VIEQUES, PR – For Cadreon’s Erica Schmidt, data in and of itself doesn’t cut it. It’s having unique datasets to bring to the table as the IPG unit guides its advertiser clients through the maze of programmatic options.
“What’s really interesting today is advertisers are much more serious about programmatic than they ever have been before,” says Schmidt, who is MD for North America.
What used to be a small and simple line item has progressed to Cadreon clients taking programmatic so seriously they feel the need to contemplate their own marketing ad tech stack, Schmidt explains in this interview at the recent Beet.TV Executive Retreat titled Video Everywhere!
Cadreon augments its own datasets with what its clients bring to the table to find the highest value audiences, making sure it can not only plan but activate based on the data. This avoids the use of standard proxy metrics like reach and frequency or generating ratings points, according to Schmidt.
Beyond cultivating its own data to use with that of its clients, Cadreon works to foster cooperation among clients.
“For example, if you have an advertiser that has sale point data because of customer loyalty, how can you bring that to a CPG that’s trying to measure convenience type of sales,” Schmidt says.
Clients can leverage their own datasets not just for their own investments but can also use such second-party data “to generate revenue that they’ve never seen before.”
One of the best aspects of the annual Beet.TV Executive Retreat for Schmidt is that it represents an amalgamation of “really progressive, forward thinkers that come from every spectrum of the ecosystem”—from data to media owners to agencies.
“What was really fun was yesterday was the panel of major broadcasters telling what they’re doing in the advanced TV space, in particular the news with the partnership across Fox, Turner and Viacom,” says Schmidt. “To me that was great to be with those individuals the day after a major announcement and have the opportunity to peek under the hood and really understanding what they’re doing.”