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Cadent Launches Next-Gen National Addressable TV Platform

Zoltán Tűndik

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Unified platform connects national advertisers with addressable TV suppliers to enable at-scale, data-driven TV campaigns

Cadent, the leading platform for advanced TV, today launched its next-generation addressable TV platform for advertisers, media planners, and networks. The new Cadent Advanced TV Platform provides a simplified workflow that connects national addressable TV demand with Cadent’s inventory partners.

Cadent Advanced TV Platform provides access to 70 million US addressable households through cable, network, and OTT supply relationships. By removing the complexity associated with the different technologies and processes of various TV inventory sources, the platform provides a unified, transparent workflow for purchasing addressable advertising on a national basis.

“Television, the most powerful storytelling medium, must evolve to satisfy the needs of today’s analytics-savvy advertisers,” said Eoin Townsend, Chief Product Officer of Cadent. “Cadent’s mission is to help the TV ecosystem evolve to this data-driven future, and with this launch, we’ve taken a huge step forward for our advertisers and pay TV partners. We’ve streamlined the complexities of household addressable TV campaigns to help accelerate spend, while helping our partners expand the reach of their unique supply to meet the needs of national buyers.”

With Cadent Advanced TV Platform, advertisers can plan and optimize against customized marketing goals including sales or brand lift, customer acquisition or reactivation, and competitive conquesting. The platform provides unified reach, frequency, and attribution across its addressable (linear, IP, and VOD) supply. Using the integrated TV data ecosystem, advertisers can build custom target audiences using first-, second-, or third-party data that are anonymously matched to US addressable households.

To date, Cadent has delivered more than 3,000 addressable TV ad campaigns.

The Association of National Advertisers (ANA)* and Forrester found 70 percent of advertisers still view traditional TV as the most effective means of achieving long-term brand building objectives, and that these advertisers are increasingly incorporating the data-driven approaches of addressable and advanced TV into their plans. Specifically, 15 percent of ANA members reported that they are incorporating addressable and advanced TV buying techniques into their plans, with another 20 to 30 percent testing these approaches this year.

Jim Nail, principal analyst at Forrester, notes in The Inflection Point for Addressable and Advanced TV is Here Now. Really** that “as this inflection point draws more advertisers in categories like auto, travel, and financial services into using addressable ads, the long-expected change in the TV ad industry will come to be. TV planners and buyers will need to develop new data skills and new frameworks for building TV campaigns to take full advantage of the potential.”

Cadent Advanced TV Platform eliminates fragmentation issues, making it easy to plan, buy, and manage campaigns at scale. With Cadent, brands and agencies can reduce waste, gain planning efficiencies, and have full transparency into the results. Earlier this year, the company consolidated its various brands: Cross MediaWorks, Cadent Network, Cadent Technology (formerly BlackArrow), and one2one media into a unified new brand – Cadent. Additional information is available at www.cadent.tv.

Co-founder, Editor - After accumulating enough experience by launching and building a successful media and events organizer company in the gaming industry, the opportunity to also move into more verticals just came naturally. I have hunger for knowledge and like to report on technology and news that are not picked up by main stream media channels because they don't produce enough emotions. Make sure you subscribe to read our hand picked news which you will only find on PICANTE!

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The Canary Islands Create a Video to Replace Blue Monday With True Monday

Betty Tűndik

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The Canary Islands create a video to replace Blue Monday with True Monday (The Canary Islands)
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The international #TrueMonday campaign is being launched from the Canary Islands to advertise this initiative

For years the Canary Islands has been battling Blue Monday, a fake news story that claims that this is the saddest day of the year. As part of its effort to get back and stand up for good vibes, the Canary Islands want to turn this non-existent event into a day to combat fake news.

The goal is to kill off Blue Monday once and for all and turn it into True Monday. To do so, the Canary Islands have created an informative video with messages as blunt as “Don’t let any comments, any news, any made-up formula manipulate your feelings. It’s time for us all to start improving the climate”.

In addition, in coming months, officials in the Canary Islands will work to turn the third Monday in January into the International Day Against Fake News, a day to combat all the lies and untruths that sow tension, discord and bad vibes.

The stopbluemonday.com website describes this commitment through a manifesto and includes tips for identifying fake news, measures for getting back the good vibes and a quiz so users can check their knowledge.

Goodbye Blue Monday, hello True Monday

In 2005, using a completely made-up formula, Professor Cliff Arnall, from Cardiff University (United Kingdom), declared that the third Monday in January was the year’s saddest day. This initiative was part of an advertising campaign for a travel agency.

Even though its credibility was called into question from day one, to the point that even Cardiff University called it “a farce”, the media, including social media, continued to spread the news year after year.

The Canary Islands managed to get none other than Professor Arnall himself to publicly disavow his Blue Monday creation and join the #StopBlueMonday movement. “It’s time to finally stop letting made-up comments, news or formulas manipulate our feelings and for everyone to start improving the climate”, said the professor.

