A lot has happened at Cadent
over the past few months. For one thing, since
our last discussion in April, Rachel Herbstman has been promoted to VP,
Platform Analytics, Cadent Addressable from Director. For another thing, Cadent’s
Addressable Platform has expanded and improved its capabilities.
Adding Data Science and Automation to the
Art of Media
Herbstman’s
team has expanded over the past few months and includes experts in Data Science
and Computer Science who partner with those with media backgrounds. “It’s a
really great complementary approach and allows us to look at campaign analytics
with different perspectives,” she explained and allows Cadent to “automate efficiencies
and increase our overall productivity within the group.”
Perhaps the biggest change is the degree and type of
automation that, in her words, informs the platform. According to Herbstman, “We
can look at any visualization that slices and dices the data we receive, and
because we are getting the data from the whole industry versus just one
particular system or one particular type of media, we can learn a lot,” about
the difference in advertising impact in different environments from VOD to
Linear to OTT and across types of audiences. It is looking at data holistically
to, “understand the actionable takeaways from all of the different dimensions.”
Then, once the individual campaigns are analyzed, use this knowledge to help
inform the entire category.
Cadent’s platform is an open ecosystem that can use, “any
data set from any service. So if a client wants to use their own data, they can
ingest that. If a client is more interested in prospecting, we can use their
first party with any third party data and compare the difference between the
two.” In this way an advertiser can ascertain the differences in audience behavior
by platform.
How the Landscape Has Changed
Because
Cadent is taking a holistic approach to addressable, they have a good view of
the trends occurring in the media landscape and how different media types and
messages resonate with different audiences by platform. “So for instance, in a VOD environment, we may
need less frequency to drive a conversion because the consumer is in an
engaged, lean in, consuming media differently than watching a linear television
show,” she explained. Being able to look at different cuts of data by audience,
viewing environment, by creative length, is a great advantage and can lead to
new insights into engagement and ad weight.
Reach is
another area where having different datasets is valuable. There may be
opportunities to add messaging later in a campaign to improve reach. According
to Herbstman, “Maybe we layer on more messages in weeks four or five of a
campaign when reach has plateaued so you can get new eyeballs and new
impressions and pay less for that incremental consumer.”
Predicting Business Outcomes
Herbstman
noted that one of the major efforts over the past few months has been the
implementation of synergies within the company. “The analytics group has been
working closely with the Products group and the Data Engineering teams and the
Data Science teams,” she stated. This enables the company to leverage all of
their historical data that has been received on a campaign by campaign basis to
better understand the trends and form models to better predict future business outcomes.
These models could also take into account things like seasonality and pod
lengths.
“Our
platform embraces the very best of all of the marketing tools,” Herbstman
noted. “What we are able to do is understand, from a digital and a television
perspective, how audiences are engaging in and consuming content. So from the
onset of a campaign, instead of looking at addressability as a standalone
tactic, we are talking to the agencies and advertisers to understand what their
holistic campaign parameters are and how they are using other media tactics.”
Holistic approaches are the wave of the future and Cadent is dedicated to being
a frontrunner in that effort.
This article first appeared in www.MediaVillage.com
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