As one of the most-watched sporting events in the U.S., March Madness captivates millions of fans, creating a prime opportunity for advertisers to reach engaged and diverse audiences. Whether fans are tuning in to follow their alma mater or tracking their brackets, the NCAA tournament drives significant viewership across linear TV, streaming, and digital platforms.  

To connect with highly engaged consumers, leveraging an audience-first strategy is essential. With millions of viewers across multiple platforms, advertisers have the unique opportunity to engage with: 

• Loyal Basketball Fans: Enthusiasts who follow NCAA and NBA teams or read basketball articles on sports news sites. 
• Game Attendees: Fans likely to attend NCAA and NBA games including individuals who have recently visited relevant arenas and sports venues. 
• Tech-Savvy Sports Streamers: Millennials and Gen Z viewers who actively stream games across digital platforms or engage with basketball-related content online, such as consumers who play basketball, have researched sports news, or are interested in sports betting.  

Maximizing March Madness Impact with Premium Packages 

Cadent + AdTheorent’s curated Audience Direct packages enable marketers to reach fans watching live inventory with omnichannel strategies that engage viewers across premium channels including CTV, linear, mobile, and desktop.  

Cadent + AdTheorent’s March Madness Audience Direct package includes live in-game inventory across both Men’s and Women’s tournaments, with omnichannel amplification strategies that capture the excitement of fans, ensuring messaging remains top-of-mind beyond the final buzzer. Together, this means advertisers can:   

• Gain a Live Presence: Deliver ads in live in-game content across linear TV and CTV/OTT devices with customized national and local packages to fans across specific markets. 
• Re-Target TV Viewers: Re-message known March Madness viewers, post-event, across devices. 
• Surround Coverage: Utilize contextual targeting to reach consumers outside of the game by targeting. 
• Engage Fans: Leverage predictive audiences to reach March Madness or Basketball Enthusiasts when they are most likely to engage across digital devices.  

By leveraging an omnichannel strategy execution, advertisers can drive conversions across screens, whether through interactive CTV ads, mobile engagement, or sequential messaging. Plus, Studio A/T, Cadent + AdTheorent’s in-house design team, can enhance existing linear TV assets for digital channels, ensuring maximum brand impact during this highly competitive time.  

Winning the Game with Smarter Strategies 

With the Cadent + AdTheorent March Madness Audience Direct packages advertisers can:  

• SECURE premium living-room quality inventory for the Men’s and Women’s Tournaments 
• DRIVE higher engagement with predictive targeting 
• DELIVER consistent messaging across TV and digital platforms 
• OPTIMIZE campaigns in real-time for maximum impact 
• BOOST overall ROI with data-driven, high-performing strategies 

March Madness presents an unparalleled opportunity for brands to reach passionate, engaged audiences. By leveraging the power of Cadent + AdTheorent’s audience-first solutions, advertisers can make every impression count, turning viewers into customers and engagement into conversions.  
 
Are you ready to make the most of March Madness? Let’s build a winning game plan together. 

In higher education, it is imperative to connect with the right audience throughout the consumer journey. To efficiently drive enrollment, increase donations, and build awareness, institutions need a data-driven approach that ensures their message reaches not only demo- and geo-based audiences, but high-intent individuals ready to take the next step on their path to higher education. Cadent + AdTheorent developed a solution to connect higher ed brands with high-intent individuals and drive results that matter using precisely defined audience segments. By leveraging behavioral, transactional, and location data to inform campaign strategies, marketers can maximize ROI, reduce waste, and deliver personalized messaging that resonates to ultimately drive their campaign outcomes. 

Why Higher Education Marketers Need Audience-First, Omnichannel Strategies 

Whether you’re seeking to engage prospective students, graduate school candidates, donors, or administrators, it is important to align your message with relevant content categories that target content related to college life, graduate school, or business studies. 

