Privacy remains a top concern in the pharmaceutical industry for consumers, healthcare providers (HCPs), and marketing executives alike. This is especially true as the industry embraces telehealth and people turn to web searches and social media for medical advice. The U.S. telehealth market, valued at 142.96 billion USD in 2023, is expected to grow to 504.24 billion USD by 2030. Following this trend, regulations preventing data misuse are on the rise. Online activities, like searching for symptoms, will be more difficult to access for marketers looking to identify potential customers, especially with the depreciation of cookies. First-party data activation is becoming more regulated and ranks as the No. 3 concern among U.S. brands and agencies, according to the Interactive Advertising Bureau (IAB) data.  

While the medical device industry must leverage consumer data to effectively reach those in need, doing so ethically and in a privacy-safe manner requires careful navigation and flexibility. Companies are turning to IP addresses, Device IDs, and households as a new solution to target niche audiences in a cookie-less world.  

Working with a partner that takes first-party data seriously and adheres to both national and state regulations is a crucial step to maintaining client trust. By adapting to this climate, successful marketing can continue to allow healthcare brands to educate the right people, harness cross-screen audience targeting, and transform awareness into action, effectively boosting conversions.  

The Medical Device Company’s Challenge

While navigating the dynamic healthcare industry, an emerging medical device company aimed to increase brand awareness among its niche target audience. Their primary goals were to drive site traffic, increase webinar sign-ups, and evaluate creative performance across digital and CTV environments. The company segmented consumers by age, location, and medical condition to ensure precise audience targeting.  

Goals
• Increase website visitation
• Drive interest in webinar sign-ups

The Solution

Partnering with Cadent, the medical device company launched a campaign across premium CTV and OLV inventory to determine the most efficient advertising medium.  

The Plan

Cadent securely onboarded the client’s pharmaceutical audience data from Swoop into the Aperture Audience Studio, and then enhanced the target audience accuracy by mapping segments to households and connecting device IDs using the Aperture Viewer Graph. The campaign, activated via Aperture Converged TV DSP, successfully delivered ads across premium CTV and OLV inventory, ensuring placement in high-quality brand-safe spaces, and never on made-for-advertising sites. Most importantly, consumer touchpoint data was tracked and connected from ad exposure to homepage interactions and webinar sign-ups using Innovid and Aperture pixel technology. Qualified conversions attributed to ad exposures were used to optimize and improve performance efficiency, in real time. This closed-loop measurement beautifully painted a picture of how and why a customer is driven to the company website. 

The Results

Aperture Viewer Graph technology revealed that OLV channels yielded significantly higher conversion rates than CTV for the medical device company.

By The Numbers
• 51% decrease in cost per visitation
• 42% average week-over-week increase in homepage visits among the targeted audience

By shifting budget toward OLV, Cadent effectively maximized client media spend, minimized waste, and ultimately increased conversions and ROI – in a fully privacy-compliant manner. 

Next Steps

Want to learn more about how Cadent and the medical device company partnered for a data-driven CTV and OLV advertising campaign?   

Online sports betting has seen a tremendous surge in popularity, driven primarily by technological advancements and a cultural shift towards digital convenience. A prime example of this shift is the rise of online sportsbook apps, which have revolutionized how enthusiasts engage with their favorite sports. Online sportsbooks have seamlessly integrated cutting-edge technology to offer users real-time betting, personalized experiences, and comprehensive analytics. This trend is underscored by the American Gaming Association’s latest report which showed that Americans wagered a record $119.84 billion on sports betting in 2023 – a 27.5% increase from the year prior.  

As the sports betting marketplace continues to grow, sportsbook apps must stay top of mind with customers. In the past few years, CTV has become a valuable channel for reaching prospective customers across a broad range of demographics and behavioral attributes. However, sports betting is beholden to several federal and state regulations for both their business operations and advertising. Fortunately, Cadent has developed a solution that supports the unique campaign needs of sportsbook marketers.  

