Cadent: Why Local Broadcast TV Is a Powerful Part of the Cross-Screen Solution

That39s one of the key reasons why local TV content serves as an important and scalable component of a crossscreen campaign according to Bob Connolly Senior Vice President of Broadcast Sales at Cadent an independent platform for advanced TV advertising and monetization quotReach is the biggest benefit for choosing broadcast TV advertisingquot he said quotAdditionally geotargeting supports advertisers that want to reach specific DMAs rather than relying on a blanket national buy We have the capability to deliver a fully national buy or geotarget to specific markets depending on the advertiser39s goalsquotLocal news programs often outperform the network programs in markets across the country he added quotWhen you aggregate higher performing network news at the local level you are able to meet the scale and performance of national more efficiently and effectivelyquotThe local broadcast bump becomes even more advantageous during the fourth quarterquotAs the year closes out and the holiday season is upon us which tends to be the biggest quarter for media spend consumer behavior influences an uptick in the demand and ROI of broadcastquot Connolly explained quotThere is an increase in holiday travel parties and local events where audiences rely on local news to gather information not normally available at a national levelquotAdditional strategic opportunities are derived from syndicated shows playing on local stations The three mostwatched entertainment shows are syndicated programming according to Nielsen dataNational broadcasters are unable to focus on dayparts specific to syndicated properties quotWhat syndication can do for the ad mix is sell a daypart specific package whether it is prime access early fringe anywhere the advertiser needs placement and it will only include the shows that run in that daypartquot Connolly said quotIt39s a much more efficient and targeted way to reach the desired audiencequotHe cited data from Nielsen showing that the top syndication programs outperform half of broadcast prime with about a 64 CPM savings and over double the ratings for adults aged 1849quotBroadcast remains the best way to achieve mass reach in a quick and timely mannerquot Connolly continued quotThis has long been the case and will remain so for the foreseeable future even as consumers increase consumption of content through streaming services With mass reach and scale there39s really no substitute to the power of broadcastquotOf course broadcast is one element albeit an extremely important one for wellplanned strategic crossscreen campaigns that run across a gamut of video options something that Cadent specializes in providing agencies and advertisersCadent uses a unique crossscreen approach with cable broadcast and connected TV opportunities that help simplify the process in strategic ways quotEffective reach means not only targeting a lot of people but targeting the right peoplequot Connolly said quotSo in addition to reach Cadent matches first and thirdparty attributes to household broadcast views through its broadcast indexed TV capabilitiesquotCadent does this through its Aperture Viewer Graph The Aperture Data Marketplace has 70000 audience segments and helps advertisers reach audiences based on behavioral geographic and demographic characteristics This datadriven approach allows for hyperlocal targeting even across broadcastThat data can then be leveraged in Cadent39s broadcastindexed TV solution to create a linear schedule that considers behavioral attributes programming and dayparts in addition to pricing goals and inventory availabilityquotAn indexed broadcast campaign provides unparalleled national reach with the added benefit of holistic reporting across channels and closedloop measurement of business outcomes like sales lift web visitation foot traffic or brand healthquot Connolly notedThis audiencedriven approach to broadcast is one reason why Cadent39s broadcast delivery rates are 90 or higher which is rare in today39s marketplace given ratings challenges according to the companyquotWe39re able to optimize because we39re not dealing with walled gardensquot Connolly concluded quotCadent aggregates across all affiliates and independents Being network agnostic we are able to remain unbiased and look for the media that will best serve customers and the programs that will drive the most reach and efficiencyquotClick 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: Why Local Broadcast TV Is a Powerful Part of the Cross-Screen Solution

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Brandie Feuer

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