Cadent + AdTheorent’s Audience Direct ensures that higher education campaigns are seamlessly activated across CTV, linear TV, digital, and mobile platforms. This approach guarantees:   

• Consistency: Unified messaging across touchpoints.   
• Relevancy: Contextually relevant content delivered to the right audience.   
• Efficiency: Optimized spend by focusing on high-intent individuals. 
• Performance: Increased requests for information, tours, and enrollment, or new donations. 

Connect with High-Intent Audiences Using Audience Direct 

Cadent + AdTheorent’s curated Audience Direct packages help higher education marketers reach high-intent audiences across premium channels. Audience Direct packages match data from our robust data marketplace of third-party partners to our proprietary household identity graph to reach audiences that matter, including:  

• Behavioral Data: Students likely to attend college this fall, parents of college students, and decision-makers at academic institutions.   
• Transactional Data: Individuals likely to donate to colleges and universities.   
• Location Data: College campus visitors and students recently engaging with test prep resources. 

As a vertical that is dependent on reaching the youth demographic, it is important to consider the impact certain types of media have on this group. Gen Z is reshaping media consumption, with more than 90% of this generation regularly streaming video on CTV. For higher education institutions, this means that CTV is a must-have. CTV provides a unique opportunity to connect with this digitally-savvy audience in an environment where they are highly engaged and receptive to tailored messaging. 

Why Choose Audience Direct Packages? 

Today’s prospective students and their families engage across multiple platforms—streaming on CTV, browsing social media on mobile, and researching programs online. Audience Direct ensures seamless campaign activation across CTV, linear TV, mobile, tablet, and desktop, ensuring that the institution’s message reaches audiences wherever they consume content. 

Cadent + AdTheorent’s Audience Direct packages drive measurable results across the funnel, from building awareness to driving application submissions. With the ability to reach more than 125 million households and maintain precise targeting, Audience Direct enables institutions to scale their campaigns efficiently without compromising accuracy. Marketers also benefit from flexible execution options, with the ability to utilize Cadent + AdTheorent’s Self-Service DSP, managed service offering, or Cadent + AdTheorent’s SSP – Aperture MX, to integrate their own DSP for a customized approach. 

Let’s Get Started 

Ready to drive better outcomes and ROI from your higher education marketing efforts?

Learn how Cadent + AdTheorent can help you achieve your goals.

Few verticals require precision marketing like CPG. From food and beverage to personal care and household products, CPG brands face fierce competition and fast-changing consumer preferences. Whether launching a new product or driving brand loyalty, the key to success has long been “reaching the right audience with the right message at the right time.” But what about contextual and geographic relevance, sequential messaging, and promotional offers?   

That’s where Audience Direct packages can help. Designed for marketers seeking to maximize impact, discover how Cadent + AdTheorent empowers CPG brands to deliver their messages with precision, reducing waste and amplifying results across premium advertising channels. 

Why an Audience-First Strategy Matters to CPG Marketers 

In a crowded marketplace, broad reach alone isn’t enough. Traditional advertising often misses high-intent consumers—those actively seeking your products. With an audience-first approach, CPG marketers can focus ad spend on relevant consumers, resulting in: 

• HIGHER ENGAGEMENT 
• IMPROVED EFFICIENCY 
• BETTER ROI 

For example, Applegate leveraged a data-driven TV strategy to drive sales success, showcasing the value of targeting high-intent audiences. 

Check out our Audience Direct package for CPG >>> 

Reach Precisely the Right Audience with Audience Direct 

Audience Direct packages are curated to help CPG brands connect with high-value audiences across premium channels. Using proprietary insights from the Aperture Viewer Graph, Audience Direct allows marketers to target specific segments, including: 

• Grocery Shoppers: Consumers actively purchasing food, beverages, and household essentials. 
• Health & Wellness Enthusiasts: Audiences seeking organic, plant-based, or low-calorie products. 
• Eco-Conscious Buyers: Shoppers prioritizing sustainability in their purchasing decisions. 

These insights deliver better results – as seen with Caulipower and Stuffed Puffs – both of which used these strategies to increase new shopper sales while improving campaign efficiency. 

Why Choose Audience Direct Packages? 