The Online Sportsbook’s Challenge 

A leading online sportsbook sought to boost awareness among sports enthusiasts, particularly with the launch of online sports betting in North Carolina in March 2024, coinciding with the excitement of the March Madness championships. The sportsbook wanted to drive concentrated reach across CTV devices among sports enthusiasts living in North Carolina. Additionally, they aimed to measure ad recall and intent to recommend the platform to a friend. 

The Solution 

By partnering with Cadent, the sportsbook used linear TV and CTV to drive upper-funnel KPIs including brand awareness and perception.

The Plan 

Cadent implemented a linear TV and CTV campaign that incorporated cross-screen audience activation, data evaluation, and optimization. 

Using Aperture Platform’s data marketplace and Boolean logic, Cadent defined a custom audience as “A21+ AND live in North Carolina” AND “are sports enthusiasts OR college basketball enthusiasts OR have a professional basketball interest.” To further enhance audience targeting, Cadent mapped segments to households in the state of North Carolina and device IDs using Aperture Viewer Graph. 

The always-on campaign, activated via Aperture DSP, successfully reached target audiences by delivering ads across premium long-form CTV inventory, including Pluto TV, NFL Network, Fox Sports, NBA TV, and more. Leveraging Aperture Viewer Graph, Cadent managed frequency at the household level to boost positive recall and intent. In addition, recognizing the value of loyal sports audiences, Cadent strategically enhanced efforts during the March Madness playoffs for greater contextual relevance. 

The Results 

To measure success, Cadent placed a LoopMe pixel across all media to gather brand health results. Additionally, the client leveraged Cadent’s in-house exposed audience insights solution to analyze audience attributes for optimizations against their strategic audience.  

The brand health study was conducted via LoopMe to assess overall brand perception and inform future campaign activation. 

• Ad Recall: The campaign yielded significant lifts in ad recall and intent metrics, exceeding benchmarks. This indicated that exposed audiences remembered seeing the ad and were likely to recommend the sports betting platform to a friend. 

• Optimization: The client leveraged Cadent’s Exposed Audience Insights solution to gain a deeper understanding of the strategic audience and enhance campaign optimizations accordingly. 

• Channel Performance: Advanced reporting via Aperture Dashboard revealed attributes on demographics, psychographics, shopping, and viewership behaviors. It was found that the strategic audience had the highest composition among linear TV viewership, particularly news, syndication, NFL, and NBA games. To optimize budgets, Cadent advised shifting the investment to activate a linear TV campaign through Aperture Platform, further enhancing performance. 

Next Steps 

Ready to learn more about how Cadent can support your next CTV advertising campaign?  

Omnichannel video has emerged as the future of TV advertising, compelling advertisers to seek new solutions to meet their outcomes-driven marketing needs. In a November 2023 survey of +1000 marketing professionals, eMarketer reported that “performance-driven paid media” and “measurement and attribution capabilities” ranked as their top concerns. Mark Wagman, Managing Director of MediaLink echoed this sentiment on a recent episode of AdExchanger Talks explaining that “the number one thing” today’s TV marketers want is a signal to indicate whether their ads are producing outcomes. 

It’s clear that understanding the performance of your CTV activations has become increasingly important, but the increasing importance of omnichannel campaign performance can no longer be ignored. Marketers are under immense pressure in an uncertain and competitive economy to deliver results and prove efficiencies across every ad dollar spent.  

What Is Performance TV? 

As viewing habits continue to shift, advertisers must be able to stitch together various touchpoints. However, gaining a holistic view of insights across channels is difficult to achieve and requires the ability to attribute each channel’s performance to business outcomes.  

Cadent Performance TV provides advertisers with the first solution that bridges the gap between traditional and digital media, connecting digital, CTV, and linear TV to help advertisers make the most of their budgets while gaining deeper insights throughout the entire sales funnel. 

Before we dive further into the value of performance TV and how advertisers are leveraging this solution to achieve their marketing goals, let’s define it. Performance TV is more than measuring results – it encompasses the audience building and activation strategy needed to optimize a campaign.  

