Cadent Goes for the Triple Option Ad Play

When the year started clients had one way to use the daybyday inventory Cadent offers Two or three minutes of local avails per hour on a variety of cable networksamp160 Today they have threeamp160 Datadriven linear optimized a buy that incorporates settop box data with indexing and information supplied by thirdparty providersamp160and addressable where spots in the same avail pod are targeted to specific household demographics and habitsamp160 In setting up this strategy Cadent fused different units of its operation together including one2one MediaNow that it has become an advanced TV platform Cadent can address the growing number of issues marketers are facing in a contemporary TV marketplace from audience fragmentation to getting less bang for their commercial investment amp160In this justcompleted Upfront season doubledigit costperminute increases were as high as 12 percentamp160 amp8220They got all of those increases on down ratingsamp8221 explains Jim Tricarico pictured below President of Advertising Sales for Cadentamp8217s network businessamp160 amp8220A lot of advertisers are fighting to get their impressions down and to get their media schedules inamp8221Since Cadent deals with so many cable networks its optimized process can help an advertiser target the exact inventory that can deliver the best audience resultamp160 amp8220We have no walled gardenamp8221 says Tricarico who joined Cadent in 2014 after 12 years with Nickelodeon ending his run there as Executive Vice President of Sales and Marketingamp160 amp8220When you run the data first or thirdparty and you match it against settop box data it can tell you to buy Bravo during 4 pm to 8 pmamp160 Because we have access to both the data and the dayparts we can optimize the buy to the dataamp160 We donamp8217t optimize to a portfolioamp8221Addressable advertising represents the natural third step in this evolution where the technology is now perfected to send different ads to different households in the same avail positionamp160amp160amp8220It puts us in a very unique position in the marketplaceamp8221 Tricarico notesThis tripleoption drive is paying off for Cadent with increases this Upfront season in both the number of national advertisers and advertiser categories either expanding their relationship or launching oneamp160 On the category side the company is making big headway with insurance companies retail technology companies familytailored restaurants and fastfood places and online servicesamp160amp160Tricarico sees the reaction to this strategy as proof that for now amp8220linear TV isnamp8217t dying or itamp8217s the end of TV as we know itamp8221amp160 Contrary to some punditry he adds amp8220many advertisers that pulled away from TV to digital in recent years are coming back to TV because they still feel the response they get from 30 60 or 90second spots still drives brand loyalty and sales and they can measure that much quicker and get reaction much quickeramp8221However thereamp8217s no doubt in his mind that the nature of TV viewing is in transition in part triggered by the growing adoption of smart TV sets and TVconnected devices and the growing viewer appeal of Netflix Hulu Amazon Sony Crackle and other services distributed through themamp160 amp8220Itamp8217s very evident itamp8217s not a blip on the radar screen anymorequot he saysamp160 quotThis is a trend that will continue on forever especially as digital natives age up and bring their TV viewing habits alongamp8221Throw in automatic content recognition ACR technology built into smart TVs blockchain technology and programmatic ad advances and you find Tricarico concluding that it will take until 2023 for the TV industry to see the full impact of a smart TV society on national TV advertisingamp8220The problem now with ACR is scale among smart TV householdsamp8221 he addsamp160 amp8220Marketers want and need scaleamp160 Their focus is more on all the multichannel video providers and lighting up their footprint to build scale among addressable TV householdsamp8221Certainamp160that results will be amp8220offthecharts going forwardamp8221 Cadent is pursuing a number of initiatives to evolve its technology as well as partnerships that bring value to the TV advertising landscapeamp160 Partners could include cable networks working on their own addressable ventures such as AMC Networksamp8217 recently launched project with Sorensen Mediaamp160 Another is development of broadcast station inventory covering early morning daytimeearly evening syndicated series and early and lateevening newscastsThe ultimate goal giving clients the ability to make a combination buy that best suits their particular business needsamp160 by making it easy to buy together as many advertising formats and channels as the advertiser desires amp160amp8220We bring all these avenues into one cohesive saleamp8221 Tricarico promisesamp160 amp8220Weamp8217re poised to drive a new standard into the marketplaceamp8221Photo credit GrantUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Cadent Goes for the Triple Option Ad Play

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Simon Applebaum

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Cadent Goes for the Triple Option Ad Play

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