Today’s consumers engage across multiple platforms – streaming on CTV, browsing social media on mobile, and shopping online. Audience Direct ensures seamless activation across CTV, linear TV, mobile, tablet, and desktop, ensuring your brand is visible across every device, engaging consumers wherever they’re consuming content. As Jägermeister’s holiday campaign demonstrates, strategic omnichannel activation can engage consumers across the buyer journey – even during critical tentpole moments.  

Audience Direct packages help CPG brands achieve measurable results, from building awareness to driving sales. With the ability to reach over 125 million households and maintain precise targeting, Audience Direct ensures efficient campaign scaling without sacrificing accuracy. Marketers also benefit from flexible execution options, choosing between self-service, managed service, or Aperture MX to integrate their own DSP for a tailored approach.  

Learn more about Audience Direct packages >>> 

Take Your CPG Campaigns to the Next Level 

By combining precision, scalability, and flexibility, our Audience Direct packages help CPG brands streamline their advertising efforts and maximize ROI. 

Ready to elevate your CPG campaigns? Contact the Cadent + AdTheorent team today to learn how Audience Direct can help you target high-intent audiences, maximize ROI, and grow your brand. 

Few events rival the Super Bowl in terms of audience reach and advertising impact. With more than 100 million viewers expected to tune in, the Big Game isn’t just a cultural phenomenon – it’s an unparalleled opportunity for brands to connect with consumers at scale. No other sporting event in the US generates as much buzz about advertising. But how can marketers ensure their messages resonate with viewers in a sea of multimillion-dollar ads vying for attention? 

That’s where Cadent + AdTheorent comes into play. Learn how we enable brands to amplify their Super Bowl campaigns by precisely targeting high-intent consumers across premium channels with tailored Audience Direct packages.  

Why an Audience-First Strategy Is Crucial 

While the Super Bowl offers massive reach, not every impression is created equal. Without strategic targeting, brands risk delivering ads to viewers who aren’t aligned with their business goals. An audience-first strategy changes the game. By prioritizing precise audience segments – such as sports enthusiasts shopping for new vehicles or households planning financial investments – marketers can:  

• MAXIMIZE AD RELEVANCE 
• DRIVE DEEPER ENGAGEMENT 
• IMPROVE ROI 

Check out our Audience Direct package for the Football >>>  

Elevate Your Campaign with Audience Direct  

Audience Direct empowers advertisers to refine their Super Bowl strategies by connecting with audiences that matter most. Whether your brand is in retail, automotive, financial services, or another vertical, Audience Direct enables you to engage high-intent viewers effectively.  

Leveraging Aperture Viewer Graph, you can reach key segments such as: 

• Auto Intenders: Reach consumers actively researching vehicles. 
• Sports Apparel Shoppers: Engage fans who are likely to purchase team merchandise or activewear.   
• Financial Planners: Target households preparing for tax season or making investment decisions. 

However, Super Bowl viewers aren’t just on their living room couches – they’re also streaming on connected TVs, scrolling social media, and engaging on mobile. Our Audience Direct packages ensure omnichannel activation across CTV, linear TV, mobile devices, tablets, and desktop platforms for maximum engagement. Not only do Audience Direct packages provide seamless omnichannel activation, but with Cadent + AdTheorent, 100% of your investment goes directly into Big Game programming with no match required.   

Learn more about Audience Direct packages >>> 

Why Choose Audience Direct for the Big Game?  

Our Audience Direct packages help your brand connect with the right audience while maximizing efficiency and flexibility. By focusing ad spend on high-value audience segments, you can reduce media waste and significantly amplify results. These packages also allow you to scale your reach, activating campaigns across over 125 million households with precise targeting. Plus, with flexible execution options, you can choose self-service, managed service, or Aperture MX to integrate your own DSP, ensuring your campaign is tailored to meet your goals. 

Make this Super Bowl your brand’s most impactful yet. Contact the Cadent + AdTheorent team today to learn how Audience Direct can help you make an unforgettable impact.

