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. 

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?   

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. 

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?