ad buy.

        But as a these brand continue grow, they are learning some of the earlier DTC go-to tactics (like influencer marketing) are not everything they were cracked up to be, with a loose focus on metrics, too many variables and no deterministic accountability. Luckily, just as these brands are growing and getting smarter, TV is as well.

        Precision at Scale

        Addressable TV offers marketers the ability to find and target precise audiences at scale, with the power of the sight, sound and motion and the brand impact that only television delivers. Data and analytics come together to give DTC brands the ability to extend their precise digital campaigns to a powerful television platform, a far cry from the scattershot approaches of yesterday.

        Addressable TV create a one-to-one connection between brands and consumers with full brand safety built in. Challenger brands are built on the power of their connections with audiences (and customers). They are consumer-first, as well as digital-first, and as a result, all that great data created must be leveraged to generate ROI across all channels. Addressable TV makes all of a brand’s first-party CRM data work harder, as they precisely target desired audiences at the household level, and deliver the right brand message to the right people.

        Brands that want to grow their scale and reach with precise audiences can now deliver massive results with addressable TV advertising. For example, we saw a DTC brand’s holiday campaign leverage the hard work of their efficient digital programs and sophisticated audience segmentation efforts. They took a first-party audience segment of existing holiday shoppers, precisely targeted them with a TV campaign, and drove more than three-times higher return on ad spend versus digital. For all campaigns, we can calculate the value of an impression based on the viewing environment.  

        Addressable TV gives brands visibility into exactly which households were exposed to brand messages, and who took action as a result with deterministic measurement. The path to success for upstarts has been built on using the most efficient marketing strategies to raise awareness, build audiences, drive sales and increase loyalty. Driving that efficiency is confidence in leading-edge, data-driven tactics that are measurable and impactful.

        In order to fully leverage this new data driven television ecosystem, there are over 90MM households across STB (set-top-box) and IP addressable TV that can be aggregated to send targeted messages to high value audiences at real scale.  

        And, as consumers move across devices, addressable campaigns can be optimized to ensure the right frequency and maximum efficiency across all screens.  Now, every channel, including TV, is accountable to the same metrics that DTC brands were built on. Brands and their consumers have changed, and TV is changing right alongside them.

        Learn more about why TV is vital to direct-to-consumer brand growth.

        This Week in TV News: Purpose-Driven Marketing and ‘Avengers’

        Posted on by Felicia Greiff

        This week, we’re talking about “Game of Thrones” again – this time about how they show is dominating buzz on social media, which won’t come as a surprise to anyone watching the series on Sunday nights.

        The impact of streaming on movie theaters. Is streaming content ruining the in-theater experience? Sony Pictures Classics co-founder and co-president Tom Bernard said there’s no issue and that “if the movies are good and they’re on the screen, people are going to go.” CNN took a closer look at the debate with opinions from Stephen Spielberg and Robert De Niro. “Avengers: Endgame,” which took in more than $2 billion in ticket sales worldwide so far and unseated “Titanic” as the most popular movie of all time, is seen by some as evidence that theatrical releases are still stronger than ever. (Variety)

        Purpose-driven marketing has to stretch. It can’t just last for one campaign, according to a study from social impact consultancy DoSomething Strategic. Sixty-six percent of consumers said a brand’s association with a social cause would positively influence their overall impression of the brand, and 58% said the association “will affect their likelihood of purchasing that brand.” Read more on Adweek.

        Cool ad, bro. A report from RevJet found younger people pay closer attention to digital ads than older people. For people between the ages of 18 and 44, there was a 47% increase in attention compared to 2018 and a 7% for those 45 and older. (Marketing Dive)

        ‘Thrones’ gets the #1 social spot. “Game of Thrones” has fans buzzing on social media platforms about its eighth and final season, with a quarter-over-quarter change of 119%. Netflix’s “The Umbrella Academy” and “You” took second and third in the rankings, respectively. (Variety) In more “Thrones” news, a Starbucks coffee cup made its way onto a table in last week’s episode, offering the brand free exposure. Read more on CNBC. 

        How Marketers Will Reach Their Audiences Amid Marketplace Challenges

        Posted on by Cadent Staff

        Television remains the most effective way to deeply engage viewers. Yet it’s never been more difficult for brands to reach their audiences cost-effectively. In the past three years, average cable TV ratings have declined 24%*, and average CPMs have risen over 31%.**

        The TV industry is facing challenges on multiple fronts, including inflationary pricing, audience fragmentation, procurement difficulties and increased ratings pressures. It’s harder than ever for advertisers to reach their audience effectively.

        Taking a closer look at declining ratings, we found the following in a study of the ad-supported and measured cable networks we work with:

        • In the 18-49 demo, 14% of 88 the networks showed viewership stability or growth in 2018 vs. 2017. Eighty-six percent of networks showed a decline in impressions, and 57% of our available 2018 cable inventory was down double digits over 2017.
        • Among adults 25-54, 24% showed viewership stability or growth in 2018 vs. 2017, and 76% of the networks we measured faced impressions declines. Of the declining networks, 40 were down double-digits in delivery – thus, 45% of our available 2018 cable inventory was down double digits over the previous year for the 25-54 age demo.

        This is where Cadent comes in – choosing an alternative to the traditional Upfront model can return negotiation power back to marketers and agencies. Below, Cadent Sales President Jim Tricarico spoke with MediaVillage’s Simon Applebaum about easing marketplace challenges during and after the Upfront season and why he’s encouraging marketers and agencies to be strategic, not reactive, as they consider their media plans.

        For more on how to rethink your media plan this Upfront season (and beyond), check out our Rethink Calculator. 

        This article originally appeared in MediaVillage. 

        Back in the first two decades of television’s existence (the late 1940s to the late 1960s) cigarette makers were among the top advertisers, with one sponsor offering this tag line: “It’s what’s up front that counts.” For Cadent President of Sales Jim Tricarico, what counts most for this Upfront season is maximizing viewership of messages for a wider variety of advertisers. That effort comes amid mounting challenges, though, including rating declines for many broadcast and cable TV networks, cutbacks in some network ad minutes and pods (especially in primetime) and growing audiences for content distributed through smart TV sets and TV-connected devices.

        “It’s a freight train coming right by every client and ad agency,” Tricarico says. “Trying to maneuver in this environment is very hard.” That’s prompting Cadent to position its appeal for national 2019 Upfront advertising dollars as a natural complement to current strategies among individual agencies and brands, rather than as rivals. “What we are is a solution,” he explains. “We don’t say we’re better than or instead of [networks]. We try to help these [advertisers] manage through whatever networks and dayparts they need help on by getting access to deliver these networks or dayparts at a significant savings versus the networks’ direct pricing.”

        With support from 200 multichannel video providers, Cadent transmits commercials from national advertisers inside the two or three minutes per hour many basic cable networks set aside for local sales. Cadent also delivers addressable messages on IP, linear and video-on-demand inventory.

        Cadent works with 42% of the Ad Age top 100 brands. For this blue-chip roster, “the secret sauce is in our reach across all these MVPDs,” Tricarico points out. “Why is that important? Marketers require access to a truly national audience in order to reach their customers.”

        Another part of Cadent’s 2019 Upfront message urges advertisers and agencies to rethink their media plan and be strategic, not reactive. With added pressure to reach GRP goals in a marketplace with constrained inventory, marketers can complement network direct buys with data-driven, efficient linear TV, reaching GRP goals for less.Then, Tricarico says, marketers can allocate savings toward addressable advertising, a medium capable of providing the premium reach and high-value audiences marketers require to move the needle for their businesses.

        “You can’t talk about the Upfront if you’re not talking about the evolution of addressable, and how that is a part of every advertiser’s strategy as they enter 2019 to 2020 and beyond,” Tricarico adds.

        This Upfront season, Tricarico wants to distinguish the difference between unsold and remnant inventory. Some companies are easily turned off by the word “remnant,” which carries an assumption of being lower-quality inventory airing during early morning, overnight or on less desirable networks. “We counter the negativity by showing how unsold inventory can be premium inventory,” he explains. The counter: Cadent’s unsold data-driven linear inventory comes from every major network and airs alongside premium content, leveraging historical data and forecasting to know what will be available.

        Cadent’s current appeal is also directed at the variety of new advertisers hitting the TV scene this year, from dining establishments to information-oriented websites and mobile applications. As for addressable advertising, Cadent expects a major jump in spending by both agencies and individual brands this Upfront cycle, due to better audience measurement and deeper ability to target specific consumer demographics. 

        Tricarico sees a role for Cadent in smart TV advertising sales developing over the next two to three years. Despite estimates of $13-$14 billion in smart TV ad revenue this year and above $20 billion in 2020, he’s waiting for that marketplace to resolve some issues first. “The big question is measurement,” Tricarico insists. “Who will measure? How do you measure this audience? How do you define impressions? All these questions still need to be worked out. The smart TV market is still in its infancy and will be a much bigger player as time goes on.”

        Interactive advertising and commercials running on broadcast services powered by ATSC 3.0 technology are two other options Cadent is exploring right now. When both become scalable and measurable, they will be utilized, Tricarico promises.

        When this Upfront season wraps, Tricarico has two big messages to communicate throughout the entire ad community: This medium is evolving – not dying – and it’s time for the ad sales business to morph into an ad solutions business.

        “We’ve reached the tipping point where agencies and clients are saying enough is enough,” he says. “They need help. You have to solve problems. We’re out to help everyone maneuver through this challenging marketplace.”

        * C3 Ratings: key demo ratings (18-34, 18-49, and 25-54) for Cadent Total Day (Mon–Sun, 6a–12 midnight) in 2017/18 vs 2014/15
        **Media Dynamics, Inc., www.mediadynamicsinc.com/media-matters/august-1-2018

        This Week in TV News: the NewFronts, IAB Tech Labs and an Ad Fraud Report

        Posted on by Felicia Greiff

        This week, we’re talking about the Digital Content NewFronts, “Game of Thrones” (again) and a report from the ANA and White Ops that says ad fraud is declining.

        ‘Thrones’ breaks its own viewership record. Last Sunday’s epic battle episode of Game of Thrones garnered 12 million linear viewers and nearly 17.8 million viewers across platforms, breaking the season premiere episode’s viewership (17.4 million). The episode, “The Long Night” ran 82 minutes long and took 11 weeks of shooting. (CNN)

        IAB Tech Lab replaces VPAID with SIMID. The IAB Technology Laboratory released SIMID (Secure Interactive Media Interface Definition), a specification designed to increase transparency and an “interactivity solution that should become a critical part of the video supply chain and will promote transparency and security,” said Dennis Buchheim, SVP and General Manager, IAB Tech Lab. (AdExchanger)

        ANA and White Ops say fraud is down. And spending on digital advertising is going up. The report, “Bot Baseline,” estimates advertisers will lose $5.8 billion due to ad fraud globally this year, down from $6.5 billion two years ago, an 11% decline. (Ad Age)

        Newfronts concludes. The Digital Content NewFronts wrapped after presentations from 14 companies including Digitas, Target, Vice Media, Verizon, YouTube, Conde Nast and Viacom. Celebrity appearances included Alicia Keys, Tiffany Haddish, George Clooney, Reese Witherspoon, Margot Robbie and Mindy Kaling. To sum it up, IAB President & CEO Randall Rothenberg tweeted that this was “the year the entire world – brands, agencies, publishers, creators, influencers, consumers – recognized en masse that #avod, #ott, #streaming IS television, and it’s here and now.” (Digiday)

        This Week in TV News: ‘The Office’ and Streaming Subscriptions

        Posted on by Felicia Greiff

        This week, we’re talking about why “The Office” is still incredibly popular even though it’s off the air, and we’re reading about how TV preferences could be linked to political leanings.

        Why “The Office” still works. “The Office” has been off the air since 2013, but it’s still one of the most-watched shows on Netflix. Why? “Office” creator Mike Schur explains: “I think Steve Carell is a genius, and the fact that he never won an Emmy for that performance should be a source of national shame forever,” adding, “I think the cast was incredible. I think the idea behind it was amazing.” (Adweek)

        Adults over 50 feel overlooked by brands. The VAB released a report on adults 50 and over, finding that most of the age groups feels ignored by brands, and nearly half would avoid a brand that ignores their cohort. There are 114 million adults 50 and older in the U.S., and they spend more than 7 hours per day viewing video. (VAB)

        You are what you watch. A study found a correlation between political leanings and TV preferences. The report, from The Norman Lear Center at USC Annenberg and the futurePerfect Lab, used statistical clustering analysis to identify those who lean liberal or conservative, and those who swing. The research found the swing group consumed the most TV and like shows like “The Voice” and “Dancing with the Stars.” The shows that “unite” audiences included “America’s Funniest Home Videos,” “Bones” and “Criminal Minds.” (Deadline)

        Streaming subs are sometimes driven by just one show. A study from PwC found 36% of viewers have subscribed to a streaming service just to access one show. Among 18 to 29-year-olds, 46% said they had subscribed for one title. (MediaPost)

        What Makes Us Cadent

        Posted on by Mark Murata

        We recognize that building a culture of teamwork, accountability, and excellence helps us deliver on our mission to restore simplicity for marketers who use the power of sight, sound, and motion to reach their audiences.

        The business of TV has remained relatively unchanged for the past 50 years. Today, the industry is rapidly transforming in response to a number of challenges like audience fragmentation and inflationary pricing. In order to empower the future of brand advertising and bring clarity to our clients, we embody a core set of values prioritizing teamwork, collaboration, clarity, honesty, leadership and focus. They impact everything we do, internally and externally.

        These are the five core values we put into practice every day.

        Together we’re better. With a one-team mindset, when one of us wins, we all win. We win by bringing different perspectives to the table and empowering individuals to bring their own viewpoints and experiences. We thrive on feedback and critical, honest conversation. Together, we celebrate one another’s accomplishments, hold one another accountable in fair and nonjudgmental ways, and help one another grow and learn.

        Knowledge is power. The industry is changing, and our team is constantly seeking knowledge and ways to improve. It powers better decisions and unlocks potential. And in a rapidly evolving industry, we encourage curiosity, and ask questions to build upon our base of knowledge and understanding of the TV landscape.

        Our knowledge differentiates us. Our curiosity to seek what’s next and meet the demands of the changing industry sets us up to execute, and it fuels the success we bring to clients.

        Embrace change. There’s no doubt the TV ecosystem is changing. At Cadent, we see this change as an opportunity for progress. What better time to pitch new ideas and meet the needs of a changing industry than right now?

        Change keeps us open-minded, nimble, and responsive to the ever-evolving situations we face as a company, and as individuals. We build our team with people who are excited at the opportunity to make their mark on the industry and move the needle for clients, and we prize strength, resilience, patience, and flexibility.

        Lead the way. We blaze the trail for each other. We aim to inspire with our creativity, inventiveness and innovativeness, and we encourage every member of the Cadent team to contribute to the effort. It’s paramount that employees feel safe and supported enough to take risks, float ideas, and start conversations. Simply put, we are active models of excellence: in our products, our services, and our entire organization.

        Results over rules. Thomas Edison has been credited with saying, “There are no rules here. We’re trying to accomplish something,” and we feel much the same way. We have a rebellious streak, and that’s a good thing – we find entirely new paths of success for our clients. We don’t hold preconceived notions about the best way to succeed.

        At Cadent, we know our success is based upon our clients’ successes. So we aim to overcome any obstacle and never waiver in our quest to excel, on their behalf and our own.

        For more on our values, read how the Cadent team gives back to our communities. See our available roles here.

        This Week in TV News: GoT, Beyoncé and ‘Jeopardy!’

        Posted on by Felicia Greiff

        Beyoncé’s new documentary hit Netflix this week, and a Las Vegas man is attracting a younger demo to “Jeopardy!” Read the latest in TV news.

        Winter is here, and so are big ratings. “Game of Thrones” is officially HBO’s most popular show. The final season’s premiere episode came in with 17 million views last Sunday, not even taking in account views from digital video recorders and on-demand as well as catch-up viewing on HBO. (WSJ)

        Beyoncé doc comes to Netflix.  Homecoming: A Film by Beyoncé” premiered at 3 am Wednesday morning. The documentary chronicles the pop star’s 2018 Coachella performances, which were “designed to bring a specifically African American feel and experience to the world, basing the whole show in her love for the culture of historically black colleges and universities,” according to Variety. Netflix acquired the doc for an unspecified amount. (Variety)

        Las Vegas man’s “Jeopardy!” winning streak boosts ratings. Game show contestant James Holzhauer’s two-week streak (in which he won about $700,000) brought in a 7.7 household rating on Monday, up 15% from a week earlier. Notably, Holzhauer has outperformed prime-time broadcast programs among adults under 35 for six out of ten nights of his run. (Vulture)

        Consumers are interested in ad-supported OTT. An OpenX survey found 54% of respondents said they preferr a “cheaper or free service that was supported by ads, compared to a more expensive ad-free service.” (MediaPost)

        How Our Values Drive Us to Give Back

        Posted on by Cadent Staff

        At Cadent, we believe giving back to our communities is essential, so in 2018 we launched our company-wide #ConnectForACause initiative, focusing on areas of importance to our employees, including homelessness and hunger, education and youth services, animal welfare, support for our military and veterans, and health services.

        Cadent employees donated their time and resources to collect and pack school supplies and toiletries for those in need, knitted hats for children with cancer, organized holiday food drives, created care packages for military members, volunteered at the SPCA, and dozens of other service projects. They participated in company-sponsored marathons and bike rides, and they made donations to various organizations.

        As a company, we know our engaged and enthusiastic employees give their all to our clients, and we’re proud to help them bring that same engagement and enthusiasm to their favorite causes.

        By all measures, the year was a resounding success, and we’re looking forward to an equally successful 2019.

        Employees took part in a bike race to end MS.

        The Great Corporate Health Challenge, Sponsored by #ConnectForACause

        This year, we invited interested employees to download an app to log nutritious meals and snacks they ate, the amount of water they drank, the time they spent practicing deep breathing and mindfulness, the number of steps they walked, and exercise – all important indicators of healthy living. The app was part of the Great Corporate Health Challenge, and teams vied to compile the best stats. Participants reported that among their greatest motivation for joining the Challenge was competition with colleagues.

        Another major motivator? Among the three competing companies, the grand prize was a donation to a charity chosen by the company with the highest average point score, making the Great Corporate Health Challenge a perfect companion piece to our #ConnectForACause efforts. Cadent’s teams excelled, choosing to donate the grand prize to Feeding America, a nonprofit network of more than 200 food banks that feed more than 46 million people.

        Additionally, there was an internal competition between Cadent teams. The winning team donated to CASA, a local agency in SJ focused on foster children, and an individual winner donated to Atlanta Mission, an organization that fights homelessness and hunger.

        In a follow-up survey, 80% of the participants reported that they were going to continue working on their health, 70% said the Challenge had led to better teamwork and improved relationships with coworkers, 60% had changed one or more bad habits, and over half had more energy.