There seems to be little doubt that 2024 has become the year of curation. Some believe this curation frenzy is being driven by continued efforts to prepare for the deprecation of cookies. This has left the buy-side and sell-side scrambling to build solutions for a future where identifying and targeting audiences may become more difficult. However, curation for CTV was never about cookies. Instead, curation was purpose-built for CTV.  

CTV is the perfect match for programmatic transactions because of its inherently digital features like audience targeting. Most premium channels and formats are best activated via Private Marketplace (PMP) and Programmatic Guaranteed (PG) deals, and CTV can be defined as the most premium of the digital channels. In addition, the limited supply of CTV inventory means the cost of demand can only be maintained by preserving direct relationships between programmatic buyers and sellers.  

CTV Audiences in a Curated World 

Programmatic buyers find that most of the advantages of PMP or PG deals align with their needs when it comes to CTV supply specifically. First, these curation platforms can identify and package the best inventory based on objectives, making it easier for the buyers to activate without having to search endlessly for the supply that aligns with their campaigns. Simultaneously, the integrations that Sell-Side Platforms (SSPs) have enabled with data marketplaces allow for more accurate matching of data to supply and take that burden off the Demand-Side Platforms (DSPs), allowing their algorithms to focus on performance metrics and auction dynamics. Furthermore, curation provides more transparency from a supply breakout and campaign performance perspective.

Despite these benefits, the shift from linear to digital poses a challenge for curators to truly be indispensable partners to advertisers and agencies – especially when many of those curation platforms have not participated in the linear TV world. That is one of the reasons why Cadent is uniquely positioned to address the needs of programmatic buyers looking to reach CTV audiences in a curated manner. Aperture Viewer Graph is Cadent’s patented technology that can identify and match multiple TV devices to a single household. This technology allows TV advertisers to match and de-duplicate audience segments back to the full TV universe, providing a more precise measurement of targeted reach. Viewer Graph serves as the foundation for Cadent Aperture Platform, which includes a leading SSP for direct-to-publisher omnichannel supply, Aperture MX.   

What Does This Mean for Programmatic Buyers? 

So, how does this help make buyers’ jobs easier? First, Cadent can help provide a more comprehensive and unified offering to reach fragmented TV audiences scattered across linear and CTV. As a longstanding partner of holding company agencies, Cadent can now help those same agencies more efficiently include programmatic investment into their buying strategies for both linear and CTV.  

Second, Cadent’s latest offerings, Audience PMP and Audience Direct, allow programmatic-focused demand partners to more efficiently and accurately onboard first-party data and extend audiences with third-party data, matching those segments to Aperture Viewer Graph based on audience viewership data. The data is then mapped to over 4 billion match keys across zip codes, emails, IP addresses, and other identifiers 125MM+ households – without the use of cookies. And finally, the mapping is used to curate premium supply that most directly aligns with the target audience. This approach cuts down the overall cost, and auction waste, and increases transparency into how those audiences and inventory are performing. Plus, there is value in the flexibility by which Cadent can curate those audiences for agency and brand partners, whether that be vertical, seasonal, or live sports audiences.  

Lastly, since Aperture MX is one of the only SSPs with a proprietary identity graph and a data and measurement marketplace, Cadent provides a high level of innovation for performance-based solutions, including reach extension, exposed audience insights, and attribution. 

How to Take Your CTV Campaigns to the Next Level 

As the industry shifts beyond converged TV to omnichannel video, the need for consolidation and efficient pathways to supply means that media buyers must focus on partners that provide more comprehensive solutions to manage media investments, effectively reach key audiences, and drive performance.  

Get in touch to learn more about how Cadent is bridging the gap between supply and demand. 

The financial services sector is experiencing a surge in digital ad spend as banking and insurance brands adapt to evolving consumer expectations and competitive pressures. According to eMarketer, U.S. digital ad spend in financial services is expected to increase through 2025, reflecting a focus on personalized, seamless experiences. With heightened concerns over security and privacy, alongside the rise of AI-driven personalization, brands are adopting digital-first approaches to attract new clients and maintain customer loyalty. From mobile banking enhancements to interactive video ads and data-driven targeting, financial service marketers are implementing digital innovations to capture a greater share of today’s discerning, digitally savvy audience. 

