Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising

It39s no wonder then that Herbstman39s team has expanded over the past few months and includes experts in data science and computer science who partner with media mavericks quotIt39s a complementary approach that allows us to look at campaign analytics with different perspectivesquot she explained adding that it allows Cadent to quotautomate attribution and increase our overall productivity within the groupquotPerhaps the biggest change is the degree and type of automation that in her words informs the platform quotWe can look at any campaign performance data received and dissect the results for best learnings and visualizationsquot Herbstman says quotand because we are getting the data from the whole industry versus just one particular system or one particular type of media there39s a lot to learnquot Specifically they can learn about the variances in advertising impact in different environments from VOD to linear to OTT and across types of audiencesThe platform now allows for looking at data holistically to quotunderstand the actionable takeaways from all of the different dimensionsquot she says Then once the individual campaigns are analyzed The Cadent team can use this knowledge to help inform the entire categoryCadent39s platform is an open ecosystem that can use any data set from any service Herbstman points out quotSo if a client wants to use their own data they can ingest thatquot she says quotIf a client is more interested in prospecting we can use their firstparty with any thirdparty data and compare the measurable differences between the twoquot In this way an advertiser can ascertain the differences in audience behavior by platformHow the Landscape Has ChangedBecause Cadent is taking a holistic approach to addressable advertising the team has a good view of the trends occurring in the media landscape and how different media types and messages resonate with different audiences by platform quotSo for instancequot Herbstman says quotin a VOD environment we may need less frequency to drive a conversion because the consumer is in an engaged leanin viewing environment consuming media differently than watching a linear television showquotBeing able to look at different cuts of data by audience viewing environment or creative length is a great advantage and can lead to new insights into engagement and investment strategiesAddressable isn39t all about lowerfunnel metricsamp160 Reach is another area where having different datasets is valuable There may be opportunities to add messaging later in a campaign to improve reach quotMaybe we layer on different datadriven tactics in weeks four or five of a campaign when reach has plateaued in linear televisionquot Herbstman explains quotso you can get new eyeballs and pay less to find that incremental consumerquotPredicting Business OutcomesHerbstman notes that one of the major efforts over the past few months has been improving collaboration within the company quotThe analytics group has been working closely with the products group and the data engineering teams and the data science leadsquot she says This enables the company to leverage all of the historical data received on a campaignbycampaign basis to better understand the trends and form models to better predict future business outcomes These models could also take into account campaign elements such as seasonality and flight lengthquotOur platform embraces the very best of all of the marketing toolsquot Herbstman asserts quotWhat we39re able to do is understand from a digital and a television perspective how audiences are engaging in and consuming contentquot From the onset of a campaign she explains instead of looking at addressability as a standalone method Cadent works with the agencies and advertisers to understand their holistic campaign parameters and how they use other media tactics for the smartest overall strategic approachTaking a holistic approach is the future of advertising and Cadent is dedicated to being a frontrunner in that effortquotWhile the TV infrastructure evolves advertisers today want their investments to make a real measurable impact on their businessesquot says Herbstman quotMy focus remains on providing actionable campaign results and identifying opportunities for investments for our clients Through addressable TV marketers get a complete picture of the effectiveness of their spend which they can use to make their campaigns work even harder in the futurequotClick the social buttons 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

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising

Author

Publish date

Channel

Charlene Weisler

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Cadent's Rachel Herbstman on the Art and Science of Holistic Addressable Advertising

Enjoying This Commentary? There's More to Love

Charlene Weisler

Cookies