        We hope they’ll use some of that energy during 2019’s #ConnectForACause and that 100% are feeling good about the hard work they’re doing for their communities, their company, and themselves.

        For more, check out our Careers page.

        This Week in TV News: DTC Shoppers’ Streaming Habits and Disney+

        Posted on by Felicia Greiff

        How many people will tune into “Game of Thrones” this Sunday, and what content will appear on Disney+? Let’s explore these questions, plus a study around DTC shopper streaming habits and a secret Donald Glover movie on Amazon.

        “Game of Thrones” viewership predictions. It’s likely Game of Thrones season 8 will premiere to its biggest ratings ever. The show trounces its own ratings every season, so the last season will be big. How big? The record holder is 2017’s penultimate season, with 12 million viewers in the overnight Nielsens, up 36% from the season 6 finale. (Entertainment Tonight)

        A whole new world… of Disney streaming. The long-awaited streaming service was announced Thursday afternoon. Content from Disney’s vast repository will include titles from Disney-owned brands (Pixar, Star Wars, the Disney Channel, Marvel and National Geographic) and 21st Century Fox properties. Disney CEO and chairman Bob Iger said the company is “putting forward an aggressive strategy” during the investor day event. (AdExchanger)

        DTC shoppers stream, a lot. Research from Telaria and Hulu found DTC shoppers spend 13 hours watching live or on-demand streaming TV every week, 20% more time than they spend watching cable TV. What’s more, DTC shoppers who watch both streaming and linear TV were twice as likely to buy a product after seeing an ad that those consumers that only saw on linear TV. (MediaPost)

        Amazon’s secret Rihanna and Donald Glover movie. Amazon is streaming “Guava Island,” both starring and produced by Glover. In its first 18 hours, the movie will be free. After that window, it will only be available for Amazon Prime subscribers. The streaming service is betting that the film will bring in a new audience, who might decide to sample other Prime content. (Adweek)

        See last week’s TV trends.

        This Week in TV News: ‘Game of Thrones’ and OTT ad spend

        Posted on by Felicia Greiff

        This week, we’re talking about “Game of Thrones,” OTT revenue next year and a more automated future for TV advertising.

        TV ads get more automated, easier. A Videa study of more than 200 marketing and ad professionals found 52% of respondents strongly agree that TV buying is transforming. More than 50% of survey respondents said they see money moving from digital to TV with easier, more automated buying. (RBR)

        It’s a streaming world. Seventy percent of U.S. households have at least one streaming service subscription, compared with 40 percent of U.K. homes, according to a study from nScreenMedia’s Vindicia. The average American subscriber watches 3.4 services, at an average of $8.53 per month. (Forbes)

        OTT ad revenue to double by 2020, Magna says. The agency predicts  OTT ad spend will see 39% growth to $3.8 billion in 2019 and 31% growth to $5 billion by 2020. (AdExchanger

        “Game of Thrones” finale approaches. Beginning April 14, the final season of the epic HBO show will air. Time breaks down the season teasers, photos from the set and cast tweets to try to decipher what happens in the last episodes of the show. (Time)

        See last week’s TV trends.

        Faith-Based Titles Find Success with Custom On-demand Audience

        Posted on by Allison Smith

        As we head into spring and approach a few religious holidays including Easter and Passover, we wanted to shine a light on Cadent’s unique approach to achieving success with on-demand faith-based films.

        Each year, we work with a handful of faith-based titles and take a special approach planning them. That’s because we can’t treat a faith-based film in a particular genre with the same targeting approach as we might use for other films in that same genre. For a drama title with a $1-10 million opening box office, for example, the on-demand revenue is $2.5 million on average, compared to about $1 million for a faith-based drama.

        We know broad targeting approaches won’t work here. The audience for faith-based titles is very specific, and while there is definitely opportunity for success on-demand, there aren’t obvious attributes with which to target these potential viewers. Additionally, we have to work within regulations on using faith and religious preference data.

        Our solution was to leverage the volume of faith-based titles we planned to develop a custom audience segment with a distribution partner that doesn’t use any PII to reach likely viewers.

        This content segment utilizes first-party data and lets us target renters we know have interest in faith-based content from previous activity, not personal information. Using addressable advertising, we can promote new releases and catalog faith-based films while adhering to privacy rules.

        This refined segment works. On a recent faith-based drama, Cadent used addressable advertising to target a custom audience and saw a 328% lift in the platform buy rate compared to the baseline campaign metrics without addressable support. Reaching that right audience can make or break a revenue goal–especially for campaigns with limited or no theatrical support.

        There are many more opportunities to refine performance by homing in on the right target. Consistently, we see about 7% of on-demand sales come from new renters. Sampling only our faith-based films, that average is closer to 13%. This indicates a rich potential for a sales lift with the right audience.

        There are also opportunities for success through aligning with seasonal events. We see substantial sales lifts annually thanks to certain holidays like President’s Day, which sees a 71% boost in transactions compared to a normal Monday.

        Looking at the month ahead, Easter usually isn’t one of these occasions. It always lands on a Sunday and tends to carry a minimal lift of about 5%, not really big enough to warrant backing with a large budget. That is not the case for faith-based titles–the transaction lift can be upwards of 400%! Easter represents a big opportunity for this custom audience.

        The same can’t be said for all faith-based holidays: Christmas, for example, doesn’t drive a significant increase, likely because there are other seasonal catalog titles in addition to a plethora of major new releases competing for attention.

        Our custom addressable solutions open up a lot of new opportunities to promote and find success with smaller-budget, niche-audience films like these.

        Learn more about Cadent in-home entertainment.

        This Week in TV News: Consumer Privacy and ‘Sex and the City’

        Posted on by Felicia Greiff

        This week, we’re talking about Apple’s streaming service announcement, consumer feelings about privacy and #MarchMadness.

        Apple is set to stream. Launching in 100 countries in the fall, Apple TV Plus will feature a slate of original content. Stars who made the trip to Cupertino to speak at the event include Oprah, Steven Spielberg, Jason Momoa, Jennifer Aniston, Steve Carell and Reese Witherspoon. The service will be ad-free. (The Verge)

        Three out of four people are “alarmed” about privacy. But most said they aren’t willing to pay to protect their personal information, according to Norton Lifelock’s Cyber Safety Insights Report. A third of respondents ages 18-38 deleted their social media accounts in the past year because of privacy concerns, compared to a fifth of those who are 54 and older. (MarketWatch)

        March Madness viewing is up. Nielsen Media Research found TV ratings for the tournament’s first weekend were the second-highest since 1991. Additionally, Conviva data found that live streams and live hours of consumption for the first week of March Madness were up 25% over last year. (Forbes)

        ‘Sex and the City’ gets another spinoff. After two movies and a show about Carrie’s younger years, there’s another installment of the hit show, this one coming from Paramount Television. The show will focus on characters in their 50s and 60s and topics including marriage, divorce, grief and children, according to Deadline.

        See last week’s TV trends.

        TV’s Evolution to a Customer Journey Marketing Tool

        Posted on by Eoin Townsend

        The traditional TV advertising and digital advertising worlds are merging, and it’s a pivotal moment for the TV industry. For years TV equalled positive brand associations and mass awareness. A classic example is Procter & Gamble’s “Thank You, Mom” spots that aired during the Olympics – the goal was to reach huge swathes of the population with a unifying, emotionally resonant message.

        TV is still incredibly effective at achieving broad awareness, but the medium is evolving. Marketers are thinking differently about TV’s place in their customers’ path to purchase. The catalyst is Addressable TV, which is changing the landscape for marketers, consumers and media owners.

        To put it simply, Addressable TV advertising uses the same datasets as digital media so marketers can reach audiences at scale. Being able to use TV in this way, particularly in an increasingly fragmented landscape, means marketers can engage their customers like never before.

        It’s about making connections between the data that exists in digital and applying it to a traditional media channel. In a noisy media environment, addressable TV advertising is becoming a proven part of the media mix, connecting marketers to the households they want to reach. For instance, a marketer for a luxury brand can use traditional TV to create awareness through aspirational creative. But with advanced TV they can also reach those households who bought a competitor’s products or who lapsed in purchasing and could be influenced while they’re in the consideration phase of their journey.

        Through TV, marketers will be able to engage customers throughout their entire journey to purchase and create more impactful, integrated campaigns. As technology has transformed the relationship a brand can have with its consumer on TV, it has also changed the way television can influence consumers. Today TV is data-driven and targeted, it can refresh and reinforce messages to specific segments, foster loyalty and advocacy, educate during the research phase and sell products.

        Addressable TV enables advertisers to reach consumers on the screen in their home at the same moment they are researching and setting their buying criteria. This creates an opportunity for true cross-screen interaction and measurement. Marketers will only reach households that matter most, at the relevant moment.

        The media provider and consumer relationship will change too. The introduction of addressable TV advertising provides both opportunities and challenges for the media side of the business, which has resulted in a thoughtfully considered process for TV’s evolution, not a revolution. It creates the ability for media companies to understand their customers in a way that wasn’t possible before and enables media owners to create more value for their advertiser clients and their end customers, driving revenue and ROI.

        Consumers, who have an incredible array of choice in subscription models and content, will expect relevant ad experiences unified across all their interactions. And through relevant messaging, excellent creative that resonates with the audience and great brand experiences, that customer will be more likely to buy again.

        Like any new medium, there will be a lag in adoption. EMarketer predicts $2.54 billion will be spent on US addressable TV ads this year, accounting for just 3.7 percent of total TV ad spend. Yet an ANA and Forrester survey found just 15 percent of respondents regularly include addressable TV in their media plans.

        The transformation of traditional TV will fundamentally change the dynamics of the TV industry for advertisers, media owners and consumers. And the pace of change will only increase. How we navigate that change has to respect the success and values of the traditional TV landscape with the capabilities of the digital ecosystem. As TV simultaneously becomes more data-enabled and fragmented, aggregation, automation and attribution at scale are the ways to solve it. Old and new must work together.

        At this juncture, TV is about bringing in both the old and the new together at scale. Linear, large-scale TV campaigns work and addressable campaigns work, but they work even better used together and improve the efficacy of both.

        Read more from Chief Product Officer Eoin Townsend.

        This Week in TV News: ‘Seinfeld’ Streaming and Brexit’s Marketing Impact

        Posted on by Felicia Greiff

        This week, we’re talking about “Schitt’s Creek,” global streaming growth and Brexit.

        “Friends,” “Seinfeld,” etc. According to Nielsen’s latest Total Audience Report, Americans spend more than 10 hours a day on their phones. Additionally, the report looked into factors that influence streaming choices, with the most influential one being “existing shows I used to watch on broadcast media being available for streaming.” Coming in a close second was recommendations from family and friends. (Hollywood Reporter)

        “Schitt’s Creek” to end after 6 seasons. On the heels of CBS taking full ownership of the Pop TV, the creators of one of the network’s most successful shows announced its next season would be its last. “Schitt’s Creek” Co-creators Eugene Levy and his son Daniel Levy issued a joint statement saying they had envisioned how the story would conclude from the beginning. (CBC)

        Streaming services add more than 100M subscribers globally. The new global subscriber total is 613 million, according to data from the MPAA. Cable subscriptions are down 2% for a total of 556 million. (Hollywood Reporter)

        Execs talk about Brexit’s impact on marketing. The Drum collected perspectives from UK and Ireland ad industry execs about the potential impact of Brexit on advertising and marketing. Top brass from WPP, Sky, Ebiquity and more talk about access to talent, consumer confidence, taxation and more. Jellyfish CFO Chris Lee said of the uncertainty, “As a business, the only thing we can do is base our decisions on the information that we have available.” (The Drum)

        See last week’s TV news.

        DTC Brands Use TV to Fuel Growth

        Posted on by Aliana Heffernan

        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.

        This Week in TV News: ‘One Day at a Time’ and U.S. Smartphone Use

        Posted on by Felicia Greiff

        This week, we’re talking about March Madness ad spend, Netflix’s cancellation of a small show with a devoted fanbase and Theranos.

        Netflix cancels “One Day at a Time.” After three seasons, Netflix cancelled the comedy about a Latinx family with Justina Machado and Rita Moreno. Netflix said it was a “very difficult decision” and that it’s disappointing that more viewers didn’t discover the show. This week at INTV, Netflix head of original content Cindy Holland said the company is “about stretching investment dollars as far as we can; making good investments of our members’ money.” (Deadline)

        March Madness TV ad spend. Last year, the men’s college basketball tournament generated about $1.3 billion in ad revenue. Kantar found that ad spend during the tournament has grown 3.4% annually since 2013. (MediaPost)

        A deep dive into Theranos’ marketing. Health tech startup Theranos was once valued at $10 billion, and Founder Elizabeth Holmes was once hailed as the woman who “invented a way to run 30 lab tests on only one drop of blood,” Then it all came crashing down when it became public that the company was using traditional blood testing machines instead of its supposedly cutting-edge technology. Read Adweek’s take on the story, “Theranos and Elizabeth Holmes: the Marketing of Silicon Valley’s Favorite Villain.”

        U.S. smartphone use will rise 3%. This year, 232.8 million people or 70% of the U.S. population will use smartphones, according to eMarketer research. By 2022, nearly half of U.S. media ad spending will be on mobile platforms. (Mobile Marketer)

        See last week’s TV trends.

        How Unexpected Events Impact On-Demand Viewing

        Posted on by Karen Abram

        There are many variables we’ve identified that have an impact — positive or negative — on the success of on-demand rentals. We can split these variables into two categories: events we know about and can plan for in advance, and ones that can’t be planned for but have an effect on performance.

        More than 20 of the variables we found are plannable, including holidays like Christmas or events like the Oscars. The talent featured in a film also has a measurable effect on rental performance.

        But many fall into the other category. Think snow days, for example: these surprise days off are a perfect opportunity to reach a household whose members didn’t plan on being home. Now, they have more time in the day, call them “on-demand viewing hours,” at their disposal. (On the other hand, of course, some weather events lead to outages which could prevent families from watching anything at all.)

        Recently, we noticed this phenomenon in the Los Angeles market, which over-indexed consistently against other markets in January.

        In 2018, LA had a 159 index for transactions against other top markets like Detroit, Denver, Philadelphia and New York. Looking at January 2019, their index increased 27% to 201. While not all revenue spikes can be planned for, they can be explained: this increase lined up with the Los Angeles United School District teachers’ strike. Schools were shut down from Jan. 14 to Jan 22, affecting around 600,000 students and their families. With their unexpected free hours, families turned to on-demand rentals.

        When these unplanned events happen, it’s also important to look at the MVPDs who benefit. Each MVPD has a natural geographical alignment to certain genres, depending on the markets each is zoned for and the demographics of those markets.

        For example: TWC organically performs best with family titles and the markets they are zoned for skew suburban. Altice organically performs best on drama titles, with their subscriber concentration mainly in the New York market. Cox does well with action movies and is mainly in military zones. When those areas have more viewable hours (whether planned or unplanned), the movies that organically do well will pop.

        In LA, a top market for TWC, a wide range of PG-rated, family-oriented titles saw the biggest bump from the strike. “Goosebumps,” “Incredibles 2,” “Smallfoot” and “The House with a Clock In Its Walls” each saw transactional boosts during the week of the strike. And, once the strike ended, each of these titles resumed their expected weekly decay.

        Not all films saw viewing increases during the unplanned strike. Horror movies like “Halloween,” which typically have an average performance in the LA market, saw a higher-than-average decline from week 1 (before the strike) to week 2 (during the strike).

        Studios want to know why a movie performed a certain way at a certain time, but the variables that contribute to on-demand rentals are often unpredictable. At Cadent, we have the experience and historical data to dig in and understand what is contributing to increases and decreases in rental revenue. We can look at performance from different angles to find explanatory connections and correlations, then make strategic suggestions.

        While things like the LA teachers’ strike may not have a next time, studios should be ready for similar unexpected moments when rich opportunities for on-demand titles hit. When they do, being able to move quickly and strategically is critical. For example, advertising a discounted bundle for movie rentals could make all the difference.

        This Week in TV News: SXSW and Brands’ Audience Data Spend

        Posted on by Felicia Greiff

        This week, we’re talking about SXSW, a Netflix Thai cave rescue series and brands spending more on audience data this year.

        Brands will spend more on audience data this year. In a survey from the IAB 69% of respondents said they increased the amount spent on audience data and related solutions last year versus 2017.  Seventy-eight percent say they’ll invest more in 2019, and 15% expect to invest the same amount. Half of respondents said data regulation is the “main potential threat” to getting value from data. (MediaPost)

        Netflix will co-produce a Thai cave rescue series. The streamer is making a miniseries about the dramatic rescue of 12 Thai boys and their soccer coach who were trapped in a cave for 18 days last year. Production company SK Global Entertainment, which brought us “Crazy Rich Asians,” will partner with the streaming service on the project. A few weeks after the rescue last year, about five separate movie adaptations were discussed, prompting the Thai government to set up an entity to help the boys manage interest in their story. (Hollywood Reporter)

        “Office” creator sticks with Universal Television. Michael Schur made a multi-year deal to stay with Universal Television, according to Deadline. Schur co-created/executive produced some of biggest comedies in the past decide, including “Parks and Recreation,” “The Office,” “Brooklyn 99” and “The Good Place.”

        Buzzworthy SXSW movies. Jordan Peele’s latest movie, “Us,” will show at the festival. It’s his first movie after Oscar-winning “Get Out.” Other talked about titles include Harmony Korine’s Matthew McConaughey vehicle “The Beach Bum” and “Long Shot,” in which Charlize Theron is playing a secretary of state running for president. See more on Variety.

        See last week’s TV trends.

        Meet Cadent’s Data Science Team

        Posted on by Diptimaya Mishra

        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.

        LiveRamp RampUp Wrap-Up: Advanced TV Opportunities

        Posted on by Cadent Staff

        Earlier this week, Cadent’s own Mike Bologna moderated a panel on advanced TV advertising at LiveRamp’s RampUp conference in San Francisco. He led a discussion with three industry leaders: Justin Evans, VP of Data Strategy at Comcast Spotlight; Bryson Gordon, EVP of Advanced Advertising at Viacom; and Andy Barnet, VP of West Coast Sales at Xandr.

        As advanced TV grows and expands, there’s a lot of buzz around the medium. But, of course, there are some challenges to adoption with still-developing solutions. Below are a few highlights from the panel, “Beginner to Expert-Level Advanced TV.”

        A holistic approach to addressable. Addressable advertising enables brands to reach customers at the household-level on a wide range of devices. Viacom’s Bryson Gordon said he looks at addressable not as a separate piece of the puzzle, but as a holistic piece of the puzzle. Marketers want to get their message in front of people through premium long for content delivered on TV glass in front of the real humans, Gordon said, adding that the point is “all about how you deliver that as a unified whole in a way that is simple.”

        Addressable is still too complex for most buyers. Many companies making media buys are used to buying in silos. Digital is digital, and TV is TV. It’s hard for them to see that addressable works in combination with traditional TV advertising to push your message to the right people.