As consumer expectations for better digital experiences grow, financial services marketers must find new ways to reach and engage their target audience. Fortunately, Cadent’s Audience Direct packages allow marketers to reach high-value financial services intender segments and help financial services brands maximize campaign effectiveness and drive impactful results. 

Why an Audience-First Strategy Matters 

An audience-first strategy is essential to breaking through the noise, ensuring that ad spend reaches those most likely to engage with your financial products or services. By focusing on targeted audiences— from prospective mortgage clients to individuals seeking insurance—you can deliver relevant messages across various media channels for maximum impact. This approach not only boosts engagement and ad performance but also allows for timely, resonant messaging tailored to the needs and interests of your ideal audience. 

Use Cadent’s Audience Direct to Reach High-Intent Consumers 

Financial companies aim to connect with high-intent consumers actively engaging in banking, credit, loans, insurance, and wealth management. Financial services brands that prioritize high-quality digital experiences, like top-rated mobile apps, are increasingly preferred by consumers, as reported by Forbes. Leveraging data-driven strategies, financial services can connect with audiences effectively, positioning themselves as leaders in a competitive market.  

Cadent’s Audience Direct packages enable financial marketers to use proprietary viewership insights to reach audiences that matter most. Target your ads to drive conversions by connecting with key segments such as: 

• Credit and Loan Data: Reach consumers who are likely interested in a mortgage, a personal loan, or opening a new line of credit.  

• Insurance Data: Target high-value customers who are in-market for insurance, are existing policyholders, or have experienced a life event that would correlate with a need for insurance.  

• Wealth Management Data: Engage affluent audiences who have investable assets of a certain dollar amount or higher, or may need financial information.  

With these insights, your finance campaigns will be optimized to reach the right audience at the right time, maximizing both engagement and ROI across premium channels.

Why Audience Direct Packages Stand Out 

Cadent’s Audience Direct packages offer a powerful, data-driven approach that goes beyond standard targeting, enabling precise connections with high-value segments, such as consumers seeking mortgage financing or those who are in-market for a new insurance policy.  

Leveraging Aperture Viewer Graph, Audience Direct ensures seamless engagement with your ideal audience across premium publishers, making omnichannel activation straightforward. Whether you’re running campaigns on CTV, linear TV, mobile, or desktop, Audience Direct optimizes delivery for impactful results and cost efficiency by combining valuable data to curate premium inventory. 
 
Key benefits of Audience Direct for financial services marketers include: 

• Maximize Brand Relevance and Resonance: Get your brand in front of financial audiences that are looking for solutions directly addressing their financial goals, challenges or interests.  

• Efficient Scaling: Reach over 125 million households seamlessly, activating campaigns across premium inventory to ensure both broad reach and precision targeting, maximizing your investment by engaging high-value audiences. 

• Omnichannel Activation: Engage potential clients wherever they consume content, with activation across multiple devices and formats—whether they’re browsing on mobile, watching CTV, or exploring on desktop.  

• Flexible Transaction Options: Launch your Audience Direct package through a managed service with Aperture DSP or use Aperture MX to activate via your DSP of choice using a deal ID, providing flexibility to match your campaign needs. 

• Minimize Media Waste: Ensure that your media dollars are being allocated to your exact audiences across the right channels and publications, reducing waste.  

Audience Direct empowers financial services marketers to improve campaign performance across all channels. 

Ready to Get Started? 

As the new year approaches, now is the ideal time to fine-tune your advertising strategy. Cadent’s Audience Direct packages allow financial services marketers to strategically target high-intent consumers, driving meaningful engagement and achieving optimal business goals. 

Contact Cadent today to learn how Audience Direct can elevate your campaigns, drive meaningful engagement, and help you achieve your business goals. 

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. 

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.  

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. 

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. 

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. 

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.