Cadent-Catalina Partnership Wins AdExchanger Award for Best Data-Driven TV Campaign for Applegate
A Finely Targeted, Highly Measurable CTV and Omni In-Store Campaign Delivers Impressive Results
NEW YORK and ST. PETERSBURG, Florida., October 31, 2022 /PRNewswire/ — Catalina, a leader in customer intelligence, and Cadent, the largest independent advanced TV advertising platform, have been jointly recognized for their work with shared client Applegate as winners of the 2022 AdExchanger Awards “Best Data-Driven TV Campaign.” The AdExchanger Awards celebrate excellence in digital marketing and advertising. The winners were announced at the AdExchanger Awards Gala held during AdExchanger’s Programmatic I/O Conference on October 17 At New York.
Cadent & Catalina executed an innovative strategic program for Applegate that charts new territory in the CTV space.
Together, Catalina and Cadent created an unparalleled solution for Applegate, which sought performance and accountability from its television advertising budget. Catalina and Cadent planned and executed a targeted and measurable connected television (CTV) campaign designed to effectively attract new Applegate testers to its diverse portfolio of natural and organic meats, re-engage stale shoppers, and encourage cross-category purchases spanning the family growth of the business. brands. This personalized sequential omnichannel campaign delivered targeted household-level CTV ads to 4.2 million existing and new shoppers, optimizing performance based on real-time shopping behavior. This approach to in-store offers ultimately resulted in a 25% increase in sales.
“As this award attests, the Cadent and Catalina teams have forged an innovative strategic partnership that is charting new territory in the CTV space,” said Catalina’s chief commercial officer. Kevin Hunter. “There is a huge opportunity for CPG brands to capitalize on the growing importance of CTV advertising, which industry sources predict is expected to account for nearly $39 billion in media spending by the end of 2026.”
Catalina has worked to meet this demand, leveraging its rich, real-time buyer insights platform to create a comprehensive portfolio of audience, data, media and measurement solutions across TV. , in-store, digital, out-of-home/placed-media and radio channels that have transformed the way CPG advertisers optimize campaigns, drive sales and grow market share.
“When we announced our strategic partnership with Catalina in 2020, we were excited about the potential to tie TV and digital campaigns to in-store purchases, which would improve real-time media optimization while measuring the effectiveness of campaign. We are thrilled to work with Applegate, who have not only understood but embraced the power of CTV and in-store channels to deliver truly responsive advertising and measurable results,” said Mari TangrediSVP, Partnerships at Cadent.
The partnership with Cadent is a significant catalyst in Catalina’s quest to expand its responsive marketing offering to include Advanced TV Servicesrecognizing how its broad targeting, activation and measurement capabilities could benefit CPG brands seeking to turn buyers into buyers in an increasingly digital TV environment.
“We are extremely grateful to our Applegate partner customers for joining us as pioneers in the field. This AdExchanger award is a rewarding recognition of the incredible pivotal mindset and action that Catalina has transformed into new areas that drive real value for our customers in TV and many other media advertising channels,” added Hunter.
About the Cadent-Catalina partnership
Catalina provides superior buyer insights based on deterministic data for direct audience targeting and measurement. Cadent excels at targeting the right consumers across all TV screens and devices to drive measurable results at scale, enabling audience activation through the Cadent Aperture Platform. Together, Catalina and Cadent link purchase-based insights to viewing behaviors in 100 million anonymized shopper households with 400 million active devices and 300 million real-time home IP addresses.
To learn more about this winning campaign for Applegate, contact [email protected]
Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio, podcast and digital media that personalize the buyer’s journey. Powered by the world’s richest real-time buyer database, Catalina helps retailers, CPG brands and agencies optimize every step of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of data entrusted to the company and maintaining consumer trust. Catalina operates in United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or @Catalina on Twitter.
Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators and media owners with data-driven solutions to buy and sell TV advertising. By connecting brands to opportunities across national inventory sources (cable, broadcast and OTT), our technology improves efficiency and increases results for linear, addressable and multi-screen campaigns. For more information, visit cadet.tv or follow @CadentTV.
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