Performance TV combines the power of traditional TV reach with digital advertising’s precise targeting and analytics. With real-time campaign optimizations, Performance TV offers a personalized and outcomes-driven approach, ensuring advertisers can maximize the impact of their ads in an omnichannel landscape. By bringing together data on TV viewing and online behavior, advertisers can precisely target audiences across different platforms, improving measurable business outcomes like sales and website visits.  

By understanding what messages resonate with your audience, advertisers will be able to incorporate these insights to shape future campaigns and overall brand strategy.  

How Cadent Performance TV Drives Real Business Outcomes 

To drive real business outcomes, advertisers need solutions that can support the entire sales funnel. Cadent Performance TV is made possible through Aperture Platform. Aperture Viewer Graph and Data Marketplace connect households and anonymous device impressions with our large selection of best-in-class measurement providers. Aperture then leverages machine learning (ML) and artificial intelligence (AI) for real-time optimization. By analyzing data from events like website visits, Aperture facilitates in-flight adjustments based on performance metrics like cost-per-action (CPA) and return on ad spend (ROAS).  

Additionally, the Aperture Platform Supply-Side Platform (SSP), Aperture MX, provides a streamlined workflow and access to premium, third-party verified CTV and digital inventory. This setup ensures minimal data loss and maintains high data fidelity across digital and linear campaigns.  

Performance TV ultimately provides not only precise targeting and measurement capabilities but also maintains the highest level of data integrity and supply path optimization.  

Yamaha Motorsports Drives Conversions Through the Customer Journey 

Yamaha’s marketing agency tasked Cadent with targeting potential motorcycle buyers and directing them to the “contact a dealership” form on the Yamaha Motorsports website. Cadent utilized Aperture Platform to pinpoint and engage specific audience segments, then leveraged direct publisher connections to optimize ad delivery. Through the Performance TV solution, Cadent efficiently tracked and optimized consumer interactions and conversions in real-time, improving campaign performance throughout its duration and the subsequent attribution period.  

Learn how Yamaha Motorsports increased conversions with Performance TV:  

DOWNLOAD THE CASE STUDY

Medical Device Company Boosts Site Visits and Webinar Sign-Ups 

An emerging medical device company aimed to increase its visibility among a niche audience in Florida, focusing on specific age groups, locations, and medical conditions, to boost website traffic and webinar sign-ups. Cadent used Aperture Platform to develop a targeted strategy by securely integrating the client’s custom audience data and utilizing accurate household and device ID mapping in Florida. The campaign was deployed on premium CTV and OLV inventory using Aperture DSP and then measured across consumer touchpoints including the webinar sign-up page. Real-time performance adjustments were made based on the data leading to a reallocation of the budget towards high-performing channels, optimizing site visitation rates, and reducing the cost-per-conversion (CPC). 

Learn how this medical device company increased site visits with Performance TV: 

DOWNLOAD THE CASE STUDY

Putting Performance TV into Practice  

As advertising becomes more outcomes-driven, don’t get left behind. Solutions like Aperture Platform’s Performance TV enable brands to target precise audiences across the omnichannel video ecosystem, optimize in real-time, and prove what tactics are most effective.  

Ready to implement Performance TV for your next campaign? 

As the TV advertising landscape continues to transform, publishers are left to find ways to maintain relevance and unlock new revenue streams. Moving beyond conventional key performance indicators (KPIs) like delivery, and preparing for the deprecation of the cookie, we are entering an era where advertisers expect precision and efficiency from all media investments. In this blog post, we explore the latest measurement capabilities, the impact of the cookie’s demise, and how Cadent Aperture Viewer Graph is helping publishers navigate this dynamic advertising environment.  

The Paradigm Shift in OTT and CTV Advertising 

OTT, CTV, and FAST publishers are no longer just competing on contextual relevance or programming schedules. To remain competitive, they must embrace targeting and measurement solutions that provide advertisers with what they need to thrive in today’s marketplace.  

