May 3, 2019 - 08:15 AM: DeliveringResults in a Dynamic TVMarketplacePresenter: JamiePower, COOAddressable & Head of Analytics, CadentAs co-founder of one2one Media, now part of Cadent, Jamie believes in the power of data to drive precision audience-targeting.Before starting one2one Media, Jamie was Jamie was a founding member and Managing Partner at MODI Media, GroupM's Advanced Television group. Prior to joining MODI Media, Jamie led the build out of the advertising platform at TouchTunes Interactive Networks, a digital music company. Jamie started her career more than a decade earlier at GroupM’s MEC. As a strategic planner across multiple fast-paced categories—including entertainment, retail, QSR, and consumer electronics—she worked for clients such as LG, Lionsgate, and Pizza Hut.In 2017, Broadcast & Cable listed Jamie as a Multichannel News Wonder Woman and as a Digital All-Star. In 2018, she was named Media Executive of the Year by GABBCON and a Top Women in Digital by Cynopsis.Jamie holds a BA from Siena College.Presenter: Jim Tricarico, President, Advertising Sales, CadentJim Tricarico is the President of Advertising Sales at Cadent. He was previously the Chief Revenue Officer of Screenvision Cinema Network, and Executive Vice President of Sales and Marketing at Viacom for 12 years, where he was responsible for managing the Nickelodeon TV sales force for the entire country. Prior to Viacom, Tricarico served as an Associate Publisher at Inc. Magazine, worked with The New York Times Magazine group as the advertising director, and started his career in advertising at Dow Jones in 1982, as an advertising executive for Barron's Magazine.Tricarico holds a Bachelor of Business Administration degree from Iona College.
2. Cadent. Data-driven solutions for all of TV.
Addressable
Precise Audience Targeting
Data-driven targeting
with full attribution
Cable
Premium National
Networks
Reach aggregated
efficient national audiences
Broadcast
Local Relevance at
National Scale
Connect with news audiences
and syndicated programming
3200
US Cable
Zones
90M+
US Addressable
+ OTT Households
210
US
DMAs
1000
Local US
Broadcast
Affiliates
100M+
US Broadcast
& Cable
Households
500M
Addressable
Devices
200+
US MVPD
Partners
10M+
International
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HHs Enabled
Our in-depth of coverage via our three products provides depth of insights and benefits.
Cadent’s core media can provide significant efficiencies to battle the marketplace inflation, our data expertise can allow you to target with precision and we can deliver on your key KPI’s and also provide unified attribution.
As an example these insights are reflected in our unified attribution process—unification by MVPD by matching Agent, by data source and by measurement provider. No other company can do that.
And these insights extends into the thousands of audience attributes that we can provide, historical inventory intelligence and the unparalleled category and case study expertise we can deliver in particular in the addressable arena.
Jim:
We all know the TV viewing landscape is complex and ever-evolving.
Viewers can find their favorite shows on any device, any screen.
That makes it great if you are a consumer, but complicated if you are an advertiser.
Because to find these viewers, there’s a lot of technology involved…
But a marketer’s full time job isn’t technology.
Its focusing on the three blue boxes on the left –
How do I drive my brand? How do I target high value audiences? How do I drive incremental sales?
And each one of these focus areas has its own set of challenges –
Ratings inflation/Rising CPMs
That complicated TV ecosystem we just talked about
Proving performance and efficiency
At Cadent we are focused on solving these challenges for advertisers, by providing solutions that help marketers target their high value audiences wherever they may be.
Here’s my colleague Jamie Power to tell you how we do that.
Here’s just one view of all of the different technology choices an advertiser has to make to find audiences on any screen.
They’ve got to understand delivery technologies, buying platforms, screen sizes, ad formats supported by the different content providers. Then there’s data – ratings, behavior, purchase, measurement.
Understanding this is a full time job!
But a marketer’s full time job isn’t technology.
Its focusing on the three blue boxes on the left –
How do I drive my brand? How do I target high value audiences? How do I drive incremental sales?
And each one of these focus areas has its own set of challenges –
Ratings inflation/Rising CPMs
That complicated TV ecosystem we just talked about
Proving performance and efficiency
At Cadent we are focused on solving these challenges for advertisers, by providing solutions that help marketers target their high value audiences wherever they may be.
Here’s my colleague Jamie Power to tell you how we do that.
Not just a media challenge, but a business challenge
Thanks, Jim.
This slide is a more in-depth look at what Jim just spoke about.
Key takeaways –
National TV audiences are incredibly fragmented across viewing channels
The technologies used to deliver TV in these channels is diverse
While we have 119 million total households to target, no one single provider can access even half of that audience.
So if you are an advertiser, you are forced to deal with this fragmentation…
At Cadent, we believe that an audience-first approach is the right way to tackle this problem.
We track three audiences in our ViewerScape…
After you understand where the audience is viewing, you can layer on data to create real personas.
When you bring it all together in a platform like ours, you can start to manage reach and frequency – it no longer matters that no one provider can access the entire audience, because the platform manages the complexity,
Now lets show you how we actually can accomplish this for a marketer…