In short, the goal of the initiative is to remove the day devoted to sadness from the calendar once and for all and, in its place, to raise society’s awareness of the fight against the type of fake news that created it.

 

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Former NBA Star Dikembe Mutombo Joins Autonomous Brand Safety Company CHEQ

Vlad Poptamas

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Photo source: en.wikipedia.org
Reading Time: 2 minutes

The company’s new Chief Blocking Officer is also the center of its new ad campaign, launching today

Military-grade ad-verification company CHEQ has announced the appointment of legendary NBA shot blocker Dikembe Mutombo as Chief Blocking Officer, a new advisory position at the company, and the launch of an advertising campaign that breaks today featuring him.

“Dikembe’s reputation and legendary defensive skills best illustrate what CHEQ does millions of times a day in digital advertising–block ads from being served in unsavory environments,” said CHEQ CEO, Guy Tytunovich. “For years Dikembe protected rims, and we protect brands. We are a match made in heaven, and now we’re like family. We also expect to gain from Dikembe’s wisdom and winner mentality, as he becomes an integral part of our advisory team.”

In addition to teaser ads, the online campaign is centered on a video, featuring the sports star, and it opens with Mutombo addressing the camera.

“Hello my friends. I’m Dikembe Mutombo, and CHEQ appointed me to be their Chief Blocking Officer because I know how to block,” he says. Several quick takes follow depicting him in hilarious scenarios in which he can “block” something.

The first shows him against a beach backdrop wearing floaties, sunglasses and an umbrella hat. “Sun block,” he says as the scene switches to a couple who are about to kiss during dinner at a restaurant. “Cock block,” Mutombo barks in his gravelly voice, slamming a statue of a rooster in between them.

That scene is followed by situations in which Mutombo announces the action or items that can be blocked or paired with the word “block,” including “building block,” “road block,” “wood block,” “chopping block,” “blockchain,” “blockbuster,” and “block party.”

The spot ends with Mutombo, wearing a fedora and sitting before a typewriter, as he struggles to find the word that goes with “writer’s.”

A voiceover interrupts as the CHEQ logo appears on a white backdrop. “Brand safety. Ad fraud. At CHEQ, we don’t just measure the damage. We block it.”

Cut back to Mutombo at the typewriter when he has an epiphany: “Writer’s block!” he shouts.

Mutombo’s professional basketball career began in 1991 with the Denver Nuggets and spanned 18 years. His finger wag at opposing players after he blocked their shots became his trademark during his ascent to legendary status as one of the greatest defensive players in the history of the NBA.

“When CHEQ approached me with the idea of becoming Chief Blocking Officer, I immediately was intrigued,” Mutombo said. “This isn’t just another celebrity endorsement deal. It really is the perfect match of spokesman and company offering. I’m proud to be on the CHEQ team.”

Besides the Denver Nuggets, Mutombo played for the Seattle SuperSonics, the Atlanta Hawks, the Philadelphia 76ers, the New Jersey Nets, and the New York Knicks during his NBA career. He retired in 2009 while playing for the Houston Rockets.

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Park Group Expands Its Multi-channel Marketing and Analytics Capabilities With the BlueVenn Marketing Hub

Vlad Poptamas

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Reading Time: 1 minute

 

– Park Group will use the advanced analytics and marketing automation capabilities of BlueVenn for targeted, multi-channel marketing

– The platform will enable cross-channel personalisation by integrating email, mobile, direct mail and SMS marketing channels

Park Group plc, the UK’s leading multi-retailer redemption product provider to corporate and consumer markets, has selected the BlueVenn Marketing Hub to enhance its multi-channel marketing and real-time personalisation capabilities.

The investment in BlueVenn technology will empower the marketing team at Park Group to provide a personalised customer experience across channels and devices by integrating their email, mobile, direct mail and SMS marketing channels. Using its marketing automation and analytics capabilities BlueVenn will centralise Park’s marketing campaigns into one platform and will automate the delivery of targeted customer journeys.

Speaking about the partnership, Steve Klin, BlueVenn CEO said: “Park Group is an innovative brand supporting the UKand Ireland retail industries and is a truly multi-channel business. I’m therefore delighted that Park Grouphas selectedBlueVenn to provide their multi-channel marketing technology andthat we can support the marketing teamwith their vision.”

Nicola Milford, Commercial Manager at Park Group, added: “We are constantly seeking ways to help improve our customer experiences and that means embracing new channels of communication and delivering more relevant, personalised and timely messages. The BlueVenn solution will help us to streamline our processes, drive better efficiencies and help us add more value.”

Steve Miller, Chief Information Officer at Park Group, further added: “By putting the voice of the customer at the heart of what we do our partnership with Blue Venn is a significant step towards delivering our recently announced strategic focus on clarity, experience, productivity and appeal. This is a step change in our marketing and communications capability and will help drive our digitally enabled product and customer future.”

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