        “We’re really trying to underline the idea that video and television are now a full-funnel solution,” Justin Evans noted during the panel. And addressable can be used at a basic or very advanced level, whether a company is looking for a more broad understanding of what their target audience is consuming or a hyper-targeted consumer acquisition.

        The traditional-TV mindset still persists. Panelists noted that countering traditional ideas is a big hurdle for advanced TV. Many TV advertisers are accustomed to thinking in terms of audience counts and who tuned in. They’re focused on broad reach and live events.

        The best way for marketers to see the value of addressable TV is by providing valuable viewership data, and then layering on proof points that make addressable sing. It may take some time, but Gordon says it’s worth it: “Don’t give up on trying to find the right person to get in the room. There’s myth busting that needs to occur, but so much of that is about getting the right people in the room who truly understand the impact it’s going to have on business.”

        A changing OTT environment. OTT options, like Netflix, Hulu and channel-specific watch apps have given advertisers and companies a broader way to understand customers. Rather than talk about them as cable users or cord cutters, which the panel noted was limiting, it’s nice to see that they have essentially started to self-segment. (For example, understanding household data while also knowing that the household watches the HGTV app gives companies more precise targeting.)

        “It doesn’t matter how they want to watch it. It’s about the consumer. We’re going to offer to them many different services and then we get the opportunity to target,” Andy Barnett shared.

        Gordon added: “When we start to think about a more multi-dimensional approach to how customers segment themselves in the market, and you start to think about offerings that every one of those points, that is where I think the opportunity to unlock massive value from OTT exists.”

        While it may take time for marketers to truly see the opportunity in advanced TV advertising, the move is on the horizon — and in the end, is a benefit to the consumer.

        Read more the advanced TV landscape and Cadent Advanced TV Platform.

        This Week in TV News: Oscars Ratings Improve and Nike Dreams Crazier

        Posted on by Felicia Greiff

        This week, we’re talking about Oscars viewership, Nike’s latest creative and addressable TV ad spend.

        The Oscars gets more viewers. After a record low in viewership last year, the televised awards ceremony drew 29.6 million viewers, a 12% increase over 2018’s 26.5 million viewers. The show didn’t have a host, which probably accounted for a faster clip – this year’s ceremony ran about an hour shorter than last year. (Fortune)

        Nike dreams crazier. During the Oscars, Nike premiered an ad narrated by Serena Williams, with video clips featuring Simone Biles, Ibtihaj Muhammad, Chloe Kim and more. Williams posted the ad on her Instagram account, captioning it, “If they think your dreams are crazy, show them what crazy dreams can do.” It’s a follow-up to “Dream Crazy,” the viral ad with Colin Kaepernick. (Washington Post)

        Netflix promotes an inclusion message. The streaming service came out with an ad called “Make Room,” featuring actor Uzo Aduba, comedian Hannah Gadsby and Mexican actor Yalitza Aparicio. Mira Kaddoura, executive creative director of Red & Co, the agency behind the brand campaign and its strategy, said the aim was to make a case for and tell the story of “the opportunity that diversity offers all of us when we make creative and economic space for talented artists, actors, writers, comedians, producers, directors and composers who don’t have a guaranteed seat at the table.” See the ad on Adweek.

        Addressable TV ramps up, eMarketer says. About $2.5 billion will be spent on addressable TV ads this year in the U.S., accounting for 3.7% of total TV ad spend, according to an eMarketer report. Total U.S. addressable TV spend is expected to grow to $3.37 billion and overall TV ad spend is expected to rise .5% in 2020. (eMarketer)

        See last week’s TV trends.

        This Week in TV News: Oscars Creative, ‘Green Eggs and Ham’

        Posted on by Felicia Greiff

        This week, we’re talking about the 91st Academy Awards ceremony and the creative that will air during the show. We’re also looking at eMarketer’s prediction that digital ad spend will overtake traditional ad spend this year. 

        Oscars Sunday is upon us. And in its 91st year, the ceremony will have no host. This year’s show will air all categories (best editing, cinematography and a few others used to be presented during commercial breaks) but now will be shown live after some public pressure. Last year, Oscars viewership fell 19% from 2017. See the full list of nominees this year, via The Hollywood Reporter. And read how Oscar wins and nominations can impact on-demand rental revenue from SVP of Cadent entertainment Karen Abram.

        Take a look at Oscars commercials. This year, Budweiser, Cadillac, Google, Hennessy, IBM, Marriott, McDonald’s, Microsoft and more have committed to advertising during the event. Get a preview of the spots on Ad Age.

        Netflix’s Green Eggs and Ham gets big-time cast. The animated 13-part series, which has been in the works for three years, announced the stars who will voice its characters. Talent includes Diane Keaton, Michael Douglas, Adam DeVine, Ilana Glazer, Eddie Izzard, Tracy Morgan, John Turturro, Keegan-Michael Key and Jeffrey Wright. The show will premiere next fall. (Eater)

        Digital spend>traditional. eMarketer says digital ad spend will overtake traditional ad spend this year. eMarketer notes that the traditional category includes radio, print, directories, TV and out-of-home advertising. Digital ad spend includes desktop, laptop, mobile, tablets and other internet-connected devices and more. (eMarketer)

        See last week’s TV trends.

        Don’t Buy Addressable TV Until You Answer These Questions

        Posted on by Paul Alfieri

        [A version of this post originally appeared in AdExchanger.]

        Addressable TV advertising is gaining momentum, with total annual spend projected to exceed $3 billion, according to eMarketer. If you might budget for addressable TV advertising this year, you should know the important questions to ask before you dig in.

        Like any emerging medium, the noise and hype can drown out the signal. So it’s important that this year, brands ask tough questions about what their addressable TV media spend should accomplish as part of the overall marketing mix.

        Are you really engaging a national audience?

        Building brand awareness requires the largest scale possible. TV is the premier reach medium, and its sight, sound, motion, and attentive audience are all important factors to building that relationship. (In fact, TV ads command twice the active viewing of YouTube and 15 times the active viewing of Facebook, according to research from WARC.) So naturally, marketers will benefit from the biggest pool of possibilities to draw from even when targeting a specific segment.

        Many TV providers may claim access to a national audience, but what they really mean is “national” within their owned footprint. That’s because the likely don’t have subscribers in every  designated market areas (DMAs) in the U.S.; and further, even within their subscriber base, it’s likely they haven’t upgraded the set-top boxes of every subscriber to enable targeting at the household level. At CES this year, wireless providers, cable operators, and over-the-top (OTT) providers all discussed next-generation upgrades to the home, but those rollouts will take years to cover a true national audience.

        This means you may believe your potential total reach is the full 75 million U.S. addressable households, but in reality that starting point is much smaller. When you begin segmenting audiences on top of that smaller pool, your addressable campaign might only ultimately each a very small percentage of targets.

        As such, it’s important to ask questions to be clear on the math behind your plan’s audiences. Without this critical examination before your campaign runs, your results might be disappointing.

        What are you learning?

        We are in an era where demographic insights are no longer acceptable as sum total campaign results. Marketing organizations are shifting to analytics-driven planning, increasing business impact by constantly improving and learning through attribution and modeling.

        Data-driven TV is an important part of this picture; campaigns today can leverage valuable data sets to provide in-flight feedback as well as detailed post-campaign observations about the changing habits of a brand’s target audience. Addressability in TV takes this even further – through a test versus control methodology advertisers can learn what messaging worked and what doesn’t work for specific segments or products.

        Addressable can help marketers better understand particular audience segments as well. For instance, a major retailer we worked with ran an addressable TV campaign that revealed young single people to be good targets for driving incremental sales, and that targeting rural or suburban households was more successful than targeting urban households. Insights like these should influence not just other TV buys, but also the larger digital media mix and marketing strategy. It’s time to start thinking of TV as a part of overall media spend and not a siloed awareness channel that can’t connect to real business impact.

        While planning for addressable, make sure your partner sets up your TV campaigns so that you learn things like things like ‘what’s the optimal frequency for a conversion?’; ‘what is the behavioral makeup of my audience?’; ‘what was the incremental impact on sales lift?’ and more. If they can’t, look elsewhere.

        What business are you driving?

        Vibrant TV creative should be the center of any closed-loop brand-building campaign in 2019. But most importantly, marketers can now measure the return on advertising spend (ROAS) against specific business KPIs such as direct sales, shopping cart growth, awareness vs the competition, share shift or foot traffic.

        Advertisers and agencies must hold each other accountable to the right metrics. If all parties around the table aren’t aligned on business metrics, marketers won’t be able to show business impact from their TV spend. Campaigns should be constructed to deliver on moving the needle against a business need in the most efficient way, and as such, shouldn’t be optimized to qualitative metrics that wouldn’t hold up on a slide at a board meeting. Data-driven TV campaigns can ship product. In fact, we’ve seen return on ad spend four times or more greater than that of traditional network TV.

        The cornerstone for all of these of this approach is the marketer setting the tone – providing their agency and technology partners with a complete picture of the true business objective, and encouraging analytical thinking. So as you greenlight your addressable TV advertising spend in 2019, make sure you ask the right questions to get what you’re paying for.

        This Week in TV News: Howard the Duck and Jesse Pinkman Return

        Posted on by Felicia Greiff

        This week, we’re talking about Howard the Duck, the ad guy responsible for Apple’s “Think Different” campaign and new Mattel shows.

        Howard the Duck returns. It’s true. Hulu and Marvel Television are partnering on four adult animated shows, including one with Howard the Duck. The George Lucas “Howard the Duck” film of the 80s was widely panned (the Chicago Tribune said Howard was about as lovable as a dishwasher) eventually reaching cult status. (Variety)

        Lee Clow, ad legend, retires. And he announced it with a “love note to advertising” on Valentine’s Day. Clow is responsible for Apple’s “Think Different” and Adidas’ “Impossible is Nothing.” He joined Chiat/Day in its early days and was most recently chairman at TBWA/Media Arts Lab and director of Media Arts at TBWA/Worldwide. Read the love note in Ad Age.

        The “Breaking Bad” movie is on its way to Netflix and AMC. Aaron Paul will come back as Jesse Pinkman, and as we talked about before, Vince Gilligan will be involved. The film will “follow the escape of a kidnapped man and his quest for freedom,” according to The Hollywood Reporter. The movie is the first part of Gilligan’s deal he signed with Sony TV last year.

        Mattel has 22 original TV shows in the works. The shows will include action-adventure, humor, game shows, and music shows (both animated and live-action) made for multi-platform distribution. The toy and entertainment company, whose brands include Barbie, Hot Wheels and Monster High, is also said to be making an American Doll movie with MGM. Mattel’s chairman and CEO Ynon Kreiz said the content creation is an important step in the company becoming “an IP-driven, high-performing toy company.” (Hollywood Reporter)

        Read last week’s TV trends.

        Which On-Demand Titles Compete with New Releases?

        Posted on by Karen Abram

        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.

        This Week in TV News: Super Bowl Ads and a final season of ‘Modern Family’

        Posted on by Felicia Greiff

        This week, we’re talking about “Modern Family,” Netflix viewership and the egg that made waves on Instagram.

        Super Bowl sees big ad spend. Ad Age editor Brian Braiker reviewed each of the big Super Bowl ads, doling out judgments to the brands who advertised during the big game. Research firm Kantar Media estimated in-game ad spending was $382 million, the third-largest after 2017 and 2018. Anheuser-Busch Inbev was the biggest spender. (Ad Age)

        Modern Family gets one last season. The show, ABC’s top rated comedy and second highest rated series on the network behind Grey’s Anatomy, was signed for an eleventh season. (Deadline)

        Netflix numbers. The streaming service said its viewing in the U.S. was down about 32% compared to a normal Sunday. FX CEO John Landgraf said Netflix “is not telling you the whole story” about ratings during remarks at the Television Critics Association’s winter press tour, saying the streaming service doesn’t follow accepted TV viewership metrics. (Get the full breakdown from Variety.)

        Hulu’s Insta-famous egg. You might’ve heard an egg recently unseated Kylie Jenner’s baby as the most-liked Instagram post of all time. After a record 52 million likes, the egg, named Eugene, made another appearance in a 30-second commercial that aired on Hulu around the Super Bowl. The spot from Mental Health America (produced with Hulu) is about the effects social media has on health. The creators of the egg said though they have gotten plenty of interest in collaboration, they’re “less interested in money than promoting positivity.” And they’re looking for more causes for Eugene to promote. (NYT)

        See last week’s trends in TV.

        Congrats to Cynopsis Rising Star Allison Smith

        Posted on by Cadent Staff

        We’re excited to share that Allison Smith, Associate Media Director, Cadent entertainment, was honored with a Cynopsis Rising Star Award for her work at Cadent last year.

        Allison Smith, Associate Media Director, Cadent Entertainment

        The award is given to stand-out performers, innovators and emerging leaders in the media industry, and Allison couldn’t be more deserving. Her teammates said that along with dedicating herself to making sure the client feels prioritized, Allison is a great motivator and manager:

        “She’s a real go getter, always willing to help out and problem solve. She shows patience and persistence with new hires, and one of her stand-out qualities is the underlying analytical tone she brings to problem-solving.”

        Here’s a condensed interview with Allison on her approach to teamwork and her dedication to clients:

        On developing a rapport with her team: My group tends to be very focused and mission-oriented, so making the time to create a culture was important. We really do have a super supportive group, with everyone willing to jump in and help. It says a lot about about the team culture.

        On keeping up team morale: I send out a slide every Friday with random questions that I survey in the group, like, “What’s your Hogwarts House?” It keeps things light and helps everyone know more about each other.

        On finding ways to innovate: I crave novelty and am always looking for ways to push forward. A lot of the inspiration for new strategies comes from asking questions. The Addressable team, our media partners and, of course, my team are great sounding boards.

        For one client, I programmed pivot documents to automatically populate newly requested client asks using charts that the team was already managing. I worked on it during weekends, and it ended up cutting down on manual effort from the team and created efficiency and clarity for the client. We’re always looking to optimize what we have.

        On moving from planning to an analytics role: Our system is set up in a way where you can clearly measure the effectiveness of what the team has done. I’m a curious person generally, and now, I can focus on those deeper questions. My new role is about long-term projects, daily diligence and ensuring progress. Because our clients are experts, I like to hear their questions and how they’re looking at their work. It pushes me and my thought processes forward.

        On finding and providing mentorship: I have always been really motivated to network and seek mentorship opportunities on my own, but I feel like for every bit of my effort, I have received 10 times the support back. Not every company is dedicated to helping employees grow – and that’s a big part of why I’ve continued to work with Cadent.

        People thrive on encouragement, so I make a point of looking for those opportunities to express genuine appreciation and praise for positive improvement and growth. Mentorship has been a big part of my own growth story. Offering equal opportunities for mentorship to my team has been vital to our success. To truly be successful, you need other people, and helping nurture talent in the people I rely on to do my job well has been key.

        See the full list of 2018 Cynopsis Rising Star honorees.  

        This Week in TV News: the Criterion Channel and Pause Screen Ads

        Posted on by Felicia Greiff

        This week, we’re talking about the Criterion Channel, Hulu’s new pause screen ads and the future of Super Bowl advertising.

        Global streaming set to grow. A report from Morgan Stanley analysts found Netflix will account for 20% of U.S. online video consumption by 2023. The report found the biggest video growth will come from video services other than Netflix, Hulu and YouTube, including international streaming platforms. (Business Insider)

        Stream classics this April. Movie lovers rejoice: the Criterion Channel will launch April 8 in the U.S. and Canada. The channel is the successor to FilmStruck, the now-defunct streaming service that showcased classic movies, along with arthouse, indie and foreign films. The new Criterion Channel will offer more than 1,000 movies and be available on desktop, Apple TV, Amazon Fire, Roku, iOS and Android. (Variety)

        And now, a pause from one of our sponsors. In Q2, Hulu will roll out static ads that come up when viewers press pause on a program. Charmin and Coke will be the inaugural brands to try the ad format, part of Hulu’s effort at reducing commercial breaks. Jeremy Helfand, Hulu’s VP and Head of Ad Platforms, said the company is aiming for half of its ad revenue to come from “non-disruptive” ad formats within three years. (Digiday)

        The future of Super Bowl Ads. A feature from Wired dives into Super Bowl ads, starting with Skittles’ ad this year, which isn’t actually an ad; it’s a musical. And it won’t air during the game; it’ll be performed live at Town Hall in Manhattan on gameday. And it won’t be broadcast. Oreo’s “Dunk in the Dark” tweet redefined what viral, mass-audience advertising six years ago. Where will Super Bowl ads go from here? (Wired)

        See last week’s TV news.

        This Week in TV News: Sundance, Oscars and Super Bowl Creative

        Posted on by Felicia Greiff

        This week, we’re talking about one of our favorite topics, big-budget TV ads that captivate audiences. We’re also looking at Sundance films with buzz and Netflix’s Academy Awards nominations.

        Netflix’s “Roma” gets Best Picture Oscar nod. The streaming service’s nominated films include Alfonso Cuaron‘s “Roma” and the Coen brothers’ “The Ballad of Buster Scruggs.” “Roma” garnered 10 nominations total, including Best Picture, which is a huge get for Netflix as it faces obstacles on the awards circuit. (CNN)

        Sundance is here. The annual film fest attracted 14,259 film submissions from 152 countries. Of those, 112 feature-length films were selected, representing 33 countries and 45 first-time filmmakers. Buzzy titles include “Late Night,” a comedy written, produced and starring Mindy Kaling, documentaries about Harvey Weinstein and Michael Jackson, and Netflix’s “Velvet Buzzsaw,” a thriller starring Jake Gyllenhaal. (Vulture)

        “Taste the feeling” before the big game. Coca-Cola won’t air an ad during the Super Bowl for the first time in 10 years, opting for a 60-second spot before the National Anthem. Coke’s SVP-marketing for North America and president of its sparkling beverages business unit said the anthem timing is intentional, aimed at reminding remind everyone that “together is beautiful.” (Variety)

        Spot these celebs in Super Bowl LIII. Celebrity cameos are a staple of big-budget ad creative. This year, Pepsi’s Super Bowl commercial will borrow the star power of Steve Carell, Lil Jon and Cardi B (who wears bejeweled Pepsi-colored nails). Kristin Chenoweth teaches dogs to sing in Avocados From Mexico’s ad, Luke Wilson will appear in a Colgate ad called “Close Talker,” and dating app Bumble will air a spot featuring Serena Williams as a part of its #InHerCourt campaign. Keep an eye out for Budweiser’s spot, which borrows Bob Dylan’s “Blowin’ in the Wind” for its a message that the beer is “now brewed with wind power,” promoting the brewers’ goal to be powered by renewable sources by 2025.

        See last week’s TV news covering the Fyre Festival documentary wars and the Oscars going hostless.

