Sanofi's Dana Bhargava and Cadent's Jamie Power on Success with OTT and CTV

Jamie Power chief data officer of Cadent led an illuminating session discussing how to achieve this with OTT and CTV in the media mix Power hosted the session featuring Dana Bhargava head of experience planning ampamp media at Sanofi Consumer Health The very first question Power asked was quotIs the word TV outdatedquot and that kicked off a lively conversation about the continued brand building nature of TV quotIt39s not the 39bad guy39 or outdated TV is still the method of building brandsquot according to Bhargava She continued quotTV waste is a bonus to build brands and in some cases can be seen as aspirational to luxury brandsquot If advertisers can expand how they think about the medium they can achieve their audience goalsHow does OTT and CTV fit into this mix According to Bhargava OTT and CTV are integral to create a full media plan for brand building quotYou can use dayparts to find your audience and build awareness Extend reach into OTTCTV to increase scalequotPower asked how this current climate affected Sanofi39s media planning While they were never off the air Bhargava discussed how these extreme circumstances allowed for making changes and trying new ideas Sanofi focused on awareness and created content to position their brands as a staple of consumer39s households For example Sanofi made sure their products were available via eCommerce and embedded tech to facilitate consumers locating products OTTCTV was effective for content alignment and brand safetyWith budgets constantly being reevaluated and shifted both Power and Bhargava agreed that being able to justify spend on OTTCTV which is still a higher CPM in most circumstances is a key component to making these changes A key part of this is analyzing data and results If something fails to achieve its goals instead of tossing it out as a failure really look at it to see what happened If you can focus on exactly why you39re using OTTCTV you can adjust expectations and budgets accordingly Power added quotto be investment agnostic to deliver what consumers are looking for and put the audience as your 1 goal using OTTCTV can deliver the best results for your brandquotBoth Power and Bhargava agreed that media plans must look at specific audience data and set strategy by that data While not all channels drive the same data results multiple channels can be used to serve different needs As Bhargava declared quotthere39s no such thing as 39set it and forget it39 anymorequot Overall we39re still learning about these platforms and through successful partnerships we can achieve these mutual goalsClick 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 MediaVillagecomMyersBizNetamp160

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Sanofi's Dana Bhargava and Cadent's Jamie Power on Success with OTT and CTV

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Trisha Patterson

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Sanofi's Dana Bhargava and Cadent's Jamie Power on Success with OTT and CTV

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