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November 27, 2016

Explaining Advanced TV To Advertisers: A Challenge And Refreshing, Says Cadreon’s Mantel

“If it’s not broken why fix it” is just one of many conversations agencies must have with their clients when the subject is advanced television targeting. And it’s often long-time TV advertisers that need the most hand holding as they march into the data-enhanced future.

To Larene Mantel, it’s been “a challenge and refreshing at the same time” to explain advanced TV to the uninitiated. The Director of Advanced TV at IPG Mediabrands’ Cadreon has deep roots in the traditional TV space from stints at ZenithMedia and PHD and so is well suited to the task.

“There are a lot of clients who are digital in background and are willing to do new things in the space and test and learn,” Mantel says in an interview with Beet.TV. “But there are clients that are traditional and very rooted in their traditional TV and their GRP’s. They know that this has worked in the past and if it’s not broken why fix it. It’s very interesting to have those conversations.”

Smaller, digital-based clients approach advanced TV strategies and tactics with a different comfort level, according to Mantel. “They’re not having to spend as much money to reach their target audience and that opens up the door for them to get into TV,” she says in response to a question from interviewer Tim Hanlon, Founder and CEO of The Vertere Group.

Watch the video here

November 11, 2016

Cadreon Wins Gold at Festival of Media LATAM 2016

Ax of Unilever had multiple representation of Initiative (gold), Cadreon (gold) and Teads (silver); Initiative won one silver and two bronzes for Sedal, while MediaCom held two golds and one silver for Huawei.

Read the full story here.

October 26, 2016

Why There’s a Major Disconnect Between the Marketing and Tech Worlds

By Arun Kumar

I’ve had a ringside seat to one of the most riveting parts of the advertising ecosystem. If I were to extricate myself from my position and develop temporary amnesia, I believe I would find the entire ‘ecosystem’ comedic—though many would argue that the sums of money involved are anything but a laughing matter.

The ad-tech ecosystem has given rise to the popular belief that tech is easy. And when I say tech, I am including data, which is almost inseparable in today’s landscape. The ‘tech is easy’ hypothesis comes from the belief that it’s all as simple as the flick of a switch, elimination of full-time employees and improvement of efficiency (with cheaper costs to boot). And while some of that is accurate, most of it is not.

The tech falls short of the sales story. Walled gardens don’t help. Tagging restrictions, inventory availability and other such artificially imposed but very real obstacles make it worse.

Imagine getting invited to a concert with the promise of a perfect Beethoven symphony. It turns out that all the violins play together beautifully, but in order to get the trombone going, the conductor has to physically tap the player on the shoulder to get her started. On top of that, the trombone player comes from the school of Bach—she can’t play Beethoven at the same level—and it’s Beethoven that the crowd actually paid for. Far short of a perfect symphony, right?

Read the full story here

October 23, 2016

Advanced Television Is About Buying Audiences, Not Space: Cadreon’s Kumar

Arun Kumar deliberately avoids the term “programmatic” when talking about advanced television’s audience targeting potential. “All we’re trying to do is take some of the principals behind programmatic. We don’t want to buy space for the sake of buying space,” says the Global President of Cadreon, Interpublic Group’s ad tech unit.

Semantics aside, Kumar is focused on answering a particular question from marketer clients. “Have I made a smart decision on my media investment, and why is it smart?” he says in an interview with Beet.TV.

Key to such smart decisions is making sure that creative and planning agencies are working with the same target audiences and that buyers are executing against the same segment.

“What it means for us is this is the way we expect all media to be bought in the future,” Kumar says. “It’s less about whether it’s biddable, whether it’s going through an exchange, whether it’s private inventory. The most important point is are we planning and buying on audiences or are we still stuck with space.”

Watch the video here

October 11, 2016

Case Study: The Athlete’s Foot Steps Into Programmatic TV

The Athlete’s Foot (TAF) wanted to raise awareness and increase sales for the launch of the new ASICS Nimbus model.

The target audience was identified as ‘fit-for-lifers’ – those who genuinely engage in active pursuits, as opposed to those who wear active wear to brunch. As a proven channel for driving brand awareness, TAF wanted to connect with this audience via television.

Its media agency, Initiative, expressed concerns that the high cost of TV placements would restrict their ability to reach the audience at scale within available investment. Initiative wanted to give ‘PB’ a new meaning for The Athlete’s Foot, by applying the specificity of programmatic buying in the TV environment.

Through its specialised programmatic team Cadreon, Initiative leveraged TubeMogul’s programmatic TV (PTV) solution. It provided new strategic data sets to identify the ‘fit-for-lifers’ audience segment within the male 25-54 demo and executed a TV buy against this audience. Spot placements were monitored daily and optimised to drive delivery against TAF’s strategic target. The campaign was measured against standard metrics, along with a research study to evaluate the effectiveness of programmatic TV vs. metro TV. It delivered on all fronts.

Read the full article here 

Media contact:

Global Corporate Communications

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