According to a forecast by eMarketer, CTV ad spending will grow over 20% to reach $30B in 2024. The linear TV industry is no longer a growth industry. This shift is driven by the incorporation of advanced TV data sets, new measurement practices, and an influx of biddable TV ad supply. Publishers will need to future-proof their inventory to support an increasing number of ads on OTT/CTV. This will require you to have the ability to transition from direct IO to programmatic guaranteed (PG) and private marketplace deals (PMP), and from GRPs to real business outcomes like web visits and sales lift.  

The Case for Outcome-Based Measurement 

The call for outcome-based measurement is loud and clear. As advertisers seek more than just delivery and reach metrics for their TV campaigns, publishers must adapt to their customers’ needs. Being proactive, rather than reactive, is crucial to staying ahead. Notably, independent and smaller publishers tend to lack solutions to measure outcomes for third-party demand. The integration of audience data and measurement into your inventory provides a seamless solution for customers who are increasingly demanding a deeper understanding of campaign impact beyond impressions and awareness. 

The complexity of TV measurement requires a shift towards normalizing data across omnichannel campaigns. An identity graph becomes essential in achieving this normalization. Cadent Aperture Platform and its underpinning Viewer Graph technology emerge as a key player, helping publishers and advertisers target audiences seamlessly across the fragmented TV ecosystem. 

Aperture Viewer Graph: A Game-Changing Solution 

Driven by AI, Aperture Viewer Graph achieves outstanding match rates across diverse identifiers such as home addresses, emails, and IP addresses. With over 125M households reached, it connects TV ad exposure on any device to the household, eliminating waste and enabling closed-loop measurement. 

Upload first-party data in minutes, match it with Aperture Viewer Graph, and precisely target high-value audiences in a privacy-safe manner – all without relying on cookies. The always-on, always-learning proprietary model ensures devices are correctly mapped, providing a reliable foundation for data-driven activation. 

With Viewer Graph, you can fully connect with the right audiences, turning data-driven strategy into data-driven activation. As a publisher, Viewer Graph allows you to better support your advertiser customers by optimizing ad campaigns and increasing your monetization potential.   

Next Steps  

As the TV advertising landscape continues to transform, the move towards outcome-based solutions is not just a trend – it’s a necessity. Aperture Viewer Graph stands at the forefront, offering a revolutionary approach to TV measurement. Get in touch to learn more about how Aperture can help you embrace the future of TV advertising with confidence. 

‘Tis the season to be festive and what better than a cocktail to get in the holiday spirit? The alcoholic beverage market is a competitive space, demanding that brands implement a precise media strategy to reach their target audience. According to eMarketer, alcohol retail sales will reach $178.2B with growth driven by an increase in e-commerce sales, and customers willing to splurge on premium beverages to capitalize on at-home consumption, over restaurants and bars. 

To stay top of mind with shoppers, alcoholic beverage brands must leverage media solutions that engage audiences on the path to purchase and at the point of purchase. In recent years, Connected TV (CTV) has emerged as an innovative solution for reaching potential customers across a wide range of demographics and behavioral attributes. Yet many advertisers struggle to make the most of this complex channel. Fortunately, Cadent and Catalina have developed a solution for marketers in the food and beverage category.  

Jägermeister’s Challenge 

As a nearly century-old brand, Jägermeister has found ways to constantly reinvent itself. In the lead up to the gift-giving holiday season, the brand wanted to drive volume and trial among new 21-year-olds. Jägermeister wanted to test the impact of combining CTV with in-store promotions. Ads focused specifically on their 750 ml bottles.  

Goals
• Lift sales
• Increase customer acquisition
• Improve campaign efficiency

The Solution 

Partnering with Cadent and Catalina, Jägermeister was able to strategically target the audiences that were most likely to try their product.

The Plan 

Leveraging Catalina’s real-time purchase insights and behavioral shopping data, the campaign identified current and lapsed buyers of the brand’s 750 ml bottles. The custom-built audience was targeted via addressable CTV through Cadent Aperture Platform, using Jägermeister’s equity ad campaign, Meister the Moment. Audiences were then followed up by being served with an in-store trial offer, in compliance with applicable laws and regulations.

