Cadent - 2018 Sponsor Breakfast Presentation
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May 3, 2019 - 08:15 AM: DeliveringResults in a Dynamic TVMarketplacePresenter: JamiePower, COOAddressable & Head of Analytics, CadentAs co-founder of one2one Media, now part of Cadent, Jamie believes in the power of data to drive precision audience-targeting.Before starting one2one Media, Jamie was Jamie was a founding member and Managing Partner at MODI Media, GroupM's Advanced Television group. Prior to joining MODI Media, Jamie led the build out of the advertising platform at TouchTunes Interactive Networks, a digital music company. Jamie started her career more than a decade earlier at GroupM’s MEC. As a strategic planner across multiple fast-paced categories—including entertainment, retail, QSR, and consumer electronics—she worked for clients such as LG, Lionsgate, and Pizza Hut.In 2017, Broadcast & Cable listed Jamie as a Multichannel News Wonder Woman and as a Digital All-Star. In 2018, she was named Media Executive of the Year by GABBCON and a Top Women in Digital by Cynopsis.Jamie holds a BA from Siena College.Presenter: Jim Tricarico, President, Advertising Sales, CadentJim Tricarico is the President of Advertising Sales at Cadent. He was previously the Chief Revenue Officer of Screenvision Cinema Network, and Executive Vice President of Sales and Marketing at Viacom for 12 years, where he was responsible for managing the Nickelodeon TV sales force for the entire country. Prior to Viacom, Tricarico served as an Associate Publisher at Inc. Magazine, worked with The New York Times Magazine group as the advertising director, and started his career in advertising at Dow Jones in 1982, as an advertising executive for Barron's Magazine.Tricarico holds a Bachelor of Business Administration degree from Iona College.
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Cadent - 2018 Sponsor Breakfast Presentation
- 1. Delivering Results in a Dynamic TV Marketplace
- 2. Cadent. Data-driven solutions for all of TV. Addressable Precise Audience Targeting Data-driven targeting with full attribution Cable Premium National Networks Reach aggregated efficient national audiences Broadcast Local Relevance at National Scale Connect with news audiences and syndicated programming 3200 US Cable Zones 90M+ US Addressable + OTT Households 210 US DMAs 1000 Local US Broadcast Affiliates 100M+ US Broadcast & Cable Households 500M Addressable Devices 200+ US MVPD Partners 10M+ International Addressable HHs Enabled
- 4. © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 4 CONFIDENTIALAND PROPRIETARY © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 4 Ratings continue to decline Source: Nielsen NTI YoY comparison “NBCU CPMs increased between 11% and 13% for broadcast prime and late-night, and NFL telecasts posted a 7% rise” “ESPN, which has seen strong ratings for the NBA Playoffs and Wimbledon tennis in recent months, posted double-digit growth in volume and CPMs” “CBS has nearly wrapped up its upfront sales for the 2018-2019 broadcast season, recording CPM increases in the high-single to low-double digits” “Turner has wrapped up its upfront negotiations with double-digit CPM gains” CPMs continue to rise -13% -22% -14% -11% -24% -18% NETWORKS EVENTS -15% SPORTS -37% -33%
- 5. 5© 2018 Cadent. All Rights Reserved. | AComplexTechnologyLandscapeAdvertisers Viewers Advanced TV Platform Media Agencies Broadcasters MVPDs Technology Enablers Supply Side Platforms Identity Resolution Content Providers Data Providers Connected TV TV Everywhere Virtual MVPDs Demand Side Platforms
- 6. © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 6 CONFIDENTIALAND PROPRIETARY © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 6 CONFIDENTIALAND PROPRIETARY Efficient Brand Reach Drive Incremental Sales Target High-Value Audiences CMO/ADVERTISER NEEDS DECLINING RATINGS PROCUREMENT & ACCOUNTABILITY$ FRAGMENTED TV TECHNOLOGY INCREASING CPMS COMPLEX DATA ECOSYSTEM? MEASUREMENT CHALLENGES MARKET CHALLENGES
- 7. © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 7 CONFIDENTIALAND PROPRIETARY © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 7 CONFIDENTIALAND PROPRIETARY OTT (AD SUPPORTED) 4G/5GBroadband BROADCAST ATSC 2.0/3.0 119M HH ADDRESSAB LE DAI VPAID 65M HH CABLE QAM (STB) VOD IP Linear IP Linear 94M HH 0 20 40 60 80 100 120 Altice AT&T CableONE Charter Comcast Cox DishTV Frontier Mediacom Verizon CBSO&O Hearst Nexstar Scripps Sinclair Tegna Tribune Altice Charter Comcast ATTDIRECTV DishTV Verizon CBSAllAccess DirecTVNOW ESPN+ Hulu NBC Pluto SlingTV Time Spent Viewing TV Content Is Fragmented 119.9M HH (National US Audience) US Subscribers as of Q4 2018 4hr 13min daily viewing 1hr 43min daily HH(inMs)
- 8. © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 8 CONFIDENTIALAND PROPRIETARY © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 8 CONFIDENTIALAND PROPRIETARY TRADITIONALISTS TRANSITIONALISTS TRANSFORMATIONALISTS Cadent tracks distinct viewing habits across audiences *Nielsen, Experian LINEAR VOD TVE OTT/D2C VIEWING ENVIRONMENTS 76.3%* of US HH 43.2%* of US HH 7.2%* of US HH PRIME-TIME NEWS SYNDICATION SPECIFIC SHOWS TIME SHIFTED PERSONALIZED BUNDLE