        How Oscar Wins Give In-home Entertainment the Golden Seal of Approval

        Posted on by Karen Abram

        Congrats to all the newly announced Oscar nominees! We are especially excited for our clients and their titles, including Best Picture nominees “Bohemian Rhapsody,” “Vice” and “The Favourite.”

        Let’s take a closer look at how the awards will impact the in-home rental window.

        It seems intuitive that box office performance would generally be a stellar predictor of in-home rental success. For instance, “A Star Is Born,” achieved blockbuster status in theaters, so you’d expect it to do similarly well as a VOD rental. Viewers who couldn’t get enough of the chemistry between Lady Gaga and Bradley Cooper will naturally want to revisit the star-crossed pair again, and those who missed the theatrical release might want to see what all that enthusiastic chatter from fans was about. By the same token, a film that doesn’t generate excitement on the big screen could reasonably be expected to get a lackluster response as an in-home rental.

        While box office figures undeniably provide some of the strongest indicators of rental success, they’re not the only factor studios should consider, especially as the excitement of Academy Awards season ramps up. one2one Entertainment has analyzed more than 20 additional variables that can organically affect a film’s rental success, and we discovered that strength in those other areas–most notably Oscar buzz–can lessen the importance and impact of unimpressive box office receipts.

        The graph below provides an eye-opening example. Last year, “Three Billboards outside Ebbing, Missouri,” a difficult-to-categorize film starring Frances McDormand, couldn’t be described as a hit when it was released in theaters. Thanks to the boost from its many Academy Award nominations – including Best Picture, Best Actress, and Best Supporting Actor – the picture attracted a new wave of attention from potential viewers and has performed just as well in the home market as “Jurassic World” (which had 670% higher box office revenue). Award recognition, especially in significant categories like Best Picture, Best Actor, Best Actress, and Best Director, can double rental demand. (It’s also interesting to note that while the Oscars has been slipping in viewership, it was still one of only two shows that year without a sports tie-in to make the top-10 in Nielsen ratings.)

        It’s important to keep in mind that a film enjoying a second wave of awareness with the public will have a very different spend and strategy than if it were simply released in September with no award recognition. Leveraging the timing of the Oscars becomes paramount. This is one period in the year when the slate is wiped clean; ticket sales aren’t automatically mirrored by rentals; and little-seen but deserving, well-made, culturally relevant movies get a chance to find an audience. It’s no coincidence that most nominated movies make their debut in the VOD window just prior to the awards or right after.

        If you’d like a deeper understanding of the variables that impact in-home entertainment and how the Oscars will affect the movie-rental window, reach out to us.

        This Week in TV News: a Hostless Oscars and Fyre Fever

        Posted on by Felicia Greiff

        We’re watching Oscars news to see if the big show will have a host, and we’re talking about yet another streaming service.

        Oscars goes host-less. The surest way to avoid controversy with the Academy Awards host pick, it seems, is to go with no host at all. After Kevin Hart was supposed to host the show, then dropped out after old controversial tweets resurfaced, the Oscars appears to be foregoing an MC. Kumail Nanjiani and Tracee Ellis Ross will present nominations on Jan. 22. (NYT)

        The newest streamer in the game. NBCUniversal plans to launch a streaming service next year. According to Variety, NBCU will be an ad-supported, free service to U.S. NBCU pay-cable subscribers. Rumor has it that NBCUniversal, which owns “The Office,” may pull the popular program from Netflix. (Variety)

        Fyre fever hits the streaming services. Famously, the Fyre Festival – marketed as a lux “Coachella in the Bahamas” – was a giant disaster that stranded attendees without much in the way of food or lodging. (You’re probably familiar with the viral photo of a Fyre sandwich, two sad slices of wheat bread, a tomato slice, cheese and past-due greens.) Now, Netflix and Hulu both are releasing documentaries about the failed festival. Check out Vulture’s guide to which doc is right for you.

        Netflix hikes subscription price 18%. The streaming service’s most popular plan, one that offers high-def streaming on up to two different internet-connected devices at the same time, will go from from $11 to $13 per month. As of last September, Netflix reported $8B in long-term debt, up 71% from about $5B the year before. The company proposed another $2B in debt last October to fund more original content. (Chicago Tribune)

        See last week’s TV news blog on “Bird Box” and the Golden Globes.

        The Role of Television in the Modern Customer Journey

        Posted on by Cadent Staff

        [A version of this post originally appeared in MediaVillage.)

        Consumer behavior is always shifting with the introduction of new technologies, so how should today’s marketers think about TV?

        To start, marketers should recognize that TV has adapted to be more relevant, targeted, measurable and flexible, with better return on ad spend than ever before. With TV driving real business impact by influencing consumers throughout their journey to purchase, those marketers who take advantage of the medium’s new capabilities will get an early start on a more effective and versatile branding instrument.

        In our series on the customer journey we explored how TV has transformed from a broadcast medium – one traditionally considered for brand lift and share of voice – to something else: a data-driven medium capable of refreshing and reinforcing messages to specific segments, fostering loyalty and advocacy, educating during the research phase and selling products.

        In this last post, we’ll illustrate how data drives results, especially when tapping TV’s emotional power, making it key to today’s media mix.

        The Power of Digital + TV

        Advanced TV uses datasets to reach consumers on the big screen at home as they research and set their buying criteria. TV indexing uses data science to find correlations in content and consumer interests so marketers can deliver specific messages to the segments most likely to buy. Sequencing messaging via email, digital display and Addressable TV instills brand loyalty. These approaches should be used across the consumer journey – in conjunction with digital tactics – to reach people at the right time with the right message.

        A company selling an electric toothbrush, for instance, uses traditional broadcast TV to raise awareness, reaching a broad swath of the public, some of whom will not be interested in the product. Afterward, the toothbrush brand could use data to find consumers with a particular income who recently researched oral care products, then target them with Addressable TV ads that compare the toothbrush to competitors.

        Next, a marketer could target ads further to those who appear likely to make a purchase and offer them incentives like a coupon or time-sensitive offer through e-mail or display banner ads.

        TV’s Emotional Power

        Today, TV is still the most emotionally potent medium – and emotional connection is vital to the customer-brand relationship. Indeed, Nielsen found that ads with a higher-than-average strong emotional connection prompt a 23% lift in sales.

        And while other mediums compete for attention, TV is different. In fact, WARC research shows TV ads command twice the active viewing of YouTube and 15 times the active viewing of Facebook.

        The main takeaway for marketers is that TV has evolved into a multifaceted tool that should be used to talk to consumers as they make their way through the customer journey. Because TV is digital-enabled and can share segments with digital, its tactics can be paired with digital by bringing more context, emotion, sight, sound and motion to the equation, creating a cadence of messaging that leads the consumer to brand loyalty.

        Marketers can start testing now to see how taking advantage of TV’s full capabilities can boost their return on ad spend.

        Read the intro to our customer journey series and check out the previous stage, Advocacy.

        This Week in TV News: ‘Bird Box’ and an IMDB Streaming Service

        Posted on by Felicia Greiff

        This week, we’re talking about Netflix’s latest thriller, a viral movie starring Sandra Bullock. We’re also talking about the Golden Globes because we’re in the thick of #awardseason and the newest streaming service offering (because you didn’t have enough options).

        “Bird Box” gets big views. Twenty-six million people streamed the thriller in its first week, according to Nielsen’s SVOD Content Ratings. Nielsen said that of Netflix’s original programming, the much-memed about movie comes in right behind Stranger Things Season 2 by less than one million viewers. Dec. 28 saw the most views, with an average minute audience of about 4 million U.S. viewers. (Hollywood Reporter)

        Alexa, let’s binge ‘Scandal.’ Viewers who use Alexa to tune in to shows watch 50% more TV than those who don’t use the AI-enabled device, Hulu CMO Kelly Campbell said at CES. “I think there’s a lot more to unlock in the voice category,” Kelly continued. (Deadline)

        The Golden Globes stay golden. The awards show on NBC brought in 18.6 million viewers, down 19.1 million from last year. Viewership among adults 18-49 increased 4%. The event, hosted by Sandra Oh and Andy Samberg, was the most-watched non-sports or news event on TV since the Oscars aired on ABC last March. (Vulture)

        Another streaming service for you. IMDB now joins the lineup of streaming services available to consumers. The service is called Freedive, a free ad-supported platform that offers IMDb or Amazon users and Amazon Fire TV owners access to TV and movies. (The Verge)

        See last week’s TV news.

        How TV Fosters Customer Advocacy

        Posted on by Cadent Staff

        [A version of this post originally appeared in MediaVillage.]

        While you might assume that merely being satisfied with a brand’s performance is enough, the real reasons for loyalty go deeper.  Looking at data from hundreds of brands across categories, research from Harvard Business Review found that on a lifetime value basis emotionally connected customers were more than twice as valuable to marketers than highly satisfied customers.

        While delivering a satisfying customer experience is table stakes, brands need to cater to consumers’ emotional needs, like feeling a sense of freedom or standing out from the crowd.  For marketers, that means understanding customers on a deep level and offering them messages and creative that resonate so the consumer will talk up the brand to others and become a repeat purchaser.  In other words, it’s all about nurturing existing customers.

        TV is great for reaffirming a purchase and nurturing the emotional connection with a consumer.  For instance, a car ad can reaffirm a lifestyle that fits with the reason the customer bought the car.  And if you set your segments up well from the start, your segmented messaging will do double duty, reaffirming the purchase for loyalists and attracting new customers.

        Leaving the Best Impression

        One way to achieve loyalty is by effectively sequencing messages.  Think about how you want your favorite brand to reach you.  See their ads too often and you’ll get sick of them.  You might want to hear about offers, but only if they’re very relevant.  A sign of appreciation, like a coupon or just a thank you message, is a more welcome means of reaching out.

        With many different channels available, one hazard of using traditional TV advertising for this purpose is the risk of overexposure.  A spray-and-pray approach makes it impossible to deliver personalized messages.  Addressable TV offers a new vehicle for messaging that is targeted to the household level.  Testing can reveal the optimum sequence of messaging via email, digital display and addressable TV that helps instill loyalty.

        Segmenting Brings Success

        As McKinsey illustrates, consumers can hold vastly different views of your brand.  The choice is often which segment to focus on for maximum efficacy.  First-party data can help identify different groups of customers, ranging from dissatisfied to evangelists.  Observing behavior and preferences and unearthing their emotional connections with a brand can help execute such segmentation.

        McKinsey recommends looking at traditional customer survey data and linking those results to anonymized online activity to see how such consumers behave.  For instance, do product upgrades help turn moderately satisfied consumers into very satisfied consumers?  Which messages have resonated with them most?  As with everything else in marketing, only rigorous testing will unearth the answers to such questions.  Testing won’t make your marketing perfect, but it will point you on the right side of the continuum between ineffective and very effective.

        At the loyalty stage, advertisers should look back at the entire journey.  Now that you know something about the customer, how would you segment them, and how would you tweak messaging to encourage the customer to buy from you again?

        Looping Back to the Beginning of the Journey

        Advertisers that are successful at fostering loyalty have this stage in mind through the entire customer journey.  Through relevant messaging, excellent creative that resonates with the audience and great brand experiences, the customer is likely to start the journey over again.

        Strengthening consumer loyalty is very important to the health of a brand and can be a potent tool for acquiring new customers (hence the Net Promoter Score).  Take the time to thank your customers.  They’ll thank you back.

        Read previous stage of the journey, Purchase, and check out our conclusion to our series, all about what modern marketers should make of TV in context of the modern customer journey.

        This Week in TV News: The Oscars, Roku and Bob Einstein

        Posted on by Felicia Greiff

        It’s 2019, and we’re back with more TV news. The Academy Awards are still looking for a host; Roku makes subscribing to premium streaming services easier within their channel; and a star from “Curb Your Enthusiasm” passed away this week. 

        And the Oscar host job goes to… No one. After Kevin Hart’s ouster from the role, there are still no firm takers for the award show job next month. Apparently the Academy is looking for someone who doesn’t speak about politics and has appeal beyond older audiences who can be counted on to tune in regardless of the host. (THR)

        Roku adds streaming channel subs, all in one interface. The Roku Channel will offer subscriptions to more than 20 premium channels including Showtime, Epix and Starz, all in one bill. A caveat: you won’t be able to find HBO, Netflix and Hulu through The Roku Channel. Apple and Facebook are said to be considering a similar offering. (CNBC)

        Hackers expose smart device vulnerabilities. This week, hackers forced almost 3,000 Google Chromecast streaming adapters, Google Home smart speakers and smart TVs to display a message promoting controversial YouTuber PewDiePie. Variety reports that the hackers took advantage of “badly configured routers” and technically didn’t hack the devices to pull the stunt. (Variety)

        “Curb Your Enthusiasm” actor Bob Einstein dies at 76. Einstein, who won two Emmy awards for his writing, was well known for his “Curb” role Marty Funkhouser and his bumbling daredevil character Super Dave Osborne, which he used on multiple television shows including “Bizarre,” “Super Dave” and “Super Dave’s SpikeTacular.” (Deadline)

        See the previous TV recap covering 2018’s top-viewed ads on Youtube and how Netflix finds rom coms that resonate with viewers.

        The Road to More Relevant, More Privacy-Compliant Advertising in 2019

        Posted on by Keith Kryszczun

        TV has always been a cornerstone of advertising campaigns due to its unique ability to employ sight, sound and motion to grab viewers’ attention, and now, with new digital privacy regulations, it’s also important to know that TV can enable you to connect with households in a more privacy-compliant way.

        The General Data Protection Regulation, GDPR, went into effect in Europe this year and fundamentally changed how marketers collect and use data for targeted advertising. In the U.S., the regulation led many global advertisers to take a hard look at data collection practices and about what information needs to be collected, and what can—and can’t—be shared with partners. And it looks like public sentiment will give way to more privacy regulation, whether it’s determined state by state or nationally. California’s digital privacy rules go into effect in 2020, and a similar privacy bill was introduced in New Jersey. A PwC survey found that just half of U.S. businesses affected by the California legislation expect to be compliant by the 2020 deadline.

        Regulation is coming at the same time that interest in addressable TV is growing. And since addressable TV has natural safeguards built into it to protect privacy, now is the time for marketers that are reviewing their privacy practices to add addressable TV into their mix. Advertisers know that ultimately, reaching people with relevant messages is key to improving their television advertising ROI and enhancing the overall TV viewing experience, whether for live or on demand, in a home or on a mobile device. The challenge, then, is conducting addressable advertising in a way that completely safeguards consumer data and optimizes relevant ad experiences.

        The good news is that TV provides more privacy-compliant ways to reach target audiences—now and for a long time to come.

        How Addressable TV Safeguards Data

        Addressable advertising, and TV generally, have built-in privacy safeguards. From the beginning, addressable TV advertising has been built to target at the household level, not the individual level. What’s more, addressable TV advertising doesn’t handle personally identifiable information (PII).

        One way marketers could preserve customer trust while still delivering relevant ad experiences is by putting a standardized workflow in place between broadcasters and operators.

        For example, Sky and Virgin Media work with a blind matching partner to create audience segments using first- and third-party data matched against Virgin or Sky subscriber files. The partner anonymizes those segments by turning them into a unique random identifier, which is then pushed into the Cadent Advanced TV Platform, which is running on premises at the operator. Cadent then matches addressable ad placement opportunities against that anonymous ID. Aggregated reporting is provided, and no ad requests or data leave Sky or Virgin’s network.

        This is a more-privacy-compliant approach to TV advertising because persistent IDs and audience qualifiers aren’t propagated outside Sky or Virgin’s footprints—the companies retain control of their data at all times, even in anonymized forms.

        In short, Sky and Virgin protect the commercial integrity of their data while maintaining the highest level of privacy for consumers. It’s also a win for broadcasters, content owners and advertisers delivering household addressable advertising to subscribers, who will receive a better, more relevant advertising experience.

        There are no fundamental barriers to this kind of partnership; it comes down to simply putting a workflow in place.

        It’s inevitable that change will come to data and privacy compliance in the U.S. Reaching customers could get a lot more expensive, complicated and challenging. Addressable TV offers a more privacy-compliant, effective alternative. And as sophisticated targeting continues to attract advertisers to the medium, it becomes an even more compelling alternative to digital advertising platforms.

        This Week in TV News: Charlie Brown and “Die Hard”

        Posted on by Felicia Greiff

        This will be our final entry for 2018. Thanks for reading the TV news of the week with us – see you in 2019 with more news on streaming, entertainment, TV advertising, the latest data on media consumption and technology and features we’re reading. For now, enjoy more trends from 2018:

        It’s a Charlie Brown Christmas. Well, not necessarily. But Apple now has the rights to the Peanuts brand and is rumored to be working on specials and animated shorts, exclusive to Apple TV. (Hollywood Reporter)

        How Netflix gave CPR to rom-coms. Matt Brodlie and Ian Bricke, both directors of acquisitions at Netflix, did a Q&A with the Hollywood Reporter about their approach to finding good romantic comedies. From building fanbases to targeting demographics, the pair dives into their approach to finding the next “My Best Friend’s Wedding.” Regarding targeting, what matters most is what you’ve watched before, Brodlie said. (Hollywood Reporter)

        See 2018’s top-viewed ads on Youtube.  Nike ’s “Dream Crazy” featuring Colin Kaepernick, ranked fourth on YouTube’s annual ranking of ads, with 27 million views. Amazon’s “Alexa Loses Her Voice,” garnered 50 million YouTube views since its Super Bowl debut, getting the top spot. Second and third place went to YouTube Music’s “Open the World of Music. It’s All Here,” with 40 million views and Oppo F7’s “Real Support Makes Real Hero,” with 32 million views, respectively. (Wall Street Journal)

        Roku’s top-searched Christmas movies. The Home Alone franchise took two of the top ten spots (No. 1 and 5), and “Elf,” “National Lampoon’s Christmas Vacation,” and “The Polar Express” made the list of popular holiday movies. “Die Hard” came in at No. 10, maybe settling the argument once-and-for-all of whether the first entry in the John McClane saga is or isn’t a Christmas film. (Cord Cutters News)

        See last week’s TV recap.

        Building to the Purchase Stage of the Customer Journey

        Posted on by Cadent Staff

        A version of this post originally appeared in MediaVillage.

        If you’ve ever been at the point where you’re very close to deciding to buy something but not quite there yet, you know how effective advertising can be.

        Imagine for instance that you’re fed up with your telecom service and you’ve decided to switch. Ideally, during this time a telecom would run an ad during your favorite program. To entice you, the service might mention that anyone who comes to a store in the next three days will get a special deal.

        Until recently, targeting to that one individual user wasn’t an option. Instead, a marketer would have to run local ads targeted at a suitable demographic, such as people between the ages of 18-49. For 99% or so of viewers, that ad might not communicate a relevant message. Thanks to addressable ads, that dynamic has changed: Marketers can use data to target people relevant to their product or service at the household level.

