Addressable television advertising has been mostly \u201ca conduit or corollary to what happens in digital\u201d in terms of being able to bring attribution and accountability to television, according to Cadent\u2019s Nick Troiano. But things are changing on both the demand and supply side.<\/p>\n

The CEO of the advanced-TV platform cites pay-TV operators like Comcast, AT&T\/Xandr and Charter making considerable technology investments \u201cto support this national addressable solution, to bring that kind of accountability to television.\u201d<\/p>\n

On the demand side, \u201cthe agencies and advertisers are starting to rethink their strategies for television. It\u2019s true that TV as a medium is working very well. I think it\u2019s also true that social and digital, which was a big push for the last five years, works but also lacks some of the scale that television brings,\u201d Troiano says in this interview with Beet.TV at the LUMA Partners Digital Media East conference<\/a>.<\/p>\n

Combining the two trends brought both sides together to \u201cstart thinking about how to build addressable business models. We\u2019ve seen that grow pretty significantly,\u201d to about $2 billion in addressable spending. \u201cFrom a Cadent perspective, we see addressable growing really thirty to fifth percent year over year.\u201d<\/p>\n

He describes Cadent<\/a>, whose heritage is in national TV solutions, as figuring out \u201cHow do you bring a fragmented marketplace in the traditional television sense to brands and advertisers in a way that complements their current TV strategies.\u201d<\/p>\n

Among the major pay-TV operators offering addressable, \u201ceach one has their own solution set, technology infrastructure and capabilities. So Cadent\u2019s role in this marketplace today is to aggregate the addressable inventory across all those pay TV providers and make it simple for an advertising agency to execute a national campaign.<\/p>\n

\u201cSo that\u2019s simplified TV formats, simplified reporting, simplified planning. And it\u2019s those kind of simplifications that have made traditional TV work that is fundamental to help drive the demand, move from traditional television dollars to addressable,\u201d Troiano says.<\/p>\n

This video is part of Beet.TV\u2019s coverage of LUMA Partners\u2019 DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page<\/a>. This series is sponsored by 4INFO<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Addressable television advertising has been mostly \u201ca conduit or corollary to what happens in digital\u201d in terms of being able to bring attribution and accountability to television, according to Cadent\u2019s Nick Troiano. But things are changing on both the demand and supply side. The CEO of the advanced-TV platform cites pay-TV operators like Comcast, AT&T\/Xandr […]<\/p>\n","protected":false},"author":17,"featured_media":60569,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7982],"tags":[3335,5867,7696,7983],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60567"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60567"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60567\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60569"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60567"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60567"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60567"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}