- 9. © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 9 CONFIDENTIALAND PROPRIETARY © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 9 CONFIDENTIALAND PROPRIETARY HEALTH CONSCIOUS RECENT GRADUATEGROWING FAMILY TRADITIONALISTS TRANSITIONALISTS TRANSFORMATIONALISTS Recently promoted Executive Income $200,000 In market for healthy food, workout gear, vacations. Allergy sufferer Expecting second child Two-income HH In market for SUV, newborn supplies, babymoon vacation Allergy sufferer Moved to new city Income $30,000 In market for new apartment, furnishings, insurance Allergy sufferer Find and connect with high-value targets on any screen
- 10. © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 10 CONFIDENTIALAND PROPRIETARY © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 10 CONFIDENTIALAND PROPRIETARY Cadent Advanced TV Platform connects with audiences & aligns to all viewing habits UNDUPLICATED REACH across screens and formats OPTIMAL FREQUENCY within each channel find your people. LINEAR VOD TVE OTT/D2C HEALTH CONSCIOUS RECENT GRADUATEGROWING FAMILY TRADITIONALISTS TRANSITIONALISTS TRANSFORMATIONALISTS
- 11. © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 11 CONFIDENTIALAND PROPRIETARY © 2019 Cadent. All Rights Reserved. Confidential and Proprietary. | 11 CONFIDENTIALAND PROPRIETARY Let’s see this in action.
- 12. Thank you.
Editor's Notes
- Our in-depth of coverage via our three products provides depth of insights and benefits. Cadent’s core media can provide significant efficiencies to battle the marketplace inflation, our data expertise can allow you to target with precision and we can deliver on your key KPI’s and also provide unified attribution. As an example these insights are reflected in our unified attribution process—unification by MVPD by matching Agent, by data source and by measurement provider. No other company can do that. And these insights extends into the thousands of audience attributes that we can provide, historical inventory intelligence and the unparalleled category and case study expertise we can deliver in particular in the addressable arena.
- Jim: We all know the TV viewing landscape is complex and ever-evolving. Viewers can find their favorite shows on any device, any screen. That makes it great if you are a consumer, but complicated if you are an advertiser. Because to find these viewers, there’s a lot of technology involved…
- But a marketer’s full time job isn’t technology. Its focusing on the three blue boxes on the left – How do I drive my brand? How do I target high value audiences? How do I drive incremental sales? And each one of these focus areas has its own set of challenges – Ratings inflation/Rising CPMs That complicated TV ecosystem we just talked about Proving performance and efficiency At Cadent we are focused on solving these challenges for advertisers, by providing solutions that help marketers target their high value audiences wherever they may be. Here’s my colleague Jamie Power to tell you how we do that.
- Here’s just one view of all of the different technology choices an advertiser has to make to find audiences on any screen. They’ve got to understand delivery technologies, buying platforms, screen sizes, ad formats supported by the different content providers. Then there’s data – ratings, behavior, purchase, measurement. Understanding this is a full time job!
- But a marketer’s full time job isn’t technology. Its focusing on the three blue boxes on the left – How do I drive my brand? How do I target high value audiences? How do I drive incremental sales? And each one of these focus areas has its own set of challenges – Ratings inflation/Rising CPMs That complicated TV ecosystem we just talked about Proving performance and efficiency At Cadent we are focused on solving these challenges for advertisers, by providing solutions that help marketers target their high value audiences wherever they may be. Here’s my colleague Jamie Power to tell you how we do that. Not just a media challenge, but a business challenge
- Thanks, Jim. This slide is a more in-depth look at what Jim just spoke about. Key takeaways – National TV audiences are incredibly fragmented across viewing channels The technologies used to deliver TV in these channels is diverse While we have 119 million total households to target, no one single provider can access even half of that audience. So if you are an advertiser, you are forced to deal with this fragmentation…
- At Cadent, we believe that an audience-first approach is the right way to tackle this problem. We track three audiences in our ViewerScape…
- After you understand where the audience is viewing, you can layer on data to create real personas.
- When you bring it all together in a platform like ours, you can start to manage reach and frequency – it no longer matters that no one provider can access the entire audience, because the platform manages the complexity,
- Now lets show you how we actually can accomplish this for a marketer…