What do you do when you\u2019re the \u201c800-pound gorilla\u201d aggregating advertising inventory from some 200 MVPD partners? In the case of Cadent, you extend your reach to local television broadcasters to become a one-stop shop.<\/p>\n
As advertisers increasingly seek better audience targeting and efficiency, \u201cThe marketplace has kind of come our way,\u201d says the company\u2019s President of Advertising Sales, Jim Tricarico.<\/p>\n
Less than five years ago, Cadent was \u201ca DR product,\u201d Tricarico explains in this interview with Beet.TV at the recent Cadent & one2one Media UpFront event<\/a> in Manhattan. \u201cIt was a way for people to get inexpensive GRP\u2019s. But we knew that in order to evolve, we had to create a network-like solution.\u201d<\/p>\n That solution is used by a host of premium brands, including Amazon, Home Depot, Johnson & Johnson, L\u2019Oreal and Procter & Gamble.<\/p>\n Tricarico says Cadent can access network inventory for advertisers at a 30% to 50% discount from direct-network buys. \u201cWe\u2019re never out there saying we\u2019re better than network, we\u2019re instead of network. We really just want to be a complement to network and solve some of those problems that are going on in the marketplace.\u201d<\/p>\n Cadent<\/a> has access to inventory on all networks and such major sporting events as the Olympics and NCAA tournaments.<\/p>\n A TV veteran whose background includes stints at MTV Networks, Viacom and Screenvision, Tricarico<\/a> smiles while noting that some people talk about data as though it never existed before. \u201cEvery plan has data behind it. The question now is how deep is that data that they\u2019re using,\u201d he says.<\/p>\n Noting that Cadent eschews \u201cwalled gardens,\u201d Tricarico says the company does what data tells it to do.<\/p>\n \u201cWhereas when you go to a network group, they actually optimize to their portfolio because they don\u2019t have access to every network. We buy directly against the data and optimize to the data and not to the portfolio.\u201d<\/p>\n