        Behavioral data makes addressable advertising a great fit for nudging consumers who are in the purchase stage. For instance, it’s possible to isolate people who, based on their web searches, are in the later stages of buying a car. This allows marketers to have conversations with consumers who are one step away from purchasing. In a recent real-life example, a compact SUV maker targeted in-market auto intenders (households likely to buy or lease a compact SUV in the next six months) with an addressable ad campaign. The brand enjoyed a 5:1 ROAS (Return on Ad Spend) and a 12% lift in buy rate compared to the control.

        The one caveat about addressable is that the math has to make sense; CPMs are higher when targeting in a more granular fashion. A higher CPM may not make sense if you’re selling fast food. If that’s the case, a continuum or blend of media will bring down CPMs. Marketers should work out the math to understand the cost per acquisition against media spend.

        Television indexing also makes sense in the buy stage – data science can help advertisers find correlations in content and consumer interests so that marketers can deliver specific messages to segments most likely to buy. If a telecom has a few service options, for instance, it could place a buy for people in the 18-49 demo for shows that tend to attract people who use a lot of cell phone data. If the data indicates that a particular TV show draws more viewers fitting that description, then the telecom might want to spend a bit more to advertise on that program. The advertiser can go beyond standard demo-based buying by layering data and reach customers relevant to its brand.

        The purchase stage isn’t as linear as it once was. Some customer journeys take just a minute or two – an ad for pizza at 5 p.m. on a weeknight might prompt a call for pizza delivery – while something like priming a cell phone service buyer could take years.

        While addressable TV advertising gives marketers a new tool in their arsenal, for most it’s the mix of broadcast, local and content indexing which they can constantly refresh with addressable that works best for them. Determining the exact mix, of course, will vary tremendously, but a close look at the data should lead marketers to a strategy that maximizes purchases, boosts return on ad spend and gets ads in front of the right consumers at the right time.

        Read the intro to the customer journey series here.

        See the previous stage, Preference, and check out the next stage of the journey, Advocacy.

        This Week in TV News: ‘Today,’ Selena Quintanilla and Streaming

        Posted on by Felicia Greiff

        This week, we’re talking about Kathie Lee Gifford, frustrations while streaming and a new Netflix show about Selena.

        Kathie Lee Gifford is leaving “Today.” Well, not quite today. She’s leaving her morning TV show next April. Gifford co-hosted the “Today” show with Hoda Kotb since 2008. (CNN)

        Nielsen report shows adults spend 10+ hours daily with media. What’s more, adults between the ages of 50 and 64 spend more time per day on media than any other age group, and people 65 and older watch almost 7 hours of live and time-shifted TV daily. The latest Total Audience Report from Nielsen also found 45% of survey respondents use a digital device often or always while watching TV. (Hollywood Reporter)

        Netflix is creating a scripted show about Selena. Netflix ordered a scripted series based on the life of Selena Quintanilla, singer of hits including “Bidi Bidi Bom Bom” and “I Could Fall in Love.” The series, which doesn’t have a release date yet, will be executive produced by the Quintanilla family. (Vice)

        Streaming TV on a phone is still frustrating. Penthera released its 2018 International Streaming Behavior Survey, finding that 88% of survey respondents experienced some level of frustration streaming video like buffering, annoying advertisements and increased monthly data costs. Mexico, Brazil, Colombia, Argentina, UK, Netherlands, Spain, Germany, France, and Italy were surveyed. (Penthera)

        See last week’s TV recap.

        Cultivating Preference in the Digital Age

        Posted on by Cadent Staff

        [A version of this post originally appeared in MediaVillage.]

        With the rise of digital media, advertisers seem to focus less on communicating to potential buyers during the middle stages of their journey – the education and consideration stages – and more on the awareness and purchase stages.

        That hasn’t always been the case.  More advertising used to be focused on showcasing product attributes and differentiation, such as taking on “the other leading brand.”  This classic Volkswagen ad, for instance, notes that the Beetle got 25 miles per gallon, “a lot more than the average domestic car.”  Ads for Thomas’ English Muffins used to go on about its “nooks and crannies” and the fact that they were “fork-split” (whatever that meant).

        These days, social media and ubiquitous internet access mean prospects can now research whatever they’re thinking of buying at a time of their choosing.  While most in-market shoppers conduct online research before making a purchase, the majority of that research is not produced by the brand.

        Enter TV advertising as an education and consideration tool.  Because people pay more attention to TV ads than any other type of advertising, running TV ads in the awareness stage is crucial in setting up the criteria for the buyer and connecting at an emotional level.  That emotional statement is especially important because it weeds out people who aren’t philosophically aligned with your brand.

        What Consumers are Looking For

        For the consumer, the preference stage is about doing homework, setting criteria and finding the product or service.  Think about the mindset of a consumer in the consideration phase.  By this time, he or she has already recognized a need or desire.  (“Time for new running shoes.”)  The thought process then leads to a search for information about shoes in a certain price range that is recommended for the person’s needs.  That leads them to make a list of options in the market.

        The evaluation process isn’t as linear and logical as you might think.  Someone may research a certain brand of shoe and home in on a particular model, then loop back to researching brands.

        Affinity plays a big role in the preference stage of the journey; that’s why TV advertising can be very effective at this stage.  By reaching an interested consumer in an immersive way with high quality messaging, advertisers can help create an emotional connection between a buyer and a brand that augments (and in some cases, supersedes) the features checklist they’ve made.

        One reason for this is that consumers pay more attention to alternatives when they’re searching for alternatives.  This is a variation on the “observational selection bias” in which we buy a new car and suddenly notice that the same car is everywhere.  In hunting and gathering mode, we are more aware of alternatives.

        But isn’t finding consumers in-market for your product only something digital media can do?  Not anymore.  Advanced TV, particularly household addressable, now can use the same datasets as digital media, enabling advertisers to reach consumers on the big screen in their home as they research and set their buying criteria.

        When that targeting capability is combined with first- and third-party datasets, advertisers can layer on relevant data to personalize their campaigns by showing ads only to segments where specific, preference-forming messages will resonate.  Set-top-box data paired with behavioral, purchase and demographic data helps marketers target highly specific household audience segments.

        The other reason TV is effective in the consideration stage is that TV advertising creates a trigger effect.  Sixty-eight percent of Millennials use a smartphone or laptop while they watch TV, according to eMarketer.  Google’s research shows two-thirds of smartphone owners use their phones to learn more about something they saw in a TV commercial.  If you’re thinking of buying new running shoes, then an ad for running shoes will get your attention, but one that focuses on a specific need (like your level of pronation) will really get your attention.

        How This Looks in the Real World

        Ideally, TV and digital messaging coalesce in this phase to move the consumer through the purchase journey.  If a consumer is searching for a new winter jacket, the advertiser could run banner ads for the jackets, then use addressable TV to target specific audience segments such as adventure seekers to show those households a spot demonstrating how the jacket performs best in an active lifestyle.  The sight, sound and motion of television, combined with smart messaging, would provide the consumer with the emotional statement and information to choose that brand over a competitor.

        The upshot is that TV advertising is more adaptable than in the past.  Now, advertisers can find those consumers in-market for a product or service and reach them during the consideration phase.  That will move them to the ultimate goal, taking action.

        See the intro to our customer journey series and our post on the awareness stage.

        This Week in TV News: Ad Fraud, Award Show Season and ‘Friends’

        Posted on by Felicia Greiff

        This week, we’re looking at ad fraud during the holidays, “Friends,” upcoming award show hosts and the origin story of Gritty, the mascot that broke the internet.  

        Ad fraudsters don’t take holiday breaks. According to Fraudlogix, the average percentage of fraudulent global programmatic ad traffic grew from 11.6% in October to 14.2% in November for all device types. The company’s data showed an increase in fraudulent ad traffic leading up to Thanksgiving and holiday shopping. (MediaPost)

        The one with the Netflix deal. Netflix will continue licensing “Friends” from WarnerMedia through next year. The show hasn’t been on the air for fourteen years, but it still draws significant viewership. Syndicated reruns of the show draw 16 million viewers per week. (NYT)

        Awards shows pick their hosts. Sandra Oh and Andy Samberg have been tapped to host the Golden Globes after presenting an award this year at the Primetime Emmy Awards. On Wednesday, Kevin Hart was announced as a show host for this year’s Oscars, but he stepped down from the role after an outcry over past controversial tweets came to light. (Variety)

        The origins of Gritty. This isn’t a TV trend, per say, but the story of how and why the Philadelphia Flyers created their giant muppet mascot is a fascinating one, as told by Adweek. The Flyers spokesperson said the first month of Gritty coverage reached 70 million people on TV, with a local audience of more than 16 million people. The mascot garnered nearly 5 billion impressions online.

        Read last week’s TV trends.

        Cadent and Liberty Global Bring Data-Driven, Targeted TV to the UK

        Posted on by Keith Kryszczun

        Today we’re proud to announce a long-term, strategic technology relationship with Liberty Global, which selected Cadent Advanced TV Platform to enable delivery of targeted ads to different households during the same program, on behalf of broadcasters and programmers.

        John Paul, Managing Director of Advanced Advertising and Data, Liberty Global, said partnerships like these are critical. “It’s moving so fast, so Cadent for us is a very forward-thinking, almost like a leap frog type of partner.”

        Our advanced advertising technology will support the management, execution, and reporting of addressable advertising campaigns in the UK across linear broadcast and VOD. In the UK, Liberty Global subsidiary Virgin Media will be the first to deploy using the platform.

        Cadent’s cloud-based platform provides technical features and capabilities will provide:

        Server-side ad insertion enabling rapid, “just-in-time” addressable campaign decisioning and execution, reducing the need for creative assets and business logic to physically reside on the STB;

        – An extensible framework, with open APIs, that can support multiple workflows from current and future broadcasters and their advertising technology vendors;

        – An operator-managed architecture designed to maintain key information and functionality within a secure network environment;

        – Multiplatform TV advertising execution for content providers to manage reach, frequency and ad exposures across the Liberty Global footprint, encompassing household addressable, network DVR, IP live, and STB and IP video-on-demand (VOD); and

        – Campaign management with normalized execution and reporting to determine ad efficacy based on unified data sets and analytics, and to support revenue share models between content owners and Liberty Global.

        Addressable TV advertising offers granular targeting capabilities to the household or even device level, which dramatically increases the value of TV advertising. This kind of sophisticated targeting has attracted new advertisers to the medium and makes it a highly competitive alternative to digital advertising platforms.

        There are also some privacy safeguards built into addressable TV advertising. Through Cadent Advanced TV Platform, an architecture controls and processes data without leaving the Liberty Global footprint. In short, Sky and Virgin protect the commercial integrity of their data while maintaining the highest level of privacy for consumers. It’s also a win for broadcasters, content owners, and advertisers delivering household addressable advertising to subscribers, who will receive a better, more relevant advertising experience.

        With more than half of all TV viewing in the UK happening live, linear delivery needs to be enabled for addressability in order to offer marketers the scale of TV and data-driven targeting and attribution. Today, Liberty Global and Cadent have taken the first step in making this a reality for European marketers.

        Liberty Global Selects Cadent to Deliver Addressable TV Ad Platform

        Posted on by Cadent Staff

        NEW YORK, Dec. 4, 2018 — Cadent (www.cadent.tv), the leading platform provider for advanced and addressable TV advertising, today announced it has been selected to deliver an addressable TV advertising platform for Liberty Global, the world’s largest international TV and broadband company.

        Cadent Advanced TV Platform will provide Liberty Global with an open advanced advertising framework capable of supporting multiple workflows from broadcasters and content providers. Cadent’s cloud-based platform will enable Liberty Global to deliver different targeted ads to households during the same program on behalf of broadcasters and content providers. The platform is designed to improve ad relevance and improve executional efficiency.

        Liberty Global subsidiary Virgin Media in the UK will be the first to deploy the new platform. As announced last year, Sky is the first broadcaster to partner with Liberty Global on a joint addressable advertising initiative. Cadent’s platform has open APIs that can integrate with third-party advanced advertising systems – including Sky’s AdSmart platform – to deliver targeted advertising across Liberty Global’s footprint. Cadent have previously worked with Liberty Global to launch addressable advertising around video on demand content in the UK.

        Addressable advertising delivers significant benefits to consumers given they see ads that are relevant to them for products that they’re more likely to be interested in purchasing. Meanwhile, addressable advertising also allows partners and advertisers to utilize targeting capabilities that have up to now been confined to digital advertising, with the significant advantage of the reach of major distribution platforms such as Virgin Media.

        Leveraging the speed of Liberty Global’s advanced DOCSIS network and next-gen set-top boxes (STBs), Cadent’s cloud-based platform provides technical features and capabilities including:

        • Server-side ad insertion enabling rapid, “just-in-time” addressable campaign decisioning and execution, reducing the need for creative assets and business logic to physically reside on the STB.
        • An open API that can support multiple workflows from broadcasters and their partners as well as an architecture that controls and processes data without leaving the Liberty Global footprint.
        • Multiplatform TV advertising execution for content providers across the Liberty Global footprint, encompassing household addressable, network DVR, IP live, and STB and IP video-on-demand (VOD); with unified and normalized reporting that shows ad efficacy to bring value to both content owners and Liberty Global.

        John Paul, Managing Director of Advanced Advertising and Data for Liberty Global, comments: “Liberty Global is focused on enabling advertising experiences that improve outcomes for both our content partners and customers. Not only does addressable TV enable today’s national brand advertisers to reach target audiences more effectively, it also enables first-time or more regionally focused businesses to benefit from TV in ways never before possible.”  

        Nick Troiano, CEO of Cadent, adds: “Liberty Global continues to be at the forefront of innovation with advanced and addressable advertising. As the demand for both data-driven and brand-safe video advertising accelerates, we’re proud to be playing such a central role in helping Liberty Global serve their TV content owners, advertisers, and viewers. We’re also very excited to expand deeper into the European market after a long-history of success in the U.S. Cadent is committed to empowering the evolution of TV advertising with an extensible technology platform designed to manage the complexity of campaign management and execution.”

        Cadent provides marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. Earlier this year, the company consolidated its brands: Cross MediaWorks, Cadent Network, Cadent Technology (formerly BlackArrow), and one2one media into a unified new brand – Cadent.

        Additional information about Cadent can be found at: www.Cadent.tv. More information about Liberty Global is available at: www.LibertyGlobal.com.

        About Liberty Global:

        Liberty Global is the world’s largest international TV and broadband company, with operations in 10 European countries under the consumer brands Virgin Media, Unitymedia, Telenet and UPC. We invest in the infrastructure and digital platforms that empower our customers to make the most of the video, internet and communications revolution. Our substantial scale and commitment to innovation enable us to develop market-leading products delivered through next-generation networks that connect 21 million customers subscribing to 45 million TV, broadband internet and telephony services. We also serve over 6 million mobile subscribers and offer WiFi service through 12 million access points across our footprint. In addition, Liberty Global owns 50% of VodafoneZiggo, a joint venture in the Netherlands with 4 million customers subscribing to 10 million fixed-line and 5 million mobile services, as well as significant investments in ITV, All3Media, ITI Neovision, Casa Systems, LionsGate, the Formula E racing series and several regional sports networks.

        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 digital media, Cadent’s technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. In the US, Cadent’s national platform provides access to 100 million households. For more information, visit www.cadent.tv or follow @CadentTV.

        This Week in TV News: NFL Ratings, YouTube Originals and Consumer Trust

        Posted on by Felicia Greiff

        This week we’re recapping mobile shopping data, NFL Turkey Day ratings, YouTube news and more.

        Mobile shopping accounts for almost half of online holiday shopping. According to Adobe Analytics, phones garner 48% of holiday traffic to retail sites, compared to 44% on desktop and 8% on tablet. Desktops make up 44% of visits; tablets, 8.2%. On Cyber Monday, total phone sales hit $2.2 billion. (CNET)

        NFL Thanksgiving Day game viewership is up. All three of the NFL games that aired on Turkey Day last week brought in bigger ratings than last year’s games. Fox’s broadcasts averaged more than 30 million viewers. (Variety)

        YouTube’s original programming is now free of charge. YouTube made original shows and movies free and ad-supported. YouTube originals used to only be available to subscribers of ad-free service YouTube Premium. (The Verge)

        Data breaches shake consumer trust. A July 2018 survey by Mobile Ecosystem Forum showed about a third of people feel they have some control over how their personal data is used by mobile apps and services. Thirty-six percent of respondents said they felt they didn’t have a choice in how apps could use their data. (eMarketer)

        Read last week’s TV news recap.

        This Week in TV News: the Macy’s Thanksgiving Day Parade and A24

        Posted on by Felicia Greiff

        This week, we’re talking about the annual #MacysParade on Sixth Avenue in New York City, “House of Cards” and indie movie studio A24.

        How to watch the Macy’s Thanksgiving Day Parade. Hoda Kotb, Savannah Guthrie, and Al Roker will host coverage of the parade on NBC. Cord-cutters and cord-nevers can watch NBC’s coverage on Verizon’s YouTube channel, log into nbc.com/live or take in the floats on the Watch NBC app.

        Post-Kevin Spacey, more women than men watch House of Cards. A Kevin Spacey-free season of House of Cards premiered on Netflix in early November. According to Nielsen’s SVOD Content Ratings, the audience is now 54% female. When Kevin Spacey played the president, the show skewed 56% male. (Hollywood Reporter)

        A new way to stream old movies. After FilmStruck closes down at the end of this month, classic movie fans may be looking for an alternative way to watch their favorite old films. They’re in luck – WarnerMedia will launch the Criterion Channel in Spring 2019. In a blog post, the Criterion Collection said it will pick up where the old service left off. (The Criterion Collection blog)

        Indie Studio hitmaker A24 will make Apple movies. A24 signed on to a “multiyear agreement” to make movies with Apple. The studio is responsible for critically acclaimed hits like “Moonlight,” “Big Sick,” “Lady Bird,” “Ex Machina” and “The Florida Project.” (Variety)

        See last week’s edition of This Week in TV News.

        This Week in #TVNews: Elton John, Smart TVs and Mobile Ad Spend

        Posted on by Felicia Greiff

        This week, we’re taking a look at John Lewis’ annual holiday ad, a Netflix and Paramount deal and an IAB report on 2018 digital ad spend.

