Joining Forces to Create Addressable Measurement Standards

Cross MediaWorks, parent company of Cadent, one2one Media and TCA, is partnering with TV data analytics firm, 605, to advance addressable by creating a new measurement standard. Not only will this effort promise to scale the addressable television marketplace, it will also create an independent, third party verification of performance to standardize impressions - based television campaigns and actionable insights.

Nick Troiano, Chief Executive Officer, Cross MediaWorks, and Ben Tatta, Co-Founder and President of 605, explained their joint vision and approach:

Charlene Weisler: What are the expectations from this partnership?

Nick Troiano: At Cross MediaWorks our main objective is to make it easy for TV buyers to understand and use Advanced TV solutions. Our new agreement with 605 will help us build a seamless solution to utilize important data and inventory providers in the Advanced TV space, making it easier for brand marketers to add targeting capabilities to their traditional TV buys. 605 has an expansive data portfolio that allows Cross MediaWorks clients to better target on TV.

Ben Tatta: This partnership centers on the development of a standardized approach to planning, measuring and optimizing audience-based ad campaigns on TV - executed on either an addressable or optimized-linear basis.

Weisler: What datasets are being used and how will they be integrated into Cadent’s business?

Troiano: We work with more than 200 MVPDs across the country and have access to more than 100 million TV households. The new solution with 605 allows our clients to home in on a specific target audience and go beyond simple segmentations, like age and gender, on a tremendous scale.

Tatta: Cross MediaWorks will leverage 605’s census-level viewership data, combined with a vast array of third-party audience attributes including both behavioral and transactional data-sets.

Weisler: Will it be guaranteed?

Troiano: We work with all our clients to make sure they reach their target audience and are happy with their campaign results, but do not offer specific guarantees.

Weisler: Any challenges in implementing the data?

Tatta: 605’s core data platform was designed to transform raw TV tuning records into refined, measurement-grade, match-able data. We’ve worked closely with Cross MediaWorks on the design and implementation of these new capabilities to ensure they can now take advantage of more robust data and measurement in a more seamless and scalable way.

Weisler: What are the next steps?

Troiano: Evangelizing and helping educate clients. The evolution of TV targeting is still fairly new, but is real and actionable today. We look forward to working with clients to help them reach their target audience at scale on TV.

Tatta: While the initial focus of the partnership is on the introduction of standardized planning and measurement for audience-based TV campaigns, the next phase will encompass more advanced campaign analytics, including brand and sales attribution, ROI analytics, etcetera.

Weisler: What have been the reactions from the clients? 

Troiano: Overwhelmingly positive – clients are excited to scale the business and really zero in on their target audience.

Tatta: This partnership was based solely on client and market demand for more robust targeting and measurement solutions for TV.

Weisler: Can you give an example of how it will be executed?

Troiano: I will provide you with an example of how we work with an Auto client – for both Cadent and one2one Media: With Cadent, we provide an efficient broad reach campaign on TV – then follow up in another campaign to target a specific audience of consumers who are looking to buy a car and target the specific days, times and networks that audience watches. With one2one Media using addressable advertising, we target specific households of that same audience with the same message. By utilizing 605 data we can create an independent, third-party verification of performance providing a standardization of an impressions-based television campaigns.

This article first appeared in www.MediaVillage.com

Mapping a New Way to Buy National TV

Cross Mediaworks’ CTO Stephanie Mitchko-Beale and SVP Sales Rick Beispel are two industry veterans who know the intricacies of television buying platforms and the business of TV sales. Their new venture, a revamp and re-brand of ad platform company Telamerica, now to be known as Cadent Network, is poised to shake up what we may now think of as unwired networks and addressable advertising.

The television marketplace continues to undergo dramatic change and the advancement of technology has facilitated the ability to niche target advertiser audiences. From what both Mitchko-Beale and Beispel tell me, Cadent Network will have the ability to target audiences in all 210 DMAs, from all types of MVPDs that reach 95 million households and across 80 networks, rated by Nielsen and posted via MSA. It is a bold promise but with the backing of a corporate board that includes Barry Barker and Bob Wright, it has the potential of changing the marketplace.

I sat down with Mitchko-Beale and Beispel and asked the following questions:

CW: What is the short description of your service and capabilities?

Rick Beispel: We are the only national MVPD Network with a full national footprint and strategic relationships with over 200 MVPDs.  As a representative sample this includes all the major MVPDs such as Comcast, TW, Cablevision, Dish, ATT, etc., as well as the smaller operators across the country.  We aggregate the commercial inventory from these MVPDs to deliver on national basis for our advertising partners, reaching 210 DMAs, 3600 cable zones and over 100 million homes.  We provide access to 80 cable networks across a variety of demographics and programming genres. Finally, we are Nielsen rated and MSA posted and extend to broadcast and Hispanic media.

CW: Overall, what data do you have at your disposal?

Stephanie Mitchko-Beale: Our proprietary data includes historical clearance patterns and predictive algorithms. Our data/analytics dashboard offers advertisers the following –

Delivery by Daypart, Network, DMA, Program Specific and State. Our third party data includes such companies as MRI, Nielsen, Rentrack, Epsilon and Prism.

CW: This is a local time buy. What Nielsen data are you using to post?

Rick Beispel: Generally C3 National ratings/Impression Delivery.

CW: Who are your competitors and what sets you apart from them?

Rick Beispel: In general our differentiation is driven by our 21 year history in the business, strategic relationships with the MVPDs, a national footprint led by Comcast, emphasis on verification and visibility as evidenced by Nielsen Ratings, MSA postings and back end analytics.

CW: Are you preparing for cross platform? If so, how?

Stephanie Mitchko-Beale: We feel our model will transition to a video agnostic approach.  We are working to extend our offering to all video platforms to help our customers reach their goals and  are in discussion with partners presently to access and secure digital inventory including online video, digital display, VOD and mobile.

This article was first published in www.MediaBizBloggers.com