Forrester’s Cross-Channel Video Advertising Platform New Wave report was published today, including an evaluation of Cadent Advanced TV Platform.
This report evaluated the cross-channel video landscape, and in our opinion, it focuses on digital companies broaching the world of TV. Cadent, a pure-play TV platform and not a cross-channel platform, chose to participate because it’s important to take part in the conversation on both sides of the equation about how these worlds are coming together.
There’s much more to the advanced TV ecosystem than mastering addressable and modernizing linear TV – our platform ties the entire TV ecosystem together into a single solution that streamlines the process of buying and selling of television.
What’s important for a strong product vision is what you choose to focus on and what you don’t choose to focus on. We chose to focus on providing national advertisers episodic, professionally produced video content that offers premium content with advertising considered part of the programming, and we chose not to focus on short-form digital video and social ads. That way, advertisers can maintain quality and impact when reaching their TV audiences in a brand safe manner, delivering a message in the moments people are most immersed in content.
Today, television is complex – a combination of legacy systems and constantly modernizing technology. In light of this complexity and the challenges of audience fragmentation, we choose to focus on the evolution of TV, always keeping in mind what’s in the best interest of the whole TV ecosystem, including buyers and sellers. Digital companies approaching the business of TV with digital solutions, which as we know, in addition to trying to connect TV into their workflows, also aim to optimize banner ads, mobile apps, social feeds and more. A cross-channel TV strategy requires a thoughtful TV partner and not a retrofitted digital approach.
The reality is that today, traditional TV is still bought mostly the same way it was 20 years ago. In ten years, there will still be cable boxes and linear TV viewers, even as TV audiences evolve. The platform advertisers need is one that brings those experiences together, from linear TV to addressable and OTT, making it different from a traditionally digital-first DSP platform. Our platform prioritizes integrations and quality engagement that drives performance, builds brands and creates experiences.
Television is evolving. Its evolution won’t come from the aim of being more like digital – its evolution will come from the desire to bring the best of television and the best of digital together to become better, more automated and more transparent. Engaging audiences in a premium environment is key, as is making it easier to transact and easier for marketers to measure the impact of their campaigns. We focus our innovation only on the needs of the television industry, and we think that’s the best way to help the industry win together.
In TV buying, it’s our responsibility to protect consumer data and work with partners who protect consumer data. We’re focusing on building an environment where a wide variety of scaled and targeted audiences can be activated, where the value of partners’ respective businesses and the value and needs of advertisers are brought together to help them navigate TV advertising from traditional to advanced buys, across all inventory channels.
For our customers, we want to make it easy to leverage our technology and connect with their audiences in a highly fragmented landscape. We’re entering a data-driven, technology-rich future of TV advertising, and more than ever before, audiences, inventory partners and ecosystem partners require a thoughtful strategy that drives real business results.
Read more about Cadent Advanced TV Platform.