The Results 

Through CTV ad impressions, the multi-channel campaign was able to engage audiences from awareness to trial.  

By The Numbers 
• 4M Impressions
• 53% Overall Sales Lift  
• 59% CTV Sales Lift 
• $2.34 Blended ROAS  

This strategic activation drove a $2.34 blended ROAS, an impressive 53% lift in overall sales and 59% sales lift attributed to CTV impressions.

Next Steps 

Want to learn more about how Cadent and Catalina partnered for Jägermeister’s data-driven CTV advertising campaign?

As we approach Halloween, store shelves are being wiped clean of seasonal décor, costumes, candy, and snacks. CPG brands, to keep up with demand, must find new and innovative ways to lean into autumn with festive treats in flavors like pumpkin spice, apple cider, and toasted marshmallow. In fact, the latest research from the National Retail Federation found: 

• Halloween spending in 2023 is expected to reach a record $12.2 billion, exceeding last year’s record of $10.6 billion  
• Consumers anticipate spending $108.24 per person 
• 73% of consumers plan to celebrate Halloween this year, up from 69% last year and 68% in 2019 

So, to stand out from the crowd, CPG brands are not only developing new products but also reconsidering their media mix to reach shoppers – across screens and devices – throughout the customer journey.  

Connected TV (CTV), as one of the fastest-growing channels, has emerged as an innovative way to engage consumers. However, many advertisers have struggled to make the most of this impactful marketing tool. Enter Cadent and Catalina.  

Stuffed Puffs’ Challenge 

Launched in 2012, Stuffed Puffs are the invention of founder Michael Tierney in response to the difficulty of melting chocolate to create the perfect s’more. Since then, the brand has gone on to develop a variety of flavors beyond the classic milk chocolate-filled marshmallow, including Monster Marsh, which features green marshmallows filled with chocolate and covered in sprinkles. For this campaign, Stuffed Puffs and their media agency Junction 37 wanted to get the word out about its product to drive trial and keep their brand top of mind. 

Goals
• Increase customer acquisition
• Lift brand awareness and sales
• Improve campaign efficiency

The Solution 

Partnering with Cadent and Catalina, Stuffed Puffs was able to use CTV for lower-funnel activities like driving trial generation and repeat purchases. 

The Plan 

Together, Cadent and Catalina implemented a CTV campaign using Catalina’s Purchase-Based targeting through Cadent Aperture Platform to pinpoint Marshmallow & Smores Buyers who had never purchased the brand before, as well as their current competitive and lapsed buyers. CTV ads were then targeted to this unique audience by mapping this audience to CTV households with Aperture Viewer Graph. Catalina’s Multi-Touch Attribution measurement was used throughout the campaign to make in-flight tweaks to optimize at the audience level.  

The Results 

Through CTV ad impressions, the campaign was able to deliver results higher than benchmarked expectations – due in large part to purchase-based targeting at the household level and the ability to optimize in-flight.  

By The Numbers 
• $0.66 Incremental ROAS  
• 58% Sales Lift 
• 75% Buyers New to Brand  

This strategic activation drove a $0.66 incremental ROAS and an impressive 58% lift in sales. Additionally, 75% of buyers were new to the brand.  

Next Steps 

Want to learn more about how Cadent and Catalina partnered for Stuffed Puffs’ data-driven CTV advertising campaign?  

When a CMO sits down with their C-suite colleagues at the end of each month, the first question isn’t, “On what currency did we transact our media against?” The CEOs and CFOs of brands are looking to understand how their marketing investment drove sales – the details surrounding currency methodology are secondary. 

On a recent panel of the Joint Industry Committee, a comment was made that right now, 90% of effort and ad spend is focused on currency and counting, with only 10% going to outcomes and sales lift. While the innovation in the currency space is significant, smart buyers and sellers are simultaneously building pipes, people, and processes around another key development in TV – the ability to track more precise outcome-based measurement. As the tactics and methods from digital are bleeding into TV, so are the precise targeting and measurement solutions. 

