Cadent and Empower Advertising See a TV Industry "Flopped on Its Head"

So advocates Jim Tricarico president of sales and chief revenue officer at Cadent one of the largest ventures specializing in advanced TV advertising and monetization At the start of last week39s virtual quotFuture of TV Summitquot sponsored by his company Tricarico encouraged viewers to adopt an ecosystem approach to future TV advertising relationships instead of directing the lion39s share of spending for a campaign to one vehicle or anotherquotTV is not deadamp8212TV is far from deadquot continued Tricarico quotTV is all grown up and people are watching on more platforms than ever It39s all TV and at some point it will all come together and it39s all about watching content It will have a new definitionquotDeclines in linear TV network and syndicated program audiences along with an acceleration of cordcutting among cable and satellite TV households will force ad agencies and media buyers to pull together multiplatform strategies that aggregate audiencesamp160 Key elements of these strategies quality of data resources attribution addressable capabilities and retailcommerce sales resultsBy the end of this decade quotyou won39t event recognize this marketplace todayquot believes Tricarico quotThese changes are coming All this is a staple of how we move forward over the next two three or five yearsquotThe road to getting from one marketplace to the other will require mastery of three functions successfully says Tricaricoamp8212flexibility addressability and measurability quotNo more silosquot he declared quotThey all need to work togetherquot In the end sponsors will deliver specific messages to specific households via specific showsquotYour opening comments sure hit homequot responded Cathy Shaffner who joined Tricarico for the summit39s opening fireside chat Shaffner is chief investment officer of Empower the ad agency whose clients include Wendy39s General Nutrition Centers Ashley HomeStore and PetSmart pet care centers quotIt39s all about the content You can39t buy one or two nights a week of broadcast TV anymore You can39t buy the channel You have to find the content The pandemic has flopped this industry on its headquot she saidIn the last few years Empower has created a clientfirst or in Shaffner39s words quotunholding companyquot mentality where TV campaigns are designed to target specific platforms and programs First and thirdparty data collection and crunching are major assets A team of inhouse scientists and researchers combine their findings with targeted demographic measurement quotThat allows you to be agile and be nimblequot Shaffner added quotIt39s about casting a wider net to find the audiencequotIn the coming year Empower will determine what the next stage of its quotunholding companyquot approach looks like and how to implement it quotFrom an audience perspective we39ll have to figure what the new normal is We39re going to demand change as consumersquot acknowledges Shaffner quotLook at the digital platforms you39re using now on a daily basis More and more content will be put out therequotA holistic approach to campaign management will develop among the ad agency and media buying establishment Shaffner suggests quotWe must have common measurement across platforms This year is the kick in the seat that is needed to get us moving forward to where we should have been probably three years ago and where we39ll be three years from now We39re going to have to shake out and generate a new normalquotSome more predictions from Shaffneramp8226A big jump in crossplatform campaigns guided by transparency and brand safetyamp8226More nearterm use of Zoom and other video chat services to pitch advertisers and ad campaignsamp8226Increased use of social media and online information searches to track product sales and store traffic among consumersamp8226More campaigns deployed with performancebased guaranteesamp8226Far more ad business going to adsupported content distributed through smart TV products as part of overall multiplatform campaignsamp8226Local TV stations will increase their reliance on local news and community event coverage to stay in businessClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Cadent and Empower Advertising See a TV Industry "Flopped on Its Head"

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Cadent and Empower Advertising See a TV Industry "Flopped on Its Head"

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