Simplified Ad Planning & Buying: Cadent Rolls Out a Cross-Screen TV Platform

Of great importance to Eoin Townsend Cadent39s Chief Product Officer is Aperture39s flexibility in pinpointing the target audience that a particular campaign intends to impact no matter where or how the audience watchesProcesses that used to take two or three weeks can be accomplished by Aperture users in a day Townsend saidWhen user39s login to the Aperture platform they are presented with an intuitive dashboard for TV media buying planning and measurement across channels featuring three tools Connect Activate and Enable The platform is a fully independent and open ecosystem amp8211 equipped to work with any inventory supplier which Townsend deems crucial for making addressable TV sales quotYou have to break down walls not create wallsquot he saidThe user can use the Aperture Viewer Graph to onboard their firstparty data so they can leverage what they know about their existing customersThirdparty data accessible through the Aperture Data Marketplace is matched at the household level so that what makes up a targeted consumer base like car buyers or frequent fastfood restaurant visitors can be defined with greater accuracy Further these audience segments can be mapped back to traditional demographics helping to bridge the gap between linear and addressable TV targetingquotYou can create new sets of data on the fly and search anything you wantquot Townsend said quotWe can do everything within our platform or we can make connections outside of our platformquotThe data sources also can assist advertisers and agencies in learning where specific types of viewers watch more frequently whether their TV destination is one network or a multichannel bundle reached through cable systems or smart TV devicesWith Activate campaign formats schedules and budgets can be structured and deployed on chosen TV services A user can enter a variety of information and create a specific TV campaign within minutes Aperture allows for the implementation and negotiation of rate cards within the platform and empowers users to adjust campaigns by certain thresholds including number of impressions reached budget and geotargets Users then sign off on all elements of the workflow through the platform39s order approvalAperture technology also enables multichannel video program distributors MVPDs and publishers to manage and monetize their inventory in smarter more effective ways Publishers can onboard their own firstparty data and make it available within the marketplace providing deeper audience insights and driving demandCadent39s clients which include a number of top national advertisers and major publishers are impressed with how the tech is dramatically reducing workflow time and costs according to TownsendquotEverything before was done on spreadsheets You had to talk with multiple people There was no tracking or reporting It was all done in a fragmented wayquot he explained quotWe want advertisers and publishers to work together and simplify their workflow to sell more advertisingquotTownsend believes that because of Aperture and other innovations TV advertising will be dramatically different in five years quotThese systems will become gateways to the home for any kind of content The role Cadent plays is making every kind of TV ad easier to buyquot he saidClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Simplified Ad Planning & Buying: Cadent Rolls Out a Cross-Screen TV Platform

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Simon Applebaum

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