        John Lewis’ Christmas ad celebrates… Elton John. If you love advertising, you know that every year, John Lewis offers up two minutes of warm-and-fuzzy British holiday perfection that moves many to tears and some to buy a new appliance from the retailer. This year, the department store took a different approach, showing an emotional reverse-chronological depiction of Elton John’s career. At the very end of the ad, toddler Elton unwraps a piano and a tagline: “Some gifts are more than just a gift.” Not everyone is happy with the ad, with some saying it’s blatant promotion for Elton’s new film. (Sky)

        Smart TV adoption is on the rise. eMarketer says 46 million US households will use a smart TV at least monthly this year, up 16% increase from last year. In the past, just because someone has a smart TV doesn’t mean they use its internet-connected capabilities. That’s changing with improved user interfaces in newer smart TVs, eMarketer says, offering more access to apps and streaming services than yesterday’s smart TVs. (eMarketer)

        Nearly two-thirds of digital ad dollars go to mobile. Marketers spent about $31 billion on mobile advertising in the first half of 2018, about 63% of total digital ad spend, up from 54% of total digital spending last year. Nearly 75% of time spent on the internet is through a mobile device, the report from the IAB found. Digital ad spend totaled nearly $50 billion in the first half of 2018, a 23% year-over-year increase, according to the IAB. (WSJ)

        Netflix and Paramount team up to make movies. Paramount Pictures signed a deal to make movies with Netflix, according to Deadline. On an earnings call, Paramount CEO Jim Gianopulos said the agreement represents an evolution from the days when studios were making MOWs (movies of the week) for networks. The difference now, he said is that “the quality of some of these films is much higher, making these relationships even more valuable. And it plays to the strength of a large, well-established studio like Paramount.”

        See last week’s edition of This Week in TV News.

        Creating Awareness in the Digital Age

        Posted on by Cadent Staff

        [A version of this post originally appeared in MediaVillage.]

        Marketing guru Seth Godin said the formula for building brands with TV was simple: “Find a large market niche that’s growing and not yet dominated. Build a factory. Buy a lot of TV ads. The ads will lead to retail distribution and sales. The sales will keep the factory busy and create profits.” The profits, of course, went to buying more ads.

        In the digital age, TV has evolved into a multifaceted tool that can be used to speak to consumers as they flit between stages of the customer journey. A successful TV mix is one where you’re simultaneously generating awareness about your product and you’re catering more specific messages to segments that are most likely to buy.

        TV awareness campaigns look very different than those of the past. They perform more efficiently because they’re informed by data and targeting, and instead of providing large audiences for single shows, TV now provides large audiences by stitching together audiences for smaller shows, meaning marketers can reach audiences more relevant to them at scale.

        The safe choice: network TV

        Digital media companies like to note that TV’s reach isn’t what it used to be. Facebook COO Sheryl Sandberg has pointed out that the social network draws “a Super Bowl on mobile every day.” But network TV executives might counter that a Facebook view is only about three seconds. Some 103 million people watched this year’s Super Bowl, and that audience stuck around for hours. In our fractured media environment, it’s difficult to corral an audience of millions of people to watch anything.

        A bigger, and often unheralded difference, is that TV audiences are more engaged with the content than they are for other media. Eye-tracking research by Dr Karen Nelson-Field at the University of Adelaide in Australia, found that in an average second, TV advertising drew twice the active viewing of YouTube and 15 times that of Facebook.

        That’s why marketers continue to use TV. As Rich Lehrfeld, SVP, global brand marketing and communications at American Express, told MediaPost, “When we run a heavy TV schedule, we see a lift in sales and product awareness. We need to run two weeks of digital to get the reach of one day of broadcast.”

        No wonder most advertisers still think TV is more effective for building brand awareness than online video, according to a Forrester/Association of National Advertisers survey.

        The bold choice: aggregating TV audiences

        Network TV executives are aware of TV advertising’s power. That’s why despite falling audiences, CPMs rose 10 percent this year, according to Media Dynamics.

        TV advertising builds awareness, but there are ways to get more value for your buy than with traditional TV models. One alternative is to use data to find the same-sized audiences for a lower price. The ability to do so is based on the recognition that advertisers no longer need to buy TV shows as a proxy for their audiences; they can target actual audiences that are relevant to the brand. Such audiences aren’t necessarily gathered around a TV set but are consuming content via multiple digital devices.

        Put it this way: would you rather advertise during The Walking Dead or advertise to a group of your customers who happen to be watching The Walking Dead and other programming?

        Cadent’s network solution, for instance, aggregates inventory opportunities to provide access to national audiences. A fast-food chain we worked with recently wanted to be associated with a high-profile sports event without the premium-package cost. Our network solution delivered a full, national campaign that targeted sports and news network coverage of the event. After running more than 20 ads across the programming, the advertiser got 128 percent delivery of its full media plan.

        The upshot is that like other aspects of the marketing funnel, awareness has been transformed by digital innovation into a multi-faceted phase of discovery. There are more ways than ever before to reach an audience with an effective awareness campaign. And TV isn’t a zero-sum proposition – marketers can choose both network TV and aggregating smaller audiences to reach the right person with the right message because these tactics are complementary and work well in unison.

        As we’ll see, there are many new ways advertisers can use TV advertising to move people through the purchase journey.

        For more on the customer journey, see the series introduction post.

        See the next stage of the customer journey, Preference.

        TV Advertising and the Customer Journey

        Posted on by Cadent Staff

        [A version of this post originally appeared in MediaVillage.]

        Television has long been considered an effective vehicle for brand marketing and a core part of the marketing funnel. Today, we know the linear construct of the funnel doesn’t accurately represent the behavior of multi-screen, always connected consumers.

        Almost 280 million people (85% of the U.S. population) will use the Internet at least once a month this year, according to eMarketer. Sixteen percent of U.S. internet users will go online using only mobile devices, and that number will grow to 19% by 2022. Eighty-two percent of U.S. internet users will regularly watch digital video, with many young people shifting their attention from cable to YouTube or streaming platforms like Netflix.

        Consumer behavior has continued shifting with technological innovations, and so has the path to purchase. A consumer’s buying journey now has multiple paths, and brands must rethink how they engage audiences and sequence their messages. For example, consumers can easily bounce between the awareness and education stages due to online research and social engagement before coming close to the purchase stage. Eighty-two percent of smartphone users research in-store purchases on their phones before buying, and 45% read reviews before making a purchase. Consumers have many options at the purchase stage, too — they can visit a store, use a browser, a mobile app, or even a voice assistant to complete a transaction.

        And consumers are hyper aware of the breadcrumb trail of preferences they are leaving, and in return expect a personalized buying experience that’s linked across all of those avenues. Data provides a path of information, and marketers have to decide what to do with it.

        Why the immersive nature of TV is valuable to marketers

        It’s television’s ability to emotionally connect with audiences that makes it much more than a brand awareness vehicle – it’s a versatile medium effective at reaching people in the digital age. Today, “TV” refers to an experience more so than a specific device sitting in the living room. And that experience can be found on-demand, on digital devices, and connected to catalogs of programming for any interest or topic.

        But TV’s place as the most immersive medium is cemented. Viewers tune in expected to be drawn into another world. They know for the next hour they’re giving the programming their full attention, and they want the story arc, not just the story. Viewers come back, episode after episode, for weeks. Aside from music maybe, TV is the only media experience in which people expect to be transported emotionally to another world.

        Evolving from awareness to something much more

        TV has historically been used for brand lift, awareness and share of voice. But, as technology has transformed the journey to buy, it has also changed the way television can influence and measure. Today’s television – data-driven and targeted – can refresh and reinforce messages to specific segments, foster loyalty and advocacy, educate during the research phase, and sell products.

        It’s time for agencies and advertisers to take a fresh look at TV’s purpose in the advertising mix. As consumer purchase behavior has evolved, TV advertising has adapted to be more relevant, targeted, measurable, and flexible. In a world where the consumer buying process spans multiple screens, TV can drive better return on ad spend (ROAS) than ever before.

        In the next few posts in this series, we’ll explore the different stages of the customer journey and the role of TV advertising at each stage.

        Next, see the Awareness stage of the customer journey.

        After Awareness comes the Preference stage, where marketers can use TV advertising as an education and consideration tool. Data is vital to reaching consumers at the Purchase stage and engaging meaningfully with customers at the Advocacy stage. Finally, see the conclusion to our series here on TV’s importance in the context of evolving consumer behavior.

        This Week in #TVNews: the Midterms, ‘Breaking Bad’ and Ed Norton

        Posted on by Felicia Greiff

        The big news for us this week – the launch of Cadent Advanced TV Platform – made headlines in AdExchanger, Broadcasting & Cable, MediaPost, VideoNuze and more. Read more about our platform from one2one Addressable COO Jamie Power here, and check out TV news from this week, below.

        Political TV ad spend and ratings soar. A record $2.9 billion was spent on political ads for the midterms, according to Advertising Analytics, and broadcast TV brought in nearly $2.4 billion. Additionally, about 32 million viewers tuned in to election results across Fox News, CNN and MSNBC and broadcast nets NBC, ABC and CBS, according to Nielsen live-plus-same-day data. The coverage overall was the year’s sixth most-watched program. (Ad Age)

        ‘Breaking Bad’ gets another spinoff. “Better Call Saul” and “Breaking Bad” lovers rejoice: we’re getting another installment in Vince Gilligan’s meth empire universe. This one is a Jesse Pinkman story set after the series conclusion. (The Verge)

        The first rule of TV analytics is don’t talk about TV analytics. Just kidding – discussing TV analytics and return on ad spend is important. “Fight Club” actor Ed Norton is raised $12 million in Series A funding for a data-analytics startup he cofounded that measures how effective TV ads are at driving outcomes. The startup, EDO, works with ESPN, Turner, NBCUniversal, Warner Bros., Lionsgate and Paramount. (Variety)

        Disney names its new family streaming channel. Disney+ is coming next year with content from Disney, Pixar, Marvel and Star Wars. Original content, including a Star Wars show, will premiere on the streaming service which Bob Iger said would be “very elegant and very brand-centric” with “navigational features that don’t exist on other platforms.” (Washington Post)

        See TV news from last week.

        Meet Cadent Advanced TV Platform

        Posted on by Jamie Power

        Today, we launched an advanced TV platform that will make addressable television planning, execution and attribution easier for advertisers.

        From experience, I can tell you that Addressable television is not hard to understand. The concept is pretty simple: identify the right households, send messages only those high-value audiences and have the ability to measure each campaigns impact against a brand’s KPI. Yet for all its promise, addressable television still does not get even close to its fair share of an advertiser’s media budget to date.

        Over the last 5 years, our team has executed more than 3,000 addressable television campaigns. From that experience, I can also tell you that historically properly executing an addressable television campaign at scale was an extremely complex and very manual pain in the a$$.   

        However, the application of technology finally makes addressable television a scalable media channel for advertisers. Data enabled TV is starting to gain more significant traction with advertisers – according to an ANA and Forrester study, a third of advertisers plan to leverage addressable TV this year. As the medium gains ground with advertisers, Cadent is helping meet demand by making addressable easy via our advanced TV platform.

        Simply put, addressable without technology is hard. Cadent Advanced TV Platform solves for all of challenges our team has worked through over the last five years. Our historical data, predictive analytics and algorithms help brands optimize campaigns against their desired business outcomes.

        Here’s how we can help:

        Deliver unified targeting at scale. Cadent Platform lets the user define target audiences that can be uniformly executed across all 70 million addressable TV households. Same data set, same target audience, across all screens – the platform is data agnostic.

        An intuitive workflow that simplifies processes. Our simple step-by-step wizard guides users through the process. Campaign specs are entered, including budget, flight dates, targeting selections. Most importantly, campaigns are optimized based a client’s campaign objective. Optimal budget, reach and frequency are recommended by understanding the specific goal for each campaign.

        Learn from our mistakes. Our platform brings proprietary algorithms for more informed addressable buying and the ability to forecast audience delivery/reach by each supplier and recommend optimal frequency to drive results.   

        Aggregated results with actionable insights.  The platform has consolidated reporting. Campaign pacing, media delivery and advanced analytics are brought together in a single view.  Post campaign, an interactive report is sent to agencies or advertisers – clients are able to access easy-to-understand charts, gain insights against specific KPIs and fully understand performance.

        Recommendations for optimization. Because simply knowing a campaign worked is not sufficient for clients who want to constantly improve performance, our platform goes past results and provides recommendations to optimize future addressable campaigns, linear television media effectiveness or targeting audience allocation.  

        Read more about our Addressable Platform.

        Cadent Launches Next-Gen National Addressable TV Platform

        Posted on by Cadent Staff

        NEW YORK, Nov. 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, 2018, www.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, 2018, https://go.forrester.com/blogs/the-inflection-point-for-addressable-and-advanced-tv-is-here-now-really  

        Perception Versus Reality: What’s Possible with Addressable TV Today

        Posted on by Jamie Power

        [A version of this post originally published on Ad Age.]

        There is a reason why 90% of advertisers that use addressable television in their media plans repeat the strategy for future campaigns–it works.

        The promise of addressable TV–delivering relevant ads to individual households–has been here for a while. The biggest challenge the marketplace faces now is identifying what’s truly possible with the medium. Like the early days of digital, there is a lot of confusion.

        Many discuss addressable without a full understanding of the opportunities this new medium brings. My advice to marketers: don’t let this opportunity pass you up because you don’t understand the full range of possibilities that addressable presents.

        Addressable TV myths in the marketplace:

        There isn’t scale. There are 120 million TV homes in the U.S., according to Nielsen, and by our count, more than 65 million of those households have the technology to receive an addressable ad. The largest addressable multichannel video programming distributor (MVPD) delivers only 16 percent coverage against U.S. TV households. By aggregating inventory, we give advertisers access to the full footprint: more than half of total U.S. TV households—more than enough to reach relevant audiences at scale.

        The average campaign is targeted to 15% households, allowing brands to reach only relevant, high-value households for a specific campaign. An estimated 40 billion addressable TV impressions will be delivered this year.

        Addressable is not an efficient medium. Addressable TV does have a higher CPM than traditional television. While a more targeted approach warrants an increased CPM, many advertisers get sticker shock and assume addressable is too expensive. A little math can help brands determine the most efficient way to reach relevant audiences. If the national household CPM is $5, and the brand is only targeting 10% of households, once you factor out the waste, the brand is really paying a $50 household eCPM to reach that specific audience. As long as the addressable CPM is below the $50 eCPM, it is a more efficient vehicle to reach the specified audience. While addressable is an efficient means to reach audiences, the ability to close the loop on television effectiveness delivers immeasurable incremental value.

        Addressable TV exposure cannot be directly linked to business outcomes. In fact, addressable TV is the only environment in television that we can control for exposure. Using a test versus control methodology, all households are in target with the only variance being the incremental message frequency, therefore all the other noise is cancelled out. Because addressable TV is not the only medium running during a campaign’s timeframe, many people assume we can not cleanly measure its impact on driving consumer purchase activities. This is false; marketers can measure direct impact to sales.  Post campaign, we are able to isolate the incremental impact of the campaign against a brand’s KPI (i.e. ROAS, lift in penetration, share shift, web traffic, foot traffic, etc.).

        Cross-screen targeting and attribution is not yet possible. Data has been used for targeting in the digital space for decades. With the addition of addressable TV, marketers now can deliver unified targeting at scale, across all screens (linear, VOD, OTT, Mobile). As audience viewing behavior moves across screens, data and technology have created the opportunity for unified reach. The linkage created by identity graphs creates visibility into whether a consumer saw an ad on a digital screen, television or both. With unified targeting and measurement, optimizations can be made for future campaigns after we understand the channel allocation to maximize ROI.

        Addressable is a test. The truth is that addressable TV allows brands the opportunity to reach high value audiences at scale and connects ad exposure to business outcomes – it’s a proven media plan component that gives marketers the ability to understand the effectiveness of their campaigns by providing data to optimize future campaigns. Addressable is not a test. We know data works, we know the technology gets the messages in front of the right audiences. While addressable is not perfect, it presents a real opportunity for advertisers.

        Fact, if your brand is not yet using addressable TV, you are are missing out.  Educate yourself on this real opportunity. The future of TV is already here.

        Read more on addressable TV advertising from Jamie Power.

        This Week in #TVNews: Attribution, FilmStruck and Political TV Ads

        Posted on by Felicia Greiff

        This week, we’re looking at a wide breadth of TV news, from the demise of a classic movie streaming channel to new guidelines for attribution in advanced TV. Read the latest:

        IAB lifts the haze around advanced TV attribution. The IAB released an Advanced TV guide on attribution in the realm of Advanced TV. Topics in the ebook include single-touch versus multi-touch attribution, data collection methods, what to look for an in attribution partner and operating in a cookie-less environment (which Addressable TV and OTT/CTV do). (IAB)

        The latest streaming numbers. Streaming TV services, like Hulu Sling TV, and PlayStation Vue, have seen a 292% increase in plays and a 212% increase in viewing hours. (TechCrunch) Consumers will be happy to hear that streaming quality is improving, with a 22% decrease in video start failures, a 7% shorter wait time for video to start playing and 25% higher picture quality, according to Conviva.

        Classic movie streamer is set to shut down. FilmStruck, the classic movie streaming channel from Turner Classic Movies and the Criterion Collection library, closes shop at the end of November. The service offered almost 2,000 classic movies. Check out The New York Times’ list of titles to watch before the channel retires, including Czech comedy “Daisies” and dark comedy “Withnail and I.”

        Get out the vote (to people over 37). According to an Adobe survey of 2,000 Americans, many voters younger than 38 aren’t seeing political TV ads. Almost half of likely voters 18-37 said they hadn’t seen a political ad leading up to the midterms, compared to 5% of respondents 73 or older who said they hadn’t seen any political ads. (Adweek)

        See TV news from last week.

        This Week in #TVNews: Jamie Lee Curtis, Apple and What Young People Watch

        Posted on by Felicia Greiff

        We’ve got the latest in TV news for you, including original content from Apple, a refresh of “Halloween” and the two platforms teens are watching most.

        “Halloween” dominates the box office. Jamie Lee Curtis is back as Laurie Strode in the latest chapter of the “Halloween” saga. The horror movie, helmed by three women (including everyone’s favorite character actor Judy Greer), made a $78 million debut at the box office last weekend.

        Young people love Netflix and YouTube. You’ve heard about cord-cutters and cord-nevers. Did you know that since 2015, cable’s share of the daily video consumption among teens has been nearly cut in half? Netflix is most-watched platform by teens, and the runner up is YouTube, with the percentage of teen viewership rising from 21.4% to 33.1% in the last three years. (Business Insider)

        Apple’s original content gets the global stage. Apple is reportedly gearing up for a global rollout of its original content, which they allotted more than $1 billion for production. Stars signed on for original content include Reese Witherspoon, Jennifer Aniston, Oprah, Steven Spielberg and Kristen Wiig and Chris Evans. (The Information)

        Tim Cook calls for EU-style privacy laws for the U.S. The Apple CEO said it’s time for the U.S. to follow the EU’s lead when it comes to data regulation. Cook spoke at the International Conference of Data Protection and Privacy Commissioners in Brussels, laying out what he considers the four priorities for privacy law, including transparency and security. (TechCrunch)

        See last week’s news roundup here.

        How ATSC 3.0 and HbbTV 2.0 Will Enable Better TV Advertising

        Posted on by Aliana Heffernan

        Broadcast television technologies are finally on the cusp of a major transformation because of emerging technologies including ATSC 3.0 and HbbTV 2.0. What’s old is set to become very new and very leading-edge.

        It was definitely time for a change – current broadcast standards cap picture quality at 1080p and lack the ability to support interactive TV and personalization. The ATSC 1.0 standard is more than two decades old and struggled to keep up with rapidly changing technologies.

