Finely Targeted and Highly Measurable CTV and In-Store Omni Campaign Delivers Impressive Results
Catalina, a leader in shopper intelligence, and Cadent, the largest independent platform for advanced TV advertising, have jointly been recognized for their work with shared client Applegate as the winner of the 2022 AdExchanger Awards “Best Data-Driven TV Campaign.” The AdExchanger Awards celebrate excellence in digital marketing and advertising. Honorees were announced at the AdExchanger Awards Gala held during AdExchanger’s Programmatic I/O conference on October 17 in New York.
Together, Catalina and Cadent created an unmatched solution for Applegate, which sought performance and accountability from its TV advertising budget. Catalina and Cadent planned and executed a targeted and measurable connected TV (CTV) campaign designed to efficiently attract new Applegate triers to its diverse portfolio of natural and organic meats, re-engage lapsed buyers, and encourage cross-category purchases spanning the company’s growing family of brands. This custom, sequential omnichannel campaign delivered household-level, targeted CTV ads to 4.2MM existing and new buyers, optimizing for performance based on purchase behavior in real-time. This approach to in-store offers ultimately drove a 25% sales lift.
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“As this award attests, the Cadent and Catalina teams executed an innovative strategic partnership that is charting new territory in the CTV space,” said Catalina Chief Commercial Officer Kevin Hunter. “There is an immense opportunity for CPG brands to leverage the growing importance of CTV advertising, which, according to industry sources, is expected to account for nearly $39 billion in media spend by the end of 2026.”
Catalina has worked to meet this demand, leveraging its rich, real-time shopper intelligence platform to build a full-funnel portfolio of audience, data, media and measurement solutions across TV, in-store, digital, out-of-home/placed-based-media and radio channels that have transformed the way CPG advertisers optimize campaigns, drive sales lift and increase market share.
“When we announced our strategic partnership with Catalina in 2020, we were excited by the opportunity to link TV and digital campaigns to in-store purchases, which in turn would enhance media optimization in real-time while measuring a campaign’s effectiveness. We are thrilled to work with Applegate, who not only understood but embraced the power of CTV and in-store channels to deliver truly responsive advertising and measurable results,” said Mari Tangredi, SVP, Partnerships at Cadent.
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The Cadent partnership is an important catalyst in Catalina’s quest to broaden its responsive marketing offering to include Advanced TV Services, recognizing how its extensive targeting, activation and measurement capabilities could benefit CPG brands seeking to turn shoppers into buyers in an increasingly digital TV environment.
“We are tremendously grateful to our client partners at Applegate for joining us as a pioneer in the space. This AdExchanger Award is a gratifying acknowledgement of the incredible pivot in mindset and action Catalina has made into new areas that drive real value for our clients in TV and many other media advertising channels,” added Hunter.