Advertisers now can understand both household reach and frequency, as well as how their TV dollars are driving incremental foot traffic, automotive sales, and in-store sales lift, among other KPIs. Brand marketers can precisely understand what TV spend is driving cash register sales, and how to best optimize and improve efficiencies against the outcomes that are most important to their business.  

Key Terminology 

Before we go too far down one path, we feel it’s important to clarify the differences between measurement currency and business outcome-based measurement.  

• Measurement Currency: Currency is the financial unit of value for buying and selling TV ads based on measurement data. (AdExchanger) 
   
• Business Outcome-Based Measurement: Outcome-driven metrics are measures of operational and business outcomes that provide a direct line of sight back to the outcomes on which they depend, and with outcomes that are dependent on them. (Gartner) 

Measure Campaign Performance Against KPIs 

Cadent unveiled measurement marketplace, a feature of Aperture Audience Studio, earlier this year to power outcome-based measurement solutions and support better currency performance.  The solution was designed in direct response to industry feedback that measurement has become too complex – – causing operational burdens and leading to choice paralysis. With more data than ever and various options for systems and partners, the TV measurement landscape is challenging to navigate. It adds complexity to proof of performance, optimization, and cross-screen measurement processes.  

“CTV measurement has come a long way in just a few short years. We, along with partners like Cadent, are investing in advanced measurement capabilities to enable advertisers to delve deeply into measuring outcomes. From tracking website visits to connecting CTV viewership with sales with our Sales Conversion Attribution solution, we’re helping advertisers to truly understand the ROI of each impression in their campaign,” said Dave Marquard, Head of Product at Premion. 

Since launching measurement marketplace, there have been a few critical learnings for marketers:  

• Determine if outcome-based measurement will be used – well before the campaign starts 
• Align the audience targeting strategy with measurement goals 
• Use the same graph solution for both targeting and measurement to increase data fidelity 
• Create test and control groups pre-campaign 
• Engage with the measurement providers early and often about feasibility and deliverables  

TV marketers are improving their ability to understand and optimize against key business outcomes, leaving behind competitors who aren’t innovating. Smart TV networks, distributions, broadcasters, and OTT publishers, are doing the same, offering up smarter TV solutions and winning more marketing dollars from competitors with precise measurement solutions.   

“Affinity is seeing more advertisers shift to outcome-based measurement in Advanced TV, making their TV dollars more efficient, and accountable said Ken Barbieri, SVP, Business Development. “We expect that growth to continue, as smarter marketers realize the potential”.   

Currency and outcomes-based measurement go hand in hand, and the winners in the market will be savvy buyers and sellers who are building up tech stacks around both now.   

Learn more about the measurement partners available through Aperture Platform.

In a recent interview between Lindsay Teague, SVP of Advanced TV Solutions & Sales at Cadent, and Devon T. Smith, Studio 30 Contributing Editor at Ad Age, they explore how marketers can make holistic TV ad planning, buying, and measurement easier, smarter, and more efficient – and prove their ROI. Lindsay offers her perspective on the challenges brands experience when executing cross-screen TV campaigns. Their discussion touches on the disruption taking place across the advertising landscape and what marketers must do to make the most of their media investment.

To learn more about how marketers can improve the results of their linear and CTV advertising campaigns in our converging TV ecosystem, watch Lindsay and Devon’s full conversation below.

Original Broadcast

As retailers prepared for the 2022 holiday season, it was imperative to find ways to bring shoppers into stores. Consumers continued to feel the pinch of inflation; lingering supply chain issues slowed the speed of inventory hitting the shelves for some while others struggled with inventory pile-ups. So, how could retailers tackle these challenges and drive revenue during this critical shopping period? Cross-screen TV presented the opportunity to reach a broad audience through broadcast and cable while targeting highly specific consumers through CTV. Learn how this craft and home décor store took its holiday campaign from a gloomy Grinch to a sensational snowman with Cadent’s TV advertising solutions.   