        From a targeting perspective, these new broadcast formats will transform traditional linear broadcast advertising from regional spray-and-pray distribution to one-to-one household advertising. Instead of having to rely on panel-based measurements inferred from ratings, advertisers will use accurate census-based measurements.

        These new technologies combine an interactive functionality of streaming with advanced audio and video quality of cable or satellite TV. When they are widely adopted, these technologies will change the TV advertising game overnight.

        Both new technologies will allow video-on-demand, 4K video, Dolby Vision high dynamic range (HDR), wide color gamut (WCG), high frame rate (HFR), high-definition audio and multichannel surround sound.

        They will also enable interactivity with TV in a way that hasn’t been done before. Consumers will no longer need to use a second screen such as a tablet or a phone to access interactive content since they will be able to use their TV interactively. The same tool that gives consumers this flexibility will allow 30-second spot replacement.

        Broadcasters and programmers will be able to make an ad request to acquire and display the substituted ad, then issue measurement. Cadent is ready with technology solutions to help our partners aggregate their TV content with other platforms they are distributing in order to present unified holistic inventory.

        These new technologies will also offer an unprecedented capacity to understand who is viewing programming and where the viewer is located. With ATSC 3.0, you can receive information on what each household watches, how long they were watching and whether they completed viewing.

        Wide adoption of these technologies won’t be here for a while. While several television stations have been conducting tests with ATSC 3.0 since 2014, the standard was only recently finished and isn’t expected to begin rolling out in the U.S. until 2019. Even then, stations must continue offering ATSC 1.0 signals until 2023. HbbTV 2.0 is already emerging in the EU however, and ATSC 3.0 has been available in South Korea since May 2017.

        Cadent is developing solutions to help our partners extract the best value from their existing inventory with the emergence of new technologies. Dynamic, addressable household advertising is in our DNA, and we are preparing marketers for an advanced TV future across every format, protocol or style of consumption.

        For more on how Cadent is navigating the rapidly changing television advertising ecosystem, see a post from our Chief Product Officer Eoin Townsend.

        This Week in #TVNews: Spotify, Netflix and Halloween TV Recommendations

        Posted on by Felicia Greiff

        Every week, we recap the best in TV news for you. This week the news has a slight Halloween theme, from creepy retargeting to a Spotify ad deemed too scary for kids.

        Your Halloween TV lineup. If you love TV as much as we do, and you love Halloween as much as we do, then you’re probably looking for the best new scary shows to fill your autumn evenings. For those who loved the witches of “Hocus Pocus,” we recommend “The Chilling Adventures of Sabrina.” If you were into the remake of “It,” we think you’ll like “Castle Rock,” a Stephen King story from Hulu (with “It” actor Bill Skarsgård playing another terrifying King character). For those who like your scary TV with a side of drama, we recommend Netflix’s “The Haunting of Hill House,” which The Verge said was basically “This Is Us” wrapped in a ghost story.

        Netflix gets scary-good subscriber bump. With about 7 million new subscribers for the quarter, the streaming company beat analyst expectations, and it’s on track for 9 million new subscribers in Q4. Netflix said it now has 137 million total global subscribers. Amazon Prime has about 100 million global subscribers, as of April earlier this year. Hulu said it has 20 million subscribers (U.S. only) in May.

        Ad tracking is spooky to some. About 19% of Janrain survey respondents said digital ads “understand my interests and needs, but that’s creepy.” Forty-two percent of respondents said digital ads were too aggressive in following them around to different devices and browsers. (eMarketer)

        Sinister Spotify ad gets banned in the U.K. Back in June, Spotify launched an ad featuring a weird doll with an egg-shaped head that appears when people play Camila Cabello’s “Havana.” The ad, which Spotify said was intended as a parody of a horror movie trailer, was banned by UK ad watchdog group the Advertising Standards Authority for being too scary for kids. The group concluded that the ad was “likely to cause undue distress to children.” See the full ad here.

        See last week’s news roundup here.

        This Week in #TVNews: Lady Gaga, Tom Hardy and Streaming Platforms

        Posted on by Felicia Greiff

        Streaming platforms continue springing up; digital video spend is growing as marketers aim to reach people wherever they’re consuming content; and Lady Gaga and Tom Hardy break an October box office record with two very different movies. Read on for our round-up of TV news:

        • A content stream becomes a river. WarnerMedia, Microsoft and Snapchat made streaming service announcements this week. A mobile-focused streaming service called Quibi, backed by Disney, Fox, NBC Universal and Alibaba, gets our pick for best new streaming service name. (Quibi is a combination of the words “quick” and “bite.”) Quibi already tapped “Shape of Water” director Guillermo del Toro to produce a zombie show.
        • Digital video is on the up-and-up. Video ad spend is set to grow 30% this year to a total of nearly $28 billion. Twitter will get 55% of its total U.S. ad revenue from video this year. For YouTube and Snapchat, that figure is 73 and 60%, respectively. (eMarketer)
        • I spot interest in measurement. Analytics startup iSpot.tv raised $30 million in Series C funding as it doubles-down on finding new ways to measure and evaluate TV ads.
        • “Venom” and “A Star is Born” score a record October box office opening. You could say two stars were born: the Tom Hardy vehicle “Venom,” which made $80 million last weekend, and Lady Gaga’s “A Star is Born” remake, which brought in $43 million. Both films are expected to score another $30 million this weekend. And “A Star” isn’t just bringing in the big bucks in theater; music industry analysts estimate 200,000 sales of the movie’s soundtrack since its Oct. 5 release.

        See highlights from last week here, and check back next week for more.

        Advertising Week 2018: Embracing Technology, Consistency and Optimization

        Posted on by Mike Bologna

        Advertising Week holds a special place among our roster of industry events simply for its ability and willingness to be free and flexible with the content.

        Many media, technology and advertising-related events hone in on a specific subject, media type or ad format. Advertising Week truly covers the map of our great industry, and this year’s conference was no exception. I personally ended the week with a feeling excitement that all constituents are genuinely coming together and embracing data, technology, automation, consistency and optimization in one way or the other.

        One common theme expressed by many was that everyone is looking at data to help fulfill their goals, enrich the value of their product or service, or help achieve an honest return on their investment. Reading between the lines, it was clear that advertisers and media owners are using data to hold one another accountable in their partnerships. And they’re doing it more openly than ever before, and that’s a huge step toward a business where we all win.

        In a discussion, it was also acknowledged that in order to truly shift from a demographic and GRP-based media, we need to embrace the technological solutions available today, and collectively collaborate to refine and build those of the future. It was encouraging to hear industry leaders admit that everyone’s individual solution, architecture and offering must give way to a consistent and transparent method of transacting.

        Part of that solution includes price, which is often one of the more challenging elements to discuss in an open forum. Efficiency will always be a key driver however, being efficient doesn’t always mean buying the most for the least or selling less for more. A responsible application of data and the appropriate use of technology will allow us to optimize our way out of the traditional cat and mouse game and solve for some of the hurdles behind fragmented viewing and dwindling reach.

        Another important message that came across loud and clear is that this next phase in the evolution of advertising will come with significant challenges. While I don’t disagree, I believe many of the challenges that exist at a macro level, including solving for data, automation and optimization issues, don’t exist at the micro, tactical, or campaign levels. Distinguishing the difference between industry challenges and the kind of challenges marketers face on a day-to-day basis is of the utmost importance. An example is how we approach Addressable television at the household level. There may be systematic challenges at the top, but there’s nothing standing in the way of identifying a segment within a population of 65MM, dynamically serving a spot to the desired portion, and measuring the conversion of that exposure.

        A final observation from this week is that most leaders agree that waiting for the perfect solution is not the answer. We have been down that road before and to little benefit. The tools and insights to move the needle are right in front of us. How we use them and to what extent is up to us.

        For more on the future of advanced TV, see the latest post from one2one Addressable COO Jamie Power, “Standardized Addressable Reporting Creates Smarter Marketing.”

        This Week in #TVNews: Ad Week, Nintendo and Will Smith

        Posted on by Felicia Greiff

        Here’s the TV news we followed this week, from Advertising Week to Netflix’s choose your own adventure episode of “Black Mirror.”

          • Will Smith weighs in on data. This year, Will Smith, TI, Adrian Grenier and Bethenny Frankel were a few of the celebrity gets for Ad Week. The Prince of Bel-Air himself (and recently minted YouTube star) reminded us that we can’t forget the importance of human creativity: “Nothing is more valuable than your gut,” Smith says. “The metrics are there to help you train your gut because at the end of the day you have to make the call on the extraordinary.”
          • Does your brand have a purpose? After Nike’s successful campaign with NFL player Colin Kaepernick (the brand’s stock price reached an all-time high last month), other brands are interested in taking their own stand. As David Gaines of Wavemaker said during an Ad Week panel: “Be polarizing… People are more inclined to side with a team that has a point of view these days.” (See Land O’Lakes “feminist” take on “Old MacDonald Had a Farm.”)
          • Choose your own Netflix adventure. The streaming company announced a foray into interactive TV, starting with an episode of “Black Mirror” will let viewers choose to follow a particular storyline. 
          • Gaming on your phone is going to get easier. Nintendo patented a phone case that basically turns your phone into a Game Boy. Polygon reports that “pressing a button on the cover results in contact with a touch panel beneath it, which is then translated into an action on the screen.” Nintendo also announced that it will release a new Switch model next year.

        See highlights from last week here, and check back next week for more.

        This Week in #TVNews: Gritty, Burger King Ads and Social Video Spend

        Posted on by Felicia Greiff

        Here’s the TV news we followed this week, from the introduction of the Philadelphia Flyers’ mascot to Burger King’s AI-inspired spots. 

          • Digital video and social video spend expected to rocket. eMarketer forecasted that U.S. digital video ad spending will exceed $50B in 2022, and social video ad revenue will reach nearly $12B in 2020, more than double what it was in 2017. What’s unsurprising is that Facebook will bring in the most social video dollars, followed by Twitter and Snapchat. Facebook, with its recently introduced mid-roll video format, says that more than 100 million hours of video are watched daily on its platform.
          • Fall brings cooler temps, PSLs and, of course, new TV. “The Good Place” continues to be one of the smartest-written and heartfelt shows on TV. Amazon premiered “King Lear” starring Anthony Hopkins and the other A-list Brit actors (hi Emma Thompson, Emily Watson and Jim Broadbent). If remakes are your thing, “Murphy Brown,” “Magnum PI,” “Last Man Standing,” and “Charmed” were all revived.
          • The Flyers’ new mascot gets mixed reactions. The Philadelphia Flyers have a new mascot, Gritty, a hairy orange creature that “looks like a Muppet who fell into a vat of radioactive materials and clawed his way out.” In his (its?) first week, Gritty appeared on “The Tonight Show,” inspired a beer called “Nightmare Fuel,” and gained nearly 100,000 Twitter followers.
          • “Flame grilled, just like you,” says a robot voiceover during one of Burger King’s new AI-inspired spots. Remarkably, AI isn’t behind the funny ads; credit goes to ad agency David Miami. As Burger King’s Marcelo Pascoa told Adweek, “Artificial intelligence is not a substitute for a great creative idea coming from a real person.”

        See highlights from last week here, and check back next week for more.

        Driving Addressable Tune-in Campaigns with Smart Data Strategy

        Posted on by Rachel Herbstman

        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. 

        This Week in #TVNews: the Emmys, Fire TV Recast and OTT Revenue

        Posted on by Felicia Greiff

        At Cadent, we love TV. We’re big believers in the “lean-back” experience of television – taking in high-quality storytelling for an hour with minimal distractions and a big bowl of popcorn. As such, we’re always looking for information on exciting projects and relevant industry news.

        Here are the TV trends we’re focused on this week, from an awards show to Jordan Peele’s revival of a TV classic. 

        1. The Emmys served some highs and lows. Viewership for the event went down 11% in the past two years, according to Nielsen data, with this year’s show garnering a little more than 10M viewers. (It hasn’t been a banner year for awards shows; the Oscars attracted 27M viewers this year, a fifth less than last year.) Still, the Emmys delivered some great live TV moments, including a marriage proposal. And, maybe more importantly, Leslie Jones’ reaction to the marriage proposal.
        2. ESPN + hits the one million subscriber mark. The streaming service just reached a paid subscriber milestone, a big win in light of industry challenges like cord cutting and competition for game-airing rights from social giants.
        3. Amazon launched Fire TV Recast, a DVR that wirelessly pairs with a TV antenna to show over-the-air television on an Echo Show or a Fire TV. Users can record 2-4 shows simultaneously and stream content on multiple devices. Amazon launched 13 devices at their event, including an Alexa-connected microwave. 
        4. Jordan Peele’s next project is out of this world. Peele will produce, host and narrate a reboot of “The Twilight Zone.” The show will appear on CBS All Access, the network’s on-demand streaming platform.
        5. OTT ad revenue is up 40% over last year. Over-the-top ad dollars will reach $2B this year, according to a Magna report. Addressable TV spending will reach $800M this year, as marketers start shifting more budget to finding the audiences relevant to them on TV.

        Check back next week for more highlights.

        Standardized Addressable Reporting Creates Smarter Marketing

        Posted on by Jamie Power

        The most exciting time to be in the television industry is right now. Data and technology are changing the game, and we are rewriting the rulebook. Brand marketers are finally beginning to understand the value of addressable advertising.

        This new world of TV advertising brings transparency. We can now understand what works, and we can leverage that data to optimize future buys. Addressable television makes it possible to identity and reach only high-value, relevant households. At the end of an addressable-TV campaign, marketers should have a ton of actionable insights.

        Five years ago, if a partner asked a marketer where first-party data was kept, they might be met with a blank stare. Today, that data-competency gap is starting to close. Marketers know where their data is, and they’re hiring talent with skills necessary to understand their customers’ paths to purchase. Now, more than ever, marketers are starting to understand how television augments digital-campaign performance, and they are eager to get the highest return on their investments.

        It’s time for brands and agencies to take their data strategy into their own hands. Marketers should challenge their partners to work together and organize their reporting in a meaningful way, holistically connecting television and digital-campaign performance.

        More buzzwords, more problems

        Data has been a buzzword for as long as digital marketing has been around. Everyone is checking the box and saying they want more data. But finding data that is actionable, and unifying targeting and attribution across channels are difficult tasks—and this is what we need to work toward.

        The only way to get meaningful data from addressable television advertising and other channels is by thinking beyond buzzwords and working with partners that are committed to standardizing reporting. Understanding campaign performance and ROI depends on the strength of the relationships between marketers and their partners. Marketers can get full utility of their data when their partners make it possible.

        Currently an advertiser typically executes campaigns across a few providers, and the post-campaign analytics they get back are not unified. This is a problem for marketers who want meaningful and actionable results. From an addressable advertising standpoint, standardized reporting helps marketers understand what CPM they should pay to maximize ROI, which networks perform best and at what point the campaign frequency reaches diminishing return. Post-campaign analytics can provide profiles of the most responsive customers, and these insights can be used for future linear and addressable campaigns.

        Taking a step further, addressable TV advertising reporting should bridge the gap with digital analytics. We can now measure TV and digital advertising in the same way. For instance, if an advertiser works with PlaceIQ to measure foot traffic from a digital campaign, the addressable advertising partner should also work with PlaceIQ for attribution so the marketer can compare apples to apples and take action on that data across future linear, addressable, IP and connected TV campaigns.

        The goal of standardized addressable reporting is to better understand the impact of cross-channel campaigns. With full transparency into how TV compares to digital performance, brands and agencies can recognize when they should allocate more to digital or more to their addressable spend. They can also optimize their linear television schedules by creating smarter national TV buys. Ultimately, standardized addressable reporting will lead to a more transparent TV ecosystem and better ROI for marketers.

        Reaping the full benefits of addressable

        As we start to bridge the gap between TV and digital, more sophisticated targeting will become available. Continued transparency in television will be vital. Information on what isn’t working in a campaign is as valuable as what is working.

        To marketers embracing data-driven marketing across channels: Putting pressure on your TV clients is a good thing. Take data into your own hands, make sure you’re challenging your partners and get actionable reporting.

        Navigating the New TV Landscape

        Posted on by Stephanie Mitchko-Beale

        The advertising industry’s fascination with addressable advertising has been around for years. Finally, the industry is taking notice and moving forward, and this movement is only going to accelerate.

        Thanks to technological advances, there has been concrete progress toward the next generation of finding audiences and buying media. That’s good news for marketers because video is arguably the best and strongest vehicle for getting a message out to consumers, across any device. Reaching the right customer is everything.

        The market is fragmented and confusing right now. We have all witnessed broadcast and network ratings declining and pricing going up for ads in those mediums. Consumers are viewing content across multiple screens and devices, using over the top services, and relying on VOD and DVR content.

        As CTO and COO of Cadent, I keep a wide-angle view of the ad-buying landscape. Cohesion and organization are possible—we must make the decision to move in this direction as an industry.

        Our platform technology focuses on removing friction from buying television, which traditionally lacks the seamless tools of digital marketing. So even when it’s complicated to execute, we meet the challenge by auditing processes, maintaining integrations with inventory partners, and clear reporting.

        Cadent’s vision has long been to enable our clients to convey their message in an addressable way, whether they’re inventory owners, content owners, advertisers, or brands. We’re strongly committed to bringing new technology and new companies into our portfolio to meet the challenge of using data and automation to achieve addressability across all platforms.

        The industry wants to take things even further by bringing digital elements to video platforms, including workflow, data attribution, and reporting. There are challenges ahead, with so much information available through set-top box data, cookie collection, and cross-device identification on mobile, the currency has to shift to something more relevant to modern marketers—something tied more closely to business impact, so brands can measure the results of campaigns and relate them to actual sales and transactions.

        The Next Generation of TV

        We’re seeing a lot of companies using data in ways that haven’t been used before. This is a transformative time. Audience-based, addressable advertising is pushing the industry forward, and once the currency normalizes, a marketer will be able to find an audience wherever they are. New technology is already starting to automate and change the way we do business, and big data and analytics tools are helping free marketers and content creators from manual processes and the Excel sheets of yesterday so they can focus on what really matters.

        In the age of digital, change is the only constant. That’s why it’s so important that the TV business doesn’t just evolve to meet current challenges; we have to actively anticipate and build for the challenges of tomorrow.

        Cadent is uniquely positioned because of our deep industry roots and wealth of experience. We simplify the industry for clients with a remarkable degree of transparency, so marketers can easily see the effectiveness of spend and measure ROI. We’re constantly looking at new ways to innovate and apply data, and we’re leveraging digital methods to make TV seamless to buy and execute, and most importantly, prove business impact and ROI.

        How Smart Strategy and Insights Ramp Up Movie Rentals

        Posted on by Karen Abram

        At one2one Entertainment, we serve multiple studios and more than 150 movies a year to various markets, so we have the scale to understand trends that studios would never be able to see on their own. Here’s some of what we’ve learned.

