Cadent Launches Performance TV – a New Solution to Improve Business Results in CTV, Online Video, Display and Linear TV

Advertisers can now improve performance and optimize in real-time throughout the entire sales funnel

NEW YORK, April 30, 2024 /PRNewswire/ — Cadent, the largest independent provider of omnichannel video advertising solutions, today launched Performance TV. Performance TV is a new results-based solution that combines the reach of traditional TV with the precision targeting and measurability of digital, creating a direct link between advertising and sales.

Cadent Performance TV is the first solution that bridges the gap between TV and digital to deliver results for customers. For advertisers, this means a holistic understanding of why and how omnichannel campaigns drive revenue – eliminating the tedious guesswork of piecing together reports from disparate digital, CTV and linear TV sources to focus on optimization and ‘what then comes’ to recover.

Cadent Performance TV enabled Yamaha Motorsports to attribute their omnichannel ads to store visits, driving conversions across their entire sales funnel:

“Buying a motorcycle is a unique experience, and a satisfying one once achieved. Since it requires specific efforts from the buyer, we contacted Cadent to tailor the campaign goals to reaching consumers on the market, while efficiently directing a qualified audience to a ‘Contact a Dealer’ form on Yamaha’s website,” said Carlos Hernández, VP Communications Strategy at Generator Media + Analytics, media agency for Yamaha Motorsports. “Our digital campaign successfully increased conversion volume by 44% week over week, and by 48% after the 30-day post-campaign attribution period. After collecting data, Cadent optimized the campaign in flight and improved cost per campaign. conversion efficiency (CPC) by 80%.”

Cadent Performance TV is powered by three unique capabilities, all part of the Aperture Platform:

The proprietary and privacy-focused Aperture Viewer Graph and Data Marketplace matches linear TV households and anonymous device impressions with one of the largest selections of measurement providers. This means advertisers can capture exposure and outcome data across the entire sales funnel using the linear or digital measurement provider of their choice. The solution is the first to connect national linear network and local broadcast media spend with CTV and digital media – across any delivery source.

Real-time performance optimization technology uses advanced machine learning (ML) and artificial intelligence (AI) to continuously process data from attributed events such as website visits or in-store sales. Aperture Platform enables on-the-fly adjustments based on performance goals such as cost per action (CPA) and return on ad spend (ROAS). The automated workflow streamlines advertisers’ data flow, driving better campaign results. Advertisers may also process exposure and conversion data from Aperture Platform or third-party sources to associate user actions with impressions and marketing efforts.

Moreover, with Performance TV, advertisers benefit from the cleanest offer in the industry. Aperture MX, the SSP within the Aperture Platform, includes premium digital and CTV inventory that is 100% third-party verified to be MFA-free. This complements the scaled, direct relationships Cadent has built with linear publishers, including MVPDs, national networks and local broadcast stations. Because the digital and linear delivery systems connect directly to Viewer Graph and the Data Marketplace, advertisers benefit from virtually no loss of data fidelity during campaign planning, optimization and measurement – ​​regardless of media type.

“Measuring omnichannel campaigns remains a challenge for linear and CTV advertisers, but evidence of performance is now more important than ever. It’s time to get advertisers back to what they do best: developing strategies to drive better results for their company,” he said Marcy Pentoney, SVP, Product at Cadent. “Cadent Performance TV connects premium digital, linear and CTV inventory with precise targeting and measurement to help our customers achieve their goals.”

Visit https://cadent.tv/ to learn more about Performance TV for omnichannel campaigns.

About Kadent
Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns and measure what matters – on any TV content or device. Aperture, our converged TV platform, simplifies multi-screen advertising through a streamlined workflow that unifies identity, data and inventory across hundreds of integrated partners. For more information visitcadent.tv.

SOURCE Kadent