Retailer’s Challenge 

A big box retailer best known for selling home décor and craft supplies wanted to drive awareness around their holiday promotions and sales of their seasonal products. Their challenge was to continue to acquire new and competitive shoppers while defending loyal customers. 

Goals  
• Increase customer acquisition  
• Boost customer loyalty  
• Lift sales
• Improve campaign efficiency

The Solution 

Cadent partnered with the retailer’s agency to develop a strategic, cross-screen campaign to engage a custom-curated audience of women who were in-market shoppers, Black Friday and Cyber Monday shoppers, last-minute holiday shoppers, as well as loyal and competitive customers.  

The Results 

The data-driven campaign ultimately reached 45 million households. Through this cross-platform execution that included cable, broadcast, and CTV media, the campaign was successful in driving an increase in visits, more unique household visits, and more frequent store visits.  

Working with 605, which utilizes a custom weighting methodology designed to account for multiple platform biases, enabled us to holistically project and measure national reach across individual and overlapping platforms. 

Notably, including CTV in the campaign’s media mix expanded the reach of “Medium” and “Light” linear viewers, who may only be reachable by alternative inventory, demonstrating that CTV is a critical component for delivering a complete TV audience. 

By the numbers  
•  $5 ROAS
•  37% lift in visit rate
•  18% lift in unique visit rate
•  17% lift in average visit frequence

Of the households reached, the campaign observed over 360,000 incremental unique visitors to visit with a cost per visit of $12.85. The campaign can also be credited with driving approximately 1.1 million visits with a cost per visit of $4.17, and the 1.1 million incremental visits combined with the client average basket value of around $25, means that for every $1 spent, the client yielded an average of $5 in return on ad spend (ROAS).  

Additionally, the inclusion of all media tactics (broadcast, cable, and CTV) allowed for additional unique audiences to be exposed to the campaign and demonstrated that without broadcast and CTV platform executions, the campaign would not have been able to reach 56% of strategic audience households. 

Next Steps 

Want to learn more about how Cadent activated this impactful cross-screen TV campaign?  

Welcome to The Addressable TV Guide! This is part 5 where we take a closer look at a real-life example of an Addressable TV campaign.  

To catch up on the previous posts in this series, visit our Addressable TV hub. 

Addressable TV has the power to make a major impact. As we explored in other posts in The Addressable TV Guide series, it offers the reach of linear with the precision of data-driven targeting, the ability to leverage both first-party customer data and third-party audience segments, and unparalleled measurement solutions to determine the return on ad spend (ROAS) of your campaigns.  

So, with all these reasons to try Addressable TV, what more could you need? Well, real-life examples speak for themselves. Addressable TV can help drive business outcomes for many verticals, from auto to QSR. However, it’s worth mentioning that 2022 is expected to be the year of going big with vacations, with more than two-thirds of Americans – a whopping 68% – planning to splurge on travel and seek out international destinations.  

With that in mind, let’s explore what makes Addressable TV an essential advertising channel for your upcoming travel and tourism campaigns. 

Why Hospitality and Addressable TV are the Perfect Pair 

A major hotel brand chose to use Aperture for a recent Addressable TV advertising campaign. The brand’s primary KPI was to increase bookings among rewards members. Their agency of record developed a campaign for Addressable Linear STB on Aperture, leveraging the brand’s first-party data on existing rewards members and other guests who stayed in their locations in the past year.  

After the campaign ended, sales impact was measured within the 30-day post-campaign attribution window through Aperture platform’s third-party measurement partner, Experian.  

The Proof is in the Pudding 

Results of the hotel brand’s Addressable TV advertising campaign demonstrated:  

• 10% lift in overall booking confirmations 
• 14% lift in hotel website visitation  
• 13% lift in rewards page visitation  
• 82% of confirmation page conversations from unique households 

Now that you have a greater understanding of Addressable TV, it’s time to put your knowledge to the test. And the best way to know the true worth of something is to use it yourself.  

If you’re ready to get started with your next Addressable TV campaign, get in touch with our sales team today. 

To read another Aperture success story and learn more about Addressable TV, download our new guide.