        Previous behavior is the best predictor of future rentals.

        We found that 92% of VOD rentals come from households who’ve already rented through their cable provider, regardless of that household’s affinity for a specific genre. It makes intuitive sense to target a horror movie to a household has indicated an affinity for that genre, but you’ll have much better luck targeting any movie to heavy renters since they’re the ones doing almost all renting. This finding surprised us, and it necessitates a huge mindshift on the part of studios.

        Rentals need a completely different approach than theatrical releases.

        We used to market movie rentals like we market theatrical releases–targeting people who watch movies on channels like TNT.  While these people do like watching movies, we found they’re not going to tune-away from a free movie to rent a movie On-Demand. Same goes for advertising rentals during major TV events. We have much more success advertising rentals in syndicated content. People are much more likely to tune away from a rerun of Friends to rent an On-Demand movie than they are to tune away from the season finale of their favorite show.

        Free On-Demand is a valuable advertising tool for On-Demand rentals.

        Existing renters are five times more likely to convert than those who’ve never rented, including those who rent free On-Demand content. People watching free On-Demand have overcome a major barrier to entry by indicating that they’re familiar with accessing the On-Demand portal. Ad spots on free On-Demand are usually fast-forward disabled, so we know people are much more likely to see them. In fact, we recently found that 79% of films advertised in free On-Demand had a positive effect on ROI.

        These aren’t the kinds of insight studios can get on their own.

        We’re able to track rental ROI for studios because of the scale we have. Operators won’t produce the data needed to fuel these campaigns unless it makes economic sense for them. The cost for a studio to do this kind of analysis with an MVPD for a single movie would be prohibitive. Since we work with most of the major studios, we’re able to pool movies from different studios to negotiate a price that works for all parties. Our relationships allow us to get data that shows which tactics contributed to rental conversions, and we’re able to share those insights back out with our valued clients.

        Partnering with one2one Entertainment can give studios the insights and strategy they need to make the most of this substantial distribution channel.

        For more on in-home advertising, get in touch.

        A Simplified, Unified, TV Industry Will Help Marketers Win

        Posted on by Nick Troiano

        A version of this post originally appeared on Ad Age. 

        TV’s evolution is accelerating with a flurry of M&A activity in the marketplace. Disney and Comcast are pursuing 21st Century Fox in an effort to add a wealth of content to their already potent arsenals; IPG is acquiring Acxiom Marketing Solutions in a nod to the increasing importance of data, and AT&T is fortifying itself with ad tech from AppNexus after completing its acquisition of Time Warner.

        This activity, driven by a need to simplify advertising by strengthening the connections between content, data and platform, is a clear signal that TV has begun to evolve. We are entering the data-driven, technology-rich future of TV advertising.

        But mergers and acquisitions in and among themselves are only one step toward this next-generation, vibrant ecosystem. While consolidation will promise scale and simplicity to a data-driven buying experience, delivering on that integration will take time. More importantly, a thriving marketplace is more than just a consolidated one; it’s one where agencies and advertisers have an abundance of innovations from which to choose as they create next-generation, data-driven brand campaigns to engage modern audiences.

        The current dynamics in the TV industry should be viewed as an opportunity for more open collaboration, a moment to initiate change to make all pieces of the ecosystem work better together in service of the advertiser. After all, those who know the benefits of television are in the best position to initiate change and bring new partners into the mix.

        TV Advertisers require choice

        No two brand campaigns are alike. Audience targets differ, messaging changes, offers vary based on seasonality, measurement of success is connected to the business imperative of a given time. What will serve the industry best is introducing new ideas through a marketer’s lens and prioritizing accordingly.

        And marketers’ priorities are clear–they require a unified view of television. As Comcast’s Marcien Jenckes said recently, something needs to happen in order to unify television so marketers can buy in an easier way than they have in the past. “The idea that the industry coalesces on standards and technology, that for certain is a necessity,” he added.

        Marketers’ data-driven campaigns call for integrations with campaign systems and TV order systems to provide one view of audiences and campaigns. They need supply sources to enable a single planning, ad execution and reporting workflow. Marketers must have access to innovative options from which to build the best campaign for a particular goal, whether it’s testing a new data segment or refining a media mix between audience-indexed and addressable inventory types.

        The new TV economy will grow. And as it grows, assets will be monetized when advertisers have the creative freedom to pick and choose the data and technology building blocks that are right for them. No one platform does everything.

        There will be no single partner or stack to solve every brand’s marketing challenges. Instead, the collective innovation and experience across a unified set of partners can provide choice and customization options that allow advertiser creativity to extend into this new era of TV.

        While there will likely be winners and losers as the industry evolves, the next generation of TV is not a zero-sum game. So as parts of the industry consolidate, let’s use this time of coming together as a chance to strengthen the connections in the ecosystem with a singular goal of meeting advertisers’ needs. Advertisers need collaborative solutions, not single stacks.

        For more on the TV’s evolution, see Cadent CEO Nick Troiano’s post, “The Next Chapter of TV Is Just Beginning.”

        One for TV

        Posted on by Cadent Staff

        A month ago, we announced that Cross MediaWorks, Cadent Network, Cadent Technology, and one2one media have come together as a single brand, Cadent.

        At Cadent, we believe our people and technology make us uniquely prepared to guide advertisers through the evolution of television. Below, our offices in New York, San Jose and Philadelphia wear their new “One for TV” shirts. Interested in joining our team? See our open roles here.

        We’ll continue sharing about our culture, technology, partnerships and more on our blog – check back for more.

        5 Takeaways from Our 2018 Upfront

        Posted on by Cadent Staff

        Our upfront event this year, “Brand Advertising in a Data-Driven World,” was all about the evolution of brand advertising, the current media landscape and the future of advanced TV.

        The industry is facing challenges such as audience fragmentation, media inflation and more. But as Cadent CEO Nick Troiano said, we’re excited for the evolution of TV advertising and what’s to come – and we’re here to help clients each step of the way.

        Below are five highlights from the event, along with videos done in partnership with  Beet TV.

        • TV remains a viable and valuable medium, Cadent CEO Nick Troiano said. While the use and influx of data is forcing evolution within the industry, Troiano says, “if we keep true to the value of television, what it means for our advertisers and for our clients, and find ways to take advantage of what technology and data offers, we’ve got a bright future.”

        • Addressable advertising has evolved from test to proven media plan component, Cadent COO Jamie Power told the audience. The medium  will increase from 63 million cable and satellite households to 70 million by the end of 2018 and praises the fact that addressable is now adding transparency to TV marketing. Because post-campaign analysis can indicate return on ad spend, it’s possible to see what works and what doesn’t, discover appropriate pricing by category and advertiser, and make needed adjustments on future campaigns.

        • The industry is pushing for a common currency, but there’s work to do. We need to do better, Initiative Chief Partnerships Officer Maureen Bosetti said, or money will shift to other screens as clients demand more transparent measurement.

        • Marketers are looking for three things: scalability, consistency, and simplicity—all of which are possible if companies effectively harness the power of robust measurement, precision targeting, and rich (aggregated, anonymized, and privacy compliant) data. “Nobody doubts the sound strategy of using richer data to more precisely deliver audiences and measurement those audiences in more robust ways,” said According to Andrew Ward, VP, Comcast Media 360. “But we’ve got to encase that transaction in elegant architecture from pitch to pay, such that the process is simplified.”

        • Trust between buyers and sellers is the key, VideoAmp chief strategy officer Jay Prasad said. He added that he looks beyond the upfronts to discuss how strong and intelligent scatter market opportunities can be leveraged during the season. If a premium broadcaster is already doing a lot of business with an agency or brand and is committed to them, the situation can be beneficial to all.

        See our entire video series with Beet TV here, and learn more about how we support TV’s transformation in a blog from our CEO, Nick Troiano.

        How Cadent Is Driving the TV Marketplace Forward

        Posted on by Jamie Power

        Consumers have more options than ever to watch video.

        Look at the 2018 World Cup, for example. Viewers in the U.S. could’ve watched the Denmark vs. France match on Fox’s national network channel and the Switzerland vs. Costa Rica match in Spanish on NBC Universo. If they wanted, audiences could stream the games through OTT service fuboTV. Out of those who livestream World Cup matches, 65% will do so on their smartphone. Seven out of ten will watch live matches on linear TV, the IAB found.

        Conventional advertising models are evolving in response to the changes in video consumption. It’s clear why this is a necessity – more than half of all U.S. consumers’ televisions are now IP-connected and an estimated 51 million OTT households steam content without a traditional cable or satellite service.

        For some in the industry, this shift feels chaotic. However, we are excited about the new possibilities that data and technology bring to the television marketplace. Addressable TV, which enables targeting on an extremely granular level, could seem intimidating to those used to buying ad solely based on programming. Some marketers may not understand the full range of possibilities that addressable presents and how to optimally leverage their data to take advantage of today’s TV landscape.

        With the right expertise, marketers can navigate the addressable landscape and make the most of its opportunities. And while there has been talk about audience-based television buying, Cadent’s one2one Addressable has been doing it for years. We’ve traded eight billion addressable impressions—a lot by anyone’s standards—so we’ve learned what works and what doesn’t. We know the most responsive data sets, the optimal levels to plan by category and desired KPI, and we’re ready to share our knowledge.

        Simply put, we know TV and addressable, and we’re dedicated to simplifying the ecosystem for our clients. We do this by aggregating all addressable supply, unifying the data and communicating with customers throughout the entire process. We’re screen-agnostic, so we can find the target consumer, wherever and whenever they’re watching content.

        Our wealth of historical data combined with our predictive analytics algorithm means that our partners never go into a buy cold. Audience buying is already a great complement to broad demo buying, and our accuracy and efficiency are only going to get better as measurement methods catch up with these new modes of consumption and standards become fixed.

        Historically, television was used mainly as a vehicle to drive awareness. With addressable, we’re able to use TV to drive conversion and uncover an incredible amount of data on the back end of the campaign. We can analyze campaigns, identify what worked and what didn’t work, and then use that data to optimize future addressable campaigns or even linear campaigns.

        Addressability is still in its infancy, and in many respects, it’s like the early days of digital. As advertisers test, measure, and then leverage data to optimize their campaigns, we can help to guide them. That’s why Cadent – with our expertise and technology from linear to advanced television applications – came together as one. We strive to be the partner that drives the marketplace forward and demonstrates the full potential of this space.

        See more information on one2one Addressable and how our unified platform connects brand campaigns with audience data and channel inventory.

        2018 Cannes Lions: Bringing Creative, Data & Tech Together

        Posted on by Cadent Staff

        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.

        Why I Joined the Cadent Team

        Posted on by Cadent Staff

        A few years ago, Comcast CEO Brian Roberts told Bloomberg that television will change more in the next five years than in the last 50, and that sentiment holds true today.

        As the industry responds to a period of rapid technological change and growing complexity, it’s an exciting time to join the Cadent team. As Chief Product Officer, I have the incredible opportunity to be one voice in a community that will transform the TV landscape, and Cadent is the perfect platform to support this transformation.

        During my career, I’ve been part of companies and teams that have changed industries forever from online publishing and monetization with DoubleClick (now Google), automated buying and optimization with MediaMath, and online transparency and analytics tools with DoubleVerify. These experiences shaped my understanding of what it takes to transform sales and operations-focused businesses into product solution-focused organizations. It’s an exciting and rare challenge.

        Television is on the cusp of a great transformation, and many TV-centric companies are already taking control of their own evolutions. Industry partners want to complement their business and evolve to answer the industry’s needs – examples include AT&T’s newly announced acquisition of AppNexus or Comcast’s acquisition of FreeWheel a few years back. Ultimately, the partners who will bring change to the TV industry are the ones with deep understanding of cable relationships, inventory sources and the unique infrastructure of television. At Cadent, we know that change must include TV people, the people who built this business.

        Only Cadent has the experience and unique understanding of both traditional linear and data-enabled TV spaces, making it the most well-rounded offering in the industry. The evolution of TV promises a more data-driven future, and it’s going to take a combination of technology services and experience to do it right. Cadent’s offering of advanced TV, data-driven linear, indexed and a platform that ties it all together is unique in the industry.

        Our vision is to simplify the industry and create a more cohesive and connected ecosystem for all stakeholders. We’re not here to just build technology tools; we’re here because we understand the business. And the industry is only good as the technology, services and experiences that surround it.

        Today, we’re looking into applying our linear TV learnings and experience against our work in the addressable TV space. We see all TV as data-enabled as inventories expand, audiences fragment and agencies transform. We want to be the trusted partner who guides and supports all members of the TV ecosystem from buyers to publishers through these changes. And our two decades of experience – linked with our deep understanding of the ecosystem – will enable us to do exactly that.

        Change is inevitable, but when driven with the desire to create a more open and data-driven TV ecosystem, this change can have only profound and positive impact for the industry as a whole.

        Beyond the Upfronts

        Posted on by Cadent Staff

        [A version of this post originally ran in AdExchanger.]

        The annual network upfront presentations have concluded, and agencies and advertisers are strategizing how to best act on the series of announcements, products, tools, and data that promise a more effective and efficient approach to television. On the surface, “advanced TV advertising” comes across as a simple term, but in reality it is anything but. Few can argue that better data encourages a more informed allocation, and that household-level addressable ad insertion enables refined targeting and reduced waste. Most experts will also agree that improved and integrated systems will allow for better measurement and a streamlined workflow. However, it is how all these components fall in line as individual contributors, and as part of a holistic media strategy that keeps many of us up at night. There is no single solution that provides a perfect balance of new and legacy practice, but there is a suggested line of thinking that can help one organize the pieces that can lead to the right combination that fulfills the objectives needed to achieve a particular, holistic outcome.

        Rome wasn’t built in a day, and TV advertising won’t change overnight, but identifying segments even slightly more granularly and appending 3rd party data with viewership data (otherwise known as indexing) will surely identify content allocation options that may have otherwise gone unnoticed. Consider the application of this knowledge from an inventory agnostic perspective. A minor tweak to a national schedule can go a long way, as can the inclusion of inventory sourced outside of the network garden. This type of split strategy can provide both the reach and efficiency needed to achieve the goal.

        Addressable targeting on television can be very effective, but over-targeting and/or over-investing in hyper-targeting can be equally as ineffective. With 60% of US households capable of receiving a set-top box targeted ad, the ability to tie that ad exposure back to a sale is a very strong proposition and one that should not be ignored or taken lightly. Making an informed decision on the value addressability adds to the bottom line goal is worth the effort even if the final determination is little or none at all. Dynamic addressable TV ad insertion is here to stay and despite the perceived complexity, the outcomes are solid, and finding the right place for this tactic within the macro plan is a valuable step forward. Indeed, a recent Forrester/Association of National Advertisers survey found that 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, and additional 20-30% of advertisers plan to start dipping their toe into advanced and addressable TV techniques this year.

        When thinking about automation and platform-based trading partners, agencies and brands should consider working with those who aspire to improve your business and not just their business. Everybody has a platform these days, but few are truly willing or able to adapt their platform to suit the needs of a specific agency, advertiser or content provider. Given everyone’s unique requirements, a platform must work hard and be well architected to satisfy a variety of needs and still meet the primary business goals. A true “partner platform” is far more concerned with solving problems and adding ease to execution than it is with individual name recognition. Back office work and white label support can be very effective, particularly in this new world of television advertising.

        As we enter a more data-driven era of TV advertising, it is important to think of advanced tactics not as individual campaigns, but pieces of one holistic television initiative. Testing is critical; however, if the test proves positive, it is important to move beyond that initial phase and introduce the new proven tactic to the larger overall media mix. While no new television initiative is perfect, neither is our current practice, and holding out for perfection will almost certainly be a missed opportunity.

        The Enduring Power of Sight, Sound, and Motion

        Posted on by Cadent Staff

        At our 2018 Upfront, Brand Advertising in Transition, our CEO Nick Troiano spoke to an audience of more than 300 media executives about the future of brand advertising. Sight, sound, and motion continue to connect with audiences as no other medium can.

        Introducing the Cadent Blog

        Posted on by Cadent Staff

        Today we’re announcing that Cross MediaWorks, Cadent Network, Cadent Technology, and one2one media have come together as a single brand: Cadent.

        Our new identity reflects our vision for the industry – to restore simplicity to the TV industry for all stakeholders so marketers can reach their audiences at scale, wherever they consume content. Cadent is now one for TV.

        We’re proud to be a partner in the TV landscape. Visually, you’ll notice our logo icon represents the TV screen and our newly unified businesses, as well as all the aspects of TV that we do–network, addressable, and indexed. There are references to television’s rich legacy of innovation, as well as bright, energetic colors that allude to the promise of TV’s data-driven future. Building on Cadent’s rich legacy of innovation, we’ve chosen bright, energetic colors that allude to the promise of TV’s data-driven future.

        As a newly unified company, we have a lot to share. Here on our blog, we’ll talk about the evolution of the TV ecosystem, the influence of data and opportunities that come from it, and a variety of topics relevant to the industry. We’ll also use this space to share about our culture, technology, partnerships and more.

        For more, read a blog post from our CEO Nick Troiano on the future of TV. 

        The Next Chapter of TV Is Just Beginning

        Posted on by Cadent Staff

        As brand advertising has begun shifting to modern, data-driven techniques in the past decade, advertisers continue to rely on television as the most powerful vehicle for emotionally resonant storytelling. Sight, sound, and motion connect with audiences as no other medium can.

        Yet new challenges have emerged. Increased ratings pressure, inflationary pricing, and audience fragmentation have given rise to new thinking and evolved methods of targeting and measurement. In this climate of uncertainty, the industry grapples with how to balance investments between the old and the new.

        Our vision is to restore simplicity to a TV world made complex by walled gardens and an influx of data. We understand that advertisers need to connect with their audiences wherever they are and continuously test, iterate, and learn from their campaigns.

        We believe that TV advertising must evolve. Advertisers can’t rip-and-replace current media strategies, yet the industry must answer challenges like ratings erosion and cord cutting. We believe that a steady evolution is the best way to help advertisers show value while preserving and respecting the TV economy.

        We’re ready for the challenges and opportunities ahead. Our people, process, and technology make Cadent uniquely prepared to guide advertisers through the evolution of television. The complexities required to deliver effective TV advertising have increased exponentially over the past decade. While frustrating at times, this complex ecosystem comes with tremendous opportunity and Cadent has brought one2one Media into the portfolio and spent the past year integrating their expertise, proprietary data and overall experience into a single tech platform. Our platform was designed to simplify the process and deliver immense value to marketers across the medium of television.

        Cadent brings together all of TV — linear, advanced, and fully addressable inventory — into a single solution that streamlines buying and selling. Advertisers can simply plan, activate, and optimize, while media owners can simply sell, deliver, and monetize.

        Moving forward together is the best way to embrace TV’s evolution, and we’re proudly supporting television by powering its transformation. For buyers and planners, advertisers and their agencies, media owners and their sellers — Cadent is unified and simplified. We’re one for television.